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What does wellness mean for consumers?

Wellness is what you make of it: it means different things to different people

It’s intangible, amorphous and unstable, but our research revealed that it’s underpinned by seven distinct beliefs

Sometimes complementary, sometimes conflicting, their relative strength determines how people approach Wellness – their priorities and preferences

To understand what wellness really means to different types of consumers, we ran a UK-wide integrated study which aimed to decode this multi-faceted and continually-evolving trend, reveal the psychology that underpins it and map a set of distinct wellness mindsets.

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Collated below are some of the interesting facts we found about each of the wellness mindsets identified in the study. For the full findings, or to see how this could apply to your business, scroll down and get in touch!

Click to find out more

Roots

Progress

Impact

Escape

Purity

Discipline

Pleasure

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Roots

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“Wellness is unpretentious, it’s about going back to basics”

Driven by distrust of the modern world

53% believe this,
9% strongly

Largely uninterested in technology and social media

Enthusiastic about clean eating and cosmetics

“I don’t trust big name brands to look out for my wellbeing”

— (77%)

Roots

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Progress

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“Wellness is empirical, it’s something you can generate”

Driven by belief in science and technology

66% believe this,
16% strongly

Self-describe as opinionated, progressive and “cosmopolitan”

Instinctively trust experts and credentials

“Technology gives us new tools to look after our mind and body”

— (83%)

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Progress

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Impact

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“Wellness is ethical, it’s about doing less harm”

Driven by concern for the planet and our environment

55% believe this,
15% strongly

Self-describe as open-minded and “humble”

Likely vegetarian, vegan or on a plant-based diet

“It’s not just about you, it’s about your impact on the world”

— (73%)

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Impact

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Escape

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“Wellness is comfort, it’s about getting away from it all”

Driven by day-to-day stresses and anxiety

89% believe this,
43% strongly

Self-describe as “self-conscious”

Worry about whether they’re getting enough sleep

“With hectic, modern lifestyles it’s important to look after yourself”

— (76%)

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Escape

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Purity

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“Wellness is spiritual, it’s something deep within you”

Driven by introspection and quiet contemplation

71% believe this,
19% strongly

Try to cut down on salt and sugar and eat less processed food

Practice Mindfulness, Yoga and Tai Chi

“Food and diet can be as effective as medicine”

— (90%)

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Purity

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Discipline

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“Wellness is hard, it’s something you need to work at”

Driven by social pressure and competitive instincts

64% believe this,
4% strongly

Young, urban and time-poor

At the forefront of all the latest Wellness trends

“When I know something is bad for me, I try to cut it out”

— (83%)

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Discipline

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Pleasure

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“Wellness is simple, it’s doing what makes you happy”

Driven by contentment and a willingness to indulge

85% believe this,
13% strongly

Self-describe as “relaxed”

Think Wellness is mostly about common-sense

“It’s about enjoying things that are good for you”

— (72%)

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Pleasure

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The relative strength of these beliefs determines
what we value, how we prioritise and what we buy

Want to know more?

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