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Meet the new media movers and shakers in consumer tech

Over the past few years, social media and video sharing platforms have bypassed the gatekeepers of traditional media. Now anyone can create their very own channel, with the freedom to develop and share content with a global audience.

This democratisation is not without its pitfalls, but authentic content used in the right way has an unmatched ability to generate interest, start conversation and affect behaviour.

The speed of change and variety of choice in technology means consumers have always relied on reviews and recommendations from those in the know. And there’s now a new breed of experts clocking hundreds of millions of views around the world.

While the debate about the merits of social influencers versus traditional media will no doubt rumble on, no well-considered PR strategy can afford to overlook the potential of this new generation of consumer tech superstars.

In our first edition of RECHARGED – a magazine dedicated to all things consumer tech – we looked at the new tech superstars. Meet four of them below!

GadgetsBoy

YouTube subs – 37.4k

YouTube views – 13.9m

Tomi Adebayo has become one of the UK’s most influential tech experts. With over 10 years’ experience in the tech and advertising industry, Tomi knows UK tech fans as well as anyone and is a pro at creating compelling branded content across multiple platforms.

 

ElzTheWitch

YouTube subs – 136k

YouTube views – 13.9m

Elz works in tech and produces witty videos about her great passion – games – although there’s also great content on her channel about platforms and consoles. After just two years she’s already rubbing shoulders with the UK YouTube elite, and she’s also a big name on Instagram and Twitter, with 164k and 43k subs respectively.

 

Tech Spurt

YouTube subs – 392k

YouTube views – 91m

The newcomer on the list, Tech Spurt is run by Chris Barraclough. With over a decade of experience reviewing technology for dozens of tech publications including TechRadar and Recombu, Chris is pushing 100m views in just over two years. Expect in-depth tech reviews, comparisons, unboxings and hands-on features with all the latest UK tech and gadgets.

 

Supersaf

YouTube subs – 1.64m

YouTube views – 317m

SuperSaf TV is one of the UK’s most popular tech review channels. Hosted by Safwan Ahmedmia, viewers can enjoy the latest tech news and reviews for the latest smartphone, cameras and other consumer tech.

To discover more tech superstars, check out the latest edition of RECHARGED here.

Joe Dawes, Associate Director, Nelson Bostock

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The tech trends you need to know for 2021

We might still be waiting for somebody to invent a device that can predict the future, but technology has a useful habit of pointing us in the direction things are headed. With a new year just around the corner, here are the things we expect to dominate the tech world over the next 12 months… and beyond.

  1. Next-level health tracking

Wearables have come a long way since they first sat on your wrist and counted how many steps you took to the vending machine. For brands to make them seem less like luxuries, the most capable devices now come packed with wellness features that only doctors would have been au fait with a few months ago. ECG-based heart rate, skin temperature, stress levels, and SpO2, which measures the amount of oxygen in your blood, are just the beginning when it comes to health-tracking, and will soon filter down into less expensive wearable devices. It’ll be like having a tiny GP on your arm.

  1. 5G goes mainstream

5G isn’t expected to reach even a third of the world’s population until 2025, but if there’s one thing that’s sure to make it go mainstream, it’s the backing of Apple. Its new range of iPhones has low-latency/high-bandwidth/super-fast connectivity inside, which means that people who were unaware of it or not especially concerned about it will now become customers. Add that to the whole plethora of Android devices that already support 5G, and its inclusion in other everyday devices such as tablets (the Samsung Galaxy Tab S7+) and laptops (the Lenovo Yoga Flex), and it suddenly looks ready to jump from being tech for early adopters to something you’ll discuss with the family over a Sunday roast.

  1. The generation game

New console generations only come around once every seven or eight years, so the arrival of Sony’s PlayStation 5 and Microsoft’s Xbox Series X is massive news. Both machines boast multiple teraflops of pixel-pushing power, which means they’re capable of filling the latest 8K TVs with ray-traced graphics, smoother frame-rates and more realistic lighting effects than ever before, with lightning-fast loading times and backwards-compatibility for old games to boot. But consoles are about far more than games, so with 4K Blu-ray drives (unless you opt for the digital-only versions) and support for streaming apps from the likes of Netflix and Disney+, both boxes look set to dominate living rooms for years to come.

  1. Spatial invaders

Ultra-wideband (UWB) and LiDAR aren’t the kinds of technologies that shift units on their own, but the apps and improvements they enable just might. Both are built into Apple’s iPhone 12 Pro and give gadgets a much better understanding of the world immediately around them. UWB’s high-speed data transfers allow you to quickly send files between devices just by pointing one at the other or make wireless tracking tags much more accurate. Meanwhile, LiDAR’s sonar-esque powers scan your surroundings to improve the speed of the camera’s autofocus in gloomy situations. Plus, it’ll also make your Snapchat and Instagram selfie filters look all the more convincing.

