inspiring observations from around the globe

SIGHTINGS
INSPIRING OBSERVATIONS FROM AROUND THE GLOBE / 2013 / ISSUE 2 / WWW.ANTHEMWW.COM
COLLECTIVE MOOD
CHILL
embrace the laid-back lifestyle
MINDFULNESS
stay in the moment
INTIMACY
keeping it close
VULNERABILITY
it pays to open up
APPRECIATION
honoring craft
/
IN THIS ISSUE
A CHANGE
IN MOOD
04 CHILL
embrace the laid-back lifestyle
06 MINDFULNESS
stay in the moment
07 CONNECTION
the buzz
08 INTIMACY
keeping it close
In this issue of ANTHEM SIGHTINGS, we
acknowledge that our collective mood
seems to be shifting. We think it’s the
Slow Movement 3.0. Where the first Slow
Movement was initiated by Slow Food and
the backlash against fast food culture and the
second, in our opinion, driven by the impacts
of the Great Recession and consumers’ desire
to cocoon and experience nostalgia, this Slow
Movement is a backlash against the speed
and intensity of society’s progress and of
our lives today, mass consumption, and the
lack of connectedness we feel, despite being
technologically connected to so many. As
such, the Slow Movement is now moving into
the mainstream, rather than being practiced
by just a niche group.
10 EXPERIENCE
now delivered in a box!
11 VULNERABILITY
it pays to open up
12APPRECIATION
honoring craft
14HUMILITY
consuming responsibly
It’s as if we’re saying to ourselves, “Pace
yourself.” To avoid burnout, stop, relax, and
enjoy. Instead of being overwhelmed, slow
down and appreciate things that take time
and are tangible, including making time for
others and connecting—for real. Appreciate
quality over quantity.
Overall, it’s perhaps about finding a better
rhythm and cadence to life. Not giving up all
that technology and innovation gives us, but
rather putting us in control of it rather than it
controlling us.
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CONSUMER
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Chill
embrace the laid-back lifestyle
Tommy Hilfiger’s new Surf Shack line
celebrates the laid-back nature of
surfing culture.
classics for the sun, sea, and sand.” The
brand is supporting the line with “The Art of
Surf”—a surfboards-turned-art exhibition
from contemporary American artists—and
a traveling surf shack bus tour across the
country. Lipstick brand, Lipstick Queen’s,
bright summer colors were also inspired
by the beach lifestyle and the movie, The
Endless Summer, with product names like
Hang Ten, Stoked, and Perfect Wave.
W
ith the intensity of today’s world
and the ever-increasing pace of life,
it’s as if consumers and brands
are saying, “Enough!” There’s a desire for
a more laid-back, low stress approach to
everyday life, which is being demonstrated
in consumer behaviors and activities—ones
that are freewheeling and fun-loving. Instead
of doing more triathlons, marathons, and
the latest fad of extreme adventures, such
as Tough Mudder, there’s a leaning towards
activities that align themselves with the
easygoing lifestyle, like bicycling, surfing, and
skateboarding. Businesses and brands are
following, relaxing and slowing down—even
if just for a moment—and not taking it all so
seriously.
Take bicycling. If you haven’t noticed, it’s
experiencing a renaissance. It’s as if everyone
wants to go back to her youth and enjoy the
freedom of riding a bike through town. In San
Francisco, a non-official poll informed by
driving through the city during the weekday
commute would suggest that the majority
of under-30 year olds are riding their bikes
to work. Perhaps it’s driven by the cost of
owning a car, lack of parking spaces, or a
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bent towards environmentalism. Or, it might
be because of the many cities that have
introduced bike-sharing programs, with New
York City joining the fold just this month,
bringing more bike commuters to the roads.
Levi’s is one brand that embraced this
easygoing lifestyle and continues to cater
to these bike enthusiasts with its Commuter
collection of clothing.
Surfing is another lifestyle that is popping
up across fashion and product lines. Tommy
Hilfiger this season launched its Surf
Shack line, which it describes as “laid-back
Skateboarding is again on the streets
making another resurgence. This spring, the
quintessential skateboarding shoe, Vans,
are in vogue with its traditional styles and
with more fashion-forward looks, like the
leopard-print styles created in partnership
with Kenzo. The Vans-inspired slip-on has
even hit runways paired with elegant dresses;
Giambattista Valli is one such designer that
paired them to finish his laid-back luxe look.
Other fashion brands brought the lifestyle
to their collections, from Stella McCartney
to Thomas Tait, creating easygoing styles.
Finally, in London, fashion consultant Yasmin
Sewell opened a pop-up shop inspired by the
skating culture, curating products from those
that inspired the ‘70s California skateboard
lifestyle.
this trend, executing against it in products,
experiences, and even brand communication.
