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#eatclean: How Instagram is fueling the healthy-living brand boom

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#eatclean: How Instagram is fueling the healthy-living brand boom

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Planning to try that hot new aqua-yoga class or eyeing a subscription to that organic food delivery service? Chances are you first discovered it on Instagram, just like Melody Lowe, an Austin-based copywriter, who learned about the Whole30 diet on the platform.

"One of the hardest things is planning your meals," said Lowe. "But Whole30 is great, the community is so engaged, and you never run out of ideas."

The rise of Instagram has prompted some of the biggest shifts in the health and fitness industry in recent years, fueling a legion of new brands from meal plans like Whole30 and delivery services like Sakara Life to fitness programs like Bikini Body Guide and boutique fitness brands like ModelFIT. These brands have managed to elbow their way into the mainstream by catering to evolving priorities in health and fitness, as well as by employing an unconventional approach to digital marketing focused on user-generated content, a grassroots influencer approach and by cultivating dedicated communities on platforms like Instagram.

"Social media has catapulted the fitness and healthy-eating craze," said Stephen Boidock, director of marketing at Austin-based agency Drumroll. "Until a few years ago, people learned about the latest workout or plan in the magazines, but now they more likely than not found it on Instagram."

Changing attitudes
A major reason for the rise of these brands is the huge shift in American attitudes toward diet and fitness in general. The definition of health and fitness is no longer focused on fixing what is wrong and losing weight but rather on overall wellness, nutrition and betterment. Instead of subscribing to restrictive diets, consumers are actively choosing to incorporate fitness into their day-to-day lives. Instead of pushing weight-loss goals, healthy living embraces a body-positive attitude.

"In the past, health was about fixing sickness and very much driven by doctors and health authorities. Then it went into 'wellness,' which was about being balanced and living well," said Alison Earl, strategy director at Burns Group, who also heads up its internal think tank, BG Hatch. "Now, health is about status and self-enrichment."

In fact, according to a yet-to-be-released report on health by JWT Intelligence, the trend-forecasting arm of J. Walter Thompson, 43 percent of the respondents said that when they think about "health," they also think about mindfulness, said Shepherd Laughlin, director at JWT Intelligence. This may seem like a low number but is significant, he said, "considering that we only just started talking about 'mindfulness' a few years ago."

People are also moving away from traditional gyms. According to the IHRSA Health Club Consumer Report, from September 2016, the use of traditional pieces of fitness equipment has declined in recent years. Instead, people, especially those between the ages of 18 and 34 are a leading force in the growth of boutique fitness studios.

It is no surprise then that programs like Whole30, which specifically instructs participants to not use the weighing scale, and Sakara Life, a meal delivery service that encourages consumers to make healthy eating a lifestyle change, are becoming so popular.

"Even we tried juice cleanses and yo-yo dieting before realizing that we couldn't live between extremes," said Whitney Tingle, co-founder of Sakara Life, on why she and her co-founder Danielle DuBoise founded the company. "We wanted to push the broader societal transition to a more healthy lifestyle, rather than just cater to it."

Using Instagram as a marketing channel
Health and fitness have also become a more integrated part of people's social lives over the past few years. Social media platforms like Instagram have emerged as huge outlets for everyone to post their exercise routines, healthy meals and weight loss journeys.

Just take a quick glance at your feed, and you're bound to find at least a few mentions of hashtags like #bbg, #fitfam or #whole30. Health and fitness today is as much about broadcasting your journey on social media as it is about following the diet.

"Experiences - including health experiences - are very important to how people define themselves now," said JWT Intelligence's Laughlin. "Before social media, fitness was about what your body looked like at the end of the process, but today, people share every step along the way, from selfies at the gym to yoga poses and even photos of their post-workout smoothies."

This is something that brands like Whole30 and Sakara realize, and have actively furthered in their marketing, especially on Instagram. Both Whole30 co-founder Hartwig and Sakara co-founder Tingle credit Instagram with organically helping propel their brands forward. Whole30 has 1.3 million followers on its accounts @whole30, @whole30recipes and @whole30approved combined, with over 2.4 million photos tagged with the hashtag #whole30 itself (up from 1 million in August 2015). Meanwhile, Sakara Life has over 85,000 followers on its account @sakaralife.

