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The Active Space: Exploring Outdoor Engagement and Its Impact on Social and Physical Activity

The Active Space concept emphasizes the importance of outdoor environments where people engage in a variety of activities. It highlights how these settings are integral to commuting, dining, sports, socializing, and entertainment, accounting for significant portions of our daily lives. Research indicates that higher levels of outdoor physical activity correlate with enhanced brain activity, mood, and overall mental well-being. This exploration includes insights from various studies examining purpose, mood, and mindset, providing a comprehensive view of our interaction with outdoor spaces.

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The Active Space: Exploring Outdoor Engagement and Its Impact on Social and Physical Activity

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Presentation Transcript

  1. #theactivespace #outdoor5

  2. Sight – uses more bandwidth than all the senses combined

  3. The Active Space: it’s the real world

  4. The Active Space: a rich context for planning • VericaDjurdjevic, PHD Ambience Activity Proximity Occasion Time of day Social Environmental Immediacy

  5. The Active Space: where we do things • 100% of commuting

  6. The Active Space: where we do things • 100% of driving

  7. The Active Space: where we do things • 100% of • eating out

  8. The Active Space: where we do things • 100% of • playing sport

  9. The Active Space: where we do things 100% of live music, arts, shows, concerts

  10. The Active Space: where we do things • 100% of • time in pubs and bars

  11. The Active Space: where (pretty much) all the fun happens • 99% of • dancing, picnicking, flirting, finding new partners, • going to the gym, sunbathing, cycling, walking the dog, • hanging out, jogging, • skateboarding…

  12. The Active Space: where we do things • 80% of • socialising with friends

  13. The Active Space: where we do things • 88% of shopping Source: Centre for Retail Research UK, 2014

  14. The Active Space

  15. Outdoor – the universal connector

  16. The Active Space: at 18 hours a week outdoor occupies 28% of media contact time Source: IPA Touchpoints 5 - All Urban Adults

  17. The Active Space hypothesis • A higher level of physical activity = a higher level of brain activity

  18. Our focus today

  19. Three new pieces of research • Purpose (Jon Armstrong, Dipsticks) • Mood (Rob Ellis, COG Research / OnDevice Research) • Mindset (Dr Amanda Ellison, DurhamUniversity) • Sales directors’ perspective (Daemon Brown of VeriFone and Chris Forrester of Primesight) • Nice surprise

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