A Check-up On The Health + Wellness Industry

At Setup, we talk to a variety of Marketing experts in various industries. Surprisingly, there is a lot of overlap behind their schools of thought, advice, and noticeable trends. We recently spoke to Kelly Deen, the Chief Commercial Officer/CMO at kencko, and Jamie Eslinger, the SVP of Marketing + Integration at The Little Gym & Snapology, about the Health + Wellness Industry.

What innovative changes are happening in the Health + Wellness space? What changes made are going to remain permanent moving forward?

Deen listed three main observations about the marketing innovative changes taking place in the industry:

1. TRANSPARENCY

The movement towards transparency is the most meaningful change happening in health and wellness, which is still largely unregulated as an industry - so there is much room for “interpretation at the consumer level.” Understanding ingredients, claims, origin, manufacturing practices, and things like business policies have become much more important. Brands need to be prepared to pull back the curtain and answer direct questions, or be called out when they don’t or won’t. Deen sees the Health + Wellness space keeping transparency as a permanent way of marketing - there is no going backwards when it comes to being open and clear with your consumers.

2. PERSONALIZATION + FUNCTIONAL BENEFITS

The concept of one-size-fits-all in Health + Wellness doesn't exist anymore. People look for products that meet their specific needs and/or multiple, specific needs. They want things that feel personalized and directly applicable to their life.

3. TRUST, SUSTAINABILITY + SOCIAL RESPONSIBILITY

While this relates back to Transparency in some ways, the movement toward more meaningful/responsible brands is undeniable. With so many product choices available, most consumers now also expect companies to take an active role in addressing societal issues like environmental and social change. The brands you use are a clear method of self expression.

Since Eslinger specializes in gymnastics and fitness for children from 4 months to 12 years, she offered a different perspective. Eslinger mentioned that Covid led to an uptick in health awareness, and thus an uptick in online ordering. People are becoming more health conscious and using technology to support their buying decisions. She stated, “This focus on technology and preventive health measures and proactive self-care is expected to persist into the future and change the landscape of health and wellness as we know it.”

Eslinger listed three consumer-focused observations below:

1. INCREASE IN HEALTH AWARENESS

People have also realized the importance of maintaining a healthy lifestyle to boost immunity and prevent chronic diseases. Consumers are taking a greater interest in their health journey, starting at a younger and younger age and in new and different ways. Trends include:

• Mental Health and Emotional Well-being

• Integrative Nutrition

• Holistic Approaches

2. ONLINE ORDERING

Due to the proliferation of online ordering and a virtual world, the “Amazon Effect” has made consumers expect everything virtually, delivered within an hour with incredible customer service backing it up. Technology has changed the game in every industry, and this has impacted the wellness space in interesting ways, including:

• Hybrid Fitness Experiences

• Emphasis on Preventive Fitness

• Personalized Medicine and Genetic Testing

• Integration of Fitness Technology

3. HOLISTIC HEALING METHODS

Millennials and Gen Z have a new approach to their health, including more of a focus on alternative and holistic modalities. This shift may lead to long-term changes in dietary habits, physical activity levels, and overall fitness practices – for both them and their children.

Are there other industries or companies outside your own that you have looked to for inspiration and why?

Eslinger is inspired by the Restaurant, Hospitality, and Consumer Technology industries because they beg to ask:

• How can we delight by providing new experiences?

• How can we engage with consumer senses to create wow moments?

• How can we innovate and make lives easier with technology?

Restaurant Industry: “The restaurant industry continues to deliver taste-making adventures with flair and new flavors to keep consumers coming back for more.”

Hospitality: “We see brands in the hotel space delighting customers with alternative places to stay and play. The rise of AirBnB rental companies are tapping into customer wants and needs to find new ways to deliver a fun night’s stay and experience consumers will seek out and share on social media.”

Consumer Technology: “The consumer technology space is constantly innovating and meeting consumers where they are with new ways to enjoy, wear, and use technology-driven devices that make their lives easier.”

Deen is a fan of “All industries that know how to quickly harness trends and act on them.” She listed the Gaming and Beauty Industries as key examples.

Gaming Industry: Great at getting people engaged, and providing a sense of community.

Beauty Industry: Really knows how to harness the demonstrable nature of their products, making them experts at creator marketing and collaborations.

What lessons can other industries learn from the Health + Wellness space?

Deen believes that, in order to reach consumers effectively, Health + Wellness marketers need to focus on personalization and evolving the brand to meet their consumer’s needs.

Individualization + Personalization: Giving people control to create/decide what’s good or what works for them.

Brand Evolution: Know when it’s time to pivot based on consumer demands or needs, societal changes/pressures, or cultural trends.

Along the same lines, Eslinger emphasizes that community-focused practices and transparency will resonate with audiences. So by investing in a mission and the community, consumers will feel heard, appreciated, and invested.

Community Building: As a society we have learned the negative impact of isolation. This has placed a greater value on creating communities. Companies that place greater emphasis on community around their followers and brand advocates, collaboration with like-minded businesses, and leveraging the power of collective efforts will create positive change.

Mission-Based Companies: At The Little Gym they embrace everything they do as “Serious Fun” because their mission is very important, but the delivery of their experience is engaging and fun. The more the wellness industry can tap into their mission and the passion of members, the more impact they will make and the more wellness we will all create.

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What is most interesting about this Industry Blog series is that marketers in different corners of the world and different industries highlight similar trends and share experiences. No matter what work you do, approaching your marketing with a human lens that highlights transparency, trust, and personalization, will lead to a stronger relationship with the consumer and, because of that, better results.

We regularly interview Marketing experts about what they are noticing in their industry. If you’d like to get the latest information, make sure to subscribe to our Newsletter below!

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