Levi’s doesn’t stand for bicycling, yet found a
way to address a segment of its market who
are cycling enthusiasts with its Commuter
offering. This spring and summer, the laidback look also found its way into many
clothing lines that aren’t sport-specific—from
torn jean shorts to bohemian shirt styles.
Perhaps one can even bring this trend
to life in the brand’s tone of voice. Some
may consider Oreo’s recent social media
marketing efforts to be somewhat laid-back;
not taking itself so seriously and, for example,
engaging in some playful online banter with
Kit-Kat when the brand posed a Twitter
challenge. So the note to marketers is that
it’s okay to chill. This laid-back trend is a
reminder to help consumers slow down and
relax. /
As these examples demonstrate, even if
your brand isn’t positioned around one of
these lifestyles, you can still participate in
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High-end fashion designer, Kenzo, partnered
with the classic skate shoe brand, Vans, to
release fresh prints.
CONSUMER
THE BUZZ
/
Connection
festivals as makeshift communities
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Mindfulness
stay in the moment
A
midst consumers engaging and
building their digital lives and
personas, they are also finding
more ways to slow down and stay in their
physical reality, taking pause to become
more mindful and aware of themselves and
their surroundings in the moment. This goes
beyond yoga and meditation; it’s a searching
for some peace and quiet, stepping away
from the stresses of the day, and staying
present to experience the now.
WHAT IT MEANS FOR MARKETERS
As our examples demonstrate, there’s an
opportunity for companies to offer shoppers
and consumers moments of mindfulness,
be it by creating calming experiences or by
offering products that can set the mood.
While brands often are rewarded for newness
and excitement, it could be that offering the
opposite—calm, relaxing moments—might
be the way to win loyalty given today’s new
mood. /
LEFT: For those who hate crowds, don’t need to be where
the cool kids are, and aren’t compelled to “check-in” with
others when they arrive at a destination, the new “antisocial” apps from They, an agency in the Netherlands,
might be your salvation. One of its apps, “Avoid the
Shopping Crowds,” allows shoppers to know when a
shopping district is more quiet, allowing for a more calm
and pleasant shopping experience.
RIGHT: Not able to simply turn off your phone to get a break
from your digital life and to focus your attention on the
person or task at hand? Introducing Blokket, a sleeping bag
for your phone to put it to bed for the moment, blocking cell
signals and keeping it from view. The creators of the device,
The Way We See the World, say that those using the pouch
have changed their behavior—their goal from the get go.
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London’s Selfridges department store offers shoppers a way
to find calm during shopping adventures, ranging from
meditation stations interspersed throughout the store for
moments of respite to its re-imagined “Silence Room,” a
feature that harkens back to the store’s founding in 1909.
Enter the room and leave behind phones, shoes, and
sound. The store has even opened a “Quiet Shop,” which
sells products without branding; yet another way to silence
the noise all around us.
ant to feel connected? Feel a part of
a community? Gather with others
who share similar interests? Then
attending a festival should be on your list
of must do’s this summer. Festivals have
become more than the traditional summer
county fair or community gathering; they’ve
grown into an industry and cultural craze.
What might this festival obsession be about?
We think it’s a longing for being a part of
a physical community, gathering together
with others who share similar interests.
These events take on a mood of welcoming,
acceptance, and relaxation, uniting people
who are getting entranced in these
makeshift communities to pause and take a
breath, living in the now and experiencing it
with others.
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The Take
Join the party! Festivals aren’t going away
any time soon. Consider sponsoring a
festival that fits your brand’s community.
Create tools that facilitate connections
at events, as many brands did at the
Olympics last year, for example. Or, take
a page from the fashion industry and tap
into this new desire for community and
relaxation with products that fit this new
mood and festival lifestyle.
(1) Much like Innocent Juice in the U.K. has done for many years
with its village fete celebrations, Chipotle’s new 2013 Cultivate
Festival unites food, farmers, artisans, and thought leaders in
San Francisco, Denver, and Chicago to increase awareness of
sustainable food production and to form a community and a
dialogue around food justice.
(2) Love crazy food? There’s a festival for that, too! The Wildfoods
Festival in New Zealand unites thrill-seekers in tasting some of the
world’s most unique dishes, such as worm sushi and wasp larva
ice cream.
(3) Forget wine, it’s all about the love of whisky at Scotland’s
Speyside Whisky Festival. The celebration includes tours, tastings,
and wildlife as whisky connoisseurs unite.
(4) Lineups have forever changed with major music festivals such
as Lollapalooza, Coachella and Bonnaroo. With bigger and better
bands participating every year, it’s nearly impossible to attend
just one music festival—this year there are over 120 events in the
U.S. alone.
