Brands align with spiritual principles for Millennial appeal
Implications - Though Millennials are less likely to be involved with or motivated by religion, many continue to express an interest in spirituality, meditation and holistic wellness. As a result, brands are offering experiences that closely mimic the religious or spiritual "retreat," whilst continuing to align with modern-day interests, such as social media or entertainment. By combining community-oriented values with the often solitary activities favored by Millennials, brands create a hybrid experience that promotes self-care and wellness in an accessible way.
Workshop Question - On a holistic level, design a new strategy that would reach the demographic of consumers most concerned with their own wellbeing.
Trend Themes
1. Spiritual Retreats - Brands are offering experiences that closely mimic the religious or spiritual 'retreat,' promoting self-care and wellness in an accessible way.
2. Theme-specific Retreats - Unique retreat programs offer a focused and personalized approach to wellness, such as outdoor writing retreats or television-themed retreats.
3. Holistic Wellness - Retreats offer a variety of activities that address mental, physical, and emotional wellness, such as stress-reducing getaways and rejuvenating yoga retreats.
Industry Implications
1. Wellness Industry - The wellness industry is expanding to offer various forms of retreats for people seeking an alternative way to care for themselves.
2. Travel Industry - Travel agencies are partnering with wellness and mindfulness businesses to promote unique retreat experiences for customers searching for purposeful vacations.
3. Technology Industry - Technology companies are sponsoring unique retreat experiences, such as the Samsung-sponsored binge-watching retreat, to entice consumers to their products while promoting mindfulness and self-care.
