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In the wake of COVID-19, the digital domain has radically shifted from a niche to a mainstream consumer movement. Within this new landscape, consumer behaviours, values and preferences continue to evolve, and this is opening up pockets of opportunity for wellness brands.
2020 drew a line in the sand in which brand diversity and inclusion have become a necessity – a driving force in consumer purchasing decisions and engagement. For today’s diversity-driven consumers the expectation is that wellness brands must live in their values.
With the fight against coronavirus putting collective efforts at the centre of the global agenda, consumers have formed new expectations around brand purpose, and they’re demanding that the brands they buy from not only tackle social issues directly but enable them to become agents of social change too.
In 2020, the gradual convergence of health and wellness has taken on new relevancy. Within this new health economy, consumers are prioritising health and wellness as the new ‘non-negotiables’ underpinning the customer journey and experience.
Millennials and Gen Z continue to lead the shift towards more responsible and ‘better for you’ consumption. But, to stand out in an increasingly crowded market, today’s shoppers are demanding that brands demonstrate their worth beyond clean ingredients and environmental impact.
With a growing sense of crisis fatigue taking hold, consumers are demanding mental wellness solutions geared towards addressing specific symptoms of modern society, as well as the divergent needs of those living through an era of collective crises.
Playing into the priorities and aspirations of millennials – a generation fixated on ‘living their best lives’, self-improvement and one-upmanship – athlete-engineered products and services are raising the bar when it comes to consumer perception of what’s attainable.
As consumers continue to gravitate towards science-backed and credible information, this is creating an opportunity for wellness brands to establish themselves as bastions of this new value-system – leveraging their scientific credentials to establish consumer trust.
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