This new approach to fitness focuses on celebrating what the body can do
Trend - Consumers are growing weary of the aspiration-focused approach to fitness of the past, and body neutrality is a perfect alternative. The movement focuses on fitness as a way to celebrate one's current body (as opposed to fitness as a way to change the body) as a more positive way to approach physical wellness.
Insight - The idea of working out to "look good" is outdated in a world where diversity and inclusivity are celebrated, as it enforces unrealistic and often harmful beauty standards. This does not suit the contemporary consumer, especially post-pandemic when many are re-prioritizing happiness and peace as opposed to aspiration and accomplishment. Ultimately, the body neutrality movement is a result of a redefinition of "wellness" that focuses on both mental and physical health.
Insight - The idea of working out to "look good" is outdated in a world where diversity and inclusivity are celebrated, as it enforces unrealistic and often harmful beauty standards. This does not suit the contemporary consumer, especially post-pandemic when many are re-prioritizing happiness and peace as opposed to aspiration and accomplishment. Ultimately, the body neutrality movement is a result of a redefinition of "wellness" that focuses on both mental and physical health.
Workshop Question - How can your brand help create a less toxic, more inclusive wellness industry?
Trend Themes
1. Body Neutrality Movement - Consumers are moving away from an aspiration-focused approach to fitness and are embracing the idea of accepting their bodies as they are, resulting in a rise in the body neutrality movement.
2. Inclusivity and Accessibility in Fitness Programs - Fitness platforms such as Joyn and the be.come project are focusing on inclusivity and accessibility in their programs to ensure that everyone feels welcome and comfortable while exercising.
3. Health at Every Size Movement - The Health at Every Size movement aims to promote the idea of healthy behaviors that look different for everybody and celebrates body diversity and differences in size, race, ethnicity, gender, dis/ability, class, religion and sexual orientation.
Industry Implications
1. Fitness - The fitness industry can benefit from adopting more inclusive and accessible fitness programs that celebrate the body and promote healthy behaviors that are accessible to everyone.
2. Wellness - The wellness industry can benefit from promoting a holistic approach to wellness that incorporates mental and physical health and focuses on body acceptance and positivity.
3. Inclusivity - Industries across the board can benefit from adopting more inclusive practices that prioritize diversity and respect for individual differences, resulting in a more accepting and welcoming world.
