383. Trend Alert: Consumers are Paying for Wellness

We don’t advocate chasing trends at all—some of the best marketing tips out there are timeless. But following trends can be helpful in influencing the direction and flavor of your marketing so that it speaks to what matters to your customers and the world at large. And today, one of the hottest trends that customers are hungry for is wellness.

The wellness industry is bringing in $1.5 trillion dollars annually, and consumers are looking for wellness across every purchasing category. But what actually is wellness, and how can it apply to your product if you’re not specifically in that market?

According to a report by McKenzie & Co., consumers view wellness across these six categories:

• Better health,
• better fitness,
• better nutrition,
• better appearance,
• better sleep, and
• better mindfulness.

Even if you don’t fit into one of these categories, you can certainly market to them. As long as you understand that wellness is important to consumers, you can highlight the ways your product ties into wellness. You don’t have to change what you’re doing or start a new business, but it is valuable to understand what your customer values in their life. When you can relay the value of wellness in your business so that it speaks to your customers in a way that resonates, you are going to see results.

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Resources:

• Feeling good: The future of the $1.5 trillion wellness market
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