  1. Mr. Motivator 2.0

Ever since Joe Wicks woke everybody up with a lockdown PE lesson, people have realised they don’t need to fork out for expensive gym memberships to get stacked. There has been an explosion of home fitness apps – many of which require nothing more than your phone or TV and enough room to get your heart rate up without trashing the place. Apple’s Fitness+ is out soon, but the already-launched Refine with Alfi features an augmented-reality instructor. With the help of your phone’s camera, he’ll appear in front of you and guide you through the app’s library of classes, including cardio, HIIT, yoga and more.

Muscling in on Peloton
Peloton has cornered a substantial chunk of the higher-end home fitness market with its fancy exercise bikes and live-streamed workouts (and it has done rather well under lockdown, adding almost 61% to sales). In September, Echelon Fitness announced the EX-Prime Smart Connect – which it dubbed the ‘Prime Bike’ – and claimed to have developed it in collaboration with Amazon. This turned out not to be the case, but Peloton’s stock was still sent tumbling. Given the ongoing need for social distancing, home alternatives to gym-based exercise are going to get ever more competitive, and given the smart home ecosystems they’ve already built, big tech looks set to get involved sooner rather than later.

  1. Anything but oblong

For the best part of 15 years, almost every smartphone has been a black rectangle with a screen on the front. While 2021 is unlikely to see an influx of circular, triangular or hexagonal handsets (how we miss you, Nokia), there are now signs that manufacturers are ready to get brave again. Samsung’s Galaxy Z Flip and Fold use flexible display technology to make big screens more pocketable, while LG’s Wing has some neat engineering tricks that allow its swivelling screen to become a controller for gaming, or to give you more control when shooting videos. And then there’s Microsoft’s Surface Duo; although not definitionally a phone, it’s a two-screen folding device that’s seriously impressed pundits with its general loveliness. 2021 should see experimental form factors become much more common. Will they take off? Now that’s another question.

  1. Invasion of the e-scooters

With commuters being advised to use alternatives to public transport wherever possible, and various UK cities’ 12-month e-scooter trials well underway, the electric two-wheelers are all set to be tearing up the streets by the end of 2021. While they’re currently still illegal to ride on UK roads and pavements – one of only three countries in Europe where that’s the case – Halfords saw a 96% year-on-year increase in the sales of electric bikes and vehicles at the start of the year, and (anecdotally) they’re impossible to miss in just about any major conurbation. The appetite for greener, more effortless personal mobility clearly exists – just don’t forget to wear a helmet.

  1. XR FTW

It’s fair to say that virtual reality hasn’t quite taken the world by storm – but don’t give up on it yet. In the past few months, David Attenborough’s new five-part series Micro Monsters and an intergalactic dogfighting game set in the Star Wars universe called Squadrons have been the killer apps that have given VR a new lease of life. Glowing reviews of the latest standalone Oculus device, the Quest 2, suggest accessible (ie: not crazily expensive), high-quality VR is finally here. Combined with improved augmented reality experiences that don’t require any extra hardware, such as the BBC’s educational Civilisations AR app and Knightfall: AR’s virtual tabletop battles, it looks like the era of extended reality (or XR as it’s known) is finally really here.

  1. Beware of the drone

Thanks to affordable Wi-Fi security cameras, smart doorbells and other smart home IoT gadgets, it’s never been easier to keep an eye on your house when you’re not home – but wouldn’t it be better if you had an actual robot security guard on duty? Ring’s recently unveiled Always Home Cam adds a 1080p camera to a tiny drone that can fly predetermined patrols of your house or check out any disturbances it detects in the vicinity. It’ll only be available in the US at first, but it could only be a matter of time before security drones are putting a guard dog near you out of a job.

  1. ARMed, not dangerous

Is Britain’s greatest technology export the world wide web? It definitely has a contender in ARM. Borne of the BBC way back in the early ‘80s, the chip that powered the Acorn Archimedes has come a long way, and is now the de facto processor choice for just about any smart object – phones, drones, tablets, thermostats, sensors, TVs, media players, VR headsets, and much more besides. ‘Proper’ computers have been the one hold-out against the ARM incursion, but with the introduction of ARM-based Apple Mac laptops, that’s finally changed. The promise of ‘Apple Silicon’-powered MacBook Airs, Pros and Minis is much better battery life and superior peak performance when compared with the Intel incumbents that have been in place since 2006. While there will be some challenges with roll-out – shifting an OS and all key apps to a new architecture is no mean feat – it could mark a major turning point.

