Disconnection. 200 years in the making.
When we think of things we are connected to, nature rarely comes to mind first. Yet the benefits are well documented. Time spent in nature strengthens our physical health, boosts our mood, improves our sleep, lowers stress, and even improves focus. It heals us. But we’re being pulled in a different direction – the hustle of city life, dominance of screens and the fast-paced, information hungry existence they demand. Speed and distraction are the status quo.
A recent study from the University of Derby has shown that we are less connected with nature than we have ever been. It revealed a significant decline in the human connection with nature, with the most dominant factor being families not sharing nature based experiences with their kids.
The study also revealed the cultural signals of disconnection through language. Exploring two centuries of English writing revealed a 60% drop in the use of descriptive nature words like twig, meadow, tree and blossom. If kids don’t encounter these words, the images, the stories, they lose the ability to imagine the worlds they describe. Just like the storyline of the iconic children's book Unos Garden, by Graeme Base.
Drastic change is needed.
As storytellers, brands can lead the way by restoring the fading words and images of the natural world. Sports brands like New Balance and Kathmandu set their experiences in parks, trails and rugged landscapes. But seeing and reading about nature is a spark, and arguably the easy bit. Changing behaviour is harder. But it matters. Brands have the power to truly reconnect people with nature making it easy to access, enjoyable to share, and part of everyday life. Take Nike’s sustainable basketball courts turning waste into new green spaces to play. Or REIs #OptOutside transformed an indoor screen ritual, into a ritual of outdoor connection.
The pervasive now is a trap for us all. Slow down. Make nature part of the routine. Build new habits and rituals outdoors. Shape new family traditions. Reclaim time for pausing, reflecting in nature.
Go on. Breathe.
