WELLNESS & BETTERMENTF u t u r e T h i n k i n g

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FBMR30001 : Fashion Marketing and Branding Project Declaration

This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University's regulations on assessment contained in its handbook.

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Print name ………………………………………………………………............................................

Date 10/11/2016

Word Count: 3296

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04Introduction

06What Is Wellness?

08The Evolution

of Wellness

10Trend Drivers : Movements of

Influence

16Trend

Consequences

18Industry

Implications

27The Future Of Wellness

28Conclusion

30References & Bibliography

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Fig. 1

Introduction & Methodology .

This report will explore the macro trend of Wellness; examining its evolution from a revolutionary concept in 1948 to a highly commercialised multibillion dollar industry in 2016. Identifying and discussing crucial drivers and stimulus will determine an understanding of what facilitates trend development and the influence wellness has on society and consumer behaviour. Thus, aiming to appreciate impacts on different industries and consider the future of the trend.

In order to conduct a robust report, a variety of secondary sources have been rigorously reviewed. Reports from market researchers and forecasters Mintel, Trendwatching and WGSN and industry news publications Drapers and Forbes have been referenced greatly, complimented by journals, books and documentaries. A key limitation of these sources was the narrow geographical locations of the writers and authors, as British and American opinion and research features most prominently. Therefore, a critical approach was undertaken when evaluating papers, which allowed for the discovery of key highlights and contributions to be further developed, within the field of wellness and interconnecting industries.

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The use of the word ‘wellness’ dates to the late 1940’s when physician Dr. Halbert Dunn spoke at seminars and wrote the book High Level Wellness for Man and Society. His interest in the topic was inspired by the change of emphasis on health in that era. The World Health Organisation articulated in 1948, “Health is a state of complete physical, mental, and social well-being and not merely the absence of disease and infirmity.” Dunn therefore inferred that the state of being well, was not simply a state of ‘unsickness’ but “a fascinating and ever changing state that’s exploited in every dimension of life.” (Dunn 1959).

A present day assumption of wellness is that of an amalgamation of words, wellbeing and fitness, however, a more tangible definition from the National Wellness Institute (2016) states: “a conscious, self-directed and evolving process of achieving full potential.” W

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National Wellness Institute (2016)

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A shift in western culture after World War 2 was arguably the catalyst for changing social, economic and political character of civilization; Dunn argued this demanded a need for a new perspective on health. The hailed ‘father of wellness’, he defined this shift through stipulating four significant areas of change that were evident in that era and impacted on understanding and culturing good health:

1. A shrinking world2. A crowded world3. An older world4. A world of mounting tension

Therefore meaning that communication methods, rapid increase in population, ageing population and a quickening tempo of modern life were changing the characteristics of health problems. As a result, Dunn hypothesised; “Chronic illness and mental disease are far more prevalent. A great range of neurotic and functional illnesses, which won’t destroy life but which interfere with living a productive and full life, are on the increase.” (1959) Wellness by Dunn’s definition was therefore measured on an axis of health whereby high level wellness emerges in circumstances of both favourable environment and peak physical health. (see appendix 1) Dunn forecasted that the future path for both medicine and health would lie largely in concentrating substantial amounts of interest in raising general levels of wellness in all people. (Dunn 1959) A prediction that is arguably emerging in society today.

It wasn’t until 1970 that Dunn’s work began to receive recognition, when Dr John Travis took interest in his research and opened the world’s first wellness centre. (Global Wellness Institute 2016)

Referencing the wealthy residential community around Mill Valley, California in the 1970’s, Travis explained “If people have reached material success and they are not happy, maybe they will try something else, because they can afford to pay for it.” (British Vogue 2016) This epiphany has been identified as ‘The Tipping Point’ which has seen the 21st century embrace wellness as a fully commercialised industry. Work cultures, social norms and innovations in fitness, diet, healthy living and wellbeing are increasing rapidly and as a result wellness is transforming every industry from travel to agriculture.

The Evolution Of Wellness .

