Written by
Michelle McGuire
2020 changed how we think about health and wellness. We’re taking care of our bodies and minds in new ways as we protect ourselves from COVID, virtually manage our health, and deal with mounting stress levels. As we take control of our health during this period of uncertainty, healthcare is being redefined as more holistic, data driven, and on demand. This special edition of Spy10 explores key health and wellness trends, brands that are leading the way, and takeaways for your brand to consider.
1. Filling Mental Health Gaps
A one-size-fits-all approach doesn’t work when it comes to mental health. It’s critical that a person’s background, culture, and lived experiences are taken into consideration. Startups addressing specific mental health needs for underserved communities have started receiving increasing amounts of funding as they work to fill the gap in care. Expect to see more mental health apps, online platforms, and communities catering to those often left out of the conversation, particularly BIPOC.
Inspiration: Launched in August 2020, Exhale is an “emotional well-being app designed for Black, Indigenous, Women of Color.” The app was curated by BIWOC for BIWOC in order to address the systems of oppression the community faces and provide a safe space for refuge and healing. Founder Katara McCarty hopes to launch a Spanish-language version and an app focused on Black and brown children in the future.
Takeaway: When connecting with your consumers, practice greater sensitivity to cultural nuances and avoid overgeneralizing shared experiences. This can be applied in how your brand approaches everything from consumer journeys and targeted communications. Each consumer wants to feel that their unique obstacles are seen and understood.
2. Tracking Stress
First we tracked steps and nutrition, then we turned to sleep, and now the latest innovations in health wearables are all about stress tracking. The timing of these innovations is no coincidence. COVID has only exacerbated Americans’ already high stress levels and doctors are seeing an increase in stress-related heart disease. Expect to see stress tracking become an important market of a healthy lifestyle as technology continues to offer increased metrics and data about people’s overall health.
Inspiration: The latest stress tracking technologies have evolved past just monitoring heart rate. The latest Apple Watch includes a built-in blood oxygen monitor that can sense quick and shallow breathing. Fitbit is tracking stress through electrodermal activity with their latest wearable. Fitbit uses this data to give wearers a stress score and tips to lower stress over time, like participating in guided meditation.
Takeaway: Consumers are becoming used to a world where they have insight and control over all forms of data. They want to learn from data and adjust their choices accordingly. Think about the data behind your brand and consider ways you can give consumers greater insight into it, whether it’s through transparent reporting or data-backed communications.
3. Mental Health Workouts
We make proactive decisions every day when it comes to our physical health like eating right and working out to ensure we avoid issues in the future. Why don’t we do the same with our mental health? Physical and virtual spaces are popping up to offer mental “workouts” to get people to take just as proactive of an approach to mental health as they do with physical health. Soon signing up for an emotional wellbeing class might be just as natural as taking a spin class.
Inspiration: Startup Coa offers live emotional fitness classes guided by therapists. These online classes are designed to build up your mental health and emotional fitness skills. Coa plans on opening brick-and-mortar locations in major US cities which will make mental health gyms just as visible as any other gym.
Takeaway: The stigma around mental health has slowly decreased over the last few years. But where are all of the conversations around daily mental health that’s not just in response to a specific illness or issue? Consider where it makes the most sense for your brand to reinforce the importance of mental health, whether it’s through partnerships, education, additional benefits, and/or services.
4. Streaming Mindfulness
There’s no denying the business of mindfulness is booming, especially in the midst of the pandemic. In 2020, Calm’s valuation hit $2 billion and Headspace raised an additional $100 million. Streaming platforms are vying for a slice of the mindfulness pie as they partner with meditation apps to create immersive entertainment experiences. Your next binge night could actually be self care.
Inspiration: HBO Max and Calm recently launched A World of Calm as “a timely antidote for our modern lives.” Each 30 minute episode features a relaxing tale narrated by celebrities paired with enhancing music and astounding footage. Disney+ is putting its own Disney spin on mindfulness with its new series Zenimation. The series takes classic Disney animation clips and overlays them with calming audio.
Takeaway: Mindfulness is no longer restricted just to the world of spa, yoga, and meditation apps. Think about ways your brand can incorporate moments of calmness in, whether it's through zen packaging, wellness partnerships, or mindful communications.
5. Changing the Healthcare Cis-tem
Healthcare has historically overlooked those outside of the gender binary, leaving out those with queer and transgender identities. One in five transgender and gender nonconforming people report being refused care due to their gender identity and 50% report needing to teach their providers about proper care. Startups are emerging and existing healthcare brands are course correcting to dismantle a cis-normative healthcare system in favor of an inclusive one with products and services for a wider range of identities.
Inspiration: Founded in December 2020, Folx is a digital healthcare platform created specifically for queer and transgender patients. The platform promises care without the judgement or ignorance and focuses on healthcare that is specific to LGBTQIA+ patients like hormone replacement therapy and STI testing.
Takeaway: Addressing gender nonconformity and including members of the LGBTQIA+ community is evolving past just making sure your language or category isn’t unnecessarily gendered. Examine your brand and think about different needs LGBTQIA+ community members may have when using your products and services. Are there innovations or language tweaks that can directly address and include them?
