This week, I had a discussion with the CEO of a mattress company. Only two years ago this gentleman was afraid to sleep. for he feared that he might never wake again.
This was shortly after he recovered from COVID-19, which left him on a ventilator for 11 days.
Even in other benign situations, people in big cities are sitting on time bombs and ticking fast. There are only 24 hours in a day. Consumers are trying to cram as much as possible into their time. and they are struggling.
More and more people are dissatisfied with taking Red Eye Airways for their official meetings as organizations want to save money on accommodation. Of course, there are people who concentrate on watching web series late into the night to achieve work-life balance.
Working mothers and housewives sacrifice sleep in order to have a fresh, nutritious breakfast in the morning and get their children to school. Sometimes the home stays busy late into the night because the kids haven’t finished their homework. There are many different stats about how much sleep is good for your lifestyle. But the consensus is that no one gets enough of it.
This week, the Indian Cricket Control Board became aware of the problem. It issued an order that players on international cricket teams must get at least nine hours of sleep. Tennis legend Roger Federer made headlines some time ago for how he gets a regular 12 hours of sleep each day and how it helps him perform at his best as an athlete.
If athletes are the epitome of fitness and they emphasize the importance of sleep, how can we ordinary people be so insensitive and ignorant of that fact? And does the opportunity to brand such an important element of our lives “hang” only on mattress company cushions?
Or will there be a bigger take on gadgets embedded in the bedroom? Gadgets to track eye movements, prevent snoring, ensure proper ambient temperature, proper air quality, aromatherapy and beauty? Works that lead from the concept of sleep to IoT sleep.
(The author is an editor at ETBrandEquity.com. This weekly column provides a glimpse into the discussions, debates, and reflections of the editorial team.)
https://brandequity.economictimes.indiatimes.com/news/marketing/sleep-and-whats-in-it-for-brands-saturday-solologues/103069668
