Meditation Apps Step Out of Their Comfort Zone to Find New Users

Calm and Headspace saw major growth in 2020 with unconventional marketing

woman meditating
Consumers turned to apps to boost their mental health in 2020. Getty Images

Between the news overload, nonstop social media debates and overwhelming political commentary, most people would not associate election night in America with relaxation. But this year, CNN viewers may have noticed that Calm, an app focused on meditation and mindfulness, had its fair share of screentime during the network’s most anticipated night of the year. 

@emmyliederman Emmy is a freelance writer for Adweek covering breaking news and brand marketing.