Brands have gotten the hint, and are adjusting their messaging to align with the changing tide of public opinion.
For some years now, the media and the retail sector have been saturated with images of radiant, healthy-looking people flexing in sportswear and drinking organic juices; With the global economy, the so-called wellness industry is worth about 3.6 billion dollars (Global Wellness Institute).
It is no wonder that many brands are trying to find their association with health and wellness to capitalize on this increasingly profitable market. As health and wellness become mainstream, inclusive and not limited by class, brands are increasingly expanding their offerings to engage with these consumers.
A rollout of a brand towards wellness activities is especially effective considering that millennials are driving the experience economy. This has resulted in brands exploring and expanding their offerings to include more wellness-based experiences.
Now you can get a spa treatment at Lush, take a yoga class at Lululemon, or get a beauty treatment at Mandara Spa after a day at Disneyland. Some brands that in essence have nothing to do with wellness have taken more daring paths, such as the Italian Diesel that announced its foray into sexual wellness, with the debut of two sex toys, which are a commonly accepted part of sexual health. The World Health Organization defines it as the need for “a positive and respectful approach to sexuality and sexual relations, as well as the possibility of having pleasant and safe sexual experiences”.
But what does this mean for brands whose offer or purpose is not focused on health or wellness? Is it better to stretch your brand and values or remain authentic?
For consumers, especially millennials, authenticity is key. Despite the overuse of the term and the number of brands adopting it as a marketing strategy, being transparent and offering a genuine personality remains essential to keeping consumers attached.
So if a brand’s story isn’t focused on or within close range of health or wellness, that narrative shouldn’t be forced; Instead, brands must be smart and stay true to their purposes and then the consumer will respect it.
The consumer mentality towards health is changing. Despite wellness extremes like following a “clean” or paleo diet, a new, more balanced attitude is emerging. This new way of thinking is embracing a more positive and sustainable lifestyle. As part of this, consumers enjoy moments of indulgence and choose to invest in quality and premium products.
Building successful brand connections strengthens the foundation of a long-term relationship as consumers embrace the brand ethos and the product becomes a part of their lives rather than a luxury. Studies suggest that between 70-80 percent consider that the price is not the most important factor, but the feelings and emotions that surround the product.
The brand experience is an extremely useful tool for building emotional connections. It is important to understand what emotional drivers are and how they can be enhanced to create permanent connections with the consumer, considering the pace at which the wellness industry is developing and how the well-being of consumers is becoming more and more relevant to their lives. everyday.
Wellness is not a passing trend: it is here to stay and will become more important as time goes by. Brands that want to grow and stand out in 2022 will need to figure out how to integrate it into their brand strategies, both internally and externally.
While there are many ways brands can integrate wellness, care must always be taken that a new initiative remains aligned with the brand’s values and mission. Authenticity and honesty are paramount to making a positive impact.