Wellbeing Month
The rising scoby: How wellness culture gained a foothold across the world and in New Zealand
This month, Idealog has chosen to spotlight the growing number of businesses and organisations who reside in the caverns of Aotearoa’s wellness industry – or the new culture of self-love that has brewed into the broths of business. It poses as a potential cure to mental health, the guide to a purposeful life, a lover to nature, yet is undeniably a lucrative money-making machine. The Global Wellness Institute reported that the wellness market grew from $3.7 trillion in 2015 to $4.2 trillion in 2017 — growing at nearly twice the rate of the global economy (3.6 percent annually). It also generates 5.3 percent of global economic output. Previously not considered a legible term, Wellness is now a culturally shared phenomenon, canvassed across the media and advertising world, while Global Wellness Day is now celebrated in more than 100 countries at 5000 different locations. So, where did this movement come from, and what are the opportunities, and the pitfalls for New Zealand?
Audacious change
Cultural shifts: How the world is shifting from wanting economic growth, to audacious change
Cultural strategist at TRA Antonia Mann explains why the cultural current of audacious change has come to the forefront of consumers' minds in 2019, following a period of intense economic growth that has proved to be damaging to the wellbeing of individuals, communities, society and the environment.
Augmented reality realities
Altered consciousness: How tech will seamlessly blend the physical and digital worlds in 2019
Innovation is a frequently used term, but what are its actual effects on human behaviour? Managing director at TRA Andrew Lewis explores how new technology is going to seamlessly merge the physical and digital worlds, and how this will allow people to alter their own realities.
Year in Review
Idealog year in review: TRA's Antony Ede
TRA's Antony Ede shares his views on the year that was, and the years that could be.
Opinion
What new migrants can teach us about New Zealand society
Cultural codes are the undercurrent that pulses through everything, from society to business. Partner at TRA Colleen Ryan explains how we can learn from new migrants' experience of our country, and how we can adapt and evolve from their own cultures to further New Zealand's potential.
Kiwi cultural codes
How to decode New Zealand's special brand of humour
Taika Waititi, Flight of the Conchords, William Waiirua – New Zealand has a very particular brand of humour when compared to the rest of the world, so how can brands best harness this? TRA head of strategy Colleen Ryan breaks down what's so different about it, and how companies can use it to form an emotional connection with their audiences.
Kiwi cultural codes
A holistic connection: how New Zealanders' relationship with nature has evolved, and how brands can market to this
Despite a rapidly changing world, Kiwis place huge importance on their natural surroundings – perhaps more so now than ever, as the world becomes increasingly digital. TRA head of strategy Colleen Ryan breaks down the evolving relationship between New Zealanders and nature, and how brands can best tap into this cultural code.
Kiwi cultural codes
Individuality in New Zealand: You can be who you want to be, but don't make a song and dance about it
New Zealand welcomed the nation's – or perhaps more accurately, Jacinda Arden and Clarke Gayford's – baby into the world last week. Head of strategy at TRA Colleen Ryan reflects on how the Kiwi cultural codes of individuality and self-determination have come into play with the birth of Neve Te Aroha and the nation's response to her arrival.
Kiwi cultural codes
No more tall poppies: Why success is yours if you've earned it
Kiwis have traditionally shied away from celebrating their successes. But TRA marketing manager Claire Tutill says the tides are turning and we’re getting more comfortable fronting up to our wins, but only as long as it’s done with humility and backed up with proof.
