A New Health and Wellness

Prior to this chaotic time, we were all reading about how the health and wellness industry was redefining itself. Stigmas around periods, erectile dysfunction, hair loss and more were being challenged. Mental health and holistic wellbeing were rightfully given more prominence and care. Sustainable practices were being paid attention to. Gender stereotypes and barriers were breaking down. The definition of beauty was becoming more inclusive and accepting. And legacy brands were being forced to rethink their distribution strategies to compete with DTC start-ups. All of this still holds true today.

Yet now, as the entire world is experiencing a global pandemic, health and wellness is evolving once again. As there is a heightened consciousness around health, and real, tangible and dreadful consequences are being played out before our very eyes, we are being forced to quickly and efficiently adapt to an even newer definition of health and wellness. So, what does this look like today and how will it affect the at least, short-term future?

From looking good, to feeling good, to feeling safe

We have seen a drastic shift in the food and diet industry moving from a more superficial state “try this diet to lose 20 pounds” to “eat healthy so you can feel your best.” From Weight Watchers to WW. From Victoria’s Secret angels to Aerie’s essentials for all shapes and sizes.

But now there will be a shift to eat healthy so you can not only feel energetic and confident, but also so you can be in your best physical shape to prevent disease. We are all thinking about our own mortality in a much more visceral and tangible way, so whereas quitting vaping may have been a nice-to-have a couple of months ago, it is now a need-to-have to stay safe and healthy.

That is not to say that advertisements should begin to shift away from body positive and confident messages towards more of a scare tactic approach. Instead, as we begin to navigate the new normal, we should be aware that consumers will be grasping for feelings of safety, security, and, most importantly, agency in their own health.

A need for information

With the internet at every shopper’s fingertips, consumers have only gotten more and more savvy. They now know the best personalized skin care ingredients and routines, the pros and cons of each trending diet, and can look up whatever they want with the tap of a screen. With this new post-pandemic health consciousness, consumers’ priorities on information hierarchy may shift.

A recent Nielsen article discussed the “local tipping point for brand growth.” While consumers have previously gravitated towards local, home-grown goods to support local businesses and pride, people may now gravitate towards local products and ingredients due to health anxieties as well. Consumers are going to demand more information around the source and supply chain of their goods so they can understand the safety measures being taken by the brands they use. We can already see food businesses in China adapting and evolving, and can expect to see  more of this from companies all around the world. Small local businesses are also capitalizing on these shifting consumer mindsets and federal regulations. Furthermore, multinational companies will have to not only spotlight the advantages of global supply chains, but also highlight, utilize, and in some cases even pivot towards their more local supply chain efforts.

For package design, we can predict consumers may be drawn to more home-grown and local aesthetics. Branders should investigate where we can elevate language, tone of voice, and call-outs to ensure our consumers feel safe about the products they are buying.

Sustainability and packaging 

Another interesting consequence of the current situation will be its impact on packaging. Prior to the pandemic, we were seeing positive innovation in sustainable packaging. From minimal packaging on Lush products to bottles made from ocean plastics, we were seeing great strides in sustainability, with an obvious need for even greater sustainable innovation and communication.

But now we must understand what an added layer (both metaphorically and maybe even literally) of protection necessities will mean in the world of packaging. We have already seen a push towards single-use plastics to come back into style. Plastic bag bans have been reversed. Starbucks and Dunkin stopped allowing refillable mugs. All in the name of stopping the spread of germs. We have also seen the necessity and shortages of single-use items such as gloves and masks during this time. It is still quite contentious, though, as to whether single-use plastics are safer in terms of the spread of germs.

While we have seen a shift in packaging mindsets around sustainability, there has also been a growing awareness around our environment. With less polluted skies and waters, and with a greater understanding of our own individual impact on the earth and our ability to change habits, this may be a catalyst for change. There may even be a greater understanding that we perhaps can no longer take our earth for granted, because there are forces greater than ourselves – such as climate change – that will bring ongoing harmful effects, causing our lives to continuously be shaken up just as they are today.

While there may be a growing tension between short-term safety precautions and long-term environmental concerns, we should take inspiration from brands that use plastic in innovative ways that are beneficial to our health and safety, but not detrimental to our environment.

A tension between “communal and experiential” and “individual and protective”

Have you watched a TV episode recently, seen two people share a drink or lipstick, and then cringed? If so, you’re not alone. Another tension we may be grappling with as we emerge from quarantine is the desire to go out and experience, yet to still be safe and clean. Most of us are now hyper-sensitive and aware of germs and disease-spread. But most of us have also been home and holed up away from our friends and experiences we love. We miss our gyms and our classes, but now may be more grossed out by shared ellipticals and weights. Not to mention, we now know we can do Peloton classes at home. We miss our nail salons, but now may keep more of an eye on the lack of hygiene of the communal refreshment station, or how the salon cleans their tools.

As brands we must be aware and empathetic of the sensitivities surrounding our consumers. This may mean we need to be even more attentive to our customers’ needs. We may need to keep a closer eye on social listening. And we may even get brownie points if we get ahead of some concerns. We must address this new normal while still giving our consumers the brand experiences they love and desire. 

Mental health and wellness

Through all of these tensions, heightened sensitivities, and drastic lifestyle shifts there has been and will continue to be a greater conversation around mental health and wellness. Both the virus and the effects of the virus are taking huge tolls on people’s mental health as we all deal with uncertainty around health, lifestyle, the economy, our loved ones, and more.

With this toll on mental health, we see many people responding positively. Governments are allocating funding to new mental health initiatives. Companies are offering free access to their mental health apps. Managers are encouraging their employees to actually detach for weekends and shut down their email and laptops, and even turn off the news. We are seeing blogs and Instagram posts around top ten activities we can all do to improve our mental health.

This may be an even greater breakout moment for the conversation around mental health and holistic wellness to grow. Many of these apps are seeing a dramatic growth in users, many of whom will continue after this pandemic has ended. Perhaps this will make way for more open conversations around mental health, allowing wellness companies to thrive in a genuine, authentic, and supportive way. This is not to say that any brand should take advantage of the vulnerabilities of this situation, but perhaps this conversation, which has been stigmatized for years, is now being had and listened to by a greater audience, and brands in this space are getting the spotlight they deserve.

Conclusion

The strides that have happened in the health and wellness space throughout the past couple of years have been positive, powerful, and progressive. Now, brands must be able to adapt and evolve in light of heightened sensitivities around the global pandemic that has disrupted our own interpretations of health and wellness, while still contributing to the stigma-breaking, sustainable, inclusive, and digitally-savvy health and wellness world we have all worked so hard to build.