Wellness has been popular among health food and spa industries for decades. 

Now, because of the coronavirus, interest in it is skyrocketing. People want to take more personal control and responsibility for their wellness and well-being.

To better understand what people are thinking, marketing giant Ogilvy conducted a global survey of over 7000 people in 14 countries. 

Of those surveyed, 77% said wellness is very important to them. And 80% of them want to improve their wellness and well-being. 

There has been a huge surge in cooking at home, baking bread, making desserts, planting gardens, and exercising. Things that make people feel better.

“My freezer is where?”

My husband and I had talked about getting a small freezer for a couple of years.  With the pandemic shutdown, it was time..

“If we get a freezer, I can order meat from the butcher and we won’t have to worry about the grocery store shortages. It’s only been a couple of weeks, but the store shelves are so empty.” 

Hubby nodded. “Sounds like a plan.”

“Sold out, everybody is wanting them,” the frustrated salesman told me when I called. “Our next shipment isn’t until late May.”

 “We only have one left, ma’am. It’s a 21cubic foot. Would you like that one?” The fellow’s drawl told me he wasn’t a local.

“That’s just too big for the two of us,” I replied.  “I’m looking for something more like 10.”

Online, there weren’t any freezers available within a hundred miles.  My husband had been in a serious auto accident in January. We needed something that could be delivered and installed.  

I recalled that good old Sears carried major appliances. They didn’t have any, but they had a marketplace area on their website.  There I found the perfect freezer.  Just 7.5 cu ft and reasonable.

“Our new freezer will be here in two weeks,” I shared feeling victorious.

“Well, that’s good then. They’re delivering?” my husband asked.  

“They will deliver to the front of the garage. Maybe between the two of us, we can slide it into place? You’re getting around much better. Or I could see if the neighbor can do it.”

He shook his head. “We’ll manage it.”

I got the emails notifying me of shipping and the tracking information.  

On delivery day…

“I just got a message saying our freezer has been delivered. The dog didn’t bark, did you hear anyone?”

“No, all quiet. It’s not like Tigger to not announce them.”

I flipped on the porch light and stepped out so I could see if they had left the box and not rung the bell.  Nothing.  

I looked up the number and called customer service. After several minutes of listening to elevator music, a woman came on the line.

“I’m trying to track my freezer.  It says it has been delivered, but it’s not here.”

“Let me look it up for you… Yes, because of the shutdown, it was left on the driveway.”

“It’s not here. I’ve looked and it would be hard to miss something of that size.  What address do you show?”

“1625 W. Friendly Lane, Atlanta,” she rattled off the address.

“Atlanta, Georgia?  We’re in Oregon!”

“Oh dear, I could reship it when we get more in.”

“Please just cancel the order and issue a refund.” I felt deflated. So much for being self-sufficient in a pandemic. It took a month to finally get the refund processed.

Why wellness?

I’ve worked in the wellness sector for over 25 years.  I understand its benefits and impact on people. Today it’s not only exclusive spas or healthy eating.  It has spread across all business sectors.

Wellness is people taking responsibility for themselves. It’s beyond trying to stay healthy. It’s an active pursuit and it’s very individual in what it looks like.

Driven by millennials and Gen Z, consumers are looking at more than a brand’s products.  They are looking at how brands involve wellness in their “core mission.”  

A whopping 73% of those surveyed consider this essential. Yet, only 46% feel brands currently prioritize their wellness. And 41% say they can’t find what they are looking for at their preferred stores.

Coping with high stress and health concerns, consumers are looking for wellness options in every business they interact with. 

Imagine if your financial services, hotel, car, snack food, or airline offered wellness options. Hotels are leading the way. Cars designed to enhance wellness are in prototype. Snack foods are getting healthier. Skincare is helping people become their own beauty therapist.

3 Ways to Gain Wellness Consumers

Understand wellness

Alternative health has always had a wellness focus. Hemp and CBD fit the definition of wellness. They are perfectly poised to capitalize on wellness.

It’s a whole lot more than being healthy or free of disease.  Wellness is an active pursuit to take responsibility for your own health and well being. 

The Global Wellness Institute defines wellness as “the active pursuit of activities, choices, and lifestyles that lead to a state of holistic health.” 

Wellness incorporates six dimensions. Physical, mental, emotional, spiritual, social, and environmental.

Simply said, it’s taking care of yourself, being connected and helping others, and protecting the planet.   

It’s not a fad. Wellness is more than a trend. It is a deeper commitment to live better. Brands that incorporate wellness including social and environmental dimensions, will thrive in the new wellness economy.

Need inspiration?

Thrive Causemetic is a cause-based cosmetic company. Tom’s shoes donate a pair of shoes for each pair purchased.

Grocer Thrive Market donates a membership to a struggling family for every paid membership.

Paskho moved its production of sustainability-based clothing to underserved communities in the US.

Understand the gaps

The survey revealed three distinct types of gaps between what the customer wants and what businesses offer… availability, authenticity, and value.  If you steer your brand into addressing these gaps, you’ll be ahead in marketing strategies.

Availability gap

The product or service doesn’t exist. The survey showed they want to pursue wellness and they want brands to help them.  

What role does your brand play in helping customers?  What can you add or what partnership can you create to enhance how you help them? 

For weight management supplements or gut health, perhaps incorporate an offer of recipes, meal planning, and/or a fitness app.

CBD stress-fighting formulas could share an app that offered relaxing music or guided visualization.

Fitness-focused brands could link nutrition, recipes, or best practices for safe workouts.

You may need to reposition products to better showcase how they support wellness.

Don’t forget the social and environmental elements. Supporting companies that help others or protect the planet makes customers feel good. It enhances well-being.

Authenticity gap

Claims need to be understandable and believable.  People find confusing claims and lack of transparency frustrating. They find it difficult to tell the difference between real and fake wellness products. 

They feel most companies make promises that aren’t believable.  Where there is confusion…trust, and action stop. Confusion loses sales.

Product ingredient labels need to be clear, accurate, and complete. 

Directions for use need to be easy to understand and follow.  

Marketing needs to support honesty and clarity.

Value gap

Wellness needs to balance being a good value for the money, good for the consumer, and good for the environment.

People are thinking more outside of themselves.  They recognize that the choices they make have an impact beyond their personal benefits. 

People are making choices based on social and environmental wellness. Those committed to wellness don’t mind paying a little more for brands that incorporate those practices.

You might intrigue them by a product but if it comes at a social or environmental cost, they’ll decline. They want it to be good for their use and not at the expense of others or the planet.

We are going to see more recyclable packaging, more ways to refill bottles, and a reduction of carbon footprints.

If that hair or skincare product has a negative environmental impact…they don’t want it. 

When your product improves their life as well as benefits the community and the planet…you have scored high in wellness.

Plan for the future

Thriving in the pandemic culture and beyond is going to require planning. 

Immediate plans focus to increase profits now and keep customers loyal.  Trust building is key.

We know customers have more time than pre-COVID-19 to do their research.  They are using it to find brands they can connect with and believe in. Help them find your tribe.

Look for ways to update your content or add fresh content that focuses on wellness.  The interest is going to continue to increase. Messages should be empathy driven now and into the midterm. 

Make plans for the midterm.  You want actions and experiences to enhance your brand in interconnected ways. 

Think about how you can innovate for the long-term to maximize your wellness customer impact.  They have made the decision to live better. They want to buy, are willing to pay, and are looking for brands.

Need to up your wellness game?  Message me: judith@jculpcreativecopycom. 

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