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(5) Even the runways have taken note of the celebratory mood
inherent at festivals with designers drawing inspiration from
festivals all over the world for their Spring and Fall 2013 looks.
Even high-end designers have created festival-inspired apparel that
can be worn year-round.
(6) “The Samsung Genome Project” was a Facebook game the
brand offered at last year’s London Olympics to create connections
at this large “festival,” if you will. Similar to “Six Degrees of
Separation from Kevin Bacon,” the interactive game helped fans
answer the question “How Olympic Are You?” by determining how
connected they were to U.S. Olympic team athletes.
INNOVATION
The Nextdoor
mobile app helps
bring neighbors
closer together in a
digital age.
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Intimacy
keeping it close
/
Eau de Vie in Sydney complements its
sophisticated cocktail menu with décor
that takes us back to Prohibition-era
speakeasies in the U.S.
I
n a time when “Facebook friends” has
a distinctly different meaning than the
traditional sense of the word, we’re
witnessing a desire from consumers to not
extend their networks, but rather get closer
to the ones they already have. Building off
of one of Anthem’s consumer trends for the
year—Loss of Human Connection—we’re
seeing more ways for people to escape the
noise of the crowd and get closer to and form
real, tangible connections with those that
truly, physically surround them. Today, we
find many—from government officials to tech
startups—providing avenues for consumers
to cut out the crowd in exchange for more
intimate interactions.
Until recently, the Sydney post-nine-to-five
crowd would be hard pressed to escape to
peace and quiet at the local watering hole.
Licensing laws had favored larger pubs and
mega-clubs, but since 2007 when New South
Wale’s Premier gave in to public pressure, the
law has made it easier and more financially
feasible for pub owners to open “small bars.”
Already a staple in neighboring Melbourne,
small bars—commanding significantly less
real estate and holding capacities under
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120—have been popping up all over the
map in Sydney, boasting more modest and
intimate settings. These small bars differ from
their more showy siblings in everything from
décor to the craft beers on tap. Each has its
own unique character, reflecting the proprietor’s
individual sense of style and personality—
take for instance, Play Bar and Palmer and
Co, which take on the themes of music and
the 1920s, respectively. In these small bars,
patrons have the opportunity to engage in real
conversations with their friendly bartenders or
have a drink with fellow colleagues without the
need to yell over any crowds.
It’s a wonder that while many of us are
racking up the numbers of friends and
connections on our social networks, our
interactions with neighbors just down the
street should happen so seldom. Catering to
our preference for communicating through
our digital devices is Nextdoor, an app that
creates a private network composed of one’s
real neighbors. After verifying your address,
Nextdoor connects you to others who live
nearby and allows you to post messages via
its mobile app. Users can plan neighborhood
get-togethers, post notices regarding missing
pets, and even post a message regarding
furniture up for grabs. Nextdoor has proven to
not only create a sense of community in an
online age, but has also become useful as
a public service tool. This past month, New
York City’s Mayor Michael Bloomberg has
partnered with the company to fully integrate
its government agencies including the fire,
police, and utility, allowing them to push out
announcements regarding events, such as
power outages and weather alerts, to each
of the city’s five boroughs. With its tools, the
app is making one of the largest, busiest
cities in the world feel more personal.
Despite these avenues to meet friends and
make new ones, admittedly, it could be
difficult to keep up with one’s own family.
Likewise, it could be difficult to keep one’s
family relations separate from one’s work
and social life. FamilyLeaf is hoping to mend
that problem with a new private network
for families. Easy-to-use and free to signup, the platform allows families to stay
connected with their kin by posting family
photos, keeping an online address book,
and providing a way for families to send
out messages to each other through the
family’s own personal home page. Similarly,
Origami offers a secure private network for
families that can even be used on the go with
a mobile phone. Thanks to these websites,
a family can stay close, even when some
relatives may be thousands of miles away.
What might all of this mean for marketers?
Revisit the “less is more” principle. While
recent innovations have made it easier
for us to connect with more and more
people, consumers still seek quality over
quantity. As these examples demonstrate,
consumers have become overwhelmed
with the borderless, endless expansion of
their networks. There’s now a clear desire to
drown out the inescapable crowd and seek
ways to close their circles. How might you
help to facilitate more intimate interactions
for consumers in the midst of a physically
disconnected age? Can you leverage the
power of our non-digital and digital tools
to provide more personal experiences? Or,
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consider how you could invite consumers
to even get to know your brand on a
more personal level. Provide consumers
opportunities to nurture real relationships
and get more intimate, and you may just find
they’ll willingly follow. /
INNOVATION
BRANDING
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Experience
now delivered in a box!
