The Future of Health & its Impact on Advertising

Wellbeing is becoming nothing short of a global movement as people come to see their bodies as a holistic eco-system. Active wear, fitness trackers and standing desks —  these are more central than ever to how people define themselves and go about their daily lives. Meanwhile, the practices they’re employing to ensure optimum wellbeing are becoming more multi-faceted; from Witchy meditative séances, to new platforms tackling mental health and anxiety; to sound baths and crystals. Even sensuality and sexual fulfillment are being aligned with a greater sense of wellbeing, with new platforms and products teaching self-exploration; competitive orgasms; and ingestible supplements promising to revive sensual glow. Meanwhile, as Marijuana becomes more normalized in the US, and is made legal, we’re also seeing a number of products tap it’s relaxing properties and create new wellbeing oriented premium products presented in a chic luxurious way.

Wellness is also becoming a source of entertainment, experience culture and leisure — cities, brands, travel platforms, stores and festivals are all standing out in their respective fields by putting a pro-wellness spin on their offering. Welcome to event fitness; fitness-inspired travel; and even group Yoga at festivals such as Burning Man and Further Future. 

Every year we create The Future 100 which is our snapshot of the year ahead; in terms of trends and change to watch. Health is one of the key areas there are major developments. Here’s a few of the trends to look out for within this sector: 

Fitness festivals 

With big-name Instagram fitness trainers selling out rock star-sized arenas around the country, could the next can’t-miss event be a fitness Coachella? Nike is exploring ways to meld the fitness zeitgeist with today’s demand for memorable and shareable experiences. 

In August, Nike held a three-day immersive fitness event in London (promo video, below) with all the trappings of a music festival. As part of the brand’s Unlimited You Olympics promotions, Nike guests could participate in high-intensity workouts from company trainers or guest celebrity fitness gurus. A background of flashing lights and video installations from Artisan, the creative studio from the United Visual Artists, and a custom soundtrack from electronic duo Hot Chip pulsated throughout the event—all designed to enhance the workout experience. 

Croatia’s Obonjan festival, a month-long retreat that opened in August 2016, offers a wellbeing-focused twist on the European festival scene. In North America, the Wanderlust Festivals bring together revelers for wellness-centric activities in scenic natural locations, with multiple events planned for 2017. Nike’s Olympic-sized spectacle shows there is plenty of room for fitness brands to get creative with the festival treatment.

Brain-body training 

Science is offering more evidence about the connection between physical exercise and brain health, and organizations are taking note. A July 2016 AARP report found that “people who participate in purposeful exercise show beneficial changes in brain structure and function” and that “people who lead a physically active lifestyle have lower risk of cognitive decline.” As boomers retire and seek to stave off the effects of aging, we expect to see more fitness concepts that aim to support both physical and mental wellbeing. 

Along with this, gyms and fitness brands are beginning to focus on mental wellbeing in addition to physical health. HeadStrong, a new workout class from luxury fitness chain Equinox, harnesses insights from brain science for physical wellbeing, with exercises that promote mindfulness and neuroplasticity. Each of four workout stages—focus, adapt, willpower and reboot—comes with its own colored lighting to reflect changing physical and mental challenges. 

Healthtopias 

In the 20th century, suburbs promised comfort and convenience for an automotive age. But at a time when the health drawbacks of a sedentary lifestyle have become all too apparent, how can suburban communities adapt? 

Lake Nona, on the edge of Orlando, Florida, has been designed with its residents’ health and wellness in mind. A cluster of medical and research facilities known as Medical City provides employment to many of the town’s 11,000 residents, expected to grow to 25,000 before long. The medical centers will soon be joined by a 63-acre home to the United States Tennis Association, with 100 courts on site. 

Residents of Lake Nona participate in health studies, have access to free activities including tai chi, bike races and yoga, and can stroll along a network of trails that will eventually total 44 miles. Lake Nona represents a new utopian ambition—perfecting one’s life through the right balance of healthy activities. We expect to see more communities organized around this principle.

Luxury health-tail 

Luxury brands are also seeing the value in aligning themselves with wellbeing, as high-end department stores implement wellness concepts to entice consumers. 

In October 2016, London-based department store Harrods’ month-long Harrods (Super) Man event in collaboration with Men’s Health magazine invited men to test their strength, improve their wellbeing and up their game on the fashion front. The initiative included activities such as the Under Armour Boxing Ring Challenge, which invited visitors to see how many punches they could throw in 30 seconds, along with personalized training sessions from Technogym. Other brands involved include Adidas, Balmain and Giorgio Armani. 

In April 2016, Selfridges launched its Body Studio wellness retail concept, which offers sportswear, lingerie, loungewear and sleepwear. The department also includes a café by Hemsley + Hemsley (a sister duo with a strong focus on wellness and nutritional foods). The opening dovetailed with the store’s EveryBody campaign, whose program included talks on beauty, wellness and spirituality, along with classes by London-based yoga studio Yung Club and Psycle, known for its high-intensity spin classes.  

US department store Bloomingdale’s hosted in-store fitness classes for a day in August 2016 to raise money for Fashionable Fundraiser. And in spring, Hong Kong department store group Lane Crawford launched The Fit Room— tagline “Fit for Modern Living”—with a series of in-store fitness events to complement its edit of athleisure fashion, beauty and lifestyle accessories.

The worldwide athletic wear market is forecast to grow more than 30% by 2020, according to a Morgan Stanley report. No wonder luxury stores are swooping in to take a slice of this market, and boosting their retail offering with in-store fitness events and facilities. 

For more trends in health and nine other consumer sectors, download your complimentary copy of The Future 100 here.