Beyond Buzzwords: How Wellness Brands Can Connect

We were fortunate to attend this year’s Eudemonia Summit, where we took a closer look at a category that’s close to our hearts. As a group of wellness enthusiasts, we ventured to sunny Palm Beach to explore the latest trends. Partaking in an insightful event such as Eudemonia allows us to connect with tastemakers of the category, get a grasp of brands that are leading the charge in the category, and live our ethos as an active participant in the industry.

Wellness has become one of the fastest-growing industries, particularly since the pandemic. People worldwide—especially on this side of the Atlantic—are increasingly seeking ways to enhance their wellbeing through exercise, better sleep, healthier diets, contrast therapy, and a greater reliance on supplements and adaptogens. These small changes can lead to significant improvements in health.

With notable speakers like Andrew Huberman, Brian Johnson, and Dan Harris, we anticipated that brands would shine, showcasing their unique offerings, distinct voices, and recognizable identities that set them apart.

But we were mistaken.

What we encountered was a sea of sameness. Brands relied heavily on generic language around functional benefits, overusing terms like "health," "natural," "wellness," "optimize," "science," and "longevity." It felt as though wellness products were speaking to one another rather than engaging with consumers.

In an environment where everyone states the obvious, brands miss the opportunity to stand out and connect meaningfully with their audiences.

Here are a few strategies that can help:

1. Know Your Consumer
Understand who your consumers are and what drives their interests. With the rising focus on longevity, it’s crucial to tailor your messaging to resonate with their motivations and aspirations. For example, “bio hackers” know and understand the importance of small changes to make a great impact on their health. What is the ownable way for a brand to define its voice to speak to this consumer?

2. Define What Makes You Different
Identify your unique value proposition. What sets your brand apart? This is your opportunity to "zig while others zag." Consumers are smart and using all cap brandmarks, earthy color tones and macro photography in this day and age simply won’t do.

3. Understand Your Brand’s Cultural Place
Consider how your brand behaves in the wider cultural context. Strategic collaborations and partnerships can enhance your relevance and visibility. What are other brands/content creators that can make wellness brands more relevant in the world of limited attention spans? What about fashion houses?

4. Be Less Functional, More Emotional
Shift your focus from just functional benefits to emotional connections. Consumers are drawn to brands that resonate with their values and aspirations, creating a more profound connection.

5. Prioritize Transparency

Consumers today value honesty and clarity. Be open about your sourcing, ingredients, and processes. Transparency builds trust and can differentiate your brand in a crowded marketplace.

By embracing these strategies, wellness brands can break free from the monotony and forge genuine connections with their consumers.

‍