  1. Accessible all areas

When a new games console is launched it’s usually the graphical power inside that gets all the headlines. But there’s much more to Microsoft’s new Xbox Series X than pure grunt. Round the back you’ll find tactile markers next to each of its ports, which are designed to make it easier for those with impaired vision to plug everything in. In the world of video conferencing, Nvidia’s new Maxine platform includes real-time translation, automatic face-alignment and AI-powered video compression – all things that could make home working more accessible to people around the world. In 2021 and beyond, these kinds of thoughtful features will start to become just as important as processor speed and connectivity.

Credit: Tom Wiggins @wiggowiggo

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COMING SOON: Open Finance PR Playbook

Open Banking has dominated UK media for several years now, but it struggled to take off in its early days. While many agree that it has the potential to massively benefit consumers, businesses and industries, there have been some challenges when it comes to trust, awareness and willingness to use it. The industry as a whole failed to effectively communicate the potential of Open Banking, and establish much-needed trust and understanding around this key driver of innovation.

As we enter 2021, Open Banking is back in the headlines. And it is not alone. Its successor, Open Finance is now emerging. It seeks to do the same – better oversight, control, processes and decisions – but across a much broader range of financial services, such as pensions, investments, mortgages and insurance. Not just banking.

Open Finance was identified in our recent Fintech PR Playbook as one of the hottest topics emerging in fintech. We expect to see a big increase in news announcements, thought leadership and debate around the topic as the FCA publishes a feedback statement in the first quarter of 2021. But communicators must learn the lessons from Open Banking if they are to avoid the same traps and mistakes of the past. 

To help brands navigate this landscape, and after the success of our first playbook, we’re launching our Open Finance PR Playbook – a guide to help you effectively communicate the impact and issues of Open Finance. It encourages brands to learn from the comms mistakes of Open Banking and ensure that they get it right this time. 

Crucially, we’ve gathered insights from some brilliant industry leaders on the key challenges they’ve faced with Open Banking, as well the Open Finance opportunity.

If you’d like to contribute to the Open Finance PR Playbook, there is still time. Please get in touch here

You can also register for a copy of the Playbook as soon as it is live here!

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5G: From promise to reality

We’ve all read how 5G is set to change everything all over again. Well guess what? It’s already starting to do so.

Well, isn’t it ironic… 5G launches around the globe and we’re told to stay indoors for an entire year. While our fixed-line connections have been getting hammered with countless video calls and Fortnite marathons, those irrepressible mobile geniuses have been busy getting the next-gen of network infrastructure ready for our eventual release. 

It’s not so long ago that the most you could expect from a smartphone was a 480p YouTube video served with a hefty side of buffering, especially if you were surrounded by other phone users. The arrival of 4G changed all that, bringing mobile networks up to speed with the potential of smartphone hardware. How many people around the globe found love on a dating app over the past decade? And does anyone still have a physical map in the back of the car? Well buckle up, because 5G is already doing it all over again. OK, it might be a few years until developers fulfil the potential of Gigabit speeds (how the tables have turned), but there are some amazing things already happening… 

  1. Play together outside 
    Back in 2016, Niantic’s Pokémon Go proved the potential of AR gaming, and now the speed and low latency of 5G is enabling virtual worlds that are far more personalised, detailed and dynamic. The developer recently unveiled Codename: Urban Legends, which includes features that have only been possible since the advent of 5G. Now, several players can get together and simultaneously interact with the same AR creatures on different mobile devices – potentially a defining moment for multiplayer gaming.
  2. Mobile, home 
    The Coronavirus pandemic has transformed the way we work, putting a greater emphasis on fast and reliable connectivity at home. As a nation, we have traditionally relied on fixed-line connections, but with portable Gigabit speeds, no landlines and no need to wait for an engineer, the benefits of a 5G router are clear. Some providers such as BT are also starting to roll out truly converged home solutions such as Hybrid Connect, which backs up a fixed line with a mobile connection to provide ‘unbreakable internet’. 
  3. Future spectator 
    The power of 5G is enabling broadcasters to deliver new, data-intensive mobile features and enhanced viewing experiences. The NFL recently launched its 5G SuperStadium app, giving American Football fans access to real-time stats, multiple camera angles on the field and AR interactives. And with 5G also delivering vastly increased network capacity, these new features can be enjoyed simultaneously by thousands of people watching live (when stadiums open again, at least). 
  4. Netflix for gaming (for real this time) 
    While cloud gaming platforms aren’t new, the arrival of 5G has unlocked the possibility of seamless next-gen gaming experiences on the go. For example, Xbox offers a Game Pass subscription that includes the option to stream hundreds of console-quality games directly from the cloud to a smartphone over a mobile network. With 5G’s bandwidth and low latency, plus the processing power of the cloud, 2021 will be an exciting new chapter for kick-ass gaming without the need for a console or PC. 
  5. Attack of the drones 
    The imminent arrival of 5G sky corridors – airspace covered by the latest mobile connectivity – is going to be transformative. With faster, more secure and more reliable connections, 5G networks will ensure drones can avoid collisions and react faster, even beyond line-of-sight from the control centre. This summer, Project XCelerate – a consortium of UK government-backed businesses – will establish a commercial drone corridor in open and unrestricted airspace south of Reading, with the aim of demonstrating use cases across healthcare, emergency services and deliveries. It might not be too long until there’s a piping hot pizza landing in your back garden. 

