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I don’t know if you’ve noticed but the past two years have caused pretty much everyone to take their well-being much more seriously. And they want to know that their favorite brands are taking it just as seriously.
Think about the myriad of tools, products and apps we have available to assist us in forming a new routine if we so choose. We used to “try” to go to the gym a few times per week (I’m being generous). Now, with full home-gyms that hang on your wall and personalized classes with diet plans and services, we can all get gains, run, cycle and more … all on our lunch break. I go to the gym four times a week and every day I scroll social media and find amazing workouts … for free.
It’s easier than ever to eat healthier with meal prep and delivery services or lose weight with personal trainers in your pocket. With online learning (shout out to all the YouTube University alums), we can constantly improve ourselves. Savvy mental wellness brands have even made mental health “cool,” encouraging meditation and therapy in the same way a shoe brand might encourage shooting hoops.
So, what does this mean for brands?
Brands that care and show it
If you are a brand serious about connecting with people, you should quickly figure out what you offer that can help consumers feel good about themselves in any capacity. Then you should communicate it, and communicate it again, regardless of your vertical.
Petco rebranded as a “wellness company focused on improving the lives of pets, pet parents and our own Petco partners.” That’s much better than “Hey! We sell dog food and leashes.” People care about their pets—they want the brands they support to care, too.
LEGO’s “Adults Welcome” campaign focuses on the stress-relieving qualities of its blocks, emphasizing the “power of the rhythmic, repetitive motions of Lego building which help adults create a Zen-like state of focused relaxation.” LEGO is smart to point out its similar qualities, drawing a connection to the common knowledge that things like coloring books and puzzles are good for stress relief.
Even alcoholic-beverage brands got in on the trend. Michelob’s “Ultra Beer Run” summer-long campaign from earlier this year offered $5 to anyone who posted themselves being active and tagged the brand.
(Healthy) food for thought
Wellness is not just for wellness brands anymore. People’s priorities are changing and brands should change their strategy.
Every brand should think about what impact they will have on their customers’ quality of life. And more importantly, how to communicate that to the consumer. Your brand’s health may just depend on it.
