It’s Time to Wake the Conversation on Sleep

We are really sleeping on sleep. When our beds turn into multi-purpose centers where we work, eat, and occasionally get some shut-eye, and 'grind culture' is romanticized to position sleep as an antonym to productivity, it's no wonder that rest has become so complicated. 

Emerging data on the do's and don'ts of sleep gives brands a refreshed chance to work with consumers to enhance their sleep and provide suggestions about rest. But, this must be done in a "specifically helpful" way according to sparks & honey’s Cultural Strategist Christian Kenoly, that balances helpful suggestions without creating new anxieties around the fact that most aren't catching as many z's as they should be. Examples span from setting screen time limits on smartphones to including restaurant menu items with foods known to help us sleep tight.

Brands should also be aware of how our relationship with sleep has changed coming out of the pandemic. Even with nothing else to do but lounge in the house, the Covid-19 pandemic complicated sleep due to heightened social and financial anxieties. However, the silver lining may be that people were able to reflect on the importance of sleep, and consumers are now focused on reinvesting, both metaphorically and economically, into getting a good night's rest.

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