Both brands use Instagram to directly engage with existing consumers online and build connections with new ones. Whole30's @whole30recipes handle, for example, is a mosaic of user-generated content, consisting of weekly takeovers from members of its community who share their own recipes and recipe hacks. "They've done an exceptional job of understanding their audience and catering to their needs in terms of their content," said Lowe, copywriter at agency Drumroll, who has done the program three times herself. "It is very relatable, and getting support and comments from people on your posts is very encouraging."

They also don't shy away from highlighting their consumers in order to build credibility. Sakara Life, for instance, has a feature called S-Life Mag, where it shares influential stories from its consumers."We don't have a storefront or big advertising dollars, so Instagram is the most important channel for us to reach people, spread awareness and build community," said Sakara's Tingle.

In a sign of how much traction these brands have gained on the platform, some of their more popular fans have ended up launching businesses in their own right. One of them is Elianne Alexander, a 34-year-old mother of two who started the Bikini Body Guide two years ago, gathered a sizable following and has recently launched her own program FitWithBAE. Alexander has worked with brands ranging from U.K. athleisure brand Sweaty Betty to Bliss Spa.

"The Instagram fitness community may seem very large, but it actually isn't," she said. "One of the most important reasons many of these brands have exploded on Instagram is because of the community aspect."

It is this community aspect, paired with a generational shift in thinking about health, that will perhaps sustain these brands long-term, despite criticism that there are far too many of such brands with too niche a focus. Many of them are also adding to the cult of their classes and programs with more revenue-boosting lines such as clothing, food and cafes to safeguard their future. Whole30's Hartwig, for example, has her eyes set on the health startup space and has personally invested in several startups, including Nutpods and Kettle & Fire Bone Broth.

"What makes these brands successful is how the users relate to them," said Drumroll's Boidock. "They empower their influencers, who are their biggest currency, and are even enabling those influencers to become brands in their own right."

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#eatclean: How Instagram is fueling the healthy-living brand boom - Digiday

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Planning to try that hot new aqua-yoga class or eyeing a subscription to that organic food delivery service? Chances are you first discovered it on Instagram, just like Melody Lowe, an Austin-based copywriter, who learned about the Whole30 diet on the platform. "One of the hardest things is planning your meals," said Lowe.

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Social Media and the Fitness Industry: Statistics You Need to Know

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Social Media and the Fitness Industry: Statistics You Need to Know

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55 million. That's how many people belong to a health or fitness club according to a recent study. This is roughly 7 times the number of people living in New York City (8.4 million residents at the last census).

So what's the best way to for your health and fitness brand to reach all those potential customers? Well, according to the numbers, social media is a great place to start.

We looked at social media statistics and the fitness industry to put together a few strategies that can take your fitness brand to the next level.

Thanks to those users, there are over 180 million uses of #fitness on Instagram. You can't scroll through your feed without seeing at least one fitness-related post. Instagram is the "happy place" for fitness professionals because it allows you to leverage influencers (i.e. athletes, trainers) to grow your audience.

Influencer marketing is a great way to connect with your audience. People are more receptive to content that comes from a real-life person versus a quote placed on a pretty background.

A great way to connect with people who don't yet follow you is by advertising on Instagram. It's worth the dough because 75% of Instagram users take action, such as visiting a website, after looking at an Instagram advertising post. That's a pretty impressive ROI.

Video is in and the fitness industry should pay attention. Statistics show that live video is more appealing to brand audiences. Video content is more engaging and, simply put, more entertaining.

One simple example of using live video is updating followers on any specials you're running with Facebook Live. A great way to continually use Facebook Live is to launch a video series that introduces your team members.

Live video is effective across more than just one channel. Twitter and Instagram both have live video options and the Stories feature on Snapchat, Instagram, and Facebook offer a similar experience to your users. There are 150 million Instagram users who actively engage with Instagram Stories every day. That's way too many to ignore. One interesting way to get in front of those users by having your influencers take over your brand page for a day.

Instant gratification is still relevant, so delight your followers by responding to their messages. Invite followers to ask questions about memberships and trainers, just make sure you're responding in a timely manner. You can even set up instant replies in case you can't reply right away.

Another great way to engage with your audience is to offer coaching and accountability programs through Facebook groups. Accountability plays a huge role in fitness success and if you provide an environment to do so, your customers will become more loyal to your brand.

Use micro-influencers. We talked about influencer marketing in the Instagram and video sections, but sometimes getting big influencers to represent your brand isn't always affordable. That's where ambassador programs are a great opportunity.

