Well-being is everywhere these days – people are talking, reading and thinking about it. And companies are paying attention, looking to leverage this ever-growing movement to attract new customers, grow their businesses and position themselves for future opportunity. Jennifer Pfahler, an expert in the consumer health, wellness and lifestyle market, says that well-being is now well-entrenched within the DNA of many consumer brands.
Pfahler’s recent presentation at the Healthways 2014 Well-Being Summit provided attendees with an overview of this phenomenon, including a discussion of “why well-being?” and “what’s it worth?”. To demonstrate the scope of this ever-growing trend, she offered several examples of consumer-oriented brands that are adopting well-being as part of their marketing and product strategy.
- Activia. Activia is marketed not only as a delicious yogurt, but one with probiotics that promote and support digestive health.
- bedMATCH. Spending on sleep-related products continues to grow, and bedMATCH is taking advantage of the opportunity by offering a scientifically based system for helping consumers find the right mattress for their specific needs.
- EVEN Hotels. IHG is launching this new brand designed to attract travelers interested in health and wellness, with features such as in-room workout options and healthy food and beverage choices.
- fitmob. This company uses social networking to connect individuals within a community to one another and group exercise opportunities led by a professional fitness trainer – all enhanced by a pricing structure that rewards additional workouts.
- iCouch. Leveraging the power of online video, iCouch allows mental health professionals to provide counseling and therapy services to individuals from the comfort of their homes.
- Dove. Dove’s recent marketing campaigns have centered on “Real Beauty,” encouraging self-acceptance and self-love among women of all ages, shapes, sizes and races.
- Oral-B. This established oral care brand has started to utilize the language of well-being to demonstrate the importance of oral health and its link to a broad range of other aspects of total well-being.
- CVS. This leading drugstore recently made the newsworthy decision to no longer stock or sell tobacco products in its retail outlets, despite a projected revenue loss of $2 billion per year.
- Kind. The brand not only uses health-conscious ingredients in its snacks, but encourages people to perform random acts of kindness and generosity – “Do the Kind Thing.”
- Suja. The line of cold-pressed juices is marketed as helping people “live a long, beautiful life.”
You’ve probably seen many of other examples of companies leveraging the concept and language of well-being to evolve their brands and attract consumers who are interested in a happier, more health-conscious lifestyle. According to Pfahler, doing so helps them achieve the “three Ps”:
- Improve their positioning, with well-being as a market differentiator
- Increase profits and drive commercial success
- Have a purpose
Pfahler believes that more B2C companies will join the well-being movement, and this will likely drive brands in the B2B space to consider a similar approach.