Leveraging Wellness Trends to Boost Your Brand’s Impact

June 15, 2024

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As the wellness industry continues to evolve, the Global Wellness Summit’s annual trends report unveils two distinct categories: hardcare and softcare. These categories encapsulate the diverse approaches to wellness that cater to different needs and preferences. Beth McGroarty, VP of Research and Forecasting at the Global Wellness Institute, explains, “Hardcare describes the new hyper-medical, high-tech, super-complex, even more expensive, wellness market; softcare captures new desires for a low-pressure, simpler, less expensive, less relentlessly self-optimizing wellness, where emotional, social, and spiritual well-being matter most.” This report highlights that wellness is no longer a singular narrative but a spectrum of approaches catering to diverse needs. Here are the top 10 trends from the report to inspire your marketing strategies and business operations:

Climate-Adaptive Wellness

Climate change is driving innovative ways to cool our bodies, homes, and cities, emphasizing “climate-adaptive wellness.” Expect architecture and design to incorporate more green spaces, tree cover, and rooftop gardens, alongside high-tech materials like heat-reflective paint. Wearable tech, like smart cooling clothing, will also gain popularity. By integrating these trends into your marketing, you can appeal to eco-conscious consumers who prioritize sustainability in their wellness routines.

The Power of the Pilgrimage

The trend of multi-day hikes infused with spiritual and cultural exploration is on the rise. Resorts are capitalizing on this by offering wellness programs that include sacred site journeys and participation in local cultural practices. Pilgrimages, whether religious or not, offer a profound connection to one’s surroundings and self. Marketing these experiences can attract individuals seeking deeper, more meaningful wellness journeys, enriching their lives with unique cultural and spiritual insights.

From Manning Up to Opening Up

There’s a cultural shift in wellness for men, moving away from “warrior-like fitness challenges” towards “softer” wellness practices to combat male loneliness. Men’s mental health apps and retreats, like EVRYMAN, focus on emotional authenticity and vulnerability. These initiatives provide men with safe spaces to explore and express their emotions, breaking down traditional masculine stereotypes. Highlighting these softer wellness practices in your marketing can resonate with men looking for holistic approaches to their mental and emotional well-being.

The Rise of Postpartum Wellness

Postpartum wellness is evolving beyond the typical 10-minute doctor’s visit. Comprehensive wellness approaches now range from high-end retreats focused on rest and nutrition to entry-level apps addressing mental health. The consumer market is also expanding with postpartum skincare supplements, and wellness products, highlighting the need for integrated medical and wellness support for new parents. By emphasizing postpartum wellness in your marketing, you can reach new parents seeking holistic support during this critical phase of life.

Longevity Has Longevity

With an aging population seeking longer healthspans, the longevity wellness market is expected to reach $610 billion by 2025. Key areas of research include AI-driven healthcare, genetic testing, and innovative treatments like stem cell therapy. High-end gyms and wellness resorts are also entering this space, offering services that promote long-term health and vitality. Dr. Kerry Burnight’s work in gerontology exemplifies this trend, focusing on making the later years of life healthier and more fulfilling. Marketing longevity wellness can attract older adults looking to invest in their long-term health and well-being.

A Wellness Check for Weight Loss Drugs

The surge in weight-loss drug usage is prompting a reevaluation of holistic health approaches. While these drugs address obesity, they don’t replace the need for exercise, nutrition, and mental wellness. The report predicts a shift towards integrative health strategies that complement weight-loss drugs with comprehensive wellness support, eventually helping individuals transition off these medications. Promoting integrative health strategies in your marketing can appeal to consumers seeking balanced and sustainable weight-loss solutions.

Sports Finds Its Footing in Hospitality

Group fitness is gaining traction, with people opting for social workout scenarios over solo gym sessions. This trend includes everything from pickleball to boxing, with fitness centers like BoxHaus catering to both beginners and pros. New hospitality brands, such as Equinox Hotels, are also emerging to attract elite athletes, offering specialized fitness and wellness programs. Highlighting the social and community aspects of fitness in your marketing can draw in customers looking for engaging and collaborative workout experiences.

The Home as Highest-Tech Health Hub

Homes are transforming into wellness hubs with medical-grade health-monitoring systems and smart furnishings. Well Connected Brands’ client South Bay International recently launched the HealthyAir Monitor, an innovative device that uses technology connected to an adjustable bed base to detect pollutants and allergens in real time, providing users with comprehensive air quality trend analysis. Real estate developments are also focusing on creating healthy living environments with green spaces and wellness amenities, prioritizing residents’ overall well-being. Marketing these high-tech home wellness solutions can appeal to consumers interested in integrating advanced wellness technologies into their everyday lives.

A New Multisensory, Immersive Art for Wellness

Immersive art experiences are becoming a part of wellness routines, engaging all senses and encouraging active participation. Tech-enabled artists use projection mapping and spatial sound technologies to create these experiences. Resorts and homes are integrating multisensory art into their wellness offerings, providing unique and enriching environments for relaxation and creativity. Promoting these multisensory experiences can attract consumers seeking innovative and immersive ways to enhance their well-being.

Under the Radar

Destigmatizing mental health remains crucial. Brands that support mental health initiatives and partner with relevant organizations not only gain public respect but also contribute positively to their communities. By emphasizing your brand’s commitment to mental health in your marketing, you can build trust and loyalty with consumers who value mental wellness advocacy.

Embrace the Future of Wellness

As these trends indicate, the future of wellness is diverse, inclusive, and innovative. By leveraging these trends in your marketing strategies, you can position your brand at the forefront of the wellness industry, meeting the evolving needs and desires of your audience. Which of these trends will your organization tap into? Embrace the future of wellness and inspire your customers with forward-thinking, holistic approaches to well-being.

At Well Connected Brands, we believe in the power of staying ahead of trends to ensure your marketing strategies are effective and relevant. Our expertise in brand strategy, digital marketing, social media, content creation, website design, experiential marketing, consulting and training empowers you to connect deeply with your audience and drive your brand’s success. Let’s work together to realize the full potential of these wellness trends and lead with authenticity and courage in the ever-evolving marketplace. Contact us today to start your journey towards a more connected and impactful brand presence.

 

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