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S
ubscription boxes are landing on more
doorsteps adding to the pile of online
shipments from Amazon, Zappos,
and Walmart as consumers shift more
and more purchases online. These regular
delivery services ensure a steady shipment
of goods for a set fee, and what several
savvy companies have started to do is offer
more than just the products themselves, but
rather are focusing on offering ready-made
experiences.
These experiential subscription boxes offer
two benefits to today’s consumer. First, most
of us have little to no time to plan activities,
let alone interesting ones. These boxes do all
the work, planning and curating activities, in
turn letting you just open and have all the fun.
The second thing these boxes afford are the
experiences themselves that let consumers
slow down for a bit of personal enjoyment,
something they might not be able to pull off
otherwise. And with regular shipments, there
is a built in reminder and frequency to assist
consumers in achieving a semblance of
control over their day-to-day lives.
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WHAT IT MEANS FOR MARKETERS
While a subscription box might not be your
brand’s next big innovation, there are lessons
you can take away from this trend. First,
consider selling or marketing experiences. A
food ingredient alone does not make a dinner.
How can you turn your product into a richer,
broader solution or event? Second, how can
your products create an excuse or reason
for your consumer to slow down? A popcorn
brand partnering with Netflix to promote a
family movie night is one such example.
Or, how might your brand offer a regular
surprise? Perhaps it’s a promotion where
consumers sign-up to receive new products
to try on a regular basis. Ultimately, it’s about
offering your consumer an experience that
delights and that’s delivered in a simplified, “I
don’t have to think about it” way. /
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The $25 per month pairings box
from Turntable Kitchen typically
contains a rare record, digital mix
tape, ingredients, recipes, and
pairing notes. Everything you need
to experience and enjoy food and
music together is delivered right to
your door.
As its name suggests, Quarterly Co.’s
shipments are quarterly, but that’s
not the only difference for this unique
offering. Consumers first select or
subscribe to a “contributor.” Examples
of current contributors are Pharrell
Williams (Grammy musician), Gretchen
Rubin, author of The Happiness
Project, Cool Hunting (online trend
publication) and the Stanford d.school.
For $25-$50 per quarter, you receive
a curated gift that tells a story and
how that gift fits into their lives. A very
personalized experience and connection.
One of the newest subscription boxes
to launch, Datelivery, provides a
monthly themed date night for under
$30. The brainchild of married couple
Joandra and Corey Williams, the box
contains a fun date fully planned out
which is perfect for those with busy
lives. The goal is to create intangible
experiences, enjoy the date, and
connect with one’s significant other.
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Vulnerability
it pays to open up
“The more we share, the more we trust one
another—you gain trust by giving it away,
the more vulnerable you are, the deeper
relationship you can build.”
- Neil Blumenthal, Co-Founder of Warby Parker
I
n an attempt to get closer to their
consumers, brands are more than ever
becoming vulnerable and transparent.
Beyond just having it be an attribute of their
products and services, brands like Warby
Parker, known for its affordable boutiquequality eyewear with an altruistic one-for-one
business model, are taking it up a notch
and integrating it as a part how they define
the brand. Even for most people, letting
one’s guard down is no easy task for fear of
opening oneself up to judgment and scrutiny.
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But for brands, opening up can lead to richer,
deeper conversations and relationships with
your consumers.
WHAT IT MEANS FOR MARKETERS
Don’t be afraid to expose your brand to
consumers. Go beyond what’s becoming just
the standard in transparent labeling, sourcing,
and processing. Show a bit of vulnerability.
Consumers aren’t looking for perfection;
they’re looking for honesty and effort. They’re
craving “real” brands that they can both relate
to and co-create with. Be courageous and
invite them in. You might just find that you’ve
built a stronger bond with your consumers,
and your brand is better for it. /
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Chick-fil-A is embarking on a transparency overhaul,
with behind-the-counter tours being its boldest move
towards opening up. The brand is also staying ahead
by adding calorie counts to menu boards, while the
FDA’s official ruling on requiring them to be displayed
has yet to be finalized.
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Retailers and restaurants alike are demonstrating room for
improvement with regard to GMO labeling. Whole Foods,
Target (Simply Balanced), and Chipotle are all declaring
efforts to be fully transparent on their use of GMOs in their
products. Some have even set deadlines for themselves to
label the presence of GMOs in products or phase out the
use them completely, showing they aren’t perfect but that
they’re clearly making efforts toward their goals.
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Warby Parker believes that by being open about how they
do business, who they are, and its products, they can grow
closer to their consumers. Take, for example, its “annual
report,”a fun and revealing online diary of the past year
that showcases very personal facts about the company’s
employees against real business performance measures.
