Why Wellness Trends Should Be on Every Marketer’s Radar

October 09, 2023

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The wellness industry is evolving at a rapid pace. As technology and societal shifts mold our behaviors and expectations, the way we approach wellness has taken center stage in various domains of our lives and it’s not just health and wellness brands that are at the center of this movement. Brands from fashion to real estate are shifting their branding and marketing initiatives to prioritize wellness. That’s why for marketers and brands, understanding these transformations is not just important—it’s absolutely critical. Harnessing insights from hundreds of executives at wellness companies and top wellness brands, economics, doctors, academics and more, The Global Wellness Institute’s annual trends report provides 100+ pages of insights into the quickly developing wellness industry. As the health and wellness marketing agency for brands that grow when their customers do, we’ve put together the major takeaways from The Global Wellness Institute’s “Future of Wellness Trends 2023” report just for you. Let’s dive in!

Wellness and Gathering

The loneliness epidemic has ushered in a new era where wellness spaces prioritize bringing people together. As such, social connection has become a foundational element of wellness initiatives. This evolution has given rise to social wellness clubs and the development of spaces that bring people together. These clubs serve as platforms where activities aren’t just for well-being but act as a bridge to foster human connections. Younger demographics are gravitating away from traditional socializing avenues such as bars in pursuit of authentic, local experiences, and these healthier and meaningful spaces present a refreshing alternative. To tap into this trend, your wellness marketing strategy could include in-person connection, such as book clubs, sponsored brand events and interactive brand experiences.

A woman watching hot air balloons - Wellness & Gatherings

Wellness and Travel

Travel is undergoing a wellness revolution, too. Similar to the search for experiences that drive more genuine connection, the modern traveler is no longer content with superficial experiences. Instead, they are in pursuit of genuine cultural immersions. A desire to connect with the roots of wellness traditions has become prevalent, fueled by travelers’ desires to understand, respect, and practice them in their authentic forms. This reflects a broader societal shift towards valuing authenticity and deeper, more holistic experiences. We’ve seen non-traditional wellness brands, such as Airbnb honor this shift by offering Airbnb Experiences, which they describe as “unforgettable activities hosted by locals.” From guided tours to hobby-focused activities and local area delights, they’re encouraging visitors to venture outside their Airbnb to explore the city they’re in like a local and even opened up the ability for locals to explore the cities they live in as if they were tourists, seeing the landscapes with fresh eyes.

Wellness and Cities

Moving on from how people take vacation to where they reside, the report finds that urban living is also being redefined through the lens of wellness. Iconic projects like the Highline in New York City highlight the burgeoning movement of urban wellness infrastructure. Such initiatives underscore a significant realization: cities should be sanctuaries for thriving and not mere hubs of survival. Dedicated spaces such as urban parks and community-serving retail are examples of commercial and residential properties are building upon the idea of wellness real estate. Prioritizing connection, once again, urban planners are embedding community into infrastructure with an emphasis on supporting people to be able to live and work in the same or nearby neighborhoods.

Beauty Products and Wellness

Wellness and Beauty

The beauty sector, too, is navigating its own evolution and science is taking the helm. The quest for transparency is continuing to shape buying behaviors and today’s consumers are carefully researching products, ingredients, reviews and social proof before making a purchase. Taking the cue from the beauty brands, other B2C industries can take note by prioritizing and incorporating thorough education about product ingredients and benefits into their wellness marketing strategy. From sustainable packaging that’s better for the environment to product development, we encourage you to connect with your target audience to identify initiatives to build brand affinity.

Working on laptop while sitting at the beach

Wellness in the Workplace

In the workplace, the echoes of the pandemic are loud and clear. Whether it’s burnout, a desire for growth or a combination of both, the last few years have seen people resign from their jobs and push for stricter boundaries at work. Data included in the report finds that wellness and mental health initiatives are among the top job requirements for Gen Z, the generation who will account for 30% of the workforce in the next seven years. Recognizing mental health and well-being as a forefront concern, employees are replacing superficial wellness benefits for employees with impactful solutions. Companies are adopting practices like extended vacations for the entire workforce, championing the right to disconnect after work hours and opening dialogues on topics that were once brushed under the carpet, such as menopause and infertility. Looking for an upcoming wellness holiday for your company to participate in? Stress Awareness Day takes place on Wednesday, 11/2 and could be a great day to offer employees an opportunity to destress before the bustling season ahead, whether it’s a no-meeting day, company outing or another thoughtful idea.

Sensory realm of wellness is opening up exhilarating avenues around the city

Wellness and Senses

Lastly, the sensory realm of wellness is opening up exhilarating avenues. Brands are harnessing multi-sensory integration to enhance well-being outcomes and influence behavioral change. You can find traditional health and wellness brands participating in this trend, such as spas and personal care brands, to software companies like customer relationship management (CRM) platform Salesforce. Dreamforce, Salesforces’ AI event, drew in more than 40,000 people to the Moscone Center in San Francisco where more than just speakers and workshops took place. A treat for the senses, the event’s experiences included music from DJ Dillon Francis and stunning displays such as the “Dreamforce National Park” that transformed the area into a mini national and whimsical “AI Landing” that immersed people in a digital world. With the wellness and the senses trend, we’re seeing an opportunity to expand your brand’s creativity and let your imagination run wild. The report details how initiatives that merge senses, like “tasting colors” or “hearing flavors,” are not just novelties, but representative of the future of immersive wellness experiences.

As you can tell, wellness has sprawled beyond a mere sector and transformed into a movement. At Orange Label, Orange County’s health and wellness marketing agency, we champion the power of these shifts. We know that aligning with these trends isn’t just strategic—it’s the future. To learn more about how to market your brand with wellness at the forefront, contact Orange Label today!

Written By: Ashley Ruiz
Contributors: Rochelle ReiterAubrey Closson

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