Need to Know

UK – After a first season in 2024, the Agency for Nature, a pop-up creative agency by Purpose Disruptors, has launched five new campaigns in its second season, collaborating with top UK creative agencies to embed nature into youth culture and tackle the widespread disconnection from the natural world.

The campaigns, developed by emerging talent from AMV BBDO, VCCP, Iris, House 337 and Droga5, use subcultures and social trends to engage young people (18–35). One campaign celebrates the shared extravagance of drag and nature, while another explores nature’s links to the gothic underworld through a bespoke zine and radio show. A grassroots football initiative fosters connection beyond the pitch, and a bold rebranding of nature appeals to streetwear fans. In addition, an AI-powered ‘Talking Tree’ enables direct conversations with nature.

‘Our climate and nature crisis urgently needs creativity,’ said Lisa Merrick Lawless, co-founder of Purpose Disruptors. ‘We have to reach outside of the bubble and engage new audiences, in particular young adults in urban environments. We need to help them reconnect to nature by bringing it to them, where they are in novel and innovative ways through culture, like they experience music and fashion.’

In our Rebranding Nature Design Direction, we analysed how, to lure Gen Z outdoors and engage them in conservation and climate activism, nature itself is getting a rebranding.

Global – A new Ikea report has uncovered a worldwide sleep crisis, with people missing out on an average of one hour and 20 minutes of rest each night – equating to more than 20 full days of lost sleep annually.

The study, one of the largest of its kind, surveyed 55,221 people across 57 markets, revealing stark contrasts in global sleep habits. Mainland China reported the highest sleep quality, while Norway and the US ranked among the lowest. 

Financial worries and excessive screen time are key disruptors, with 40% citing stress, anxiety and overthinking as their biggest sleep thief. Ikea has responded by teaming up with Oxford mathematician Dr Tom Crawford to create a personalised Sleep Score formula, helping consumers create a blueprint for better rest. 

With 70% of people seeing sleep as one of life’s greatest joys, brands have an opportunity to address sleep quality – designing environments and products that transform rest into a truly restorative experience. Our Sleep Enhancement Market unpacks the latest developments in technology, sound and space that brands are using to facilitate the perfect night’s sleep.