And it shows—after its 2012 release, the company
experienced its three highest consecutive days of sales.
MARKETING
/
Appreciation
honoring craft
Young & Norgate constructs only small
batches of its pieces, each one crafted by
hand in Devon, U.K.
A
s the economy picks up and
consumers can afford to spend more,
they are starting to realize the lack
of “value” in items that were inexpensive
and perhaps a bit cheap—reflecting the old
adage, “You get what you pay for.” At the
same time, they are becoming disenchanted
with mass produced goods cranked out by
machines at a rate of thousands per minute.
Instead, consumers are seeking something
more personalized or a sense of connection
to an item. They are recognizing the value of
goods made with care—often by hand and
with skill and attention to detail. Consumers
are also appreciating the sheer time that
it takes to create something of quality,
especially given the breakneck tempo of their
own lives. We see these factors coalescing
into consumers’ renewed interest in handcrafted goods—items not only embedded
with quality and artistry, but that also remain
accessible and affordable. Let’s look at four
examples that highlight this resurgence and
focus on craft.
Consider the case of craft beer. While craft
beer has been around for decades and
has maintained a level of niche popularity,
recently, the products are garnering more
widespread attention and gaining market
share, as evidenced by a 30 percent share
of beer category sales at Costco. Beer
enthusiasts are turning away from mass
market beers and turning to craft beers
because of their high-quality ingredients,
smaller batch productions, innovative
techniques, and varieties that match their
personal tastes.
The appreciation of crafted goods
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goes beyond the U.S. and can be seen
internationally. In Devon, England, two men
frustrated with the quality of mainstream
furniture started their own company. Though
Ross Norgate and Dave Young of Young &
Norgate make modern furniture, they conduct
their business with principles from a bygone
era; each piece is made by hand in limited
quantities in one location. Items are crafted
with care over a three-week period. They also
employ apprentices to learn and pass on
the skill. The furniture is selling well not only
in England but also in Tokyo. “We want to
reconnect people with furniture, how it’s made
and who made it,” says Young.
Shifting to China, the world’s hub for mass
manufacturing, here, too, there is a revival
and emphasis on craft. In Jingdezhen, the
porcelain capital of the country for over
two millennia, pottery kilns are blazing
in response to demand for high-quality
tableware. One of the many studio shops
clamoring for the kilns is Spin Ceramics.
Here, designers obsess over the fine details to
craft beautiful, contemporary pieces that echo
a connection to China’s rich past.
Helping to further showcase craft and
validating its revitalization is the recent
launch of a new magazine, Hole &
Corner. The publication features articles on
the craftspeople, commitment, and timehonored methods used in various trades. The
magazine’s creative director, Sam Walton,
expounds that consumers are pushing back
against their nonstop lifestyles and embracing
activities that give them an opportunity to
decelerate. At the same time, people want to
go behind the scenes and peek behind the
curtain to establish real connections. “They
want to know the stories behind the creative
and manufacturing processes and are happy
to invest in those stories as much as the
product itself,” says Walton.
opportunities to highlight craft in their
products and brands. Be explicit about quality
from raw materials and ingredients to the
processes used to make finished goods.
Where possible call out hand touches and
demonstrate care and attention to detail.
Take pride in the time it takes to create a
product. Consider offering a special line or
limited edition products that play up craft. For
example, Levi’s Made & Crafted line speaks
to using the best fabrics, hand-sewn details,
and advanced construction techniques. Also,
communicate the skill and expertise of the
designers and craftspeople responsible for
the product. Finally, develop stories around
the products, people, place, and process to
create connection points for consumers. In
the end, consumers aren’t just about lowest
price; in this case they are seeking quality
goods they can appreciate. Give them a
reason to. /
For marketers, there are numerous
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Hole & Corner puts the focus back on the
people, commitment, and elaborate methods
behind craft in a beautifully designed biannual
print publication.
DESIGN
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HUMILITY
WORKS CITED:
consuming responsibly
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CHILL
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CONNECTION
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VULNERABILITY
“Public Place with a Laid-back Style.” Interiorzine.com, April 1, 2013.
http://interiorzine.com/2013/01/04/public-place-with-a-laid-backstyle/.
Chipotle. Date Accessed: June 18,2013. http://chipotle.com/
cultivate/.
Bachman, Justin. “The Genetically Modified Burrito: Chipotle Tells All.”
Business Week, June 18, 2013. http://www.businessweek.com/
articles/2013-06-18/the-genetically-modified-burrito-chipotle-tells-all.
“Surf-Inspired Lipsticks For Summer: Introducing Lipstick Queen’s
Endless Summer Collection.” The Zoe Report, June 3, 2013. http://
www.thezoereport.com/lipstick-queen-endless-summer-collection/.
