Consumers are recognizing how sleep and wellness are intrinsically intertwined.
However, despite acknowledging the importance of sleep, a recent Tuft & Needle survey found that two-thirds of Americans note that they don’t get enough sleep, with seven out of ten people admitting they get less than seven hours of sleep per night.
The survey also found that three-quarters of people note that sleep impacts their mood and overall outlook on life, and two-thirds also agree that sleep impacts their physical health and mental wellbeing.
To help fix that disconnect, Tuft & Needle’s new marketing campaign—“Wake Up Awake”— is focused on helping sleepers get better rest, reclaim the night, and look forward to the day ahead.
“Our campaign celebrates what people wake up for – from a mom who gets up for her first meeting of the day (with her child), to a young professional enjoying 700 square feet to herself in her first place without roommates,” the company says. “The campaign will run on digital platforms and will be featured in Tuft & Needle’s eight retail stores, among other activations.”
The two videos connect sleep to normal people’s everyday activities—like waking up refreshed and relaxed, or energetically getting ready for a morning meeting. They exemplify why sleep is important for everything we do every day.
And this isn’t a trend exclusive to Tuft & Needle. A quick Google search will show you that there are thousands of article talking about why sleep is important for everyday health, brain function, heart disease, and more.
It may not be enough anymore to simply tell consumers about the importance of sleep. Now, you have to show them why good sleep matters, explain how it will affect their lives, and offer a solution that’s too good to pass up.