When it comes to selling wellness, young consumers are tired of scare-tactic marketing. YPulse’s What Is Wellness? trend report data shows 62% of young people agree: “brands often promote toxic wellness practices.” Especially post-pandemic, young people are sick of being bombarded with bad news regarding their health. Gen Z and Millennials are looking for wellness brands to market their products in a lifestyle space by “de-emphasizing the clinical and potentially frightening consequences of neglect, and focusing on the emotional benefits of empowerment and self-care.” It’s important for brands to do this in an entertaining, TikTokable or Instagrammable way. Brands like Sun Bum, Olly, and Welly are at the forefront of doing wellness marketing well. These brands are targeting young consumers by making them want to protect their skin, be well-rested, and take care of “happy accidents” rather than warning against skin cancer, using “ingredient-led” terms like melatonin, or “wound-centric” bandages. (Fast Company)
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