High tech companies have disrupted the way we get our food, transit, and friends—and now they want to disrupt the way we sleep. To help them along, branding group K-Hole has released a report designed for corporations who want to cash in on the public’s new obsession with getting rest. K-Hole is a gang of coolhunters, just like something out of a William Gibson or Jim Munroe novel, who are paid to spot trends. A couple of years ago, they got famous for popularizing the idea of “normcore,” a clean-cut hipster style that emphasized simplicity and unobtrusiveness.
It is a common story. You haven’t slept well for three days now. The alarm is set for 7 a.m. You get into bed early, hoping that tonight you’ll fall asleep early and stay asleep. Instead, you wake up at 2 a.m., staring at the ceiling, wide awake, frustrated and worrying about how you’ll function at work the next day. It takes more than two hours to fall back asleep and, before you know it, the alarm is blasting and a new day begins.