Alexander, Ella. “Yasmin Sewell To Open Beach In The East.”
Vogue, May 9, 2013. http://www.vogue.co.uk/news/2013/05/09/
yasmin-sewell-opens-pop-up-store---beach-in-the-east.
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I
n these modern times, a plethora of
products and services provide for every
need and want—almost anything we could
imagine. These offerings surely make life
more comfortable, more pleasurable, and
perhaps even more satisfying. Yet in the midst
of this, we note a growing emotional response
to the flurry of infinite choices available to
us 24/7. It’s as if we are collectively taking
pause with the realization that we humans
have been selfish in our “needs” and
desires, reflected so evidently in our daily
consumption. With this awareness, there is a
newfound sense of humility, acknowledgment
of our impact on this planet, and maybe
even a little bit of shame for having been so
wasteful all this time without, perhaps, even
realizing it.
This means that consumers are shifting
away from the mentality of “take, take, take,”
shunning mass consumption. Instead,
they are exhibiting a sense of modesty,
responsibility, and stewardship, which is
being represented in their purchase decisions.
In response, the designs of products are now
providing creative ways to remedy errors
of the past and move us forward in a more
respectful manner. Luckily, many of these
products are so well designed and accessibly
priced that they are just as desirable, if not
more so, than their predecessors. In some
cases, there is a distinctive “cool factor,”
which happens to turn into positive influence
and word of mouth marketing, further creating
traction for this trend.
WHAT IT MEANS FOR MARKETERS
This humility trend suggests that
sustainability is taking on a different tone
and has a different pull. While businesses
and marketers have come to believe that
sustainability is good business, this trend
suggests that consumers themselves are
seeking sustainability for new reasons—that
of humbleness and a desire to be more
responsible. As consumers take to heart the
fact that they may have consumed more
than their fair share, we must reconsider the
way they now make purchase choices. This
means rethinking the way brands create
products and also how they market (consider
Patagonia’s Common Threads initiative as an
example). So, ask what your brand can do
to meet this consumer sentiment of humility,
knowing that in the end both humankind and
the environment will be better for it. /
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Cyclus, a Colombian company,
produces highly fashionable, yet
accessible, handbags and travel
accessories made from used
tire inner tubes. In the tone of
championing humility, Cyclus’s
Brand Philosophy is, “At Cyclus we
make objects for real people who
value and prefer quality of life over
status and external appearances.”
More companies are considering the
full lifecycle of products, ensuring
that something good is returned for
what is taken. Examples of this from
years past are greeting cards made
from seed-infused paper, such as
those from Botanical Paperworks.
Eco Grill, from the U.K., is a more
recent example. The company sells
a self-contained 100% natural,
biodegradable, one-time use portable
charcoal grill derived from nature
and intended to return to nature in a
seamless cycle.
Humility is hip. At this year’s New York City
Governor’s Ball, the Ekocycle brand was
the belle of the music festival, with those in
attendance loving the sustainable wares.
Created through an unusual partnership
between will.i.am and Coca-Cola, the
Ekocycle brand is taking a page from (RED),
forming the structure and motivation for
other brands to develop more sustainably
inspired products and to empower shoppers
to make more responsible purchases. Many
lifestyle brands have signed up including
RVCA, Levi’s, and Beats by Dr. Dre, all
offering affordable, well-designed products
made partly from recycled materials.
SIGHTINGS 2013 : 2
14
Barsamian, Edward. “Gelareh Mizrahi’s Skateboards.” The New
York Times, April 9, 2013. http://tmagazine.blogs.nytimes.
com/2013/04/09/feeling-for-gelareh-mizrahis-skateboards/?_r=0.
Mendoza, Mariecar. “Coachella 2013: Music Festival Fashion Inspires
New Trends at Stores.” Daily News, April 4, 2013. http://www.
dailynews.com/entertainment/ci_22981581/coachella-music-festivalfashion-inspire-new-trend-at.
National Geographic. “International Food Festivals.” Date Accessed:
June 20, 2013. http://travel.nationalgeographic.com/travel/
international-foods/festivals-photos-traveler/#/02-food-festivalsmango_38936_600x450.jpg.
Stewart, Shannon. “20 Best Music Festivals of 2013.” Fuse. January
11, 2013. http://www.fuse.tv/2012/12/must-see-festivals-2013.
Chiara, Federico. “Surfing!” Vogue Italia, March 22, 2013, n.
751, p. 246. http://www.vogue.it/en/magazine/art-and-photography/2013/03/surfing.
Photo: Chipotle. http://chipotle.com/cultivate/SanFrancisco.aspx.
