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Wildsmith translates tree intelligence into a sonic wellbeing journey

Treescape by Wildsmith, UK

UK – Following its progressive moves into sustainable skincare and regenerative design, Wildsmith is now turning to sound as a wellness modality. The skincare brand has unveiled Treescape, a two-hour audio composition created using biosonification – a technique that translates the electrical impulses of trees, soil and microbial life into sound.

Created by sound artist Justin Wiggan and rooted in the biodynamic arboretum of Heckfield Estate, the soundscape is interlaced with solfeggio frequencies and binaural beats, inviting listeners on a therapeutic journey from forest floor to canopy. ‘It’s a sonic conversation with the very fabric of life,’ says Wiggan, who also captured atmospheric data such as cloud movement and wind pressure.

Treescape is now the official soundscape of Wildsmith’s wellbeing experiences – six immersive movements designed to reduce stress, regulate emotions and re-attune the body to nature’s rhythm. ‘Justin’s work aligns beautifully with our philosophy,’ says Katherine Pye, general manager at Wildsmith. ‘It creates meaningful connections between people and the natural world.’

As consumers spend nearly 90% of their time indoors, brands are exploring new formats to repurpose nature’s benefits for sensory self-care. From Tree.fm’s audio forests to The Nue Co’s phytoncide-inspired Forest Lungs, we explore how nature is being repackaged in our Synchronised Care macro trend. Treescape continues this shift towards nature-based wellbeing – not as escapism, but as a form of innate health activation. As synthetic lifestyles reach their saturation point, this project reflects a broader cultural turn: one where reconnecting with the natural world is recognised as essential to restoring our human baseline.

Strategic opportunity

As consumers seek balance in hyper-digital lives, brands can repackage nature into sensory formats – such as sound – to foster emotional resonance and position themselves as guides to grounded, modern wellbeing

New study links increased social media use to later depression in youth

UK – A recent study published in JAMA Network Open has found that higher social media use among tweens and teens may lead to increased depressive symptoms over time.

Researchers at the University of California, San Francisco, tracked 11,876 young people over three years using data from a large federal study. They discovered that youths who spent more time on social media than their personal average later reported greater signs of depression. Notably, the study did not find evidence that depression led to increased social media usage, suggesting a one-way relationship.

‘There has been ongoing debate about whether social media contributes to depression or simply reflects underlying depressive symptoms,’ said lead author and paediatrician Dr Jason Nagata. ‘This national study is among the first to show that higher social media use predicts later depression, but not the reverse.’

The findings offer new insight into a contentious issue and highlight the need for parents to monitor screen time more closely, especially as many teens report being online ‘almost constantly’.

In our Teens, Tech and Tapping Out market report, we examine the growing focus on how teens around the world engage with their phones, the rise of smartphone-free zones and detox initiatives being implemented to protect young people’s mental wellbeing.

Photography by Julia Cameron

Strategic opportunity

Develop digital wellness tools and alternative social media platforms that prioritise minimal screen time, mood tracking, screen time alerts and intentional interaction to help young people manage social media usage and protect mental health

Stat: Study finds car usage and red meat consumption drive gender gap in carbon emissions

Sweetgreen meat menu, US

France – New research aiming to understand the distribution of carbon footprints across population groups reveals that traditional gender norms around food and transport are fuelling a significant gap in individual carbon emissions. A study of 15,000 people in France found that men emit 26% more greenhouse gases than women, largely due to higher red meat consumption and car use.

Even after adjusting for factors such as income, education and caloric intake, the gap remains at 6.5%–9.5%, with car travel and meat still the main drivers.

‘Our results suggest that cultural associations between masculinity and behaviours like meat consumption and car use meaningfully shape carbon footprints,’ said Ondine Berland, an economist at the London School of Economics and Political Science and co-author of the study.

Researchers also noted that women are more likely to express climate concern and adopt lower-emission behaviours – a dynamic that may further explain the disparity.

As part of our Sustainability is Dead report, we explore the need for a modern sustainability lexicon in a world where physical and digital realities increasingly converge.

Strategic opportunity

Rethink how you frame sustainability for male audiences. Use value-led messaging around performance and innovation – positioning low-carbon choices as smart, future-facing decisions, rather than sacrifices