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Constant Connectivity. Community and connection with the physical world are essential attributes to the idea of wellness but are not aligned with commercialisation interest in the current digital era. (Dr Travis, cited in Vogue 2016) Findings from a study by Sir Gary Cooper, professor of organisational psychology and health at Lancaster University revealed that connectivity via smartphones has facilitated an “email epidemic” where “employees want to be seen to be available by email at all hours. It is causing stress and depression, and in turn making workers less efficient” claiming poor health and ‘burnout’ are the inevitable result. (Kotwinski 2016).

Interestingly, Josh Bayliss, CEO Virgin Group, understood how engagement and wellbeing at work can be inhibited as a result of too much time spent in front of a computer and recently enforced a requirement that some employees turn off emails for two hours a week in a bid to improve their wellbeing and creativity. (Mezzofiore 2016)

Reconnection, rest and renewal are expressed as highly important antidotes to constant connectivity. (Steinbrech 2014) There is “a common complaint from leaders and associates alike that our ubiquitous connectivity makes us long for a deeper more meaningful connection... to people. Our technology, although it enables us to connect, can also drive us apart from each other.” Such perspectives have fuelled a ‘digital detox’ sensation as people try and re-address balance in their lives. Data from Ofcom revealed “Three in 10 said they had gone on some form of digital detox holiday.” (Jackson 2016) Interestingly however, participants in the study who had grown up with the internet were less likely to see constant connection as a negative behaviour. The Hartman Group (2015) suggests there may be generational differences in attitudes and impacts of constant connectivity, noting that Generation Z (born after 1995) “move seamlessly between digital behaviours and real life. They are already highly proactive participants in health and wellness; More so than any other generation, Gen Z looks to exercise as a way to treat or prevent illness, and it is particularly relevant for emotional and stressrelated issues. For Gen Z, technology is fun, entertaining and useful”. Thus, suggesting constant connectivity does not induce stress, rather that it’s a part of everyday life. This assumption is supported by Reynolds (2016) who argues “using the internet mindfully is not destructive.”

Nevertheless, compulsive internet connectivity has been found to impact mental health, relationships and sleep patterns and positively correlates with a rise in practice of mindfulness and meditation. The conflict of interest between digital and wellbeing has been considered by Buddhify app creator Rohan Gunatillake, who is aware the app industry could be criticised as being far removed from the community orientated essence of wellness. To therefore bridge the gap between digital and community Gunatillake proposes the future of the app will combine the two strands of mindfulness, both digital and traditional, by having teachers more involved with app design. Speaking of digital connectivity, he suggests; “nothing will influence how mindfulness is perceived and practised in our culture more in the next 20 years”. Computer based cognitive behavioural therapy (CBT) has been in clinical use for years but Fleming (2016) suggests “rolling out such services via smartphone apps will make this kind of treatment even more accessible”.

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New Consumerism: Money Can't Buy Happiness.

A fall in sales of cars and home furnishings and shrinking growth figures from Apple in 2015 (Thielman 2016) suggest the demand in the western world for materialistic goods is saturated. “In the developed world, consumers are losing their appetite for more. Even goods for which there once seemed insatiable demand seem to be losing their lustre.” (Hutton 2016) Fundamental forces are holding back consumer spending, beyond disposable income. Arguably, a quest for meaning, aided with more accessible knowledge now begs societies to consider ‘humanomics’ rather than economics and understand consumers are searching for the root of happiness, not more ‘stuff’. Sedlacek, cited in Hutton (2016) states “What we want is purpose and a sense of continual self-betterment, which is not served by buying another iPhone, wardrobe or a kitchen.” This focus exemplifies how a reduction in materialistic spending is driving the wellbeing industry.

Kajer (2015) suggests the culture of consumerism is in a period of change, cementing a position driven by experience and values, rather than price and product. This change in behavior has been coined ‘New Consumerism’ and explained as forming due to a change in consumer attitudes; “It is about today’s consumers reassessing their priorities and increasingly asking themselves what they truly value”. Consumers are developing a more comprehensive understanding of sustainability, authenticity and transparency. “Consumers want to be healthier, they want to have a more satisfying life, they want to have a happier life, they want to have greater well-being and increasingly they look to companies to be able to help them achieve that,” (Hoang 2016) Moreover, Gen Z particularly, are interested in establishing more long term healthy lifestyles, rather than buying fad products which will only satisfy short term, a behaviour which is greatly impacting brand focus. (Bhagat 2016)

