RESEARCH
New attitude A
shift is occurring in the well- ness consumer segment in the US – a market which has dou- bled in the last 10 years and is part of a global US$500bn sector which, according to Paul Zane Pilzer’s book The Wellness Revolution is set to become the next US$1 trillion dollar industry. There has been a signifi cant change in attitudes as individual wellness has become more prev- alent and planetary health, such as climate change and sustainability is more top of
Civano Living’s Kevin Kelly explains why there’s a shift in the attitudes and values of spa and wellness consumers towards relationship building and sustainability and what this means for the industry
mind. So, what’s the reason for this change? How big is the market and just what are the shared attitudes and values of today’s well- ness consumer?
A CATALYST FOR CHANGE In 2002, as president at Canyon Ranch, I commissioned the psychographic research firm American LIVES to examine the attributes of the affl uent wellness travel- ler with a focus on baby boomers in the US – amounting to 78 million US citizens aged 46-65. At that time, the research con- cluded approximately 40 per cent of those baby boomers were interested in health and wellness programmes, such as pre- ventive medicine, healthy dining, fi tness programmes, spiritual quests and mas- sages. A report we released in late 2011 The Boomer Values Realignment Study (see p144), found this wellness interest had grown to over 80 per cent. And, in both studies, almost a decade apart, the majority of respondents agreed that they measured their sense of wellbeing by how
“hopeful, joyful and energised” they felt. In essence, personal wellbeing is determined by an emotional outcome or aspiration. The study also found common values connect- ing the consumer’s interest in personal and planetary wellbeing. According to Brooke Warrick, president of American LIVES: “Deeply rooted atti- tudes and values do not change easily or often.” They change if there’s an emotional event that traumatises or inspires the indi- vidual or culture. In the US three events occurred in recent years that together act as a catalyst to alter attitudes, values and behaviour. The fi rst, is the life-stage baby boomers fi nd themselves in at their age: a more refl ective period with new priorities. The second, is the vulnerability and shock people felt due to the economic down- turn. The third, is concerns over whether the US’ infrastructure, economic, educa- tional, and political systems are up to par and capable of competing and leading in a global economy. In our 2011 Boomer Val- ues Realignment Study, 70 per cent of the
In both studies, almost a decade apart, the majority of
Over 80 per cent of baby boomers in 2011 were interested in healthy living
14 spa business handbook 2013 2
respondents agreed that they measured their sense of wellbeing by how ‘hopeful, joyful and energised they felt’
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© YURI ARCURS /
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