Nicole Dunn is the CEO of Dunn Pellier Media, Inc; PR for the fitness, health and wellness industry.
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As we step into 2023, wellness consumers are looking for what’s real and what works. In the last three years, health and wellness have become more important in our minds and our daily routines. are consumers spend a considerable amount money on wellness and wellness, but they’re also getting smarter when it comes to incorporating wellness into their routines.
Here are my predictions of what we’ll see more of as wellness brands emerge to cater to consumer wants and needs.
Personalization and real benefits
I think in 2023 we will see more and more brands offering personalized wellness and self-care products. Consumers and businesses are realizing that physical, mental and emotional health are all strongly interrelated. Wellness brands are already formulating custom supplements along with customized products with wellness-enhancing benefits. Research and data-driven DNA test results, in-depth quizzes and customer surveys will boost brands with data-driven products.
Precision is the central goal of this trend. Wellness products are often so expensive that we want them to work for us. By now, the average consumer may have tried one too many natural supplements that just don’t get the job done (another $75 wasted), and it’s clear that what works for one person won’t work for everyone. The greatest strength of the wellness movement is the recognition that every body is different. Consumers no longer want a one-size-fits-all approach when it comes to taking care of themselves – they want what works and they want it to be personalized. Marketing allows brands to experiment with a targeted approach, leveraging micro-influencers and certain customers, and have fun doing it!
Authentic brand recommendations
Build your brand around your values and stick to them, especially when it comes to recommendations. Marketing departments should take a look at what worked and what didn’t work in 2022.
A high-profile collaboration was the collaboration between Beyond Meat and Kim Kardashian. Kardashian is known for her presence in the beauty, fashion, and entertainment industries some consumers did not believe her affection for the brand’s products was genuine. To many, her Beyond Meat ad seemed out of place and like a major outreach from the company.
As wellness companies prepare their marketing plans for 2023, they should look at what really works: real people and real customer stories and recommendations. At a recent Foundermade conference, I saw firsthand how fairly new brands were talking about the crowds and using grassroots marketing to connect with the customer. In upcoming wellness social media campaigns, expect authentic stories of healing, transformation and joy from real people. Smart brands are starting to realize that just because someone is a big name with a lot of followers doesn’t mean their ideal consumers will resonate with the messages your marketing department thinks are cool.
More affordable wellness options for everyone
The high-ticket sector of the wellness industry is almost becoming oversaturated. There are plenty of overpriced skin creams, supplements and fitness classes out there. Looking ahead, the real opportunity for brands lies in serving a broader consumer population at a lower cost, ranging from a novelty to a necessity in consumer well-being. I’m confident we’ll see more affordable wellness in 2023 because it’s a win for everyone involved: brands can reach a wider audience and curious consumers can discover wellness products and experiences that previously seemed out of reach. I expect we will see lower priced brands emerge alongside some of the higher end wellness brands offering goods and services at a lower price. In the spirit of making wellness more accessible, I also predict that the “buy one, give one” model will gain traction.
Real durability
Wellness consumers tend to genuinely care about our planet and its wellbeing, just as they care about their own wellbeing. By now they can see commercial “greenwashing” a mile away, and it’s a major turn off. I predict we will see brands create real sustainability in their business models. This is reflected in the brand’s mission and the story they share with consumers. Brands with authentic, sustainable practices are less likely to use greenwashing buzzwords such as “all-natural” or “eco-friendly.” Instead, they will have more conversations about why sustainability is a value to them, the consumer and the earth, creating value in their business practice.
Rest and recovery technology is going mainstream
We’ve heard biohackers like Dave Asprey, Ben Greenfield, and Liz Parish rave about their favorite methods for rest and recovery for years. They were on the frontier of biohacking with their early and aggressive adoption of (and often heavy investment in) technologies such as red light therapy, cold splashes, DNA and gene technology, sleep smart rings, cooling mattresses, and more. I think in two years we’ll see brands showcasing technologies like this that promote rest and recovery, that’s much more mainstream. Expect to see injury compression products, neuromuscular electrical stimulation technology, and advanced sleep solutions hit the market, all at more reasonable prices than we saw in the early years of the biohacking movement. In addition, we will see rest and recovery solutions become available through wellness studio memberships.
This is a powerful time in the wellness industry. As someone who supports wellness brands and has seen the movement grow over the last 20 years, I can see the industry finally getting over the hump – from niche to mainstream. In 2023, we will see brands and consumers embed wellness in daily practice with a strong focus on authenticity and functionality.
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