The perception of time and experience as luxury is also influential; evident in the global consumer trends 2015 survey data revealed that the prioritisation of experience over belongings was ranked the 3rd most important factor in personal happiness. In view of this brands are advised to “get out of business and into betterness” and embrace principles of wellbeing through a purposeful strategy and empathetic leadership. (Kajer Global 2016)

Gen Z In The Workplace.Gen Z reaching adulthood is arguably driving influence on workplace wellness. A research study on 4,000 workers across 10 global markets, by Morar Consulting and Randstad Human Resources found “Gen Z ranked work flexibility at 19.1%, followed by healthcare coverage at 16.9%. when asked which benefits were most important” (Strauss 2016). Jim Link, chief HR officer at Randstad explained “The fact that (Gen Z) rate workplace flexibility even over healthcare is fascinating to me…That’s the first time we’ve seen that.” Moreover, The Future Laboratory predict that Gen Z, will make up 20% of the industry’s talent pool by 2020 (Kemp 2016) It could be argued this attitude of self-awareness and prioritization of preservation is fundamentally changing the view that burn out and long hours are necessary for success. In comparison to Millennials, Gen Z are choosing opportunities for holistic growth and work-life balance over salaries. This is encouraging change in business recruitment as new workers view their well-being and mental health as the ultimate bottom line. “To keep pace with the best talent, brands are starting to use forward-thinking employee benefits as a marketing and recruitment tool…Companies now have to think of themselves as employment brands.” (Schneider 2016)

In view of this, Rossi (2016) believes employers must care about their employees beyond the corporate environment and support them across all aspects of their lives. “The real trailblazers are the employers that think creatively about the people first. They judge employees by outcomes rather than attendance, and ensure they give them the tools that they’re happy to work with.” It could therefore be argued future professional success will be defined by embracing trust and allowing empowerment to let individuality thrive, opposed to “always being present at the workplace and often for more hours than required”. (King 2016)

The Age Of Curation and Selectivity.Digitalisation has increased consumer expectation from brands to provide more individualised offerings. “Expectations created online are converging with those created by new health tech to drive demand for health and wellness products, services and experiences that are personalised around the individual.” (Trendwatching 2016) The food industry is noticing this behavioural shift and reacting with new business models, therefore facilitating the wellness trend. “At food retail, customisation is important to shoppers; grocery food bars offering inexpensive, freshly made meals that can be personalised can assist in health and wellness goals.” (The Hartman Group 2015) Vita Mojo salad bar have built a business based on the trends of personalisation and self-tracking by allowing customers to choose a mix of ingredients using instore iPads “by using sliding bars to specify how many grams of each ingredient they want. Dynamic charts automatically show how this affects the meal’s nutritional content and the price.” (Trendwatching 2016)

Health conscious consumers’ emphasis on nutrient dense diets, adapted to maximize energy and performance, is filtering down to mainstream consumers. A rise in plant based eating implies consumers increasingly understand nutrition and have confidence to apply an eating style that optimises their individual physical performance and moral stance. Fresh Fitness Food have positioned as part of the holistic wellness community, carving out a niche offering by adopting a scientific approach to create precise, consistent and highly personalised plans with the view of helping clients hit their health and fitness goals. (Hill 2016) Additionally, a report from Hartman Group informs “Contemporary diets are personalised and all about balance, wellness and energy. This is shorthand for feeling lighter, better digestion, reducing inflammation and ultimately feeling good and being happy.” (Forbes 2015) It is assumed therefore, that this attitude has been influential in the increase of flexitarian-ism and #IfItFitsYourMacros eating. The common ground between these eating habits, being the element of selectivity, demonstrating how consumers are confidently and consciously making elective diet choices; favourable for both personal health and the environment.

