TRENDS 8
WELLBEING TRENDS TO PEP
UP YOUR VENTURE
Growing numbers of consumers are taking greater ownership of their health, which offers a potential tonic for businesses too, as Will Higham explains
Will Higham is a consumer strategist, futurist, speaker and founder of Next Big Thing. Share your thoughts on retail innovation with him via:
next-big-thing.net @nextbigthingco
01 / WOKE TO SLEEP We are all waking up to the importance of sleep to our mental health. Books on the topic have become bestsellers, while the number of searches on Pinterest for “sleep optimisation” increased 116 per cent last year. There’s growing interest too in the restorative power of sleep to ward off chronic ailments. It’s part of a broader trend for recovery and self-care – cherishing, rather than pushing, our bodies.
02 / SEEING THE LIGHT One widely suggested sleep cure is to reduce exposure to HEV, the blue light emitted by most mobile devices. With some studies suggesting a link to cancer, might it become the new UV? If so, there’ll be potential for “anti-HEV” goods. This is part of a growing consumer desire to fight the toxic effects of the modern world. The next battleground is the home: concerns that cleaning products are weakening our immune systems will drive sales of “microbiome- friendly” alternatives.
I
n a disorderly world, consumers are focusing on the few things they can control. Distrustful of big banks? There’s a fintech app for that. Want to avoid the threat of redundancy? Become an entrepreneur. The wellbeing trend, in which people are taking
more responsibility for their own health, epitomises this movement. Sales in this market are rocketing – the Global Wellness Institute believes that it’s worth £3.25 trillion. Here’s a selection of wellbeing trends that offer opportunities across a range of industries.
One-track mind: developed with the help of sports
scientists, Asics’ 150m ‘blackout’ circuit in east London removes all distractions, helping runners to focus on their task
03 / SLOW FITNESS In recent years the fitness industry has focused on fast and furious stress-busting workouts, but we’re seeing a rise in mellower methods. Low-intensity steady-state programmes provide a long period of gentle exertion. This reflects a growing interest in evening gym sessions rather than morning ones. Later workouts are potentially more effective and – cross-trend alert – they help you to sleep better. Asics’ new running track takes a similarly mindful approach: apart from a spotlight for the runner, the circuit is pitch black, providing no piped music or any other unnecessary stimulation.
04 / HOME HELP Busy Britons are looking for ways to get healthier without leaving the house. Sales of
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