by Marion McDonald
Wellness is critically important to people today — and this is especially true for Gen Z and Millennials. Whether it’s our physical, emotional or psychological wellbeing, many of us have come to appreciate the fundamental relevance of wellness in every aspect of our lives, including our brand relationships.
These connections are now deep and complex. Today, our choices go beyond a brand’s product and services, to how brands make us feel. Our research has found that consumers now expect brands to have a wellness strategy running through their offering — but not enough brands provide that. To help support and nurture wellness in our lives, we are also seeking out “Social Wellness” — online communities that offer advice, information and a sense of belonging.
There is a rich opportunity for brands to fill the Wellness Gap and help support the wellness needs of consumers through social media partnerships. However, wellness influencers are a unique group, and brands need to proceed with a healthy respect for this. This Ogilvy study sets out to understand the needs of wellness influencers and their communities, and offers guidance on how brands can build inclusive social wellness campaigns that benefit all stakeholders.