Easy does Wellness
A wellness movement is moving rapidly around the world. According to the Global Wellness Institute, the wellness market is valued at $4.2 trillion dollars as people’s interest in maintaining their mental and physical health continues to grow.
Consumers and people are becoming mindful of the products they buy and the brands they choose to support. With this shift in consumer behaviour, the wellness industry is permeating into retail, fashion, food, beauty and beverages.
With health, fitness, and wellness trends booming, readers are searching for wellness-related content from media outlets. Publishing companies are focusing on how to incorporate healthy eating routines in their life, looking to experts in the field. This expert could very well be a fitness influencer that got their start in the industry by posting delicious, plant-based meals on Instagram.
What does this mean for public relations?
As public relations professionals and marketers, we need to prepare brands and businesses for the rise of the wellness world. PR professionals have to think outside of the box and as more companies make health and wellness part of their mission, we’ll need to ensure the story is newsworthy for coverage.
Here’s a list of current wellness trends to consider while crafting a pitch for your brand or business:
Sustainability: is your product eco-friendly? How do you promote zero waste living? Can you work with influencers on a program challenging them to live waste free for a week? Can you partner with a beauty influencer to showcase their safe beauty skincare routine? These are all questions to consider when coming together with a strategy to promote sustainability for your brand.
CBD: Cannabidiol aka CBD is an active ingredient in cannabis derived from the hemp plant. It’s the non-psychoactive compound — which means it doesn’t get you high but it may help treat conditions like pain, insomnia, and anxiety. CBD is popping up everywhere and is being touted for its stress-relief properties, leading to it being included in beauty and skincare products. Consider including an expert opinion in the cannabis industry who can help educate readers about CBD.
Alternative Medicine: This is a new wave of thinking through start-up brands that focus on the powers of holistic education. This could be through facets of supplements, psychedelic medicine, all-natural skincare, superfoods, astrology, tarot cards, and Reiki energy healing. These businesses will have to properly communicate their messaging. If the messaging doesn’t feel authentic, businesses risk losing credibility and customers.
Fitness Influencers: Instagram is a great social media platform for fitness brands that want to work with influencers as part of their public relations and marketing strategy. Creating organic relationships is the best way to work with fitness influencers. Reach out to them and offer free services or sessions. Get influencers to love what you’re selling so that it becomes a believable relationship.
Photo Credit: samiA afriN mithilA