By Allison Ames, Beanstalk
As political and social
upheaval take place at alarming rates around the world today, one thing is
indisputable — these are uncertain times. It’s no accident that with all of the
turmoil and resulting stress we face, the importance of resilience and self-empowered
wellness has become a meaningful trend across all ages, as consumers focus on
what they can control.
Interestingly, consumers
are driving this trend for self-care on their own by seeking proactive health
and wellness offerings that satisfy their individual needs. We are empowered
consumers, and healthy activities have become an integral part of our
consciousness. And as a result, brands are stepping up their game to satisfy
consumers’ wellness aspirations.
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Self-care solutions are
manifesting themselves big time, from food to fitness to travel to living. So
embrace (if you haven’t already) the wellness trends that will lift your
spirits, nourish your mind and empower the “healthinista” in you.
FOOD
We are what we eat — choose
wisely and be on the lookout for mesonutrients.
We have certainly become
more conscious about the foods we consume to better manage our health.
Superfoods such as kale, berries, turmeric, avocado, ginger and salmon contain
important nutrients that may link to metabolism control, weight management,
improved energy, immunity and overall wellness. Stay tuned for mesonutrients
(that make superfoods so super) delivered through powdered or capsule
concentrates.
SMART WELLNESS
A double entendre, if
you ask me.
The Smart Wellness
market encompasses smart devices that can track the health of an individual
using a variety of consumer electronics and technology. According to a 2019
Market Research Future report, the global Smart Wellness market may reach $520
billion by 2023, at an impressive CAGR of 24.46% from 2017 to 2023. Driving
this growth is the rising popularity of both fitness and activity tracking
apps and mobile devices that track our steps, workouts, sleep, heart rate
and stress in an effort to keep us healthy.
Meanwhile, given the
challenges of carving out time to get to the gym, home fitness continues
to grow, with options like Peloton and FIIT TV. And smart wellness takes on a
whole new meaning with apps that help train your brain to optimize
physical, mental and overall performance. Check out Lucid, Head Trainer, Calm
and Headspace to unlock the greatness you never knew you had.
ANALYZING OUR GENETICS
Who am I and where am I
going?
Not only can we track
our exercise and wellness, but self-care has moved toward a deeper understanding
of our genetic make-up. At-home genetic testing kits, such as 23andMe, can
tell you what your DNA says about your health. They can assess your genetic
risk for certain diseases, including Alzheimer’s, Parkinson’s, cancer and
celiac, to help us be more proactive and make earlier health decisions.
HEALING GOES MAINSTREAM
It’s about time.
Alternative therapies proven to have real medical benefits, like acupuncture and
breathing meditation, are going mainstream and becoming more affordable.
Recently opened in New York City is WTHN (pronounced “within”), an acupuncture
studio with set prices for treatments for fatigue, immunity, pain and women’s
health. And anger rooms, like Beijing’s Smash and Manhattan’s
Rage Cage, are opening as an alternative means to help people channel
stress or emotions in safe, open settings. Customers can have rage sessions and
break a myriad of items including china, electronics and other smashable
things.
SLOW DOWN, WE MOVE TOO
FAST
We are putting our
phones down to see the world and talk to people.
Digital detox and the craving for simpler times is a cultural tension that’s
shifting our behaviors in the pursuit of a more balanced life. FOMO, the Fear
of Missing Out, is being replaced by JOMO, the Joy of Missing Out. More and
more people are seeking to disconnect, and some are doing so through experiential
travel that prioritizes health, wellness and self-improvement. Trip
Advisor’s 2019 Experiences Trends Report says global travel bookings for
wellness experiences rose 82% from 2017 to 2018 in the US alone.
CANNABIS
CBD and Hemp (and in the
future THC) unlock a healthier world.
This trend piece
wouldn’t be complete without acknowledging the impact that cannabis, CBD and
hemp are making across products from food to beauty to overall health. The
‘good for you’ aspect of CBD (the non-intoxicating cannabinoid found in
cannabis and hemp plants) and hemp (now legal in the US) promises relief for
anxiety, PTSD, depression and pain, among other ailments. Consumer education
will be critical to understand the benefits and differences between CBD, hemp
products and THC. Expect to see brands that enter this space provide consumers
with visibility, clean labeling and trust in their cannabis products.
Net, net: self-care is
here to stay. There will be more and more opportunities for consumers to pursue
wellness solutions that satisfy their needs. I feel better already knowing that
there are so many choices to help us live a more balanced and healthy life!
Allison Ames is
President and Chief Executive Officer of brand extension licensing agency Beanstalk.
