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U.K.-based healthy snack brand Perkier has released a campaign that takes a jab at toxic wellness culture.

Aug 18 2022

U.K.-based healthy snack brand Perkier has released a campaign that takes a jab at toxic wellness culture. YPulse’s new What is Wellness? trend report (WE version forthcoming) digs into how young consumers are redefining “wellness” to be about doing what feels good—whether that’s having a green smoothie or a pint of ice cream—rather than what makes you look good. Now, many Gen Z and Millennials see typical wellness culture as toxic and overly focused on perfection—and they want brands to help them create a more holistic view of health. Perkier’s latest campaign joins young consumers in their pursuit to end toxic wellness culture with three videos, each of which aims to show how wellness trends such as smoothies and ice baths can go too far and be taken too seriously. Instead, the brand is promoting a more relaxed take on wellness. (The Drum)