Written by
Lindsay Gray
The modern world of health and wellness as we know it is evolving and has been for some time. As a team, this is a world that we are highly tapped into and passionate about in support of our ambition to partner with brands that are committed to making our future brighter.
Our experience in this space spans categories - from smaller brands on the cutting edge of health to legacy brands that have the potential to make big waves. We speak to companies in all facets of health and wellness from weight management, natural supplements, plant-based food, healthy meal kits, hydration solutions, healthy living technology, just to name a few. 
Over the years, we’ve been fortunate enough to influence a variety of health and wellness organizations. From fast-growing companies like Kate Farms to legacy corporations like Bayer, we’ve partnered to prepare them for what’s next. Recently, we even had the opportunity to speak to the visionary wellness brand, Sakara, to talk about the modern world of wellness and trends impacting the category.
Our belief is that wellness is a journey to a state of good health and we have been actively watching brands and consumers embark on journeys to set new standards. Here are a few themes to be mindful of, as well as our take on what they could mean for brands currently playing or looking to play in this space.
Self-Empowered Health
The rise of self-directed wellness and homebound personalized expertise.
As we leave behind a long-standing era where doctors were the gatekeepers of patients’ health, consumers are taking control of their health journey - from looking for new sources of information to defining their own tailored health regimens. 
Within this trend, we are seeing an explosion of “DIY” and “at home” fitness brands with innovation accelerating at an unprecedented pace during the pandemic. Brands like Tonal are offering an experience that is driven by patented digital weight, machine learning, and personalized expert access. We also see Oura Ring, a sleek ring you wear on your finger to yield results on your sleep and, ultimately, your overall health, allowing you to be in control. You own the experience and the data. The expertise? That comes right to you.
Today, consumers expect a personalized experience that can put them in the driver’s seat. They are comfortable with owning their own health journey and feel empowered to use a mix of digital tools, natural remedies, and traditional medicine.
Legacy brands must innovate while highlighting their expertise. In doing so they can empower and earn the trust of consumer groups like Millennials and Gen Z. Brands like OneMedical are a great example to observe, as they give consumers access to professionals and test results directly where they are: on their phones and computers. Meanwhile, new brands will benefit from being purpose-driven and partnering with the old guard, to positioning themselves as a place of authority and showing that they value evidence-based science.
Toward the end of the taboo
Embracing what is real and authentic for the betterment of all.
Modern wellness brands and influencers (from models to athletes) are addressing “taboo topics” head-on. Brands like Starface, who make skin-blemish stickers in the shape of stars, are fueling a broader change in the mood when it comes to wellness—away from the glossy and toward the real. Rather than making people feel they need to hide or shy away from their skin realities, they’re shining a light on it in a positive way to help prevent people from feeling alone. And brands like hims have allowed men to get access to Rogaine-style products without having the “embarrassing” conversation with doctors.
However, we still have a ways to go. Not everyone has a safe place to discuss certain taboo subjects and the gap is widening between those who have access to modern health and wellness and those who do not. Many people can’t address taboos like erectile dysfunction or menstruation simply because health and wellness tools aren’t accessible to them. This reality points to an idea that “healthy is for the wealthy”. With this in mind, we are inspired by what is to come from Elektra Health, a new brand still in beta that will provide all women with inclusive access to education about menopause, access to telehealth doctors, and offer a community of women to connect and reimagine their menopausal journeys together.
The rise of brands that are driven to provide platforms and bridge gaps will continue to give hope and inspiration to more people looking to take real control of their own health and wellness.
The brain takes center stage
Looking inward and nourishing our mind to improve our holistic health & wellness.
In the 1950s, we saw the introduction of organic food. In the 70s and 80s, we looked to Arnold Schwarzenegger and Jane Fonda for lifting and jazzercise. Wellness went mainstream shortly after and Zumba and Yoga taught us in the early 2000s that exercise can be fun and calming. It doesn’t have to feel like work. In the last few years, we’ve seen the next shift as everything from food (walnuts are brain food!) to books (Keep Sharp: Build a Better Brain at Any Age by Sanjay Gupta) have put the connection between brain and body health, as well as mental health benefits front and center. 
Old-guard brands with larger budgets are in a unique space to lead the charge through redefining their categories, expanding their meaning and innovating in this space. Brands like Headspace are partnering with hotels and Microsoft Teams to bring mindfulness to the masses and make mental health more mainstream. Meanwhile, new brands like Real, who offer mental health care as low as $13/month, are allowing customers to access care in a way that feels comfortable to them. “Use your name, or don't. Show your face, or don't. Explore in the way that feels right to you,” their website says. Even fitness brands like Peloton are embracing the power of the mind. To them, it’s not only about exercise, but about the power of motivation and community.
It goes without saying, we simply cannot talk about health and wellness without factoring in mental health, too. Our physical body needs to be in sync with our mind to yield holistically sound health and wellness. A metaphor we admire at Clarkmcdowall connects the way in which trees communicate chemically with neighboring trees for their mutual defense. In other words, we can’t go at it alone. We must work together if we want to thrive as a community.
What's next?
As new brands emerge and legacy brands shift their positioning looking for ways to innovate, a few ideas remain true: access, convenience, and openness must become standard. We need to embrace an evolving culture, meet consumers where they are, and allow them to own their experience in the name of comfort and trust. As we continue to architect brands with these principles and standards in mind, we will aim to prepare them for what’s next, enable them to live out their purpose, and ultimately help take them further.