Launch an ambassador program with customers who have a significant brand presence through their own social channels and incentivize them to promote your products. Not only does this give you great authentic lifestyle content, but it makes your brand more relatable.

Your employees are your best ambassadors. Encourage them to share your content on their personal pages. Every time your employees share your content, you increase your organic reach (aka free marketing, yay!).

You've probably seen this when pages run contests. "Share this post on your page to enter to win." That's the same tactic as having your employees share regular content. Think of all the people you could reach if everyone was sharing your content.

Social media and fitness industry statistics show that there's plenty of people to reach on social media. If you want to be successful, and who doesn't, you're going to want to include Instagram, live video, influencer marketing and authentic content in your social media strategy.

Numbers don't lie, and the way things are looking there's a lot of opportunity for you to take your fitness brand to the next level. Take a hard look at your current strategy, and see if you could implement any of the items listed above.

What's a fitness industry statistic that blows your mind? We nerd out on this stuff, share your stats in the comments below!

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Social Media and the Fitness Industry: Statistics You Need to Know

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55 million. That's how many people belong to a health or fitness club according to a recent study. This is roughly 7 times the number of people living in New York City (8.4 million residents at the last census). So what's the best way to for your health and fitness brand to reach all those potential customers?

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The 2017 State of the UK Fitness Industry Report reveals that the UK health and fitness industry is continuing to grow. This growth is being primarily driven from the private sector, which has more clubs, more members and a greater market value than ever before.

There are now over 9.7 million fitness members in the UK which has boosted the penetration rate to an all-time high of 14.9%. 1 in every 7 people in the UK is a member of a gym.

The 2017 report highlights that the industry has experienced another year of impressive growth over the twelve month period to the end of March 2017, with increases of 4.6% in the number of fitness facilities, 5.1% in the number of members and 6.3% in market value. But the devil is in the detail as clear variations are seen between the performance of the public and private sectors in the key metrics over the last 12 months.

The low cost market has continued to be the main driving force behind the private sector growth over the last 12 months. There are now over 500 low cost clubs which account for 15% of the market value and an impressive 35% of membership in the private sector.

The UK's leading operators, in both the public and the private sectors (by number of clubs and members), remain the same as last year: Pure Gym and GLL, with 176 and 167 gyms, respectively. Will either break the 200 mark over the next 12 months?

Commentating on the figures, David Minton, Director of LeisureDB said: "It may be premature to call the period to 2020 "the golden age of fitness" but further growth will only be limited to the imagination of those pushing the boundaries. The signs are there that the industry is likely to hit several milestones in the next 12 months. The number of gyms is on course to go over 7,000 for the first time, total membership to exceed 10 million, market value to reach £5 billion and the penetration rate should easily surpass 15%".
Summary of Key Facts

There are now 6,728 fitness facilities in the UK, up from 6,435 last year.

Total industry membership is up 5.1% to 9.7 million.

Total market value is estimated at £4.7 billion, up 6.3% on 2016.

The UK penetration rate is 14.9%, compared to 14.3% in the previous year.

272 new public and private fitness facilities have opened in the last 12 months, up from 224 in 2016.

Notes
The State of the UK Fitness Industry Report is compiled from the most comprehensive review of the UK fitness industry, involving individual contact with all sites. The reporting period is the 12 months to 31st March 2017. The audit and resulting figures are compiled by independent leisure market analysts, LeisureDB, who have been monitoring the performance of the fitness industry for over 30 years. Further details of the report can be found here 2017 State of the UK Fitness Industry Report.

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2017 STATE OF THE UK FITNESS INDUSTRY REPORT - OUT TODAY

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8th May 2017 The 2017 State of the UK Fitness Industry Report reveals that the UK health and fitness industry is continuing to grow. This growth is being primarily driven from the private sector, which has more clubs, more members and a greater market value than ever before.

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Market Drivers in Health & Fitness Clubs, 2017 (Mintel)

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Market Drivers in Health & Fitness Clubs, 2017 (Mintel)

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•The health and fitness industry is benefitting from a continued trend in the UK for physical activity and wellness. Numerous influences such as fashion, celebrity and social media are helping to drive this.

•Social media and online content continue to be a driving force behind the nation’s increased appetite for health and fitness. BeFIT for example has 2.5 million subscribers to its YouTube channel while Fitness Blender has 4.1 million. YouTube fitness may be a threat to health and fitness clubs so operators need to keep working on providing the experience that its customers cannot get at home.

