Nature, Learning, Sex and Tribes: Top Wellness Trends for 2020

Wellness is a booming sector, which consistently bleeds into more mainstream categories every yearBut it’s more than just a business: It’s a state of mind, a way of living, an awareness of the emotional, physical, mental and even sexual relationship we have with ourselves and others. I believe it is the act of being and existing in a state of solutions rather than admiring with envy as an impressionable spectator. 


That’s pretty heavy stuff, so, as we stand at the dawn of a new decade, it’s only natural to ask, as consumers and as representatives of brands: Where do we start?  

Wellness, like science, is constantly advancing, and at Ketchum we guide and counsel our clients based on the current climate and latest trends so that they can break through the clutter and connect with audiences. Together with Ketchum’s Wellness Councilpremier group of influential leaders in the wellness communitywe recently hosted a webinar entitled “Wellness 2020: Mindfully Exploring the Year Ahead” to discuss what wellness trends are worth embracing this yearBelow are some key takeaways that struck me: 

Education as the path to health independence, from Jonathan Leary, MDOur society has become dependent on reactive healthcare, with people seeking out quick fix with prescription medications and surgery. As we move into a new decade, brands should aim to educate and empower consumers to take a more proactive approach in establishing functional self-care routinesnutrition, exercise and mindfulness. 

Bringing the outdoors in, from Jennifer WalshOn whole, individuals spend 90 percent of their time indoors and on devices. That creates an opportunity for brands to empower consumers to literally think outside the box they live in and reconnect with nature on a deeper levelAs workplace wellness programs evolve, this provides an opportunity for companies to infuse the benefits of nature into the office with real plants, natural fabrics and materials and an abundance of natural lightall of which promote wellness and productivity.  

Embrace the sexual revolution from Joanne EncarnacionWhen the #MeToo movement kicked off in 2017, it opened the doorway to a wider discussion about sexual wellness, which means understanding what makes you feel healthy and whole in an intimate context. Brands should empower consumers to truly embrace who they areinside and outand help bridge the gap between what we’ve been taught by society about sexual pleasure and body autonomy, and how we can use them in our actual lives to improve overall health and wellness. 

Create your wellness tribe from Rebecca GarlandWith consumers inundated with marketing messages about wellness, it can be daunting to understand what brands and services they should be buying and using. Brands should streamline these messages by building wellness communities or “tribes” for their consumersboth online and offlineto help people foster connections that will improve their wellbeing and ultimately build brand loyalty.  

Wellness is thread woven into all aspects of life. As this new decade gets underwaywe’re excited for the opportunity to help brands better focus on this thread to be relevant to today’s wellness consumers.  

Want to hear more about the trends above? Click here to view a recording of the webinar, and reach out to me if you’d like to continue the discussion

Bryan deCastro is a vice president and group manager within the Wellness Sector, leading teams and nurturing client relationships across the wellness industry. With more than 18 years of experience, Bryan has established himself as an expert leading integrated brand marketing and public relations campaigns as well as navigating and often disrupting the evolving media landscape. A passionate storyteller, he strategically crafts targeted yet authentic narratives to ensure brand voices are heard and differentiated within the lifestyle and wellness space which captivate consumers, activate audiences and influence behaviors. Bryan is also a Ketchum DE&I Council member and an OPEN Pride SoCal Chapter representative.