brandknewmag.com
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5. MADE LIVABLE IN CHINA
Why Chinese consumers are rushing to ‘health hacks’.
In 2014, personal health and safety will remain a key
priority (and therefore a focus of attention and spending) for
hundreds of millions of Chinese consumers.
Chinese respondents were least confident about domestic
food safety.”
(XiaoKang Chinese Peace Index, May 2013)
Yes, our trend MADE GREENER IN CHINA flags some notable
examples of promising eco-innovations being initiated by
and in China, in its attempt to ensure a sustainable (as well
as successful) future.
“67%, 79% and 80% of Chinese Millennials surveyed agreed
that climate change, food safety issues and urban pollution
(respectively) contributed to their personal stress levels. 65%
agree that living in urban cities is unhealthy.”
(JWT, September 2013)
But this doesn’t change the fact that right now, the daily
reality for the majority of Chinese citizens, from Beijing to
Harbin, remains an often unbearable challenge: living
amid strenuous, unpredictable smog (Beijing’s Airpocalypse
being just the most notorious example); experiencing evermore-regular stomach-turning food scandals; and, in the
extreme, hearing of the rise of ‘cancer villages’. Some figures
explaining the health safety panic streaking across China:
“Over 400 towns across Anhui, Shandong and Jiangsu
provinces, which encircle heavily polluted river basins,
reported cancer rates higher than the national average.”
(Chinese Academy of Medical Sciences, June 2013)
“Breathing Beijing air for just one day can be equivalent to
smoking 21 cigarettes.”
(Xinmin Weekly, February 2013)
“Choosing from a list of 20 public safety concerns, 72% of
So, while they await the implementation of long-term
sustainable eco-efforts that pledge to make China GREENER,
Chinese consumers are now focusing on immediate, reactive
solutions that make it LIVABLE. From urban-scale pollutionbusting prototypes, to health-hacked devices for personal
use, Chinese consumers will embrace the latest and greatest
health safety innovations in 2014.
Brands who believe that health is wealth should think beyond
obvious medical sectors, incorporating affordable urban
design or reliable ways to track information provenance.
And don’t be afraid to use China as a launchpad: though
Chinese consumers might be experiencing some of the
most extreme environmental and health challenges, similar
innovations will undoubtedly be welcomed by pollutionafflicted urban audiences throughout the rest of Asia too.
Panasonic: Jing-ling
Compact air purifiers for tabletops
In July 2013, Panasonic launched its range of compact tabletop air
purifiers in response to Chinese interest in clean indoor air quality.
Intended for office desktops and home surfaces, Jing-ling (meaning
‘spirit’) is an affordable device capable of removing ultra-fine air
particulates, which contribute to urban pollution and health problems
like asthma and bronchitis.
Frog Design: AirWaves
Connected face mask collects location-specific air
pollution data
Developed by design agency frog Shanghai in March 2013, AirWaves is
a prototype face mask that protects wearers from external air pollution.
Embedded particle sensors measure surrounding air quality, which
is collected by each user’s dedicated smartphone app via Bluetooth.
This location-specific data is then visualized and auto-shared with the
AirWaves community, creating a crowdsourced pollution map.
Chen Guangbiao
Cans of oxygen combat polluted city streets
January 2013 saw Chinese philanthropist and entrepreneur Chen
Guangbiao unveil mobile stores in Shanghai, Beijing and Guangzhou
selling sealed, pull-top cans of oxygen for CNY 5 each. Containing
approximately enough oxygen for three deep breaths, approximately ten
million cans were sold over ten days, during a bout of record pollution.