Advancements in technology are increasing the possibility of living longer and more prosperous lives, as well as most pertinently, providing people with the means to autonomously manage their own wellbeing. Thus, healthy living today extends to a more holistic sense of a person and encompasses mental, physical, spiritual, emotional and environmental measures. The more of these attributes that a brand can reflect and connect to, the stronger it will be.
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Perceptions of healthy living are shifting beyond just physical health to represent a much more holistic view, where food, exercise, mental well being, and broader lifestyle issues are seen as a whole entity.
Technology is at the forefront of this behavioural shift, with devices, digital platforms and science evolution facilitating health tracking, diagnosis, general health awareness and personalised prevention concepts, which support the newly-forming self-care model and approach by consumers today.
In pursuit of a more preventative approach to staying healthy, consumers are opting for more conscious nutritional alternatives, indulging in products with added functional benefits, and showing willingness to adopt and pay for products and services that support those wellbeing initiatives, both inside and outside their homes.
Building credibility around fully substantiated ‘healthy’ credentials will remain a challenge. Projecting simplicity and transparency as part of a brand image will add further relevance and trust in an environment that is seeing rising interest in natural healing propositions, traditional herbal remedies, and naturally healthy ingredient alternatives.
The community element to wellness is becoming more pronounced, with healthy lifestyles viewed as successful and highly aspirational. Wellbeing is now a key component of projecting a better and improved personal image, which many are keen to broadcast among others. Buying into a product/service that represents a healthier personal ‘brand’ will become the new status symbol.
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