The language of wellness is no longer limited to the health and nutrition sectors, as brands increasingly look to embrace this idea – one of Admap’s Drivers of Change in 2019.
In How brands can succeed in a new era for health and wellness, Maria Vardy, managing director, Jaywing, observes that self-aware consumers with stressful and busy lives are seeking products and services that encourage mindfulness, combat anxiety, boost sleep and aid nutrition.
Whatever their specific objectives, improved health and wellness is a journey for many consumers and brands “must become a partner on these journeys, in turn earning deep loyalty”, she says.
But since progress is rarely linear, emotional marketing is particularly potent in this sector, Vardy advises. “Brands must help consumers to move beyond rational thinking, enabling audiences to re-evaluate their lives and achieve the long-term positive change they desire.”
Achieving that, however, requires a degree of authenticity and trust – and the price of trust is transparency.
“Consumers are doing more research and demanding more transparency in the products they buy: beyond required label content, they want detailed insights into brand values, how products are sourced and production practices,” says Vardy.
“If marketers don’t offer this information, consumers will seek it out elsewhere, leaving brands in a vulnerable position where third parties may own the narrative.”
Added to that, the consumer’s sphere of trust has changed as social media has created empowered consumers who drive shared online discussions that can shape perceptions of a brand.
Consumers may pursue health needs in isolation, but “they are seeking out and relating to people in similar situations with similar goals and lifestyle choices” and are as likely to trust influencers as friends.
The advent of products that track and monitor movement and exercise brings another dimension to the wellness market and opens new doors for brands when it comes to connecting with consumers in this space, personalising the experience as required.
Increasingly brands will have to adapt to speak the language of wellness to succeed, says Vardy.
Sourced from Admap