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DNA Personalised. Technological advances have accelerated individualised healthcare, via developments in DNA personalised medicine, treatments and fitness and diet advice. Valued at $534 billion, preventative and personalised medicine in the public health sector of industry is fast propelling the growth of the global wellness economy. (Global Wellness Institute 2016). Impacts on the future of cancer treatment may be revolutionary; Baroness Delyth Morgan, explained “Personalised medicine represents the future. Everyone’s breast cancer is different, and the better we can target drugs to the exact make-up of a patient’s tumour, the more effective we will be in stopping this dreadful disease.” (Donnelly 2016)

In addition to medical treatment, DNA developments are allowing genetically tailored fitness regimes to be more accessible. “DNA Fit sees a team of experts using cutting-edge molecular technologies to analyse the relationship between genes, nutrition and lifestyle. The resulting data reveals insights into gene variants which affect power, endurance, injury resilience and saturated fat intake.” (Bailey 2016) New brands are being inspired by pioneers such as genetic technology firm 23 and Me who create an at-home genetic testing kit, which reveals information from food intolerances, to the likelihood of inherited disease. In view of this Bailey (2016) suggests “the emergence of these easy-to-use tests indicates the rise of a new consumer dedicated to knowing their own body inside and out.” Perhaps, making way for creativeindustries to embrace the roles of genetics wellness in their developments. However, in opposition, The Washington Press (2015) warns there are still large uncertainties around risks to human health in this field and grave social consequences to where the line is drawn ethically.

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The Healthcare Challenge. In both developed and developing countries, a challenge for economies is enabling healthcareaccess to all, as the population of over 60’s grows rapidly. Moreover, increasing rates of chronic but preventative conditions, such as obesity and diabetes, are forecast to continue to inflate healthcare costs. Research revealed currently the average spending ranges from 5 to 10% of the GDP in most countries. (Frost & Sullivan 2011). However, with the growing ageing population, the per capita healthcare spending is rising faster than per capita income and is expected to rise to between 20 and 30% of GDP by 2050. Actions to therefore change the focus on healthcare from treatment to prevention must be applied in order to substantially reduce the overall cost. With health apps and fitness trackers, employers and healthcare providers can analyse an increasing amount of data, which can be used to raise awareness of health issues. Trend One (2016) suggest soon “automated systems offering preventative diagnostics will help lower inhibitions about regular check-ups. The advantage is that such systems can measure many bodily functions very quickly, which provides the basis for downstreamed, personalised healthcare coaching.”

In view of these predictions, a new framework and educational policy is forecasted to shift healthcare focus to the individual being empowered and responsible for his/her well-being, which will likely accelerate the growth of the wellness industry further. (The Hartman Group 2015) See appendix 2.

“We’re used to constant connectivity so being deprived of it is causing what is referred to as disconnect anxiety, with people experiencing negative emotional feelings when they are unable to get online. Connection via social media can have an adverse effect on our levels of happiness.”(Beattie 2013)

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Sportspitality. Demand for fitness and maintaining high performance living, away from home, has fuelled fitness industry collaborations with high end hotels. Despite hotels taking notice of consumer’s fitness priorities “84% of hotels have a fitness centre or exercise room — up from 63% in 2004” (Hickson 2016), there is growing scope for the high end market to capitalise on demand. “Imagine your favourite cult boutique gym fused together with all the comforts of a luxury hotel. Because that’s exactly what major fitness players like Equinox and Exhale are doing — developing gym-branded hotels.” The trend navigates a new direction for hospitality as “hotels can no longer treat gyms as peripheral add-ons, and need to integrate them fully with their offering” (Walter Thompson Intelligence 2015) Furthermore, it is expected “hotels across the globe will adopt more wellness friendly practices such as replacing carpet with wood floors, creating light therapy offerings, and adding air purification systems” allowing for guests to be inspired, not limited to maintain workout schedules. (Shaffer 2015)

“Wellness is the must-have hotel amenity, that is only gaining momentum. Sleep is the new sex, meditation is the new massage, and working out has become a passion. No wonder hotels are incorporating health and fitness into their DNA.” (Well and Good 2016)

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Influences from the identified trend drivers, contribute to the fast evolving nature of Micro Trends. Consequences of the wellness trend in 2016 are personified through the key topics of Sportspitality, Healthonism, Mindfulness and New Minimalism.

Trend Consequences .

