Wellthy Living

Imagine a future where 'wellness' is a status symbol.

Wellthy Living describes a future where consumers will change their traditional emblems of success. Instead, they will see the wellness of mind, body & spirit as the ultimate goal. Wealth will no longer be merely about the accumulation of 'stuff'. Instead, it will be about achieving physical, spiritual & mental wealth to live long, healthy & productive lives.


Why is this important for Brands?

As we enter this new era of wealth, brands that tap into this mindset - offering more solutions and means to achieve these new symbols of status - will reap the benefits.

What's driving all of this?

Make no mistake, this is a momentous shift away from our traditional perceptions of wealth within society, and it's not a shift that's happened entirely out of the blue. A key driver of this sentiment is consumer stress. Anxiety levels are at a peak and are only forecast to grow: the World Economic Forum estimates that by 2030, the cost to the global economy of all mental health problems could amount to $16 trillion.

Data shows that this is happening right now

Researchers are uncovering the emerging signals of the 'wellness as social status' trend across the world:

The global wellness economy will reach nearly $7 trillion by 2025

according to the Global Wellness Institute.

79% believe that wellness is important

and 42% consider it a top priority, in a McKinsey study of roughly 7,500 consumers in six countries.

71% of employees would choose to work from anywhere over being promoted

according to a survey conducted in the US, UK, France, Germany, Netherlands, Brussels, Spain, Sweden & Australia.

"To consumers, health, wellness, & well-being are now in the everyday choices they make. It's everything & everywhere, challenging meaningful relevance in every CPG category that a consumer chooses to buy."
Genevieve Aronson
Vice President of Global Thought Leadership, Nielsen


How can your brand tap into consumers' desire for Wellthy Living and help them to achieve their life goals?


Hidden-Needs Research: Uncover consumers' hidden needs to create meaningful brand and product innovation opportunities.

Our Hidden Needs research explores how people construct meaning for what they need from brands and products through in-depth interviews.

Our approach explores how individuals experience and interpret reality differently by devising and navigating their unique personal constructs, which subconsciously guide their brand and product preferences. We uncover the meaning of their constructs through structured compare and contrast discussion, which results in a rich understanding of their hidden needs.

Brand Exemplars

Clever brands are already tapping into the new social status with innovative products & services:

Luxury wearables

Gucci has collaborated with smart ring maker Oura to create a wearable that offers 24/7 heart rate monitoring, sleep analysis & temperature sensors via a monogrammed 18-karat gold trimmed design.

Social media sign-off

US outdoor retailer LL Bean honoured Mental Health Awareness Month by signing off social media for the entire month; the brand instead posted a page advising ways to connect with nature & prioritise self-care.

Euphoric beverages

NYC brand Leilo’s ‘Calm in a can; is a non-alcoholic beer infused with kava, l-theanine & vitamin B6 - substances proven to promote relaxation, balance, mental function & euphoria.

Financial calm

The London-based Your Juno app is a 'Duolingo for finance'; the app is specifically aimed at millennial & Gen Z women & non-binary people to educate on budgeting, investing & saving.

Stress-less fragrances

The Nue Co has created a new fragrance based on a five-year MRI-powered study into the effects of fragrance on the brain; the resulting perfume - 'Functional Fragrance' - left 89% of people feeling calmer, more composed & less stressed within 30 minutes of use.