This article features in our second instalment of Recharged brought to you by Nelson Bostock and our sister agency, Fever. To download the full copy of our exclusive magazine all about the new (ab)normal in consumer tech comms – click here.

Joe Dawes, Associate Director, Nelson Bostock UNLIMITED

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Good Money Week: 5 must-read articles that explain the move towards ESG investments

This is an important week. It is Good Money Week – a yearly campaign to raise awareness of sustainable, responsible and ethical finance. In our recent Fintech PR Playbook, we highlighted that the demand for Environmental, Social Governance (ESG) investments has soared. Wealthtechs have an opportunity to give the up-and-coming / DIY investor the means to tailor their investments choices according to personal values. 

As we stated previously, the media is continuing to report on topics such as hyper-personalisation and ESG. So for Wealthtechs and other firms, we’ve listed some of our favourite articles that explain the changing investment habits and the shift towards ESG investments.

1. In defence of millennial investors | The Economist 

The always-excellent Economist looks at how millennials are shaping investment habits. For example, younger savers are increasingly happy to use robo-advisers and the 24-39 age bracket is leading the sustainable-investing boom. More than two-thirds of young savers say they are very interested in making a positive social and environmental impact with their investments, compared with about half of the general population. 

2. Ethical investment remains a work in progress | Financial Times 

Investing columnist, Moira O’Neill, notes that the hard months of lockdown have made us focus on what really matters. For some, it’s spurred action on climate change. For others, social issues are top of mind, such as The Black Lives Matter movement which gained huge global momentum this year. Aligning profits to principles is now a hot investment trend, and the movement is not just for the young and “woke”. The older generations are becoming increasingly concerned about not just passing on wealth, but passing on a healthier planet.

3. What’s the future of ESG investing? | Forbes

Shivaram Rajopal reports for Forbes that, according to PWC, 60% of mutual fund assets in Europe will be ESG related by 2025. This article looks at how the results of the upcoming US presidential election will alter public policy, disclosure issues and ESG investing. For example, a Biden administration is likely to push more greener investments and a carbon tax deal. ESG investing is here to stay… in one form or another.

4. Robo to the Rescue: Why Millennials and Wealthtech Need Each Other | The Fintech Times

Polly Harrison highlights the struggles millennials face in navigating the financial world, recessions and high unemployment rates. This generation isn’t investing as much as their older counterparts and are even accused of “killing” wealth management. This piece explores recent advances in wealthtech services which may replace entirely human-managed models with something more automated, customer-centric, and progressive. Fintechs must be prepared for the rise of next-generation robo-advisors.

5.Will COVID-19 accelerate the transition to banking alternatives | Global Banking and Finance Review 

In this opinion piece, Gael Itier, CEO & Founder at akt.io, highlights how the new COVID-era has influenced consumer behavioural trends and expectations for a seamless digital experience. Itier suggests that banks and fintechs must view the crisis as a chance to innovate and improve how they deliver value to customers. 

He says, “While many companies will have to preserve funding, others will increase their investments in emerging technologies, such as AI, automation and blockchain, to make this vision a reality.”

Georgia Eaton, Account Executive, Nelson Bostock – an UNLIMITED agency

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Working in PR with generalised high functioning anxiety and depression

I was asked if I wanted this blog post to be anonymous and I initially said yes, but I’ve changed my mind so here it goes…

I’m Charlotte Woods, a 28-year-old cat-loving woman (sorry) PR Account Director and (only recently) unashamedly constantly anxious and occasionally depressive, human being.

That said there is NO judgement to anyone who want to remain anonymous, but I have lived with mine for so long now, it’s time to speak up and I hope this helps some of you reading…

I have been anxious all my life – I started having panic attacks at the age of seven over my maths homework that neither me, nor my parents could figure out. Now you might think that’s standard, but it would get to the point that I would spend 3 crying hours over the fact I couldn’t get it right. I was a high achiever at school and the first of my family to go to university (and a Russell Group one at that #boast) so there was a lot of pressure on me. That didn’t come from my parents or teachers, but it came from me – because I could see how proud they were of me, and I didn’t want that to stop… sad I know.

