We’re obsessed with sleep. So obsessed that we’re turning it from a natural nightly occurrence into something that’s dissected, tracked and monitored. And in pursuit of the magic eight hours we’ve developed a new condition, Orthosomnia, an anxiety brought on by digital trackers. And guess what, it causes sleeplessness.
A recent paper for the British Medical Journal said that sleep had more impact on a young person’s wellbeing than bullying, physical activity and screen time. So, it’s not such a crazy idea that schoolchildren across Britain may be offered sleep lessons to help tackle the growing problem of insomnia.
The arrival of any epidemic will bring about commercial opportunities. At CES this year there were a multitude of new companies innovating in this space. From brainwave monitoring headbands to light therapy glasses, it seems the tech industry is determined to help us get our forty winks.
As is the world of fashion. For London Fashion Week in September 2018, Anya Hindmarch’s Chubby Cloud installation invited people to relax and recuperate on ‘the world’s largest beanbag.’ The three-day relaxation event also included guided meditation, bedtime story readings and a lecture on sleep patterns.
Sleep is part of a macro trend that sees more brands thinking about the health and wellness of their customers. From mental health awareness to nutritional advice, brands are taking a more holistic approach to the role they play in customers’ lives.