17 : 01 : 20 : Weekly Debrief

1. First Direct is championing #MoneyWellness

UK – First Direct, the UK’s original challenger bank, has launched a new campaign to highlight the anxiety some people feel when it comes to finance.

The #moneywellness campaign and brand platform aims to normalise the conversation about money and its links to wellbeing. Created by The Brooklyn Brothers, it demonstrates how to tackle customers’ financial concerns, such as the culture of comparisons with friends or where their parents were with money at the same age. ‘Let’s stop comparing ourselves to others and start understanding our own relationship with money better. After all, there is no right way to money,’ reads its microsite.

As part of the campaign, First Direct teamed up with YouGov to conduct a survey of 4,000 UK consumers, with results revealing people to believe money is more important to their overall wellbeing than other more traditional areas of wellness, such as diet and exercise.

Around the world, finance brands are recognising that mental and physical health can be improved through money advice and services focused on wellbeing. For more, read our Financial Wellness microtrend.

3. Box wants to revolutionise click and collect

Finland – Developed by interior architects at Fyra and commissioned by Finnish postal company Posti, Box symbolises the future of click-and-collect counters.

In a bid to uplift the usually dull aesthetic and functional design of parcel collection services, Box aims to make the collection process a more appealing part of retail logistics. The resulting space takes inspiration from boutique stores, with neon signage, private, curtained spaces to try purchases on, and a counter where customers can make returns or send their own packages. The space uses different colours to signify each service area, including spaces for unpacking and recycling.

Envisaged as an experiential space that goes further than traditional post rooms, Box employs staff to help with customer queries, has a lounge area and even features a Spotlight space where online retailers can present their latest products.

With an increasing number of customers opting to buy products online, brands are exploring new ways to connect with shoppers in physical spaces. Discover how this is taking shape in our Click and Connect microtrend.

5. Adidas redefines what it means to be sporty

Global – Adidas is tackling outdated fitness stereotypes with its latest campaign, Reimagine Sport, which coincides with the launch of its new women’s collection.

Featuring performance and streetwear, the collection is designed to be diverse and inclusive. It has been created to inspire women to move in whatever way suits them, with high-performance tights and bras suitable for a variety of activities. Placing a spotlight on inspirational women in sport, the upbeat campaign features body-positive yoga expert and wellness entrepreneur and author Jessamyn Stanley, world champion skier Mikaela Shiffrin and world champion Paralympic medallist and motivational speaker Denise Schindler.

‘Women today are redefining what sport means to them, from dance, skiing and aerial yoga to skateboarding, women are doing it all. Movement is sport and it is about getting out and enjoying what sport can do for your body and mind,' explains Aimee Arana, general manager of global training at adidas.

With a wave of new fitness influencers and gyms showing how staying healthy shouldn’t be exclusive to privileged individuals, people are waking up to the importance of Inclusive Fitness.

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