That feeling of not wanting to fail my maths homework (which I felt would ruin my life forever more – anxiety crew, you know that impending sense of doom you feel) has stayed with me throughout every inch of my life… every school / college / university project, exam, work campaign etc. but I take it too far and I can’t help it… I can’t settle with satisfactory; I aim for the unrealistic standard of perfection with everything I do… something that every institution I have worked in so far indulges and encourages and why wouldn’t they? It makes them look good too.

That’s the problem with high functioning anxiety – you appear diligent, hard-working, conscientious, across the detail etc. and that’s because you are but it takes a HUGE amount of brain power to do that day in day out with the impending fear that looms over you for letting one thing drop…. But we’re all human and things do drop…

So let me tell you about my diagnosis, despite suffering with anxiety for a very long time, I got a formal diagnosis of Generalised Anxiety Disorder (the one where you don’t always know the cause, helpful) at the age of 21 after a bout of severe panic attacks and fainting on public transport (sorry Victoria Line users at 7.21 am from Brixton to Oxford Circus…) so I sought help from my GP and was offered sleeping pills and anti-depressants and a long waiting list for therapy. I opted against the medication (this time) and decided to start with a course of CBT – a therapy that helps you talk and reframe your problems – something I find useful when my rational brain is in play but that doesn’t kick in when I’ve gone too far and started thinking irrationally.

One useful tool they gave me though was journaling, and anyone that knows me knows I love a list…. so, I have a notebook at any given opportunity to note down tasks (if it’s not written down, I don’t remember to do it) but also my thoughts and feelings. The one by my bed is the most useful, I can wake up jot down a thought, feeling or action and sleep knowing it will be there for be in the morning.

As I noted down my feelings I noticed patterns in relation to my work life, social life, menstrual cycle and level of life admin and noticed my own ‘triggers’ – GAD means there isn’t always a trigger, but I do have a few – work stress, ‘burning the candle at both ends’ and then big picture decisions / processes (i.e. buying a house).

I realised I needed more help last year, however when the mix of losing a dear loved one, buying my first home and of course, covid uprooted my normal and threw me off kilter and none of my learned coping strategies could cut it. I lost interest in everything I loved, was exhausted from up to nine panic attacks a day at my worst and approx. 3 hours of crying for what felt like no reason whilst trying to keep up appearances – I settled for medication, which I am still on – that’s not for everyone and was something I’d rejected just seven years ago.

I’d not go as far to say I’m thriving now, but I am doing well. I know I am not going to be rid of my anxiety… she is my best friend at times she gets me to get sh*t done, she makes me the life of the party and she makes me care about people in ways that those who don’t experience anxiety maybe don’t think about but I am learning with her, accepting her and growing with her and I always will be.

Charlotee Woods, Account Director, Fever UNLIMITED

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Welcoming ADHD into the workplace: how to be more aware

While ‘attention deficit hyperactivity disorder’ has a very descriptive name, the name is frustratingly unrepresentative of the symptoms experienced by individuals who have the condition. Many people living with ADHD choose not to tell colleagues they have the condition in fear of being labelled ‘disorganised’, ‘unfocussed’, and ‘unreliable’.

What does ADHD look like?

Every individual experience of ADHD is different, and adults with ADHD can be affected by some or all of the key symptoms. While it is often misinterpreted as being a mental health condition, ADHD comes under the umbrella of ‘neurodivergence’, along with autism, dyspraxia, dyslexia, dyscalculia, dysgraphia, and Tourette Syndrome.

ADDitude magazine describes the following as common ADHD symptoms in adults that we can be more aware of in the workplace:

  • Impulsiveness
  • Forgetting names and dates
  • Missing deadlines and leaving projects unfinished
  • Extreme emotionality and rejection sensitivity
  • Becoming easily distracted and disorganized
  • Suffering generalized anxiety disorder and mood disorder
  • Low frustration tolerance
  • Trouble multitasking
  • Excessive activity or restlessness

The list of symptoms above is in no way all-encompassing and does not include many ADHD traits that lead to employees with ADHD being more motivated and productive than their peers. A common symptom of ADHD is hyperfocus: concentrating exclusively on one task or project for an extended period of time. Hyperfocus often kicks in when a project seems exciting or especially interesting.

ADHD in the workplace

A fast-paced working environment may seem like a challenging setting for someone with ADHD. However, variation and working in short bursts can bring out the best in individuals who struggle with motivation and focus. Jumping between different tasks can help with maintaining engagement and energy levels throughout the day.

