Some of the hottest giveaways at this year's Sustainable Brands conference were Relan's iPad totes.
Made from jettisoned billboard vinyl, the colorful, playful bags grabbed eyeballs from across the room.
But there was more to these bags than meets the eye.
As Della Simpson, co-owner of Relan, said, "What we're doing is taking materials symptomatic of linear production thinking, and repurposing them to line up with new consumer values. The best part is, we're doing it with products that look cool and engage people."
It's no secret what those new consumer values are. Sustainability, innovation, and a healthy dose of irony, to name a few.
But I also think these bags answer a real need. And from real needs, futureproof insights are born.
Futureproof Insight One: We Want Control
For decades, advertising was a one-way street. The advertiser presented a glossy vision of their product, which the consumer passively absorbed.
If consumers thought an ad missed the mark, they grumbled at the water cooler. On the rare occasion where they complained en masse, they were either lulled by PR, or informed that the ad had been pulled. There was no avenue for collaborating with the brand to improve the message.
Social media upset that apple cart. Ads were crowdsourced. Citizen bloggers interpreted the brand for the masses. Consumer reviews became currency. Transparency and imperfection were lauded above airbrushed, sterile messages.
Relan is simply taking that control shift to the street. Carefully crafted ads are literally sliced apart, re-stitched, and presented in a way that was never envisioned by their makers.
Futureproof Insight Two: We Want To Create
Not long ago, we were happy to define ourselves by what we consumed. It was fine to be a Nike guy or a Harley guy. Self-expression took a back seat to fitting into the right crowd.
Today, that's changing. Thanks to an explosion of creative tools like Final Cut and GarageBand, and public forums like Pinterest and Instagram, we're defining ourselves increasingly by our own output.
Sadly, even the best tools do not an artist make. But everyone can buy unique. Antiquing is hot TV. The craft market is exploding, supported by sites like Etsy. And products like the Relan bag, each one unique, are capturing the eye.
Futureproof Insight Three: We Want Absolution
A few years ago, oil defined progress and prosperity. Today, it's regarded by many as some sort of fossil heroin: We hate it because we can't kick it, while acknowledging it's slowly killing us.
This sort of mixed response is increasingly common. We feel we're consuming things that simply aren't good for us or the planet, but dread the idea of doing without.
In this context, Relan is a small icon of absolution. We understand the luxury car we're driving was sold to us by an ad, but believe repurposing that ad as a handbag helps us reduce the bad. It's a tiny ray of hope in our anxious, self-critical existence.
Small Product, Big Insight
There are a number of elements that go into a futureproof brand. But the one piece that is absolutely essential is an insight into the needs of rapidly evolving consumers.
Relan is an example of a product that has tapped a number of those insights. It may be a humble bag, but its story perfectly positions it for success.
Our 2024 Coverage Needs You
It's Another Trump-Biden Showdown — And We Need Your Help
The Future Of Democracy Is At Stake
Our 2024 Coverage Needs You
Your Loyalty Means The World To Us
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
The 2024 election is heating up, and women's rights, health care, voting rights, and the very future of democracy are all at stake. Donald Trump will face Joe Biden in the most consequential vote of our time. And HuffPost will be there, covering every twist and turn. America's future hangs in the balance. Would you consider contributing to support our journalism and keep it free for all during this critical season?
HuffPost believes news should be accessible to everyone, regardless of their ability to pay for it. We rely on readers like you to help fund our work. Any contribution you can make — even as little as $2 — goes directly toward supporting the impactful journalism that we will continue to produce this year. Thank you for being part of our story.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
It's official: Donald Trump will face Joe Biden this fall in the presidential election. As we face the most consequential presidential election of our time, HuffPost is committed to bringing you up-to-date, accurate news about the 2024 race. While other outlets have retreated behind paywalls, you can trust our news will stay free.
But we can't do it without your help. Reader funding is one of the key ways we support our newsroom. Would you consider making a donation to help fund our news during this critical time? Your contributions are vital to supporting a free press.
Contribute as little as $2 to keep our journalism free and accessible to all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. Would you consider becoming a regular HuffPost contributor?
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. If circumstances have changed since you last contributed, we hope you'll consider contributing to HuffPost once more.
Support HuffPostAlready contributed? Log in to hide these messages.