Mind, Body, Brand The Rise of the Wellness Movement | Pop2Life
Date published: 07/19/2017
Okay, that's it, we're officially oversaturated. There are too many options, invitations, channels, apps, connections, newsfeeds, and devices. We're tired. We're hungry. We just want to go to bed. Brands have spent billions (and earned billions) cashing in on FOMO (fear of missing out, but you already knew that) by sponsoring blowout parties, activations, and experiences. And while consumers will never stop buying festival tickets, staying up late, and Snapchatting everything in their wake, they care about health, wellness, and peace more than ever.
The wellness movement was born out of necessity. Thanks to Gwyneth Paltrow, FitBits, Forks Over Knives, and Himalayan salt lamps, we are more equipped than ever to focus on our bodies and our minds. I'll admit that I've jumped on the train and GOOP-ed my own life -- and you know what, I feel better. Supplements, serums, and yoga help me feel calm, energized, and at peace.
A few weeks ago, members of the Pop2Life team participated in an "Inspiration Day" in which we each went on solo expeditions around the city seeking any type of creative outlet we pleased. Our destinations were diverse from museums and parks to VR experiences and design houses, but a common theme emerged as we discussed our days and presented our ideas to each other — we were all seeking relaxation. Balancing work, family, friends, volunteering, and everyday responsibilities, on the day in which we were in complete control, all we wanted was to clear our heads and exhale. And we're not the only ones.
The wellness mindset is one of the new trends that will shape marketing -- especially to women — over the next few years. It doesn't just mean herbal teas and meditation chants; the wellness market covers everything from:
Mindfulness: As we refocus on our physical and mental health, our companies, CEOs, and office managers are starting to take notice. By improving our environments both at work and at home we can minimize our sick days and increase creativity and productivity. Large brands like Google, Etsy, and Facebook have added employee perks like group meditation classes, free therapy sessions, and nap rooms to much success
Boutique fitness: Traditional gym memberships often cost consumers more in fees than they see in results, not to mention the monotony of the treadmill or elliptical machine. Today's consumers want to have fun while they tone up with unique experiences like trapeze classes, cardio ballet, and indoor surfing
Health travel: The industry you never knew you needed is worth over $438.6 billion a year as hotels and resorts across the globe are improving their menu options, adding more fitness options such as sunrise yoga, and promoting wellness retreat packages
Though it received a lot of criticism, Paltrow's inaugural wellness summit, In Goop Health, sold out in record time. Tickets for the one-day event in June began at $500 and went all the way up to $1,500. The Summit covered all ends of the spectrum from the commonly accepted advice (eat real food, exercise, and get more sleep) to the highly-contested (antibiotics are evil, corn will kill you, there's a crystal for
every ailment). However, the messages on display matter less than the fact that this was an expensive, sold out event. Consumers have a thirst for wellness opportunities and brands have the ability to join the movement and capitalize on that need.
GOOP aside, there are plenty of health and wellness events and festivals for brands to align themselves with:
Healthy Living Festival
The Body Mind Spirit Expo
Wanderlust Festivals
Idea World Fitness Convention
Green Festivals
Don't hold yourself and your brand back with the outdated mindset that companies like organic juices handing out free samples can activate at a wellness event. There are countless ways to embrace the concept even if its outside your domain:
Give busy commuters permission to relax by taking over public spaces in a metropolitian area and rebranding it to fit your aesthetic. Offer comfortable couches, wifi, charging stations, complimentary coffee, and magazines to skim. Cadillac House in NYC is designed to inspire creativity and is free to the public
Sponsor an activation at a festival. At Balance Festival in London, Brita sponsors the main studio classes with its on-the-go water filter bottles. The partnership means their product gets into the hands of consumers who are most likely to take their bottles into their gyms, yoga studies, and workout classes
Or launch your own festival! Equinox created the High-Performance Living Symposium — a summit of the brightest minds advancing the fields of movement, nutrition and regeneration, featuring members of the brand’s health advisory board. The event allowed guests to attend virtually, as well as stream the content
