Dubai PR Network, Online Press Release from Dubai and Middle East
 
Social Media & People(Entertainment)
Filter PR by
  
Consumers Expect All Brands to Provide Wellness Offerings, New Ogilvy Study Finds
 
Consumers Expect All Brands to Provide Wellness Offerings, New Ogilvy Study Finds
Ogilvy's New Study is the First to Quantify Wellness Gaps for Brands Looking for Growth
 
October 14, 2020:  The US$4.5 trillion global wellness economy – growing twice as fast as the global economy – is now so pervasive that for 73% of global consumers, wellness is now considered an essential element of a brand’s strategy. The Ogilvy Wellness Gap study released today has, for the first time, quantified the gap between consumers’ wellness expectations of brands and how they judge delivery against those expectations in seven key sectors – food, snacks, skincare, airlines, hotels, cars and banking.
 
Ogilvy surveyed 7,000 consumers from 14 countries across 4 continents to gain new insight into how they see wellness in 2020 and to help marketers close the glaring opportunity gaps as they look to growth their businesses. This global research was conducted in April 2020 at a time when wellness declined rapidly for many, placing an increasing significance on wellness as we move into 2021.   
 
In 2020, 77% of people say wellness is very or extremely important to them. Yet, consumers are still hungry for more: Hungry for more wellness—80% of people want to improve their wellness; Hungry and expecting—75% feel brands could do more for their wellness; Hungry and frustrated—only 46% feel that brands take their wellness as a priority.
 
Take major wellness industries like food and skincare, which have innovated and grown around wellness for the last two decades. Yet only 41% of global respondents agree the food sector and 53% agree the skincare sector is doing all it should to help them with their wellness.  
 
“Every brand can be a wellness brand now. Wellness is in many ways the more tangible benefit of ‘purpose.’ We think this is very good news for brands. It shows that wellness remains an opportunity for double digit growth by meeting numerous consumer expectations to close the gap,” said Marion McDonald, Ogilvy’s Global Health & Wellness Practice Lead. 
 
Discussing the implications of this study, Benoit de Fleurian, Ogilvy’s Global Planning Lead for Health & Wellness said, “Wellness has created new conversations, new expectations, new purposes – both for companies and individuals. Wellness has inspired new businesses, new brands, new products, new services, new experiences. Wellness has seen companies pivot their strategy, business and portfolio. Wellness has started to revolutionize entire industries, starting with the food and beverage industry.”
 
Every brand can have its fair share of the wellness cake
 
Another important conclusion of the report is that every brand can grow through wellness. Wellness is no longer a luxury sector of spas, nor the preserve of wellness brands; consumers are very clear about it: 
 
• 73% say brands need a wellness strategy as part of their core mission
• 67% say there should be more wellness options, regardless of what they are shopping for
• 52% expect cars, banks or airlines to offer wellness options—almost equal to the snack foods category (56%)
 
Consumers expect every brand to contribute to their wellness. And 59% agree it’s worth paying more for wellness options. 
 
 
Social and purpose, the new frontiers of wellness
 
While healthy meals, good sleep and time to relax remain critical wellness priorities globally, this study finds that wellness is now less self-centered. In 2020, wellness has 4 facets: physical, psychological, social and purposeful. 
 
More and more, people tell us they can’t feel well if they don’t feel connected or if they don’t contribute to making the world a better place.  
 
• 71% say a wellness brand should make a positive difference
• 60% say it should give them a sense of purpose
• 53% say a brand should help them feel connected 
 
This opens many opportunities for brands to form closer bonds with their consumers through activating purpose. Upgrading a brand’s social strategy through the lens of wellness can lead to richer and more personalized connection and more successful social commerce.  
 
Closing the authenticity gap to reap growth opportunities
 
Wellness washing is a significantly growing sentiment among consumers, and we found only 41% agree that brands which make wellness promises are usually believable. Further, 53% say they find it hard to tell the difference between real and fake wellness claims. People want authentic stories, ingredients they can understand, benefits they can believe and most important, brands that deliver on their promises to develop a strong competitive edge. 
 
The wellness economy offers some of the most exciting growth prospects in consumer goods marketing, and Covid-19 will only accelerate this phenomenon. But there is a profound and urgent need to reframe the wellness offer and close the wellness gap for consumers. The Ogilvy Wellness Gap study helps brands find their growth opportunities in the new frontier of wellness. 


Posted by : Dubai PR Network Editorial Team
Viewed 8967 times
PR Category : Entertainment
Posted on : Wednesday, October 14, 2020  1:35:00 PM UAE local time (GMT+4)
Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of DubaiPRNetwork.com.
Previous Story : ÑæÍ_ÇáÏæÑí# (The League's spirit): Combining the love of foo...
Next Story : Instagram Celebrates its Birthday Today!
Email this article Print this article

Share this article with your friends and followers
NewsVine
Back to Section Home

Related Stories



 
 
Most Viewed Press Release posted in the last 7 days
Devika Bulchandani Named CEO of Ogilvy North America & Global Chairwoman of Advertising [4416-Views]
Say Yes to Rejuvenated Skin with Filorga's Anti-Ageing Skincare Regimen [3612-Views]
What You Don't See [2632-Views]
Registrations Now Open for the 3rd Edition of the Dubai Festival City Santa Run [2460-Views]
National Geographic Premieres Virus Hunters: A Chilling Chronicle of the Heroic Experts on... [2374-Views]
Al Tayer Motors Wins Ford Trucks' Champions Award 2019 [2288-Views]
Persil Rewards Aspiring Abaya Designers With Scholarships [2202-Views]
MBRU-LED Genetic Study Reveals Crucial Insights Into Make-up of MRSA Superbug [2050-Views]
Discover Your Perfect Shade of Beige this Autumn/ Winter from Emilia-Romagna [1976-Views]
DHA Approves Saliva for COVID-19 Testing in Children [1870-Views]
UK Ambassador to the UAE Receives Latest Update on Covid-19 Vaccine From SEHA [1865-Views]
UAE Businesses Urged to Follow WHO Legionella Guidelines To Avoid Health Risks [1816-Views]
Invesco Analysis Shows Investors Using Futures for Gold Exposure May Be Overpaying [1800-Views]
Samsung Invites UAE Consumers to Experience the All New Air Dresser at Galeries Lafayette [1722-Views]
Philips World COPD Day Survey Reveals Global Shifts in Awareness and Action Surrounding Re... [1714-Views]
Karl Lagerfeld Introduces a New Style in the Fall-Winter 2020 Eyewear Collection [1714-Views]
Sanctuary Refined: New Lincoln Nautilus Brings Serene Design, Elevated Technology to Midsi... [1710-Views]
IATA Travel Pass Key to Reopening Borders Safely [1660-Views]
AquaChemie Breaks Ground on $40 M Petrochemical Terminal at Jebel Ali Port [1648-Views]
Dubai Health Authority Launches a New Stand-alone Laboratory Facility [1603-Views]
"Be Flawless" for the Perfect Complexion [1587-Views]
3 Day Super Sale Offers Up to 90 Percent Off Big Name Brands [1558-Views]
Emiratis Al Hassani and Al Zeyoudi Bag Men's Honours at Al Marmoom Dune Run [1546-Views]
Millions of Lung Cancer Patients See Gene Therapy and Immunotherapy Medical Innovations as... [1537-Views]
Preliminary Camel Race for the National Day Camel Marathon kick-off on Friday, 27 Nov [1537-Views]
 
RSS Facebook Twitter LinkedDin
 
Top Sections
 
Top Stories