In the workplace, executive dysfunction and difficulties with working memory can be the biggest challenges for people with ADHD, and each person has their own strategies for managing these symptoms. Executive dysfunction leads to difficulty ‘getting things done’, especially the things that seem very important. Sometimes the things a person with ADHD cares about the most can be the hardest to get done, as it can lead to them attaching emotions to the tasks and putting extra pressure on themselves to complete things to an unattainable level of perfection. If a person is taking a lot of time to do a seemingly simple task, it may be that the task is especially important to them.

Issues with working memory (short-term memory) can be extremely frustrating in the workplace. Forgetting small details, dates, and duties can be disheartening and lead to self-criticism. While notebooks and calendar reminders are helpful, it would be impossible for a person to note down every small detail of the day ‘just in case’. Occasional non-judgemental reminders can be really useful to teammates with ADHD.

ADHD in adults, especially biological females, has been widely overlooked due to differences in the ways ADHD traits present. This often leads to missed or late diagnoses and development of mental health conditions fuelled by long-term assumptions that a person with ADHD is ‘lazy’ or not ‘trying hard enough’. Many ADHD adults therefore struggle with anxiety, depression, and imposter syndrome.

With the common challenges in mind, here are some tips for teammates of people with ADHD.

Tips for teammates:

  • If a teammate reveals to you that they have ADHD, ask them if there are any strategies that help them at work, and if you can provide any support.
  • Answer questions clearly and non-judgementally.
  • Keep key information succinct and in one place (as much as possible); it can be difficult to keep track of what needs to be done if key information is broken up into separate emails and messages.
  • When delegating tasks, provide details of how to do the task (if it is a new task), and a clear deadline.
  • If your teammate is having difficulty meeting a deadline, ask them what information or support they need in order to complete the task.
  • Be on the lookout for signs of burnout and overwhelm; periods of hyperfocus, ‘masking’ (hiding neurodivergent traits), and lengthy to-do lists can take their toll.
  • Be supportive of all teammates; individuals with ADHD may choose not to disclose their condition.

Strategies and support can help people with ADHD thrive, and excel, in the workplace. Asking questions, doing independent research, and being kind to everyone (whether they have disclosed a condition or not), are key to maintaining an inclusive workplace for people with ADHD and other invisible disabilities.

Useful links and resources:

 

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Not Just June: Making your workplace more gender-inclusive all year round!

In June, many of us noticed how our favourite brands pulled out the stops to show their support for the LGBTQ+ Community during Pride month. Companies like Starbucks, Instagram and Banana Republic donned the rainbow flag through colourful campaigns, limited edition collections and funky hashtags to raise awareness of the LGBTQ+ community and to celebrate their history. But where are they all now?

The abrupt end to pride month has been noticed by internet meme pages and Twitter clowns alike and has prompted businesses to start thinking about more enduring initiatives.

Now’s the time to be talking about how these celebrations of diversity and inclusiveness should be integrated into our daily lives on a more permanent basis. Afterall, the LGBTQ+ community doesn’t just vanish into thin air on July 1st. Businesses looking to embrace progress and enhance the wellbeing of their teams should be thinking more actively about how they can be more gender inclusive.

What is gender-inclusivity?

At its core, being gender inclusive means being able to recognise different genders outside the ‘male’ and ‘female’ binary and adapt behaviours to make people with different identities feel seen and understood.  According to Stonewall, it’s estimated that 1% of the UK population identifies as trans or non-binary (neither male or female), which accounts for around 600,000 people. This estimate will be replaced by data collected from the 2021 census as of next year, and this was the first ever census that recognised gender identities that weren’t only ‘male’ or ‘female’. Such progress should be mirrored in the ways forward-thinking businesses operate to boost productivity and positive wellbeing through diversity and inclusion.

Why is it important?

Actively thinking about gender inclusion will be an additional string to a business’s bow, boosting productivity, positive mental health and enriching employees’ understanding of their colleagues and therefore consumers. Feeling seen, included, and accepted is important to every single human being and should be protected in every workplace. Extending our knowledge, improving our attitudes, and correcting our behaviours will only have positive results for our personal growth, and for the growth of business.

How can we make businesses more gender inclusive?

Language

Being more gender inclusive is a practice that can start with changing our language. It’s usual to hear things like “hey guys”, or “how are you guys doing today?” but it would be better and more inclusive to say “hey everyone”, or “how is everyone today?”. Simple changes to our daily language would benefit those around us by actively practising inclusivity and avoid ‘manning’ the way we refer to people. Words carry power and we should always be mindful of how we talk to colleagues, clients, and customers.