6. Hospitality Meets Healthcare
The days where waiting at a doctor’s office feels like waiting at the DMV may soon be over. Healthcare is taking cues from hospitality as medical providers elevate their practices with upgraded service and design-led aesthetics. Medical providers are providing next-level care with app scheduling, cafes, events, and lounges that feel like they’re upscale living rooms.
Inspiration: Opening late 2021, The Lanby is a primary care club in New York City. Members pay an annual fee of $3,500 to access a club that is “inspired by your favorite New York hotels and restaurants.” The fee includes 24/7 access to remote care, an assigned care team, a personalized wellness plan, complimentary cafe, and events.
Takeaway: Healthcare is borrowing cues from hospitality in order to elevate the overall consumer experience. What outside categories can your brand borrow from to break conventions and upgrade your offerings? Challenge yourself to think of both close-in categories and those that don’t seem related to yours at all.
7. Home Health Reinvented
The rise of telehealth is just the tip of the iceberg when it comes to managing health from home. Companies have identified the need to expand remote healthcare and are innovating new technologies that facilitate at-home healthcare with virtual wellness assistants, sensors, and even smart toilets. As a result, consumers are taking a more proactive role in their health as they manage and monitor their own data. Expect these changes to be here to stay as your own living room becomes the next doctor’s office.
Inspiration: HD Medical recently unveiled HealthyU, describing it as “the world’s first intelligent all-in-one remote patient monitor for telehealth and wellness.” HealthyU monitors multiple patient metrics including heart sounds, lung sounds, heart rate, temperature, and more. It’s easy to use and allows providers to monitor patients’ conditions in real time, providing them with the health insights they need without seeing their patients in-person.
Takeaway: There are plenty of services that are only offered outside the home and products that need to be used alongside an in-person expert. But does that have to be the case? Think of your products and services and push yourself to reimagine them as something consumers can engage with without ever leaving their homes.
8. Breathe Better Technology
Once considered part of the woo-woo side of wellness, breath is quickly becoming a key pillar of consumer health. As consumers deal with smoke from wildfires, air pollution, and an airborne pandemic, they’re looking for ways to ensure they’re breathing air that won’t negatively affect their health. Expect to see more breathing experts, events, and technologies to emerge as people search for ways to breathe easy after 2020.
Inspiration: It’s no surprise that CES 2021 included a swath of upgraded masks and air purifiers. Two award winners included Airthings Wave Plus and LG’s PuriCare Wearable Air Purifier. Airthings Wave Plus calculates the risk level of virus transmission in buildings through monitoring C02, humidity, temperature, and pollutants. LG’s PuriCare Air Purifier uses HEPA filters and features a sensor that detects the wearer’s breathing for a more comfortable experience.
Takeaway: Once on the fringes, breathe is being embraced by mainstream health and wellness offerings. Take a look at your category. What’s on the fringes? What are you seeing pop up that’s starting to become accepted? Think about ways you can incorporate this into your brand so you can stay on top of the competition.
9. An Immunity Boost
It’s no surprise that searches for immunity have hit an all time high as COVID continues to affect our daily lives. Healthcare and wellness brands are taking notice and expanding their immunity offerings for consumers who want to boost their defenses. Immunity-focused spa offerings, supplements, and beverages indicate that immunity, traditionally part of just the medical space, is becoming mainstream wellness. Expect to see a lot more options hit the market that expand your thinking from just taking Vitamin C the next time you want to bolster your immunity.
Inspiration: Luxury spa Six Senses is opening its first North American location in New York City in 2021. They recently adjusted their offerings to address a growing demand for immunity-related treatments. Their wellness offerings focus on boosting immunity through Ayurvedic treatments and Chinese medicine. They will also offer diet and lifestyle advice to help people take a more proactive approach to fighting illness. 
Takeaway: Immunity is yet another indication that consumers are viewing their health proactively instead of reacting to certain issues. Think about the different problems your products and services your brand is addressing. Are there ways you can address those problems before they actually become problems? Consider reaching a proactive consumer mindset through new innovations or shifted communications.
10. A Virus-Proof Wardrobe
Will clothing soon act as medical devices? It’s starting to look that way as consumers became hyper aware of their own vulnerability in 2020 and clothing designers responded accordingly. Clothing is taking on increasingly functional capabilities as it is enhanced with antimicrobial properties and antiviral properties. Expect to see the intersection of clothing and healthcare continue to evolve as clothing carves out new functional roles in this space.
Inspiration: The next time you look for jeans you may be considering size, cut, and if they protect against viruses. HeiQ and Artistic Denim Mills recently launched “the world’s first antiviral jeans” in June 2020. The jeans are treated with HeiQ’s Viroblock technology, which is an antiviral film effective against viruses including COVID.
Takeaway: Everything is about function right now from jeans that protect against COVID to “sodas” that support gut health. How can your brand enhance its products and services with increased functionality? Brainstorm different needs your offerings can fulfill, even if they initially seem out there like jeans that fight viruses.
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