•Similarly; there is anew outlook on the fitness and health industry, combining leisure activities with fitness benefits, for example London nightclub Ministry of Sound now offers weekly classes from its previously unused arches space. The bar of this specially-adapted venue offers both health foods such as protein shakes as well as alcohol to be enjoyed post-work out.

• The evolution of technology becoming a part of the health and fitness industry makes it more appealing to consumers as we live in a connected world. The increase in tracking and monitoring health and fitness (FitBit) along with more developments in gym equipment is enabling users to sync up their wearables and apps to provide a holistic view of their health, giving them a bigger picture.

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The rise in using hashtags relating to 'fitness'

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The rise in using hashtags relating to 'fitness'

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The rise in using hashtags relating to 'health'

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The rise in using hashtags relating to 'health'

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Six trends shaping the evolution of health and wellness in 2016 and beyond!

The standing desk. The 5:2 diet. Mindfulness. Self-tracking. Paleo meal plans. Health and wellbeing in 2016 means a constant stream of new apps, connected devices, eating fads, wannabe lifestyle movements and more. For innovators, one Big Question emerges: where is all this heading? One thing is certain: the world doesn't need any more meditation apps (this one comes with a special headband ;)

But here's a more profound truth: health and wellness WILL only become a more important part of how consumers live - and measure - their lives in the coming years. Why? Keep reading...

Once in a lifetime has become another Saturday afternoon.

That's the Experience Economy for you ;)

Millions of consumers live in societies of once undreamed affluence. Objects that were rare are now ordinary. The Experience Economy turned amazing into expected. Digital connection widened the scope of people's lives - the social access, resources and knowledge - beyond recognition.

Sure, life isn't like that for everyone. But even in less affluent societies, it's the direction of travel. Meanwhile, expectations are being set by the latest, best and most exciting worldwide.

What happens in this kind of environment? We've all read our Maslow: people turn to self-actualization. That is, an endless search to realize the idealized version of themselves that they carry around in their head.

What can we add that Maslow didn't? In 2016, consumerism is the primary means by which people pursue that search. The brands they'll notice, engage with, love, are those that help them be the people they want to be. That's why (bold claim coming) self-actualization is the future of consumerism.

So where does health and wellness fit in to all this?

Fewer than 3% of Americans meet the basic criteria for a healthy lifestyle, which include regular exercise and not smoking.
Mayo Clinic, March 2016

WHY NOW?

Where is my DNA-personalized salad?

True genetic personalization grows ever closer, but the expectations it is helping to create are already here.

Digital consumerism has heightened expectations of totally individualized offerings. See the recent success of the Spotify Weekly Playlist, a personalized music selection that many users say has an uncanny understanding of their music taste.

Meanwhile, the same consumers know that when it comes to health, DNA personalization of treatments, dietary advice, fitness regimes and more is on the horizon: a fire being fueled by a wealth of genetic tech startups such as 23andMe (see next slide).

The consequence? Expectations created online are converging with those created by new health tech to drive demand for health and wellness products, services and experiences that are personalized around the individual.

And those expectations of individualized CALIBRATION apply to both digital and physical offerings...

NEXT

Remember, offering some CALIBRATED HEALTH doesn't have to mean employing cutting-edge tech. It's serving the expectations of personalization that is important here. That can be as simple as letting customers CALIBRATE their lettuce ;) So how can you help customers manage their health by CALIBRATING what you offer?

In 2016, virtual reality finally becomes real for millions of consumers thanks to the first generation of in-home devices: the Samsung Gear VR, Oculus Rift, HTC Vive, PlayStation VR, and more. One glimpse of the mainstreaming of this technology? In November 2015, the New York Times partnered with Google on a VR film and gave away 1 million Google Cardboard VR headsets.

Digital technologies have always been intimately related to dreams of self-actualization. But many consumers have learned through experience that yet more wristbands, tracking devices and smart objects aren't always the answer to better health.

Now, those consumers will look to VR to offer a new and broader take on wellness. Yes, that means physical fitness. But also emotional wellbeing, cognitive performance and personal growth.

One way to make your VR play stand out in 2016? Serve up some VIRTUAL ACTUALIZATION.

Consumer spending on VR will increase from USD 108 million in 2014 to USD 22 billion in 2020.
Tractica, July 2015

NEXT

A zillion brands will ride the VR wave in 2016. How can your VR campaign help make people better? Remember, think broadly about wellness - or even about other forms of self-improvement. How about making people more ethical? SpaceVR plan to send a VR camera to the ISS to capture footage of Earth so that everyone can experience the Overview Effect: a renewed sense of the unity and fragility of planet Earth.

