Brands are collaborating on wellness products & services amid COVID-19
Trend - Brands are collaborating on online resources and experiences that are geared toward bringing mindfulness to consumers during the COVID-19 pandemic. While some companies collaborate with professionals on digital retreats and online pop-ups, others launch features that allow users to share their thoughts.
Insight - The ongoing global pandemic has forced many individuals to practice physical distancing and remain home when possible, increasing their feelings of isolation. Combined with other factors—like social unrest, the growing threat of climate change, and personal circumstances— consumers are experiencing an exponential build-up of stress. As a result, more people are looking for accessible resources that will help them deal with their anxiety in a healthier way, while remaining within their means.
Insight - The ongoing global pandemic has forced many individuals to practice physical distancing and remain home when possible, increasing their feelings of isolation. Combined with other factors—like social unrest, the growing threat of climate change, and personal circumstances— consumers are experiencing an exponential build-up of stress. As a result, more people are looking for accessible resources that will help them deal with their anxiety in a healthier way, while remaining within their means.
Workshop Question - How might your brand offer accessible wellness to consumers during a global pandemic?
Trend Themes
1. Collaborative Digital Wellness - Brands are joining forces to offer digital resources and experiences aimed at promoting mindfulness amid COVID-19, opening up opportunities for digital retreats and pop-ups that address feelings of anxiety and isolation.
2. Social Media Wellness Features - Instagram has launched a new feature called Instagram Guides to provide users with curated advice on wellness, anxiety, and grief, giving businesses the chance to upload their own tips and advice on improved mental health for users.
3. Virtual Fashion Retreats - Fashion brands are partnering with experts to launch virtual staycations offering consumers various wellness classes and seminars and other engaging activities, creating room for virtual retreats aimed at keeping people entertained.
Industry Implications
1. Wellness - In light of the increased stress many people are feeling due to the COVID-19 pandemic, the wellness industry continues to grow as more individuals look for accessible resources that will help them deal with anxiety in a healthier way.
2. Social Media - The ongoing pandemic has given rise to increased usage of social media platforms, which provide more opportunities for businesses to collaborate with professionals to address mental health and promote wellness among their target audiences.
3. Fashion - Innovative fashion brands are finding ways to keep consumers engaged while remaining at home by offering virtual retreats that not only improve wellness but also feature new fashion lines, thereby prompting greater brand engagement through e-commerce sales.
