The future of wellness
Stackable, seamless, and hyper-personal
Wellness is now a key economic driver, reshaping industries globally. However, our survey of 4,000 consumers in the US and UK reveals many struggle with their wellness journeys, highlighting the need for a new, tailored approach. In this diverse landscape, there's no one-size-fits-all solution.
Leaders in wellness can offer ‘stackable’ products, services, and experiences tailored to individual needs, and that seamlessly integrate into daily life. Brands must address six key areas of wellness: sleep, movement, nutrition, mental wellness, financial wellness, and social wellness.
Consumers feel underserved in these domains, with high interest but low satisfaction in stackable habits. The focus is on empowering consumers to curate personalised wellness solutions, blending data from various sources.
Brands that support unique wellness journeys and prioritise flexibility and customisation will earn consumer trust and loyalty in this evolving landscape.
78 percent of consumers have purchased sport and wellness equipment, products or tech in the last two years and 78 percent are interested in buying or subscribing to new health, fitness and wellness product and services in the next two years.
Only half of consumers rate their physical health as ‘good’ despite 85 percent wanting to prioritise it in their daily lives, and less than half (45 percent) are satisfied with their current sleep quantity and quality.
Major emerging consumer needs
1. All for ‘one’, not one for all
Consumers love digital wellness apps, but they can run the risk of either being too narrow in scope, or too generic. Rather than one-size-fits-all-approaches, consumers crave seamless, personalised recommendations based on real-time health data. Fifty-seven percent of consumers surveyed are willing to share their personal fitness and health data with brands to get products, services and experiences that are personalised to their needs.
2. To trust, or not to trust?
The continued emergence of wellness apps and devices that use biomedical data are not just blurring the line between healthcare and wellness, but also raising trust concerns. And this is impacting how consumers perceive wellness-related technology and apps. Brands need to overcome trust barriers and unlock opportunities identified in our survey.
3. The price matters: Stackable pricing
Affordability in wellness is an acute need for future consumers. Our survey respondents seek more affordable access to stackable habits, particularly around health and personal care.
How we can help
We partner with some of the world’s leading brands to establish and grow their wellness stacks, building from their existing foundations toward new capabilities and offerings.
Utilising applied physiological and biochemical science along with emotionally engaging design principles in product touchpoints to foster a positive emotional connection to wellness activities and goals.
Integrating a brand’s own and affiliate products and services into a digital and physical ecosystem, facilitating a holistic consumer experience on the front end, and win-win brand relationships on the back-end.
Harnessing generational insights, technology forecasting, and macrotrend analysis to create inspirational opportunity platforms that set the stage for future product ideation and development.
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Contact the team
Our multidisciplinary teams are hard-wired to help you transform, innovate, and thrive in the next era.