As those in the marketing world know, things change, and fast. That is true of trends, tastes, behaviour, and most importantly, your customers. Who they are, where they are, what they like and need, and where the pain points lie will change over time. You need to be staying on top of these changes, and changing your marketing strategies in line with these. Sticking to what you know because it has worked in the past is a recipe for stagnation. As marketers, as brands, we need to be inquisitive, curious about our customers, and ultimately in service of their needs in order to really add value to their lives.
Health and Wellness
The rise of spiritual wellness has developed alongside our more nuanced understanding of health and wellness as an entity. Originally interpreted as something strongly linked to physical health: that being the absence or presence of disease. Now, understood as multidimensional, encompassing physical – yes – but also social, intellectual, emotional, and spiritual wellness.
Health. There probably has never been a time in the modern era where it has been a topic of so much conversation. Even before the COVID-19 pandemic entered centre stage, health and wellness was creeping ever more in the consumer consciousness and governmental policy. Whether related to the food we buy, the exercise we take or the apps we use, there has never been an age where there is so much information and opinion available.
The health and wellness industry is growing, and fast. Before COVID-19 hit, health and wellness was already a top priority for consumers but has since come into a sharper focus as a result of the pandemic. Research from McKinsey suggests that the global wellness market is currently worth $1.5 trillion and is still growing at a rate of 5-10% per year. A rise in consumer interest along with purchasing power offers huge opportunities for businesses, especially since self-care is now viewed as a ‘necessity’ rather than a choice.