Healthonism . Research Group J.W Thompson credits the emergence of ‘Healthonism’ with “Consumers increasingly engaging in health and wellbeing in a contradictory, divergent, have-it-all way, putting healthy habits alongside fun.” As an anti-dote to self-righteous and strict healthy lifestyles, millennials particularly are displaying detox-retox behaviours, offsetting alcohol with antioxidants and attending sociable workouts where atmosphere and music is synonymous with nightclubs. Hilary Gilbert, founder of Boomcycle, suggests there is a natural synergy for enjoying both health and partying. “'healthy hedonists’ simply like working out and going out and recognise the two aren’t mutually exclusive anymore.” (Jones 2016)

Mindfulness . Mindfulness is simply being present in the moment and consciously aware of thoughts, feelings and behaviours. It was however declared a movement and brought to popularity in western culture as society became more stressed and less focused in the 21st century. (Rinzler 2014) Arguably, Mindfulness has grown to mainstream popularity as people are more forceful in a quest for optimisation; consumers want to be optimal versions of themselves, the most effective and efficient and believe practicing mindfulness will aid this.

New Minimalism . Driven by concerns for establishing a long term healthy lifestyle, consumers are seeking sustainable progressive behaviour via decluttering. “The philosophy of new minimalism advocates “buying less but buying better” whereby consumers take more time to purchase few-er goods of a higher quality and staying more organized overall.” (Bhagat 2016) The infamous success of author Marie Kondo’s book, The Life Changing Magic Of Tidying Up has arguably been instrumental in bringing the concept to mainstream attention.

In fitness, minimalism is illustrated where primal, outdoor and low-tech workouts are experiencing growth, arguably driven by research showing that due to humans’ natural competitiveness, “people achieve better results when training in small groups; using social interaction as a motivational tool.” (Varga 2015)

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The wellness macro trend has substantially impacted many industries; as consumers internalise it as an integral part of a sustainable future and their own contentment. These underlying principles have enabled the prioritisation of experience over materialism which is forcing industries to think more holistically and dynamically about their behaviour. Companies quick to showcase this mind set and make consumers feel good about what they are buying, are arguably re-defining their sectors, where “future brand value will depend on supporting consumers' health and wellbeing goals.” (Stylus 2016)

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1.0 Retail The concept of ‘Stealth Wealth’, whereby shoppers flaunt their wealth through healthy lifestyle choices, not by buying tangible products, has been driven by the wellness trend and is impacting the fashion and food industries greatly. (Bell 2015) As consumers are increasingly feeling driven, the need for added value and a feel good experience is facilitating a change in retail within these sectors.

“Sustainable success requires that both retailers and suppliers truly understand the why behind the consumer’s wellness journey, so that they can respond with relevant, exciting and authentic product solutions and services.” (Smith 2016)

1.1 Building Community

The view of retail destinations as places that facilitate social interactions and add value to consumers psychologically is believed to change the retail landscape this decade. Arguably, leveraging a redefine that shopping means to meet, mingle and be well. (Smith 2016). Retail is expected to explore new destinations and increasingly locate in experiential environments, mixing material consumption with leisure. Furthermore, wellness-oriented consumers are increasingly seeking community connections to provide validity to their choices. Canadian active wear brand Lululemon strategically host one day events, to emphasise brand culture, where likeminded consumers can bond. “The driving ethos behind the brand is a culture of self-improvement, showcasing fitness, nutrition and beauty trends, to provide a holistic brand experience allows the company to cement themselves in consumers’ minds as a complete lifestyle brand.” (Sherman 2016)

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1.2 Convenient StylingChanging trends in fashion have always reflected large-scale social and cultural changes. (Lynch and Strauss 2007) A generational shift to wearing less formal fashion styles for previously formal occasions, has induced a rise in sportswear as part of everyday dress code. In respect of this, USA CEO of Sweaty Betty Erika Serow informs; “business casual was the thing of the 90s, and denim was the thing of the 2000s, active wear is now that. This is not a trend; this is simply how people dress.” It is therefore assumed brands will deliver a “healthier fashion future, built on extreme new ideals of comfort” to satisfy customers psychologically and physically. (Stylus 2016)

Athleisure is a trend credited with “saving the British high street” and has grown 7.0% since 2014. (Armstrong 2016) In 2016, spending in the UK was £5.1 billion, up from £4.8 billion in 2015. Arguably the trend is presently too established to be labelled a fad, but has created a new niche in the casual wear market. Globally, predicted growth is to reach $83 billion by 2020, taking market share from non-athletic apparel. Fig.16 reveals the rise of the trend internationally, with sales increasing from $197 billion in 2007 to over $350 billion by 2020. (Speculations 2016)