The Quantified Self movement taught millions of consumers to absorb new streams of health information and adjust their behavior accordingly. How far do I walk each day? How much do I sleep? What am I eating?

Yes, self-quantification has limits that many are now looking to exceed (see VIRTUAL ACTUALIZATION, above). But it did establish one powerful truth: good information can play a crucial role in one of the most important health and wellness issues of all. That is, motivation to do the right thing (whether that's stopping what you're doing, or doing more of it ;)

Now, the expectations created by that truth are converging with broader expectations that the physical world around us should be more informative and responsive, all in real time. In other words, more like the digital world.
Put all this together, and you get rising expectations of real-time, actionable and informative feedback on the health and wellness impacts of daily behaviors, from sunbathing to hitting the gym.

70% of people say they'd rather have a virtual consultation than an office visit to obtain a doctor's prescription.
American Well Telehealth Consumer Survey 2015

SIGN OF THE TIMES

The popular #liftlikeagirl hashtag was inspired by a February 2015 video by the women's weightlifting team at Oxford University.

NEXT

This trend is just one slice of POST-DEMOGRAPHIC CONSUMERISM, an epic mega-trend that is reshaping the entire consumer arena! Learn more - and get ready to launch your own play - by reading POST-DEMOGRAPHIC IMPERATIVES.

GET GOING!

So you've absorbed the trends. But remember, trends are nothing if you don't APPLY them! Think, discuss, ideate and execute. Our free CONSUMER TREND CANVAS tool will help get you started!

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THE FUTURE OF BETTERMENT - TrendWatching

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Six trends shaping the evolution of health and wellness in 2016 and beyond! The standing desk. The 5:2 diet. Mindfulness. Self-tracking. Paleo meal plans. Health and wellbeing in 2016 means a constant stream of new apps, connected devices, eating fads, wannabe lifestyle movements and more.

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Influencer marketing and the rise of healthy eating habits

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Influencer marketing and the rise of healthy eating habits

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The food industry has undergone somewhat of a revolution in recent years. When once sugary drinks and snacks were the most popular (and profitable) items, now consumers want healthy products, and buzzwords like 'all natural', 'free-from' and 'no added' are prominently displayed on packaging.
The healthy food movement has become an unstoppable trend, due in large part to a greater cultural awareness of nutrition. The move towards healthier foods has been driven by consumer demand, and in general the industry has been quick to respond, with many brands reformulating or remarketing their goods. Consumer health concerns are now top of the list of priorities when creating and marketing new food products.

Social media is arguably the source of this new healthy food trend, and thus is one of the most efficient ways to market health foods, particularly via influencer marketing. Let's take a look at how it works.

What are the current food industry trends?

The rise in popularity of healthy foods has been rapid, and we have changing consumer value drivers to thank for this fundamental shift. This year, the global market for healthy foods is expected to reach , and its swift growth shows no signs of slowing down. Those in the food industry are trying to stay ahead of the curve, with of all food companies now invested in healthy foods.

While some food industry giants struggle to catch up, consumers are opting for healthier options where they can find them - and they're willing to pay a premium. In a 2015 online Global Health & Wellness Survey by , 88% of respondents stated they were willing to pay more for healthier foods, with Millennials most likely to be happy to fork out for a healthier meal.

Among the most recent trends has been the push for organic produce and organic ingredients in packaged foods. According to Food Navigator , 81% of American families purchase organic foods at least some of the time, and it's estimated that the segment will have grown 14% between 2013 and 2018. So-called 'clean eating' and the 'Paleo' diet are two other popular health trends that have recently emerged and look set to expand. These diets vary, but rely heavily on 'free-from' products, whether that's dairy-free, sugar-free or gluten-free. In the USA the total sales of gluten-free products will reach $2.34 billion in 2019, that's up 140% from 2014.

How does social media fit in?

It's been said that social media has changed the way we eat. The phenomena of 'eat and tweet' where users post photos of their meals on Twitter is now commonplace, with many of us pausing to snap a photo before taking our first mouthful. The hashtags #food and #foodporn have close to 230 million and 130 million posts on Instagram - evidence of our new photo-sharing habit.