Cochrane, Lauren. “Skater style–fashion’s hottest trend.” The Guardian, May 21, 2013. http://www.guardian.co.uk/fashion/2013/
may/21/skater-style-fashion-hottest-trend.
Photo: http://www.whiskyintelligence.com/2012/01/whisky-festivalorganisers-in-high-spirits-scotch-whisky-news/.
Indvik, Lauren. “Kit Kat Challenges Oreo to Tic-Tac-Toe for Twitter
Fan’s Affection.” Mashable.com, March 22, 2013. http://mashable.
com/2013/03/22/kit-kat-challenges-oreo/.
Lau, Venessa. “New York Spring 2013 Fashion Week Report: Denim,
Laidback Luxe Rule News Gems.” JCK magazine, October 2012.
http://www.jckonline.com/2012/09/25/new-york-spring-2013-fashion-week-report-denim-laidback-luxe-rule.
Photo: http://www.scoop.co.nz/stories/CU1003/S00213.htm.
Photo: Jason Persse. http://flickr.com/photo/49502990569@
N01/7114392877.
Photo: Forever 21. http://www.forever21.com/product/Category.
aspx?br=F21&category=Promo_Festival-2013.
Photo: Freshness Magazine. http://www.freshnessmag.
com/2012/04/18/samsung-genome-project-100-days-out-londonolympics-celebration/.
Blumenthal, Neil. “Building a Brand Ethos Through Vulnerability
[PSFK 2013].” PSFK Conference NYC 2013. Date accessed: June
19, 2013. http://vimeo.com/66192517.
Hughlett, Mike. “Target rolling out organic, natural grocery brand.”
Star Tribune, June 8, 2013. http://www.startribune.com/business/210659481.html.
Morrison, Maureen. “Chick-fil-A Offers Behind-The-Counter Tours in
Transparency Push.” AdAge, April 18, 2013. http://adage.com/
article/cmo-strategy/chick-fil-a-offers-counter-tours-transparency/240941/.
Shayon, Sheila. “Whole Foods Commits to Full GMO Transparency.”
Brand Channel, March 11, 2013. http://www.brandchannel.com/
home/post/2013/03/11/Whole-Foods-GMO-031113.aspx.
Photo: Louisville Family Fun. http://www.louisvillefamilyfun.
net/2012/02/tour-of-chick-fil-st-matthews-and-new.html.
Photo: Target. http://pressroom.target.com/news/target-introducesnew-grocery-wellness-brand-simply-balancedTM.
Photo: Warby Parker. www.warbyparker.com/annual-report-2012.
/
APPRECIATION
Fromson, Daniel. “Idea of the Week: Mapping the Rise of Craft Beer.”
New Yorker, June 7, 2013. http://www.newyorker.com/online/
blogs/newsdesk/2013/06/idea-of-the-week-mapping-the-rise-of-craftbeer.html
Melby, Leah. “Haute Sneakers: Preview the Kenzo x Vans Collaboration.” Elle, March 7, 2013. http://www.elle.com/news/fashion-style/
vans-kenzo-collaboration.
/
INTIMACY
Tschorn, Adam. “Tommy Hilfiger catches a wave with Surf Shack
collection, tour.” Los Angeles Times, June 5, 2013.
http://www.latimes.com/features/image/alltherage/la-ar-tommyhilfiger-surf-shack-collection-tour-20130605,0,1019099.story.
Devine, Miranda. “Now for the next cab off the rank.” The
Sydney Morning Herald, November 8, 2007. http://
www.smh.com.au/news/opinion/now-for-the-next-cab-off-therank/2007/11/07/1194329317519.html.
Photo: Tommy Hilfiger. http://usa.tommy.com/webapp/wcs/stores/
servlet/en/thb2cus/surfshack.
Photo: Kenzo. http://www.kenzo.com/.
Lunden, Ingrid. “FamilyLeaf Brings Your Kin Together In Its Own Private Social Network.” Techcrunch, March 26, 2012. http://techcrunch.
com/2012/03/26/familyleaf-brings-your-kin-together-in-its-ownprivate-social-network/.
/
MINDFULNESS
Paterson, Susan. “Sydney’s small bar revolution.” BBC.com, March
28, 2013. http://www.bbc.com/travel/feature/20130314-sydneyssmall-bar-revolution.
Lucas, Gavin. “Interview: Sam Walton of Hole & Corner.” Cool
Hunting, May 24, 2013. http://www.coolhunting.com/culture/
interview-sam-walton-of-hole-corner.php.
Tate, Ryan. “Behind Every Neighborhood in New York, There’s One
Silicon Valley Startup.” Wired, June 14,2013. http://www.wired.
com/business/2013/06/nextdoor-new-york-partnership/.
