Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020
COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.
Lockdowns have led to a surge in online activity around the world, but research from Dentsu Aegis Network shows nearly half of Gen Z believe their personal use of tech has a negative impact on their health and wellbeing.
The fifth research wave provides an updated view on many of the themes covered previously, as well as examining new topics such as worries over a second wave, and reactions to initiatives such as track-and-trace.
The extended lockdown period has restricted physically visiting the workplace for many, socialization, travel and general recreation, which will change how we move, work, learn, live, play, travel and govern.
Brands will need to adopt a more localised and age-segmented approach to marketing rather than relying on homogenous, macro trends in order to account for the unevenly distributed cognitive and behavioural effects of the pandemic.
People unhappy at the idea of smoking or vaping marijuana, a legal substance legal in some states across the US, are boosting sales of edibles during pandemic-induced anxiety, crossed with the ongoing wellness trend.
COVID-19 has had a significant impact on the mental health of people everywhere, and they’re looking for ways to reduce stress and improve sleep; a new generation of functional foods (and drinks) is promising to deliver on that score.
Discover how five macro trends – digital detox, healthification, discovery and connoisseurship, personalisation and customisation, and premiumisation and indulgence – can be used as inspiration for innovation.