consumer trends

Self-Care as a Business Strategy

Health & Wellness Trends

A growing 2018 trend that has proven to be more than a fad is the idea of prioritizing health and wellness. And it’s not just a push coming exclusively from gyms, health clubs or medical providers. Advocacy for whole health is becoming ubiquitous.

Everywhere you look, products boast their health benefits. Organic items carry a certain prestige over other products, as consumers now demand to know what they’re eating and where it is coming from. People care about a product’s freshness, quality and global impact far more than they did just 5-10 years ago. More people are taking vitamins, eating larger quantities of fruits and vegetables and are adding exercise into their weekly routine.

What is “Wellness”?

You may have noticed the phrase “health and wellness” used with increasing regularity. Though the words health and wellness seem synonymous, they’re actually more like cousins than they are twins.

Healthy living does not stop at physical health. Mental and emotional health have also become huge focal points when it comes to discussions about our wellbeing. As a society, we have become more open to talking about health as something comprehensive and multi-faceted. We realize that in order to enhance our quality of life, we must be more than healthy. We must also be well.

Health & Wellness Programs

The central theme of any health and wellness program is behavior change. This means people first need to be educated on what lifestyle changes they could make. Then they must acquire the appropriate tools and skills to make these changes. Finally, and most importantly, individuals need the proper motivation to commit to these healthier behaviors long-term.

The key to successful health and wellness programs is for participants to maintain the changes they make. That is why it is critical to provide quality motivation and social support so that people get the push they need to commit to these lifestyle changes.

Benefits to Health and Wellness Programs

More and more companies are incorporating wellness programs into the workplace. While employers may genuinely care for the health and wellbeing of their employees, there are a number of other benefits to reap.

Wellness programs facilitate positive behavior changes in people. This begins somewhat of a domino effect, as healthy lifestyle changes tend to result in lowered health risks. Lowered health risks, in turn, decrease the likelihood of chronic disease. Less chronic disease means companies have employees with reduced health care costs. Now there is a considerable return on investment—everybody wins.

In addition to improving overall health, wellness programs can also improve a company’s culture. Research conducted by the Journal of Population Health Management revealed that individuals who regularly practice healthy behaviors (e.g. eating healthy, exercising, not smoking, etc.) were more productive and had lower presenteeism.

The institution of wellness programs make employees feel more valued and appreciated. An organization’s performance can be greatly impacted by high employee morale, which makes these efforts all the more worthwhile. Health and wellness programs can be very powerful with their ability to make people not only healthier, but also happier

Marketing to a Healthier World

This trend towards health and wellness has caused a massive shift in consumer behavior. For that reason, the cultures of companies and their brands have had to adapt to reflect what people are looking for.

People are beginning to want more out of everyday products. For example, if people are investing in skin care or make-up, it’s because they want to feel beautiful and confident on the inside. If they’re investing in workout clothes or nutritional supplements, the goal may be to feel stronger and more capable. People are more inclined to purchase products that will contribute to their overall “self-care” and enhance their holistic happiness.

Advertising has shifted to embody these new product standards. If the marketing does not relay a message that the ingredients are fresh, ethically produced, or that the product will improve life overall—the business is at a disadvantage.

Need an example? Here’s a link to Ulta’s “The Possibilities Are Beautiful” campaign.  

The underlying message behind this commercial is that beauty is not what’s on the outside. Ulta is saying that what’s really beautiful is the power of possibility every human possesses. This campaign transcends the typical scope of responsibility of a cosmetic company.

Very similar to what we have seen with Corona’s advertising, these types of ads have the ability to feel personal, relevant, and are able to appeal to the viewer’s emotions.

Health and wellness trends are now responsible for obliging companies to sell more than just a product. Instead, they need to sell a feeling, an experience, a better life. Finding a greater depth of incentive to invest in your product is the best way to embrace this trend and use it as an advantage! Find a deeper, more compelling meaning from your brand’s mission and vision. The goal should be to show consumers that your brand will help them on their journey to a happier and more fulfilled life.