10 Trends Shaping The Future of Wellness in 2020
Here’s a valuable report for health and wellness marketing teams from The Global Wellness Summit (GWS) trends forecasting group – 10 trends shaping the future of wellness. The forecast is based on the perspectives of experts worldwide – including economists, academics, futurists and the CEOs of international corporations from all related fields within the $4.5 trillion wellness economy.
Takeaway for health and wellness marketers
Overarching observation is that everything is converging in, and around, wellness, and the concept is remaking whole industries and categories of living. Common denominators are the five cornerstones of wellness – exercise, healthy eating, sound sleep, stress reduction and a sense of community. And as GWS states in their report…
Nothing—no pill or Big Pharma solution—has more evidence for its impact on health than these five pillars.
Here are five trends from the report
True Circadian Health
GWS predicts a major shift in wellness: less focus on all the generic sleep solutions (which have contributed to a $432 billion sleep market) and a keen new focus on circadian health optimization for not only sleep but for all the brain and body systems that are controlled by the circadian clock. It means that the TIMING of biology will become something we need to measure and manage, and light will be a central part of any solution.
The 60+ market is active, growing (in fact is expected to double in size by 2050), determined to live life to its fullest potential and vastly different from prior generations. With increased longevity and substantial wealth, they put a premium on health, wellness and nutrition. But as noted by GWS, this powerful demographic attracts only 10 percent of marketing budgets — despite the fact that boomers control the highest percentage of disposable income.
This is changing, however, as brands begin to target this attractive demographic with product design, experiences and marketing campaigns that speak to their strengths and sensibility. Case in point, and who you might know by way of her son, Elon — Covergirl spokesmodel Maye Musk, 71. Side note: for more really interesting and inspiring reading about his market, stop by AGEIST, a community of people living and breaking the stereotypes of aging and ageism.
Here are a couple fascinating statistics that will cause you to contemplate how we’re living our lives. In 1965, Japan had 153 centenarians, and in 2017, there were 67,824, representing the largest per capita ratio of them in the world. Fifty percent of Japanese citizens born in 2007 are expected to reach 107. And the country continues to advance this leadership, executing exciting innovations on top of its cultural traditions of trust, exacting quality in all matters and a deep reverence for nature.
Energy Medicine (Get’s Serious)
Nothing has been trending more in the world of health and wellness than ancient energy medicines, and the desperation with which people seem to be trying to “fix” their energy. A real paradigm shift is underway, with more scientific researchers discovering that the body is indeed a complex biofield of electromagnetic frequencies and light waves that serve as “control central” for our physical and mental functioning. Case in point, scientists at Seoul National University have confirmed the existence of the body’s meridians, which they call the “primo-vascular system” and see as a critical part of the cardiovascular system, as well as the physical basis of the Acupuncture Meridian System (Source: UPLIFT, 20 April 2016).
Based on our recent client work, we at Trajectory have come to form a deep appreciation and understanding of the power of these ancient traditions (and their blending with modern solutions) to impact health and healing by manipulating the flow of energy that courses through our bodies at specific energy points and balances the body’s electromagnetic field.
The Fertility Boom
We know first-hand through our award-winning branding and website work for Smarter Fertility Benefits company Progyny about the booming fertility business. As noted in this report, it’s grown into a formidable femtech sector, empowering individuals (including couples who are waiting longer to start families, same-sex couples, single women and members of the LGBTQ+ community) to take charge of their reproductive health. At its current 8.5 percent annual growth, the global fertility services market is expected to grow to $36 billion by 2023, according to Market Research Future report. Society is rethinking reproductive assistance: It’s no longer considered a luxury but a crucial part of healthcare.
You can view the entire Global Wellness Summit trends report here: 10 trends shaping the future of wellness.
Implications for Brand Marketers
Health and wellness is now extending into every aspect of our lives, and every sector of the economy. Which means that as consumers expect this integration into their brand experiences (irrespective of category), brands should look to integrate these health and wellness benefits to differentiate themselves from competitors and ensure their relevance. For traditional health system and hospital marketing teams, this means pushing further upstream into other areas typically occupied by consumer and lifestyle brands, and understanding that health is now a holistic concept that integrates body, mind and more.
Since 1999, Trajectory has focused on guiding the trajectory of brands across the healthcare and wellness continuum. Reach out for a conversation.