When it comes to language and gender, it’s mostly a habit. We are used to referring to someone as ‘he/him’ or ‘she/her’- ‘he said this’, ‘I think that belongs to her’, but asking how someone wants to be called and referring to them as such just takes practise and active thinking. Pronouns are an important way of identifying someone and we should be aware of the pronouns that exist outside ‘he/him’ and ‘she/her’. Those can include:

  •         They/them/theirs
  •         Ze/hir/Hirs/Zirs
  •         Ve/Ver/Vis/Vers

These are some gender-neutral pronouns. Asking a colleague or a new client for their pronouns is a great way of practising gender inclusivity and demonstrates an active effort to recognise different identities. Establishing your own pronouns in email signatures or work profiles can also contribute to this and help colleagues practise being gender aware.

Training, training, training 

This applies to everyone, regardless of how clued up you consider yourself on the subject. Updating training programmes, providing colleagues with relevant resources, and creating open dialogue about gender in the workplace can help improve general understanding of gender and how to be inclusive. This doesn’t just mean using buzzwords or learning what’s offensive and what’s not – it’s about changing perceptions for better understanding. For example, at UNLIMITED all employees benefit by learning about something called ‘implicit bias’, which is addressed in our diversity training. This basically means stereotyping which is easy to do when representation of different genders in the media is scarce. Enriching your knowledge of gender diversity, updating resources for employees, and inviting experts to talk on the subject will contribute towards creating a progressive workplace culture.

These are all things we should be starting to learn in everyday interactions and setting a good example through your business will help encourage more human understanding.

Elaura Lacey, Account Assistant, Nelson Bostock UNLIMITED

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Scratching the Twitch itch

The cancellation of essentially everything fun during lockdown meant that we had to find new ways to entertain ourselves, or ramp up the amount of time we’ve spent doing things we already enjoy. Gaming has been a brilliant antidote to our newfound national boredom.

Gaming’s popularity reached new heights in 2020, raking in £4.2bn in revenue – up 14.5% year-on-year. And many of us decided to take our new gaming habits to a new level and start watching other people play over the internet. According to Stream Elements’ State of the Stream report, in January 2021 more than two billion hours were watched across Twitch’s thousands of streams, a whopping 117% increase on the January previous. Facebook’s own livestreaming arm, Facebook Gaming, saw similarly impressive results with more than 400 million hours watched in February 2021 alone.

The streaming boom of 2020 has created an even wider audience for consumer tech brands to tap into. Partnering with the most influential streamers and content creators is a no-brainer – with the most successful streamers pulling in thousands of viewers per stream (some of which last for hours), it’s a golden opportunity to have your latest product on display.

Those watching might want to kick off their own channels, and will need good kit to get started. And those who already stream will be looking for ways to upgrade their set-up with higher-quality cameras, microphones, headsets and more.

The opportunity is there for brands that make streaming kit, of course, but the potential for product endorsement goes further. There’s the chairs streamers sit on; the tables they perch at; the studio monitors each side of their screens; the lighting and accessories that adorn their gaming spaces. And there’s no reason a pair of hi-fi headphones couldn’t do great service on the streamer’s bonce, supplanting the usual gaming accessories brands.

With this uptick in live gaming expected to last beyond lockdown, the time is right to jump on the bandwagon. To help get started, we’ve compiled a list of the UK’s up-and-coming streaming talent, plus a couple of established names who could be an instant ticket to rewarding exposure. Check them out on the next page.

Streamers to watch

Hannah Rutherford

  • Platform: Twitch
  • Followers: 8k
  • Bio: Hannah (or Lomadia) is a variety streamer who prides herself on fostering a safe, inclusive space for her LGBTQIA+ viewers. Expect plenty of action and RPGs.

BiggusBennus

  • Platform: Twitch
  • Followers: 7k
  • Bio: Ben takes very much a community approach to his gaming. He regularly gets his community involved in streams playing games such as Minecraft and WWE.

Stephanie Ijoma (NNESAGA)

  • Platform: Twitch & YouTube
  • Followers: 2k (Twitch) & 4.5k (YouTube)
  • Bio: Stephanie is the founder of NNESAGA, the U.K’s upcoming gaming & entertainment platform dedicated to championing diversity and inclusion. She has worked with a number of big brands (Playstation, Microsoft, Gamespot and more) to help tackle the issue of diversity prevalent in the gaming and create opportunities for POC gamers.

BodDucknWeave

  • Platform: Twitch & YouTube
  • Followers: 2k (Twitch) & 1.63k (YouTube)
  • Bio: Bob is a full-time content creator, designer and marketer of 15 years. He often streams multiplayer and RPGs, as well as creating free overlays and Twitch tools to give away to his community.

