Health and wellness were at the forefront of the global conversation in 2020. COVID-19 highlighted the importance of preventative care and immune support while quarantine highlighted the importance of mental and emotional health. As we approach the end of the year, the promise of a vaccine and a return to “normal” society provides much-needed hope for the months to come. What will wellness look like in 2021? Read on!
Virtual Wellness Services
Despite steadily gaining traction pre-COVID, telehealth and emotional wellness apps truly exploded in popularity during quarantine. Stay-at-home orders meant that doctors and other health providers had to lean into developing their virtual offerings to keep up with patient needs. Mental and emotional health apps like Ginger, Happify, and more provided support for millions of people from the comfort and safety of their homes, with the state of New York even sponsoring a collaboration with popular meditation app Headspace to help stressed New Yorkers cope.
This is a trend that we expect to continue well into 2021, even as restrictions (hopefully) ease. The accessibility and convenience of virtual care will be a welcome feature of the “new normal.”
The U.S. Government x Wellness
In addition to gearing up for a national response COVID-19 in 2021, the Biden Administration is expected to focus on wellness and preventative care as part of it’s healthcare agenda. Hopefully government backing will bring an increase in funding to public programs in the health and wellness sector, as well as encourage the growth of private-sector wellness companies.
The Rise of the Wellness Mega-Influencer (1m+ Followers)
2021 is the year of the Wellness Influencer. With more and more people going plant-based, switching to clean products, and getting into meditation, influencers operating in this space with see their audiences continue to grow. Social media users will look for trusted sources for tips, and brands will be looking to work with content creators to bring attention to innovative product offerings.
Along those lines, follow @laviedezee on Instagram for hot takes on my favorite wellness brands and practices!
Established Brands Working with Green Brands
Established brands will increasingly look to partner with innovative green brands to attract a sophisticated, health-conscious audience. In the hospitality industry, many hotels have already started offering toiletries from clean beauty brands to their guests. Notably, five-star hotel Le Bristol Paris has partnered with clean beauty brand Tata Harper to offer luxury spa treatments. This trend will continue to grow in 2021.
Integrative Wellness
Wellness in 2021 will place a greater emphasis on the mind-body connection. We already know that stress can weaken the immune system. An effective wellness approach will take into account mental, physical and emotional health. We are already seeing the beginnings of “crossover wellness.” Plant-based meal delivery company Sakara Life recently integrated weekly lessons and exercises from holistic therapist and psychology PhD Dr. Mariel Buquè as part of its special meal programs.
At-Home Green Beauty
Google’s 2020 search roundup showed that DIY beauty and grooming tips were some of the most-searched topics this year. With salons and spas closed, we were forced to take our appearance into our own hands. Slowing down to actually think about the products that we use on our bodies for the sake of beauty is prompting many people to make the switch to things like non-toxic nail polish. This greater awareness will lead to positive change in the public arena, as well. Green products will likely find their way onto salon shelves in greater numbers as their doors reopen.
Wellness-Oriented Getaways
Once safe travel is available again, we will likely see a travel boom unlike anything we have ever experienced. Offerings that cater to wellness are going to be attractive for people recovering from conditions like COVID as well as those simply looking to maintain their health. Our prediction: existing hotels and resorts will start offering wellness packages and new wellness-oriented establishments will pop up, often working hand-in-hand with medical professionals for the best results (think über-exclusive medical resort Lanserhof Lans in Austria).
Wellness Brands Move Toward Sustainability
Wellness and sustainability go hand in hand. While brands like Nestlé, Coca-Cola, and Pepsi have been slow to make meaningful change, wellness brands understand that the condition of the planet is a key component of health. They also understand that their customers hold them to a higher standard. Expect more wellness brands to make a greater push toward embracing sustainable business practices.
Wellness for Men
The wellness industry has catered predominately to women, but expect this to shift in 2021. More clean products will be marketed to men and we will see more men in the marketing initiatives of health and wellness companies. This coincides with a much-needed fresh look at gender norms and societal ideas around masculinity.
2020 has been a bit rough for men: they have been contracting COVID at higher rates than women. Now more than ever, it is important for the men in our lives to know that self-care is “for the boys,” as well.
Meditation and Energy Work: Connection Without Limits
Zoom can’t take all the credit for helping us feel connected in 2020. Group meditations during quarantine have helped many of us acknowledge the potency of energetic connections, which are not limited by physical distance. Stay tuned for an upcoming post with my friend Melissa Richards (@melissarchrds), where we will discuss Reiki energy healing and helpful techniques which can be used during quarantine.
Collective Wellness
Finally, we are starting to truly understand the impact that we have on one another. Individual health does not exist independent of public health. To that end, achieving wellness is truly a collaborative effort. Expect a greater push toward inclusive marketing and product development in the wellness industry in 2021.
What do you think 2021 holds for the future of wellness? Let me know in the comments!