Photo: Young & Norgate. http://youngandnorgate.com/collection/
animate-writing-desk.
CNN Travel staff. “Will shoppers kindly shut up? Selfridges launches
‘Silence Room’ London department store looks to its past to reduce
the stress of today.” CNN.com, January 15, 2013. http://travel.
cnn.com/will-shoppers-kindly-shut-selfridges-launches-silenceroom-026261.
Kushins, Jordan. “This Pouch Ensures You Pay Attention To Your
Date, Not Your Phone.” Fast Co.DESIGN, May 21, 2013. http://
www.fastcodesign.com/1672624/this-pouch-ensures-you-payattention-to-your-date-not-your-phone.
Nicholson, Christie. “Q&A: Dr. Michael Baime explains the trend
of ‘mindfulness’.” Smartplanet.com, May 3, 2013. http://www.
smartplanet.com/blog/pure-genius/q-a-dr-michael-baime-explainsthe-trend-of-8216mindfulness/9921.
Richtel, Matt. “Silicon Valley Says Step Away From the Device.”
The New York Times, July 23, 2012. http://www.nytimes.
com/2012/07/24/technology/silicon-valley-worries-about-addictionto-devices.html.
Schiller, Ben. “An Anti-Social Media App Tells You How To Avoid
Crowds.” Fast Co.EXIST, March 15, 2013. http://www.fastcoexist.
com/1681582/an-anti-social-media-app-tell-you-how-to-avoidcrowds.
Photo: Andrew Meredith. http://www.framedergisi.com/haber.
php?dil=2&id=310.
Photo: They. http://avoidtheshoppingcrowds.com/.
Photo: The Way We See the World. http://thewayweseetheworld.com/.
Sydney’s Best Small Bars. Date accessed: June 18, 2013. http://
www.bestsmallbars.com/.
Photo: http://sydneysocial101.com/2012/05/24/speakeasy-groupcelebrates-five-tales-of-the-cocktail-spirited-bar-award-nominations/.
Photo: Nextdoor. https://nextdoor.com/.
/
EXPERIENCE
Jaffe, Gabrielle. “Three Perfect Days Shanghai.” Hemispheres, June
2013. Pg 97.
Kirby, Alicia. “Turning the Tables in Devon.” Monocle, February
2013. Pg 105.
Levi’s. Date accessed: June 19, 2013. http://levismadeandcrafted.
com/.
Photo: Hole & Corner. http://holeandcornerstore.com/.
/
HUMILITY
“Recycling Fashion: Will.i.am, Coca-Cola launch new brand.” Press
Release, July 31, 2011. http://www.coca-colacompany.com/
press-center/press-releases/recycling-fashion-william-coca-colalaunch-new-brand.
Cyclus. Date accessed: June 29, 2013. http://www.cyclus.com.co/.
Datelivery. Date accessed: June 17, 2013. https://www.datelivery.
com/.
Ecogrill. Date accessed: June 29, 2013. http://ecogrillusa.com/
products/eco-grill/.
Turntable Kitchen. Date accessed: June 17, 2013. http://www.
turntablekitchen.com/pairings-box/.
Ekocycle. Date accessed: June 29, 2013. http://www.ekocycle.com/.
Quarterly Co. Date accessed: June 17, 2013. https://quarterly.co/
contributors.
Photo: Turntable Kitchen. http://www.turntablekitchen.com/pairingsbox/.
Intern. “The EKOCYCLE Movement Takes Over Governors Ball
2013.” Swagger New York, June 11, 2013. http://swaggernewyork.
com/2013/06/11/the-ekocycle-movement-takes-over-governorsball-2013/.
Photo: Cyclus. http://www.cyclus.com.co/.
Photo: Quarterly Co. https://quarterly.co/contributors.
Photo: Ecogrill. http://bioecogrill.blogspot.com/.
Photo: Sandy a la Mode. http://www.sandyalamode.
com/2013/05/16/a-datelivery-four-year-anniversary/.
Photo: Ekocycle. http://www.ekocycle.com/.
SIGHTINGS 2013 : 2
15
Anthem is a global creative agency that
actively connects brands with people by
amplifying desirability—creating an insatiable
thirst for brands from package design to brand
campaign. Anthem sells brands to drive brand
performance. Anthem is part of the brand
development group of SGK (NYSE: SGK),
formerly marketed as Schawk, Inc. For more
information visit: http://www.anthemww.com.
©2013 Schawk, Inc. All rights reserved.
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CONTACT:
Kathy Oneto
Vice President
Brand Strategy
kathy.oneto@anthemww.com
SIGHTINGS 2013 : 2
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