Millennials increased health consciousness and need for convenience and versatility are key drivers behind the emerging longevity of athleisure, as workout clothing has become equated with style and a way for consumers to communicate that they consider health and wellness to be a key part of their lives. (Krasiel Alexander 2016)

In addition, conscious consumers are realising the impact fashion has on sustainability and scarce resources. Shoppers are putting pressure on brands for greater transpar-ency in the fashion industry supply chain and therefore greater accountability for their actions. (Walwork 2016) As the wellness trend is driving shoppers to consume mindfully, it is increasingly important that brands are ethically-aware and take moral responsibility.

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1.3 Clean EatingClean eating is a dominant symbol of wellness and ‘wellthness’ and has globally impacted the sales of food labelled as being organic or superfoods. Martin Kemp MD of power food brand Naturya claims; “I don’t see it is as a fad, but more of a zeitgeist movement of people taking responsibility for their own health”. An increase in Paleo eating habits (whereby processed and refined foods are limited or excluded) has hugely impacted on the sales on raw fruit and nut bars. In 2015, The Primal Pantry experienced sales triple, taking turnover to £3m in year three of business. (Burn-Callander 2015) In relation, nutritionist Samantha Gowing suggested mainstream western society will soon see “a swing back from a hysterical preoccupation with dieting to a calmer approach to real food and wholesome nutrition” when presenting at Global Wellness Summit 2015. Explaining that a fixation on certain superfoods and relying on importing such vast quantities was “leading towards an environmental collision course.” She continued that “Global ecosystems are being disturbed by such increased levels of farming foods such as quinoa, goji berries and chia seeds.” Therefore proposing, the future of healthy eating will return to greater consumption of sustainably sourced, seasonal food, grown and eaten without the air miles. Gowing added this consumption behaviour would be a “welcome return to eating for pleasure” and step away from the obsessive niche dieting in western cultures.

Conversely, Wall Street Journal reporters Jargon and Gasparro (2016) credit Moringa with being the next big mainstream superfood. Curiously, as the plant can only be grown in tropical climates, such as parts of Latin America and Africa, plans for it to be commercially grown to cater for European demand are expected; despite the unfavourable impact on female farmers in Ghana and Haiti. Although, Jargon and Gasparro are in agreement with Gowing that laggard consumers will also soon come to realise that the less processed and simpler the ingredients, the better, arguably contributing to the death of the ‘Diet’ industry, there is conflict in whether consumer attitude and behaviour are in sync.

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2.1 DIY BeautyHolistic consumerism is driving a change in beauty; “natural ingredients have acted as a catalyst in the rise of ‘kitchen beauty’ – products that can be made at the kitchen, but still reflect the latest cosmetic innovation.” (Mintel Group Ltd 2015) Origins have applied this insight to their latest skincare launch, by providing consumers with the tools and knowledge to create their own skincare solutions. Ritualitea Tea Powder Facemasks require the user to mix the raw powder with water and whisk into a paste before being applied, arguably giving the consumer an extended brand experience and tapping into demand for DIY and individualised concepts.

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2.0 Beauty WGSN recognises wellness as being hugely influential over the next decade as terms ‘ethical beauty’ and ‘clean beauty’ become the norm in the industry. Consumers want products that are not only good for the skin, but less harmful to the environment and in response, brands are using natural ingredients and select terminology to communicate benefits.

2.2 Ingestible BeautyConsumers are becoming more informed about how improved wellness can benefit appearance, which is driving the connection between skincare and food; opening up new niches. Ingestible beauty is expected to grow as consumers increasingly look to create beauty from within and understand that the convergence of food and product will provide them with the benefits and convenience they demand. Collagen infused drinks such as Botanic Lab and Vitness and dark chocolate infused with hyaluronic acid and vitamins such as Nutricoa are predicted to increase in popularity as the beauty industry strives to incorporate wellness in innovations. (Hill 2015)

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3.0 Travel The wellness trend has profoundly changed the travel industry. Modern life’s relentlessly hectic pace, crowded urban living and detachment from nature has led to the fast growth of wellness tourism and portable products.

