I just got back from Spring Break. No, I’m not a college student. Just a mom and brand marketer who took some vacation days during her tween daughter’s week off. Ambushing my daughter’s Spring Break is now an annual tradition where we can count on some quality “Mom & Me” time and I can get some quality sleep. That’s because I’m in a wellness state of mind. And so are the 93 percent of Americans – according to Ketchum’s new Influence of Wellness study – who report they have at least one wellness goal.
Yep, this proves that wellness is indeed a movement, not a moment. And with the Global Wellness Institute estimating the worldwide wellness market to be $3.7 trillion, it certainly represents a rich opportunity for brands. Wellness is not only impacting almost everyone – it’s overturning old stereotypes in the process. Our new study shows that the definition of wellness is equally emotional as it is physical, with the movement evolving in ways we might not have imagined:
- Emotional aspects (71 percent) are considered equally as important as physical (72 percent) when consumers rank the six dimensions of wellness defined by the National Wellness Institute (emotional, intellectual, occupational, physical, social and spiritual).
- Men are slightly more likely than women to rate social aspects as important (30 percent vs. 27 percent for women) and less likely to rate physical aspects (68 percent vs. 75 percent for women).
- Both men and women equally experience such wellness barriers as putting others first (men 22 percent, women 25 percent) and lack of support from a spouse or partner (men 5 percent, women 5 percent).
As communications professionals, we can help brands be relevant to wellness consumers. But not by using traditional brand marketing approaches. Instead, here are a few things to keep in mind:
- Wellness is not the same as health. It starts with understanding that wellness and health are not one and the same. Wellness is a deliberate pursuit of physical, spiritual and emotional well-being.
- Influence matters. Success in this market is about first understanding the very specific attitudes, purchase habits and influences on behavior that are unique to the wellness movement.
- The Wellness Influencer is real… Ketchum identified a subset of the survey population as Wellness Influencers. These are people who share their opinions about wellness and about wellness purchase habits with their friends and family. They’re quick to either recommend or critique a wellness brand, and are loyal followers of wellness critics, bloggers and journalists.
- …and he’s male. We found out that today’s Wellness Influencer defies the stereotype that wellness is the purview of women or boomers. Our data shows that the Wellness Influencer tends to be young, male and more likely to pursue mindfulness and positive relationships as goals.
So, how do companies in this industry influence wellness consumers and grow their brand? Enter Ketchum Wellness. Our new offering supports both emerging and established wellness brands, drawing on our deep category expertise in lifestyle communications and influencer marketing. We can help companies at any stage with services including a “Be the Authentic Brand” discovery session and a “Get to Know Your Wellness Influencer” analysis and mapping.
Spring Break may be over, but I’m in a wellness state of mind for the long haul. Every day, I think about how I can do better and feel better – for myself and for my daughter – and how I can help brands be relevant to today’s wellness consumers.