Firstly, Happy New Year from all of us at BURN!
In the spirit of getting back to reality after two weeks of not knowing what day it is or your purpose in life, we’ve pulled together some of the most exciting trends that will come to a head in 2020.
THE NEW ECO-NORMAL
As we enter the new decade, there has been an overdue shift from pride in being eco-friendly in 2019 to eco-shame if you’re failing to do your bit in 2020. Sustainability has never been more prominent, accessible or affordable. And with the daily news rife with environmental firsts, such as the devastating bushfires in Australia that tragically have claimed over a billion animal’s lives in a matter of weeks, it’s become virtually impossible to bury your head in the sand.
One key inducer of eco-shame is air travel. In recognition of this, KLM Royal Dutch Airlines launched their “Fly Responsibly” campaign last summer. The campaign prompted passengers to consider if they needed to travel at all and if so, whether they could go by train. While a commitment to carbon-offsetting seems like more of a long-term business plan, it’s a bold and responsible move that should be guidance for us all. For once, the planet has seemingly prevailed over profit.
EQUALITY IN PLAY
Depressingly, at current rates of progression, worldwide gender equality is 100 years away. A slim silver lining is that the toy industry is becoming more progressive, finally shifting away from blue cars for boys and pink dolls for girls. A positive development for our future generations to grow up with.
For example, there has been a surge in disruptive STEM-related (science, technology, engineering and maths) toys. Some of which have specifically been developed to inspire young girls to become scientists and engineers, career paths currently dominated by men.
In 2013, GoldieBlox popped up on Kickstarter and has since received almost $300,000 in pledges and won numerous awards. Created by Stanford engineer, Debbie Sterling, GoldieBlox challenges gender stereotypes with the world’s first girl engineer character. Using storytelling to communicate key STEM principles via videos, books, apps and construction sets, the brand empowers 5-9 year old girls to build their confidence, knowledge and futures.
Additionally, Mattel – one of our clients, is launching the first ever gender-neutral doll. This is further proof that equality and gender campaigning will increasingly feature in 2020.
A MATCH MADE IN HEAVEN
New and innovative technologies that change alongside our fluxing needs and bodies are becoming increasingly mainstream. Whether it’s DNA testing via post to map out your family tree or Shiseido’s Optune. The skincare device analyses skin via a selfie and accounts for environmental factors, such as humidity and sleep data, to generate an optimal, personalised skin cream on a daily basis. Personally, the difference between my winter skin (dry and oily) and summer skin (oily and oily) is drastic, so it could be worth the £70 investment.
If the majority of the global population switched to a plant based diet (i.e. cutting out animal products like meat, fish dairy and eggs), reportedly greenhouse gas emissions could be reduced by two thirds, 8 million lives saved by 2050 and climate damages of $1.5 trillion prevented.
In the UK, it’s estimated that there are 600,000 full-time vegans, a figure that temporarily increases this month in the form of Veganuary. A huge 350,000 people have signed up for the official Veganuary 2020, a 100,000 increase on last year. Veganuarians (a term I’ve just coined that is unlikely to catch-on) will save 450,000 flights worth of CO2 emissions and 2.5 million litres of water in just one month.
With £740m estimated sales of meat-free foods in 2018, it’s no wonder that brands like Greggs are paying attention and cashing in with their vegan steak bake and sausage roll. A cash-in sufficient enough to give their 25,000 employees up to a £300 Christmas bonus at the end of last year.
However, there is concern that the growth in veganism is driving up demand for imported foods which in itself has implications for CO2 emissions, prompting the argument that local and seasonal is how we ought to eat, especially so with Brexit being a reality now. As ever, there’s balance to be found.
These are just our top picks from a number of trends coming to the forefront this year, so please do leave a comment with any that have caught your eye or if you’re participating in Veganuary yourself and why.