Every year, without fail, New Year’s resolutions have a tendency to remain the same. Everyone wants to eat healthier and exercise more. Of the latter, despite the fickle nature of resolutions, an NBC News article points out that some fitness approaches have “staying power,” like high intensity interval training. This is because they are “easily accessible in everyday life and deliver results, fast.” Yet, another article gives another reason that these workouts are so popular – they are social. Data shows exercising in groups provides greater benefits. For example, when we “run or bike” with others we go “21 percent farther and work out 10 percent longer.” Like these fitness strategies serve to improve our health, wellness marketing strategies that are also interpersonal can benefit brands’ health.
The U.S. Health Resources and Services Administration (HRSA) reports that we have a loneliness epidemic. A 2018 study showed that nearly 50% of Americans “sometimes or always” feel alone or “left out.” This level of social isolation, the HRSA says, is as bad as smoking 15 cigarettes a day! Similarly, as more smokers seek to be healthier by extinguishing their habit, those that feel lonely are seeking inclusion. After all, Psychology Today shares that “many” studies have found “satisfying relationships” linked to “better health, greater happiness, and even a longer life.” This is the formula for true wellness. An Adweek article sums it up: “Nowadays when we discuss health, what we’re really talking about is wellness, which provides a more holistic view of mind, body and spirit.”
Brands that address one or more aspects of wellness with interpersonal wellness marketing strategies can put consumers one step closer to seeing benefits. It’s become necessary for their vitality. This is especially true when marketing to Gen Z. This generation’s top priorities are time with family and friends, and mental health. Meanwhile, millennials have recently become “the loneliest generation.” However, seventy-nine percent of millennials believe “going to live events with family and friends helps them deepen their relationships.” But, they aren’t the only ones who understand the power of in-person events to build emotional connections. Ninety-three percent of consumers say they’re “more connected to a brand” following an activation.
Both your consumers and your brand will become healthier if you look to these health and wellness marketing strategies as thought starters for your next event.
The implementation of corporate wellness programs is on the rise. But, do they offer value? According to the Harvard University health blog, the answer boils down to one word: no. Organizations with and without such programs reported similar results for health behaviors and outcomes, absenteeism, job performance, and other measures. Could it be companies are approaching wellness wrong?
Many have the best intentions when they challenge employees with self-directed exercises to earn incentives. But, consider the impact of disengaged employees on the bottom line. Almost half admit to giving less time and effort. And, 25 percent say they take their dissatisfaction out on customers. At the same time, over half of these disengaged employees believe their “work life” has negative impact on their health and well-being. As a Forbes article tells, “Wellness and employee engagement go hand-in-hand.” And internal marketing strategies focused on wellness and engagement deliver benefits from the inside out.
Some team building exercises like scavenger hunts that center around a wellness theme can help to get people active and engaged. Or, companies may host meditation or yoga classes or coordinate mid-day walks. Whether they sweat or destress together, employees are sure to strengthen bonds. This is while boosting their physical and mental health to go the extra mile at work.
Interest-based targeting becomes more important when trying to reach Gen Z. This generation identifies more with people who share the same interests, rather than those of the same race. That’s because Gen Z is the most racially diverse generation to date. Still, members within or across any age group can find community when you gather them based on their passions. The best brands “build belonging.” And when your brand is among them, the connection encourages seventy-six percent of people to choose you over a competitor.
Consumer packaged goods brands Vita Coco and Bulletproof have opened experiential pop-ups as wellness marketing strategies. Both sought to draw consumers interested in yoga and meditation. Meanwhile, the brands had the opportunity to get products into their hands. Still, wellness marketing strategies aren’t only for health and wellness products. Alcohol brands are more often making wellness their focus to attract new consumers. For example, Kendall-Jackson Wines attracts runners with a half marathon through its vineyards. And, Jack Daniel’s unites bicyclers for a ride through its home state of Tennessee to fight multiple sclerosis. These examples show how non-traditional brands help consumers be well.
Brands don’t need to launch their own experiential events when they sponsor existing wellness events. This may allow for reduced investment, whether money, resources, or both, while still reaping the benefits. Brands only need to boost the experience by helping them foster relationships and be well.
Reebok, for instance, offered a morning yoga class for attendees to a sportswear industry trade show, helping them ease into a hectic day. Several and varied brands sponsored an Urban Mudder event in New York state. These included a Shock Top beer garden and a warm-up session sponsored by sports nutrition brand Cellucor. At Virgin Sport’s Hackney Festival of Fitness, KIND Bar hosted exercise classes to warm attendees up. And, Michelob Ultra sponsored a lounge, giving them a spot to “warm down” and have fun. This wasn’t the low-calorie beer brand’s first wellness marketing strategy. It also sponsored a sunset meditation at this year’s SXSW. This was while Amazon offered manicures and hairstyling. Though an unlikely activation for the company, self-care is more important than ever. It gives us a look at the depth of today’s wellness and how being personal with consumers can take many forms in pursuit of brands’ goals.
At Elevate, we have the people you need to fulfill your wellness marketing strategies. Whether giving makeovers or executing fitness events, our event staff make the personal connections your brand needs to be well.