3.1 Wellness Tourism According to Mintel (2016), wellness tourism can be defined as ‘travel for the purpose of developing, maintaining and improving one’s health and wellbeing through physical, psychological or spiritual activities.’ Despite the label of being a niche market, wellness tourism is growing twice as fast as global tourism and stands as a $494-billion industry. Tourists are looking to progress their wellness paradigm to a higher level (See Appendix 3) and understand travel can facilitate relaxation and inspiration. “Luxury spa resorts with a focus on pampering and stress reduction are the favourite wellness destination for Baby Boomers and older tourists.” (Mintel 2016) However, Gen X and Millennials are becoming the core demographic of wellness tourism; Research demonstrates this demographic “favour beach-focused holidays, authentic yoga retreats and eco-resorts in wild nature with hiking, adventure and wildlife. They rate volunteering and helping out in local communities more important than traditional sports amenities.” (Kelly 2016)

3.2 Convenient InnovationAs globalisation and digital advances make travel quicker, easier and cheaper more consumers are ‘living out of a suitcase and finding it hard to maintain health equilibrium.” (Well and Good 2016) In view of this, brands are responding with mindful inventions for consumers on the go. Pique Tea recognised that regular flyers needed powerful antioxidants, vitamins and amino acids to enhance their immune system, but carrying tea bags and allowing for brewing time were not convenient. In a mission to “make the worlds’ healthy and most mindful beverage, as easy to consume as water” they created “instant tea crystals made from premium, slow-brewed, whole tea leaves and available in pocket-friendly pouches.” (Pique-Tea.com 2016)

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Wellness is a trend that has significantly impacted how consumers interact and react to brands. Accenture (2016) suggest “companies outside the traditional consumer health industry are entering the market to fulfil the unmet needs of the health oriented consumer.” As consumers become increasingly empowered by knowledge, a more expansive approach is predicted to be applied by brands. A more positive outlook, placing greater emphasis on end benefits and personal relevance and even the social and global impacts, is required. (Daymon 2016)

“Beyond innovation, the future of health and wellbeing, centers on our elevated sense of purpose in life.” (Rold 2016)

The Future Of Wellness .

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“Wellness is experiencing a

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Conclusion .

A significant thread running through reviewed research is that wellness is a trend emerging more forcefully in public consciousness and brand behaviour. Personal engagement, meaningful connection, clear sense of culture and responsible conduct are core principles companies must adopt if they are to earn consumer spending; as the future looks like betterment and self-actualisation are perhaps the forthcoming meanings in consumerism.

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Armstrong, A. (2016) The Rise of Athleisure: How The High Street is Cashing in On Office-To-Gym Wear. Available at: http://www.telegraph.co.uk/business/2016/09/17/the-rise-of-athleisure-how-the-high-street-is-cashing-in-on-offi/ (Accessed: 4 October 2016).

Bailey, E.G. (2016) DNA Developments. WGSN Report. [online]. Available at: https://www.wgsn.com/content/board_view-er/#/64024/page/5 (Accessed: 28 October 2016).

Bell, A. (2015) Wellthness. WGSN. [online]. Available at: https://www.wgsn.com/centent/board (Accessed: 31 October 2016).

Bhagat, A. (2016) A little is A lot: Health and Wellness Trends 2016. Available at: http://www.huffingtonpost.com/alisha-bha-gat/a-little-is-a-lot-health-and-wellness-trends-2016_b_9393638.html (Accessed: 4 October 2016).

British Vogue (2016) What on earth is wellness? With Camille Rowe. [Video] British Vogue. Available at: http://www.vogue.co.uk/video/what-on-earth-is-wellness-full-series (Accessed: 20 October 2016).

Burn-Callander, R. (2015) British obsession with ‘paleo’ diet bulks up nut bar sales. The Telegraph. [online]. Available at: http://www.telegraph.co.uk/finance/businessclub/sales/11809601/British-obsession-with-paleo-diet-bulks-up-nut-bar-sales.html (Accessed: 1 November 2016).

