Drivers of change in 2019

This article is part of a series of articles on drivers of change in 2019. Read more.

In 2018, the wellbeing trend continued to gain traction across industries, with brands targeting the consumer desire for better all-round health with holistic lifestyle solutions. Brands outside the health and nutrition sectors were previously unlikely to consider the importance of wellbeing at all, but now many are speaking the language of wellness.

In 2015 research from Deep Focus, 74% of US consumers aged 18-34 said it’s important for brands to embrace wellness as part of their core mission, with 62% of consumers believing that all brands will need a wellness component to survive in the future. The message has clearly been heard. Despite being an era of uncertainty and disruption, businesses across all industries will continue to expand their offerings in 2019 to meet unprecedented growth in the wellness economy.