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Immi Marsh, Marketing Executive

The fast-growing wellness industry has in recent years, become a vast commercial money maker. To be precise, the global industry in 2016 was worth a hefty $3.72 trillion (Global Wellness Institute, 2016) So it turns out an investment in one’s own health and well-being is worth more than money can buy, or conversely, indeed what it can.

With an abundance of personalised gadgets and gizmos now at our fingertips helping us to support and enhance our frantic lives- from sleep analysis and cognitive behaviour therapy apps, to hormone-trackers and UV skin-sensor patches, it’s safe to say that wellness has far exceeded the need for a mere basic level of physical fitness and a balanced diet. And with such an impressive host of weird and wonderful devices to choose from, for the more affluent among us, money can quite quickly become no object when it comes to self-improvement.

These days, it’s all about Gen Me. The advancement of the individual to be the best possible version he, or she can be. We investigate 3 ways brands are tapping into the lucrative wellness craze.

1. Raise your consumers up

To keep up with the ever-evolving needs of the consumer, brands must act as enablers (Stylus) to support the growing need for self-improvement. Thus, the brands that are transforming into platforms for education, providing pools of knowledge or offering up new skill-sets to raise their customers up, are hitting the sweet spot for the wellness industry.

Back in March we attended Glug in Birmingham and were fortunate enough to hear from Joyce Li, Product Designer at UsTwo who spoke about their latest app Moodnotes. It’s a cognitive behavioural therapy based mood app, that acts as a journal and allows the user to track their feelings and moods to increase self-awareness, enhancing their overall wellbeing and ultimately improving their positive thinking habits.
People are realising that an investment in their mental health is just as important (if not more so), than their physical health- the two really go hand in hand.

2. Hybrid Hubs & Clubs

Immersive, integrated physical spaces that create a powerful sense of community are on the rise. In many instances, brands are fusing an array of disciplines all under one roof, from physical fitness and nutrition, to relaxation and dermatology, creating hybrid spaces. The physical manifestation of a brand space (where the purpose isn’t just to flog products) is so important because these days the experience that brings people together to share in a common ground is everything. This elevation of the consumer experience through human-centric design and sensory stimulation is the future and should be celebrated.

The Wellness Clinic at Harrods is a prime example of a brand leading the health and beauty field at the moment. Dubbed by Harper’s Bazaar as the ‘ultimate self-improvement space’, the clinic is a huge luxury hub of 14 cutting-edge treatment rooms with an impressive host of expertise on hand to cater to your every need. From chiropractors, to dietician consultants, dermatologists, personal trainers and even a cryotherapy surgeon- they have left no ‘massage’ stone unturned.

3. Fuel the Food Fanatics

As a society, we are becoming far more discerning about what foods we put in our bodies. It could be said that apps like My Fitness Pal are starting to take a bit of a back seat, if you consider the app advancements that are now available to us. Would you like the option to be able to scan your food to examine exactly what it is that you’re eating? Well, Consumer Physics have invented just that. With a handheld scanner described as ‘sci-fi at your fingertips’, Scio uses the art of spectroscopy to reveal the chemical make-up of physical objects. With the app DietSensor, the user is then able to find out the nutritional value of the foods they’re eating, whilst also tracking their body fat percentage- aiding weight loss, the management of diabetes and cholesterol control to name but a few.
Counting calories no longer cuts it when you can analyse the nutrients in your food on a molecular level.

These days, the wellness industry is all about Gen Me. The advancement of the individual to be the best possible version he, or she can be. We believe that in order to keep up with this ever-evolving industry, retailers and brands must raise their game by creating products and moments of interaction – that connect physically and emotionally – in order to enrich human experience.