News 22.01.2024

News

Climate change villains in Greenpeace’s horror film-inspired campaign, Primark’s new adaptive underwear and Edelman Trust Barometer 2024 reveals a tech trust paradox

Greenpeace’s horror film-inspired campaign focuses on climate change villains

Plastic Attack campaign by Greenpeace, France

France – Staged like a spooky horror film, the latest ad campaign for Greenpeace uses humour to portray the chilling implications of three main environmental villains – fossil fuels, deforestation and plastic waste. Greenpeace France enlisted creative agency La Chose to create three videos stressing different aspects of the climate emergency. The thought-provoking films draw on humour and satire to raise awareness of the need to ‘change the scenario’ of the current crisis caused by plastic pollution, oil production and deforestation.

‘Through this campaign, we invite you to ‘change the scenario’ with Greenpeace in the face of the climate emergency,’ La Chose’s creative director Charles Flamand said in a statement. ‘The originality of this statement is that beneath the humour and cruel irony lies meaning, as well as a positive definition of Greenpeace’s role.’

Greenpeace isn’t the first organisation to use dark humour in order to cut through consumers’ environmental activism fatigue. In Subversive Sustainability Ads, we highlight early examples of rebellious and cut-throat campaigns.

Strategic opportunity

As we navigate the normacrisis era, addressing the daunting but crucial issues like climate change requires wit and creativity. Do not shy away from disruptive communication styles to make impact and cut through the noise

Primark is bringing adaptive underwear to the high street

Primark Primark
Primark Primark

Global – Fast fashion behemoth Primark is going after a widely underserved consumer segment with the introduction of an adaptive lingerie collection. The retailer is hoping to make fashion staples more accessible and affordable for people with disabilities, starting with the launch of a four-piece underwear collection. Consisting of a seam-free bra, a lace bralette, black briefs and period pants, the pieces were designed to deliver on practicality and comfort thanks to features including easy fastenings, magnetic clasps or easy-to-use Velcro. In order to best meet accessibility needs, Primark has collaborated with adaptive design experts and people with disabilities.

‘We’re proud to be taking specialist products that are typically more expensive and only available online, and offering them at affordable prices on the high street,’ said Charlie Magadah-Williams, head of diversity and inclusion at Primark, in a statement.

Alongside the launch, new data gathered by Primark and the Research Institute for Disabled Consumers revealed that three in five (62%) of disabled people in the UK have issues finding clothes they feel ‘happy and comfortable’ in, suggesting there is room for progress in the Inclusive Fashion Market.

Strategic opportunity

How is your business catering for consumers with accessibility needs? Consider how you can support customers and colleagues with disabilities better within the remit of your services, products and consumer touchpoints

L’Oréal invests in Swiss longevity biotech company Timeline

AI imagery by The Future Laboratory, UK AI imagery by The Future Laboratory, UK

Switzerland – Global beauty leader L’Oréal has made a strategic investment in Timeline, a Swiss consumer health biotech company specialising in longevity. Timeline recently concluded a successful Series D funding round, raising £52m ($66m, €60m), with contributions from L’Oréal and Nestlé. This funding is aimed at advancing Timeline’s position in the longevity consumer health sector by expanding its scientific research, product offerings and market presence encompassing food, beauty and health.

Timeline’s core innovation is the molecule Mitopure, developed over 15 years of research. It has been clinically proven to target cellular longevity pathways by rejuvenating mitochondria, the energy powerhouses in cells. Mitochondrial health is crucial for various aspects of wellbeing, including muscle strength, cognitive function, immune resilience and skin vitality, presenting a comprehensive approach to promoting healthspan.

Barbara Lavernos, deputy CEO of L’Oréal, told Fashion United that longevity now represents a new dimension of beauty, integrating diverse scientific disciplines to enhance skin health and beauty through Timeline’s innovative contributions to the field. L’Oréal’s investment testifies to the growing importance of Longevity Lifestyles to consumers and brands’ keen interest in offering profitable products in this category.

Strategic opportunity

Capitalising on the longevity market is in businesses’ best interests. By introducing longevity-focused products and services, you can extend your relationship with consumers from early adulthood to later life

Stat: Edelman Trust Barometer 2024 reveals trust paradox amid rapid innovation

Smart Aid Kit by Map Project Office and Modem, UK Smart Aid Kit by Map Project Office and Modem, UK

Global – The 2024 Edelman Trust Barometer, a survey of 32,000 respondents across 28 countries conducted in November 2023, has highlighted a perplexing societal paradox. While rapid innovation holds the promise of a prosperous future, it also fuels trust issues, intensifying societal instability and political polarisation.

The findings underline a pervasive concern: 63% of respondents say that government leaders intentionally disseminate falsehoods or gross exaggerations, a sentiment shared by 61% of those surveyed about business leaders and by 64% about journalists and reporters.

In a year set to be marked by elections across the world, embracing innovation will become pivotal for societal success. While scientists are seen as instrumental in this process, there is growing unease about political influence on science. A significant 59% believe that government regulators lack the necessary understanding of emerging technologies to effectively regulate them, further eroding trust in institutions guiding us through transformative change. Regaining this trust will be key for Tomorrow’s Leadership.

A notable 77% say scientists should play a substantial role in managing the introduction of innovation. But 45% perceive a communication gap, as scientists struggle to convey their insights effectively to the general public. Interestingly, 59% of individuals primarily rely on online sources for information about innovation, highlighting the digital realm’s increasing significance in shaping public perception.

Strategic opportunity

The survey revealed that trust in businesses is amplified through partnerships with government organisations and scientists. Brands should capitalise on this finding and ensure they are forging strategic collaborations with NGOs, activists and influencers when introducing new products to the marketplace

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