One area on which social media has had a definitive effect is the boom in healthy eating. Not only does it allow chefs, health experts and nutritionists to post photos and recipes to a wide audience, but it has facilitated an online foodie community where the average Joe can also post and boast about his kitchen successes. In fact, the US Department of Agriculture funded which found that social media may help young adults make healthier food choices.

By connecting people across the world, social media has created support and advice networks around eating well, making it easier for people to follow a healthier or more natural diet. Bloggers and social media users who recount their experiences of eating healthily have gained huge followings, like UK clean-eating blogger @deliciouslyella who has 1.1m Instagram followers, or Paleo food blogger @thedomesticman with nearly 45 000 followers. Underneath their social posts followers often ask questions, give and receive advice and generally support and encourage one another to keep up their healthy eating habits. This level of engagement is the cornerstone of influencer marketing.

What can an influencer do?

When a community grows around a particular user they establish credibility and the trust of their audience. Marketers who are promoting healthy foods can utilize this platform by approaching influencers to post about or review their products. With a simple sponsored social media post from the right person, brands and retailers can expand their reach and tap into a primed market - a demographic which is already known to be interested in healthy foods. It's targeted, precise, and doesn't disrupt the viewing experience like a traditional advert. Moreover, through social media, healthy eating has become correlated with an overall healthy and aspirational lifestyle, thus making the product even more desirable.

Influencer marketing works because we trust those in our social networks, and opinions and endorsements are often disseminated through social media posts. Foodie magazine Bon Appétit sums it up: "social media coverage can sometimes feel more honest than a traditional media story", and similarly, we are more likely to trust native advertising than traditional advertising.
Influencer marketing can offer numerous benefits to companies in the health foods industry, including:

Increasing brand awareness

Promoting a product launch or reformulation/repackaging

Developing a brand's social community & increasing engagement

These objectives are clearly measurable using social media tools, and it's possible to obtain valuable, specific real-time information on what your consumers respond to.

It's clear that social media has been instrumental in the healthy eating craze, and has helped create a virtuous circle of awareness, engagement and healthy eating. For brands and retailers, sponsored content and i nfluencer marketing is the perfect way to promote their products online. Many consumers are turned off by traditional adverts; influencer marketing is the perfect way to attract qualified leads, increase brand visibility and improve customer engagement.

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Influencer marketing and the rise of healthy eating habits

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The food industry has undergone somewhat of a revolution in recent years. When once sugary drinks and snacks were the most popular (and profitable) items, now consumers want healthy products, and buzzwords like 'all natural', 'free-from' and 'no added' are prominently displayed on packaging.

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The definition of “wellness” is expanding rapidly.

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The definition of “wellness” is expanding rapidly.

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The future of wellbeing, from the consumer to the business of health.

The Well Economy, the newest trend report from the Innovation Group, comes at a time when the definition of "wellness" is expanding rapidly.

Consumers today make wellness a top priority. As health factors into more everyday decisions and purchases, sectors from retail to beauty are taking cues from wellness branding to realign with consumer priorities. At the same time, technology is driving unparalleled changes in healthcare, creating a storm of disruption in the $3 trillion US healthcare industry.

What does it mean to be well? How are health and wellness brands evolving? And most importantly, how can brands reach consumers in this space?

To present a full picture of innovation in health, The Well Economy includes exclusive interviews with experts in both healthcare and lifestyle industries. Findings are supported by original data from a survey of 1,007 US consumers conducted by SONAR™, J. Walter Thompson's proprietary research tool.

Key findings from the report include:

77% of consumers associate "health" with their physical condition, but nearly as many (75%) include mental health as well

Millennials look outside of the pharmacy for treatment, preferring non-medicinal options (59%) to over-the-counter (55%)

Consumers welcome leadership from Silicon Valley: 75% of respondents think startups could improve health insurance

Just 37% of consumers would trust consumer brands with their DNA information-but 47% are interested in future treatments involving gene editing

Regardless of political uncertainties, consumer expectations-for intuitive ways to communicate, on-demand services, and rapid responses to concerns-are evolving rapidly with technological innovation. As the definition of wellbeing expands, brands will have to work to earn trust and become partners in health for consumers and patients alike.

Download the full report here.

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New trend report: The Well Economy - JWT Intelligence

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The Well Economy, the newest trend report from the Innovation Group, comes at a time when the definition of "wellness" is expanding rapidly. Consumers today make wellness a top priority. As health factors into more everyday decisions and purchases, sectors from retail to beauty are taking cues from wellness branding to realign with consumer priorities.