Woke Wellness​

The pursuit of health and wellbeing has been widely acknowledged as a modern marker of status and luxury with consumers driving a multibillion-dollar industry in boutique fitness, athleisure fashion, holistic remedies and supplements, and all the other wellbeing accoutrement to be had on Goop, the brand most emblematic of privileged lux health. Look for 2019 to present a more inclusive and accessible approach to the pursuit of wellness. Though self-care, with its focus on the individual, became the catchphrase for our cultural obsession with achieving our best selves, we expect to see health and wellness brands messaging and acting in ways that acknowledge the power to drive positive change with a more generous, diverse, and community-focused approach.

Manifestations

LA’s non-profit Green Tree Yoga and other similar organizations are providing holistic health and wellness services to underrepresented and underserved communities where poverty and violence contribute to chronic mental and physical health conditions.​

Wellness leaders of color like the practitioners behind Black Zen, Trap Yoga and Tacos, and Black Girl in Om are diversifying the practice of meditation and yoga in the U.S. with a focus on messages and experiences tailored to the needs and wants of communities of color. Similarly, Miami’s Rina Jakubowicz was inspired to create a bilingual yoga teacher training course when she noted the lack of diversity in her own practice.

LA’s non-profit Green Tree Yoga and other similar organizations are providing holistic health and wellness services to underrepresented and underserved communities where poverty and violence contribute to chronic mental and physical health conditions.​

Wellness leaders of color like the practitioners behind Black Zen, Trap Yoga and Tacos, and Black Girl in Om are diversifying the practice of meditation and yoga in the U.S. with a focus on messages and experiences tailored to the needs and wants of communities of color. Similarly, Miami’s Rina Jakubowicz was inspired to create a bilingual yoga teacher training course when she noted the lack of diversity in her own practice.

implications

Consider how your brand can extend health and wellness services to people in underserved communities, to people of color, and the differently abled in a way that’s relevant and accessible. Representation is empowering, but it’s just the start. How can your ”better for you” brand go beyond inclusive imagery to empower broader communities seeking the benefits of today’s focus on holistic wellness.​