CultureCast Update: Dig Agency And T Garage Return To Talk Multisensory Wellness

CultureCast Update: Dig Agency And T Garage Return To Talk Multisensory Wellness
SHARE
THIS



In a market of rising instability and change, T garage + Dig has launched CultureCast – a program that will help brands and businesses go beyond trends, to become part of the meaningful and lasting changes that shape our culture.

The first iteration of CultureCast resulted in 9 macro themes or cultural shifts that capture not only what we’re doing as a society, but also how we’re thinking, what we feel, and what we value, now and into the future.

Every few weeks T garage + Dig will give B&T readers a peak into the world of CultureCast with a discussion of one of these 9 key themes. This week, we explore the cultural shift towards Multisensory Wellness.

Health and wellness continue to stretch across new areas of our lives + experiences, embracing the idea of multisensory wellbeing.

All our senses are being engaged as business, brands and services recognise the opportunity to engage multiple senses and create a greater sense of personal, social and environmental wellbeing. Buildings that create positive touch sensations, food experiences that ask us to listen, and places that trigger tastes are all part of this emergent theme.

We’ve been embracing the benefits of touch and sound for a while. Weighted calming blankets have been re-thought in line with a growing importance of ‘touch’ in fabrics and businesses such as H&M Lab Wearable Love have embraced the concept as fashion in an innovative jacket with which you can send touches to yourself anytime and anywhere.

Audio is firmly centre stage in the drive towards greater wellbeing, music, sound therapy and autonomous sensory meridian response (ASMR) and we continue to tune into a world of mindful listening in our search for self-care and physical wellness:

  • A New Mindful Mix: the LEGO Group releases a soothing soundscape created with thousands of LEGO® bricks
  • Sona is a new music therapy app for anxiety that launched at CES 2022. “We’re on a mission to validate music as medicine,”
  • In October 2021, audio-experience startup Spatial partnered with Catalyst by Wellstar and the nonprofit digital streaming platform HealthTunes to utilize the restorative power of sound for healthcare workers.

Beyond touch and sound, new sensory experiences and ways to engage multiple senses are emerging to meet our collective need for greater wellbeing:

  • Calming your mind by focusing on your environment instead of your thoughts. Lego again is at the forefront with its Bonsai tree models
  • LuluLemon emphasises ‘buttery’ as textural element of its design – evoking much more than touch in relation to fabrics
  • Turning to pleasure – Nomadica is a wine brand that evokes the multisensual – visual, sound & taste

The next frontier lies in expanding Multisensory Wellness from a more personal realm into the larger social realm of our built environment, weaving it into our cities’ infrastructure and architecture. There’s already a clear shift from sensory deprivation in modern buildings towards evoking the senses:

  • Visually – via curves vs. angular interruptions
  • Auditory – not just the absence of sound – but also the benefits of certain sounds & soundscapes

We are rejecting the ‘sick building’ syndrome of old and looking towards ways our built environment can contribute to our collective wellbeing, both socially and environmentally.

Please login with linkedin to comment

Latest News

Why Are We Still Banging Our Heads Against The Glass Ceiling?
  • Media
  • Opinion

Why Are We Still Banging Our Heads Against The Glass Ceiling?

In this guest post, Azadeh Williams, the founder and managing director of AZK Media. Candidly shares with B&T how she’s gone up against the glass ceiling and what she has learned. Williams (main photo) has consistently been recognised as B&T’s Women in Media and Women Leading Technology. She’s a force within the industry, with a […]

InsideOut PR Wins Prestige InHome Care Account
  • Media

InsideOut PR Wins Prestige InHome Care Account

Sydney PR agency InsideOut PR has been appointed for Prestige InHome Care, an in-home aged care service with a focus on media relations. InsideOut PR worked with Prestige Inhome Care back in 2013 and again in 2017 launching their public relations and advertising program; and supporting their growing profile in the market. Founder and CEO […]

We Are Social Names Susie Hogarth As Global Head Of Cultural Insights
  • Technology

We Are Social Names Susie Hogarth As Global Head Of Cultural Insights

We Are Social is bolstering its cultural insights offering with the promotion of Susie Hogarth (lead image) to the role of global head of cultural insights. Hogarth, the former senior research and cultural insights director for We Are Social UK, takes over the global role from Lore Oxford who has left the company. Hogarth will […]

Blockheads Rejoice! The Official Block Podcast Is Here
  • Media

Blockheads Rejoice! The Official Block Podcast Is Here

In the wake of The Block returning on Sunday night, 9Podcasts has announced the launch of The Official Block Podcast, hosted by Shelley Craft. The new production will run alongside the 18th season of The Block, in which five teams must each build a 500-square metre homestead, with a room reveal every Sunday night. The […]

Behaviour Change – Expecting The Unexpected
  • Marketing
  • Partner Content

Behaviour Change – Expecting The Unexpected

Here's pro tips for brands looking for behavioural change. Could possibly also work on lazy, cleaning-phobic partners.

Partner Content

by B&T Magazine

B&T Magazine
TBWA\Melbourne, Thinkerbell & More Announced As Finalists For The Rigg Design Prize 2022
  • Media

TBWA\Melbourne, Thinkerbell & More Announced As Finalists For The Rigg Design Prize 2022

The first major exhibition of advertising and communication design in the NGV’s history, The Rigg Design Prize 2022 highlights the creativity underpinning the work of eight leading Australian-based agencies. For the exhibition, each agency will develop a suite of campaign assets – including billboards, street posters and moving image – to celebrate how creativity can […]

Queen Charles Launches In Sydney, Aiming To Shake Up The Consultancy Market
  • Marketing

Queen Charles Launches In Sydney, Aiming To Shake Up The Consultancy Market

After 11 months of quietly building up their new business Queen Charles, Alex Carr (pictured, left) and Jon Kelly (pictured, right) have finally found enough time to launch their brand and experience consultancy to the wider market. Based in Sydney, Queen Charles aims to help businesses of all shapes and sizes consistently stand out and […]

Michael Bass Named New Chief Trading Officer For Dentsu APAC
  • Media

Michael Bass Named New Chief Trading Officer For Dentsu APAC

Dentsu International has announced the appointment of Michael Bass (pictured) as chief trading officer, media, Dentsu Asia Pacific. With over 20 years’ experience, Bass’ career has included a range of senior investment and trading roles across the media sector. Bass spent seven years at IPG Mediabrands as trading director of Initiative and subsequently moved on […]