Wellness is a booming sector, which consistently bleeds into more mainstream categories every year. But it’s more than just a business: It’s a state of mind, a way of living, an awareness of the emotional, physical, mental and even sexual relationship we have with ourselves and others. I believe it is the act of being and existing in a state of solutions rather than admiring with envy as an impressionable spectator.
That’s pretty heavy stuff, so, as we stand at the dawn of a new decade, it’s only natural to ask, as consumers and as representatives of brands: Where do we start?
Wellness, like science, is constantly advancing, and at Ketchum we guide and counsel our clients based on the current climate and latest trends so that they can break through the clutter and connect with audiences. Together with Ketchum’s Wellness Council—a premier group of influential leaders in the wellness community—we recently hosted a webinar entitled “Wellness 2020: Mindfully Exploring the Year Ahead” to discuss what wellness trends are worth embracing this year. Below are some key takeaways that struck me:
Education as the path to health independence, from Jonathan Leary, MD: Our society has become dependent on reactive healthcare, with people seeking out a “quick fix” with prescription medications and surgery. As we move into a new decade, brands should aim to educate and empower consumers to take a more proactive approach in establishing functional self-care routines—nutrition, exercise and mindfulness.
Bringing the outdoors in, from Jennifer Walsh: On whole, individuals spend 90 percent of their time indoors and on devices. That creates an opportunity for brands to empower consumers to literally think outside the box they live in and reconnect with nature on a deeper level. As workplace wellness programs evolve, this provides an opportunity for companies to infuse the benefits of nature into the office with real plants, natural fabrics and materials and an abundance of natural light—all of which promote wellness and productivity.
Embrace the sexual revolution from Joanne Encarnacion: When the #MeToo movement kicked off in 2017, it opened the doorway to a wider discussion about sexual wellness, which means understanding what makes you feel healthy and whole in an intimate context. Brands should empower consumers to truly embrace who they are—inside and out—and help bridge the gap between what we’ve been taught by society about sexual pleasure and body autonomy, and how we can use them in our actual lives to improve overall health and wellness.
Create your wellness tribe from Rebecca Garland: With consumers inundated with marketing messages about wellness, it can be daunting to understand what brands and services they should be buying and using. Brands should streamline these messages by building wellness communities or “tribes” for their consumers—both online and offline—to help people foster connections that will improve their well–being and ultimately build brand loyalty.
Wellness is a thread woven into all aspects of life. As this new decade gets underway, we’re excited for the opportunity to help brands better focus on this thread to be relevant to today’s wellness consumers.
Want to hear more about the trends above? Click here to view a recording of the webinar, and reach out to me if you’d like to continue the discussion.