Daymon Worldwide (2016) Daymon worldwide releases ‘What’s next in Wellness’ global retail trends Impacting retail success. Bsuiness Wire. [online]. Available at: http://finance.yahoo.com/news/daymon-worldwide-releases-next-wellness-150300933.html (Accessed: 1 November 2016).

Donnelly, L. (2016) ‘Most exciting cancer treatment since chemotherapy’ could save patients using DNA tests. The Telegraph. [online]. Available at: http://www.telegraph.co.uk/news/2016/06/03/most-exciting-cancer-treatment-since-chemotherapy-could-save-pat/ (Accessed: 27 October 2016).

Dunn, H.L. (1959) ‘High-level wellness for man and society’, American Journal of Public Health, 49(6).

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Forbes (2016) Modern eating ideologies: How and why we diet today. Forbes. [online]. Available at: http://www.forbes.com/sites/thehartmangroup/2016/09/23/modern-eating-ideologies-how-and-why-we-diet-today/#2c08e79418a2 (Accessed: 27 October 2016).

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Fig 5. Etsy (2016) World map print phone case Available at: https://www.etsy.com/listing/252611362/world-map-mar-ble-print-phone-case-iphone?utm_source=OpenGraph&utm_medium=PageTools&utm_campaign=Share (Accessed: 8 November 2016).

Fig 6. Enterprize Hive (2016) Generation Z Available at: http://www.enterprisehive.com/post/generation-z-is-ready-for-college-is-college-ready-for-generation-z/ (Accessed: 8 November 2016).

Fig 7. Vita Mojo (2016) How much should you eat? Available at: https://vitamojo.wordpress.com/ (Accessed: 3 November 2016).

Fig 8. I’m Not Wordy (2016) The Memory. Available at: http://imnotwordy.com/post/52697046898 (Accessed: 3 Novem-ber 2016)

Fig 9. Business Insider (2015) Equinox Yoga Studio Available at: http://uk.businessinsider.com/equinox-growth-plan-and-strategy-2015-4?r=US&IR=T (Accessed: 7 November 2016).

Fig 10. Sweaty Betty (2016) Dare To Bare Available at: http://www.sweatybetty.com/blog/sweaty-betty-x-dare-to-bare/ (Accessed: 3 November 2016).

Fig 11. Stylink (2015) Handwritten Signage Available at: http://www.stylink.nl/blogs/3-blogs/2424-retailtips-7-je-winkel-concept-onder-de-loep (Accessed: 8 November 2016).

Fig 12. VanCtiyBuzz (2015) Lulu Sunset Yoga Available at: http://www.vancitybuzz.com/2015/08/lululemon-sunset-yo-ga-2015/ (Accessed: 7 November 2016).

Fig 13. Lululemon (2016) Ben Into Brunch Available at: http://www.galleriadallas.com/event/lululemon-athletica-bend-in-to-brunch/2015-08-01/ (Accessed: 7 November 2016).

Fig 14. Lydia Millen (2016) Sports Luxe Styling Available at: http://lydiaelisemillen.com/2016/01/sportluxe-styling-to-achieve-your-new-years-fitness-goals/ (Accessed: 3 November 2016).

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Fig 17. The Green Life (2016) Creamy matcha moringa latte Available at: http://www.thegreenlife.ca/creamy-matcha-moringa-latte/ (Accessed: 8 November 2016).

Fig 18. Hazel Wallace (2016) Ritualitea Available at: https://hazelwallace.co.uk/2016/10/press-pause-with-origins/ (Ac-cessed: 3 November 2016).

Fig 19. Hazel Wallace (2016) Press Pause with Origins Available at: https://hazelwallace.co.uk/2016/10/press-pause-with-origins/ (Accessed: 3 November 2016).

Fig 20. Ward, J. (2016) Vitness Tonic Photography Available at: http://julianward.co.uk/news/ (Accessed: 7 November 2016).

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Fig 22. Weelicious (2016) Pique Tea Giveaway Available at: http://weelicious.com/2016/08/11/pique-tea-giveaway/ (Ac-cessed: 8 November 2016)

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Appendix 1: Dunn’s Wellness Axis

Appendix 2: Frost and Sullivan Healthcare Spending by type of activity prediciton.

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Appendix.

Appendix 3: Dr Travis Wellness Continuum