Changing consumer attitudes

In the Health and Wellbeing update of Vision 2023, OvN explores the current mindsets and opportunities for products and strategies in this area. Over the last 18 months, people’s preferences and values have shifted as they have experienced their vulnerability and realised that they are mortal beings. The renewed appreciation for physical, emotional and mental health is a long term development that can bring good to people and the planet.  

Interconnectedness

Wellbeing is a broad concept that has an environmental and social component to it. Our current systems and behaviours are in their base toxic for the Earth and its people. Awareness of climate change, air quality, water quality, poisonous surroundings and social justice motivates people to change. Spending and consuming is no longer satisfying, and for finding the answer to what makes us happy. We need to understand and connect with our deepest self to change our outlook on the world and, therefore, our decisions. 

Prevention

The concept of physical and mental fitness is becoming a pro-active and preventive approach; mental health is acknowledged and managed in the same way as physical health. Proper prevention means people and communities take ownership over their health and wellbeing; places for mental gyms, therapy and group support will become the standard. Today’s wellness-driven consumer has more information available, has more principles, and seeks more influence and impact on their lifestyle than before.

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 Opportunities

- There are many aspects to health and wellbeing. To become one of the solutions of tomorrow, brands will have to adjust their value proposition and put health and wellbeing first.

- The way people approach their physical, emotional and spiritual wellbeing offers opportunities for all brands, not only those directly involved in food, health and fitness. 

- ”How does it make me feel ?” is the guideline for the new care economy.  Brands can improve wellness by creating a culture of care, offering stress-free experiences that put people in a positive frame of mind.

- Focus on a holistic offering that supports mental, social, physical, financial and spiritual wellbeing. 

Gen Z wellbeing

Gen Z is impacting the future of health and wellbeing with a holistic view of health, emphasizing physical fitness, healthy eating, and mental wellbeing. 

Connected to nature

To stay healthy,  people need to be close to nature; the natural world offers a richness, variety, and sensory dimension that humanity needs.

Inclusive wellbeing

Health and wellbeing should be inclusive; taking care of the people and communities left behind is a priority. 

Personalised health

Through self-tracking by wearable devices, people track their sleep, exercise, nutrition and stress levels with the goal to live longer and maintain a healthy weight.

Drivers

 1/Gen Z wellbeing

Exceptional conditions 

The pandemic has demanded a lot from young people. During the pandemic, Gen Z has been at home and missed the social contacts that are so crucial for shaping their lens on the world. Although they were connected via their phones, many of Gen Z have spent the pandemic alone.

The future 

The uncertainty of jobs in the future, the incredible amount of debt and a changing climate will be part of their future. Yet Gen Z is a creative generation, and the pandemic has made them flexible and resilient. They clearly show that they don’t want to be a lost generation; they want to study, get physical education with other young people and have fun together.

Holistic health

Gen Z is impacting the future of health and wellbeing with a holistic view of health, physical fitness, healthy eating, and mental wellbeing. Gen Z has many challenges in their lives, and dealing with stress and mental health is a priority. The exceptional conditions in which Gen Z grows up makes it necessary to provide young people with the emotional support they need to move forward in a post-pandemic world.

2/Connect to nature

The natural world

To stay healthy,  people need to be close to nature; the natural world offers a richness, variety, and sensory dimension that humanity needs. Many people live in urban environments, it is becoming increasingly clear that these environments need rewilding as a more natural environment promotes people’s health and mental wellbeing.

Outdoor activities

During the pandemic, people spend more time on outdoor hobbies like gardening, walking and running. Gardening is an essential part of self-care, and going for a walk has healing powers. Likewise, taking care of houseplants is a ceremony of self-love and self-care. These activities add to health and wellbeing and will remain influential after the pandemic. 

Breathing

Humans are in a relationship with the ecosystem, and just like plants, humans exhale and inhale. Improving breathing is essential for health, wellness and longevity. Breathing exercises can reduce stress, make people feel calmer and have more energy.  The light and dark cycle of the sun has a powerful effect on our circadian clock, our sleep, and alertness. 

3/Inclusive wellbeing

Social responsibility

Physical health and mental wellbeing have been at the forefront of thoughts and conversations even before the pandemic. Health outcomes are unequal in the world; less affluent households tend to exercise less, which leads to a wide physical activity gap. Health and wellbeing should be inclusive; taking care of the people and communities left behind is a priority. 

Belonging is fundamentally human

Inclusion, belonging and having the safety to be yourself contributes to health and well-being. Social inclusion is about making all groups of people feel included and valued within their society or community. Where individuals or groups of individuals are excluded, or feel on the margins of society there is often a direct impact on their health. Communities can emphasize diversity, belonging and the importance of self-love. Local togetherness stimulates social care, social connection, interaction and community ties. 

Illuminate

Illuminate the people and stories that are often left out of media and visual culture. Make visible the injustices that occur worldwide and challenge conventional ways of thinking, also in the health and wellness industry. People that feel forgotten in the world want to be represented and celebrated.

4/Personalised health 

Wearable devices

Through self-tracking by wearable devices, people track their sleep, exercise, nutrition and stress levels with the goal to live longer, maintain a healthy weight. A new era of micro tracking helps users understand when they are at their best both physically and mentally and when they should focus on recovery. 

Data and AI

AI will help society in health and medical domains such as prevention, diagnosis, and treatment. Data will be critical; advances in tracking and data analysis will lead to personalised health and nutrition recommendations on demand. There is an opportunity to leverage these technologies to do good when developed responsibly.

Prevention

Personalized wellness represents a lasting shift from the traditional top-down, one-size-fits-all nature of Western medicine into hyper-tailored solutions made possible by AI and technology. Better use of data is going to enable hyper-personalisation. 48% of the global population rely on a combination of prevention and treatment to maintain health. At-home health is providing unique insights into our health. Nearly half of adults are seeking ways to improve their health, highlighting the opportunity for personalized health information to inform positive changes.