The Re-wild movement : How wild is your brand?


Written By: Tom Kingham, Nathalie Gil, Matt Baker

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Today in 2017 we are lords of the wild; controlling, corralling and bending it to our will. Technology has given us the tools to remain constantly connected to our friends, families and our work. Yet we have never been so disconnected from the planet.

BAMM has recently undertaken qualitative research to interrogate how, at a primal level, we yearn for a greater connection with nature and the natural world.

How do brands conventionally utilise the natural world? To answer to this, brands and products have imbued their image with healthy, sustainable, nature-focused powers of persuasion. Brands have been packaging the wild in a box.

Yet as the natural component becomes more sophisticated and implicit, so the natural cues have become more minimalistic, sanitised and… Un-natural. What we have seen is that this only scratches the surface of what the natural world means to us. It’s not simply images of blue skies, trees and grass. It’s what that represents; an untamed, uncontrolled world of chance and risk – the wild.

Experiences you physically stimulate your senses may seem like they are on the rise, when in fact they were always there.

In our multi-market studies across many categories, BAMM has examined that as people quickly get in more control of their lives – health measuring apps, increase of awareness of their mental states, controlling journeys and choices of food they eat – they are craving for opportunities to introduce uncertainty and embrace serendipity.

We call this Re-Wilding.

We yearn for what makes us feel awake, separates us from the crowd, makes us feel alive again.

It’s now tough and wild to get fit.

We noticed in our studies that when brands offer them certainty, people naturally shape ‘wilder’ versions of it:

– People take the predictable flavours offered by food companies and break them down, mix them up, reinventing them;

– In sport, the rise in more extreme sporting challenges and obstacle courses as well as randomised activities show people looking try less controlled experiences;

– When car brands offer dream designs, people give up owning cars, share rides, swap for cycling and walking, choose taxi as a daily mode of transport.

Some trailblazers are leading this movement, perhaps without categorising it as such. There are also some example of brands embracing this trend, but they are few and far between.

BAMM invites brands to stop thinking about ‘natural’ as a way to be more natural and organic, and start thinking about how to connect more with nature, and the ‘wild’, in its most raw, powerful sense.

Alicia gives ‘make-up free’ as a rewilding option to women.

We’ll be shining a light on different aspects of it over the coming months, and how you can apply it to the brands and products you work with, so keep an eye out for more content from us.

It’s time to go wild.


BAMM is holding a ‘Re-Wild your brand’ road show to limited selection of companies. If you are interested in BAMM coming into your company to talk about it and inspire your team, please send an e-mail to and we will let you know our availability.

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