A design student at the Royal College of Art in London has created the Fugu bag, a bag that inflates to protect the modern consumer’s many gadgets.

Wearers can inflate the bag by blowing air through a simple mouthpiece. The bag will remain inflated for up to five days and can be deflated in as little as 10 seconds. Design student Peng You said that her inflatable idea was inspired by sportswear and packaging “which provide lightweight but good protection”, without the chunky heaviness of traditional padding.

“People carry more and more electronic products every day… If you have something sensitive or fragile, the inflating panel provides a safer space for your things.”
– Peng You, Fugu bag designer, to Dezeen

Prepare and protect

Today’s consumers are taking greater caution to protect their possessions in the face of threats. Their connected devices, especially, need to be guarded against both physical and digital risks.

Digital device usage in the UK is high and continues to grow. According to Mintel’s Digital Trends Summer UK 2014 report, some 72% of consumers say they own a smartphone and 83% of households own a laptop or netbook. Perhaps most notable, though, is the rising prominence of the tablet, now owned by 51% of British households.

Tools that can help consumers protect these devices, then, are of increasing relevance and value. Part of protecting devices, though, is also guarding them against digital offenders. Consumers are now using programs that alert them when they’re being tracked or that quickly delete their confidential messages.

This cautious approach extends into moderation, saving and preparation in all areas of life. Brands across categories would do well to position their products or services as secure and stable. Consumers are still certainly looking for excitement, but they want their products to be reliable and protected.

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