Humans have a biological need for nature: a landmark study in 2019 found that children who had been exposed to more greenery had 55% less mental health problems later in life compared to those who weren’t exposed to nature.
Despite this, we are experiencing a rapid decrease in proximity to nature in our daily urban lives. According to the European Commission, the average person already spends 90% of their life indoors and at Pearlfisher design agency we wanted to explore further the important design challenge in how we can reconnect our urban lives closer to outdoor nature.
We believe businesses and brands today have the opportunity to reconnect consumers to the natural world, by designing positive and enduring ecosystems that will ensure the survival of future generations.
"The true meaning of life is to plant trees, under whose shade you do not expect to sit." Nelson Henderson
In this month’s Futures Feed, as part of a series of monthly presentations and reports from Pearlfisher design agency, we explore four emerging themes of change, which are brought to life with key insights, opportunity areas and best-in-class case studies. We look at the brands, businesses and organisations who are celebrating nature and designing intelligent solutions to bring nature and a wilder life back into our urban lives.
Three key themes of change
1. Grassroot Trails Creating new ways of educating future generations and exposing people to local and indigenous resources 2. Natural Realignment Going back-to-basics by elevating natural cycles of nature and allowing consumers space to recalibrate and reset 3. Biophilic Wellbeing Decluttering our lives by bringing nature back into our indoors, workplaces and hospitality 4. Longevity Landscaping Harnessing biodiversity to create long-term design solutions that works for an ecosystem over an ego-system
What is the opportunity in this space?
- To create an opportunity not an obligation
Brands and businesses should see this space as a tangible, profitable and long-term opportunity that opens up space for innovation and opportunity, rather than being a limitation or an obligation.
- To refocus values
We need to encourage the mindset in helping to benefit all, instead of a specific target audience in a separate ego-system. Nobody will care about brand power or capitalism if by 2050 we have ruined our chances of reversing climate change.
- To create an enduring ecosystem
In supporting biodiversity we can expand our reach in material sourcing, so we don't push over demand towards one specific resource, or use exhaustive mining on a singular material.
If you would like to hear more about our thinking on Rewilding, or if you would like some additional and tailored thought starters for you and your company, please get in touch and read the original article article on Pearlfisher's website here.
Image credit: Photography by Yu Kato