Tommyinnit

  • Platform: Twitch & YouTube
  • Followers: 3m (Twitch) & 7.05m (YouTube)
  • Bio: Tommy is the U.K’s biggest Minecraft streamer, attracting hundreds of thousands of viewers to his streams at a time. He saw a meteoric rise to fame, and looks sure to be a worldwide name in no time.

Limmy

  • Platform: Twitch
  • Followers: 294k
  • Bio: Brian “Limmy” Limond is a Glaswegian comedian known for his outrageous viral videos and popular BBC Scotland programme. However, in recent years, Limmy has been building a huge following on Twitch, streaming a variety of comedic games.

Randolph

  • Platform: YouTube & Twitch
  • Followers: 7k (Twitch) & 510k (YouTube)
  • Bio: Randolph is a popular UK artist who has also branched out into Twitch and YouTube, streaming mainly Pokémon and battle royale games. As well as that, he streams his Pokémon card hunting journey as he continues his quest for rare “shineys”.

EbonixSims

  • Platform: Twitch & YouTube
  • Followers: 21k (Twitch) & 4.57k (YouTube)
  • Bio: Danille is a Twitch ambassador and full-time content creator on Twitch. She’s known for building unique mods to help black and POC Sims players recreate themselves in the game, as they typically struggle to find appropriate skin tones or hair textures in the base game.

Mongraal

  • Platform: Twitch
  • Followers: 4m
  • Bio: A vastly popular and charismatic professional Fortnite and Rocket League player, currently signed to the FaZe Clan eSports team.

BamyLeaf

  • Platform: Twitch
  • Followers: 3k
  • Bio: A variety streamer on Twitch who got into PC gaming after her Xbox 360 was taken during a burglary four years ago. Expect survival, horror and RPGs, alongside a welcoming community.

This article features in our second instalment of Recharged bought to you by Nelson Bostock and our sister agency, Fever. To download the full copy of our exclusive magazine all about the new abnormal) in consumer tech comms – click here.

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Sustainability Snapshot

Welcome to the latest edition of our Sustainability Snapshot newsletter, exploring developments from the world of technology that caught our attention over the last month.

A new Green Economy Index, created by the ScaleUp Institute, has mapped out the 282 fast-growing environmentally friendly companies in the UK. Collectively they employ 44,000 people and had a combined turnover in their latest year of trading of £9 billion. It’s important these kind of businesses get as much visibility as possible to attract new talent and funding, helping to power Britain’s green economy. 

Big tech companies also made major commitments to the environment, as Tesla announced it will no longer accept Bitcoin over climate concerns and Snap released a new climate strategy to help the business reach its goal of carbon neutrality.  

Check out more of what we’ve been reading and watching below…

UK invests in green technology 

The UK government has committed £166 million to developing green technology as part of its 10 Point Plan for a Green Industrial Revolution. The funding package will help to develop technologies in carbon capture, greenhouse gas removal and hydrogen, whilst also researching solutions to decarbonise the UK’s polluting sectors. 

Is tech enough though?

And yet despite making huge strides in green technology, anthropologist Pete Sutoris argues that “the climate crisis requires a new culture and politics, not just new tech”. In an opinion piece for The Guardian, he notes that in order for new technology to make a real impact on the climate crisis, we must first rebuild our relationship with the planet. 

Power to the people

But how can we make a change? Following the members of the UK’s first ever Citizens Assembly on climate change – a new government initiative that tasked 108 ordinary Brits with deciding what we should do to meet our climate change goals – the BBC explores the different ways that climate change is impacting our everyday lives. 

What role could AI play? 

“More and more businesses are turning to AI to become more sustainable, smarter and to better react to changing market conditions, as well as to ensure health, safety and social impact of our planet”, writes Forbes Contributor Mark Minevich, as he explores the ways AI is benefitting society, from combating cancer to eliminating food hunger. 

Tougher recycling rules 

The importance of recycling technology products has once again come into focus, as industry experts call for tougher rules on recycling following an EU funded report. They say that recycling should be mandatory when it comes to products that contain the rare metals that are vital for the production of low-carbon technology. 

Banking goes green 

Meanwhile, research from Censuswide has revealed that almost three quarters of all UK banks are now using digital technology to make their business operations greener. The report also highlighted the commercial benefits of implementing sustainable banking initiatives, with 40% of those surveyed reporting cost savings and increased customer retention. 

COP 26

Sir David Attenborough has stated that it will be ‘crucial’ for nations to come together at COP26 to find a solution to the ‘crippling’ climate breakdown, after being named as the summit’s ‘People’s Advocate’. Ahead of talks, Alok Sharma, President of COP26, has also called on nations to ban the use of coal describing it as ‘old technology’. 

And finally – Nicola Sturgeon has announced that Scotland will be ramping up its efforts to fast track a new electric bike courier scheme in time for the climate change conference.