Brain Power and the Blame Game
Biting into Brain Power
Our computer screens have become an all-too-familiar backdrop to our food and beverage intake throughout the day, leading to the virality of terms like “deskfast.”
As consumers—especially those in the U.S.—spend more time-strapped to their chairs, office spaces have evolved into snacking hubs. Beyond such “efficiency-eating”, psychologists found 3 primary drivers behind why people will eat just about anything at work: it’s free, it’s mindless, and it relieves stress. Whatever the motivator, this shift in eating behavior tracks to our trend of Asynchronous Mealtimes.
But what if our office snacking could help boost productivity and enhance attention, creativity, and/or motivation?
Food and beverage brands are beginning to innovate and communicate considering the brain performance impact of certain fruits, herbs, fungi, natural vitamins and nootropics, with the hopes of taking a share of the growing brain health supplements market, which is expected to reach $11B by 2024.
And some corporations are facilitating in pushing these functional snacks into the hands and mouths of consumers. Janet McCartney, TED’s director of events and “curator of snacks,” describes the range of goodies in her snack gallery as “brain food,” selected to help attendees stay alert and focused for the more than 100 speaker sessions during their weeklong conference.
“This makes a ton of sense from an experience design layer…the thoughtfulness and openness around this space will continue to become more relevant," says Kendra Clarke VP of Data Science.
So, how will you snack your way to human potential?
The Surge and Scrutinization of Wellness in China
As the world’s most populous market with the fastest growing middle class, it’s no surprise that China’s influence is now having a significant impact on the $4.2 trillion global wellness economy.
China is experiencing a wealth of wellness, primarily attributed to health-conscious Millennials driving new aspirational lifestyles. According to Tmall Global, China’s largest cross-border e-commerce platform, 71% of the health-supplement buyers on the platform are under 40, and they’re spending more on health products, such as fish oil, muscle gainers, protein bars, edible collagen, and vitamins, reflecting a desire for Clean Chic in food, a trend we track at sparks & honey.
Insights from Tmall Global also show Chinese consumers aren’t just buying more, they’re also becoming more selective, demanding and informed. They are no longer buying only from the bestsellers list, but carefully choosing the specific supplement that can best target their individual needs.
This is echoed by s&h Strategist Alice Li who says, “Chinese consumers don’t trust big name brands like people do in the west. They are looking to the specific ingredients and brands that they know have trustworthy facilities. There’s also a trend of connecting manufacturers directly to consumers for safety reasons.”
With constantly changing regulations, unrecognized certifications and counterfeit scandals, Chinese consumers are spending more time scrutinizing ingredient lists and vetting products to ensure they are safe, sustainable and increasingly cruelty-free, added Strategy Director Olivia McLean.
The Blame Game with Pain
Fingers are being pointed in every direction when it comes to blame for the opioid crisis. According to a recent Public Affairs Research poll, 63% of Americans think pharmaceutical companies are to blame for the problem of opioid addiction, while 58% say the same about people abusing opioids. Slightly less than half — 46% — think doctors and dentists are significantly to blame, and about a third — 34% — say that about the government.
But the critical question we should be asking is: who is going to fix it? When no one and everyone is to “blame,” the trend of Blurred Responsibility comes into play.
While numerous efforts are underway from pharma companies, tech giants and government institutions, Senior Cultural Strategist Courtney Emery poses the idea that the workplace could also potentially play a role within the solution. Employers may not need to take responsibility, but how can they accommodate the time needed for addicts to cope with recovery, stress and anxiety.
Brands have an opportunity to play a role as advocates for better health practices – as employers, and as civil servants, putting energy and initiatives towards fighting the epidemic more directly.
Mary is a Client Strategy Director at sparks & honey. In her free time, she’s either tracking down the closest Mister Softee truck for a twist cone with rainbow sprinkles or running along the Hudson river…because, balance.