How 3 Brands Tackled Health Over Wealth as a Creative Challenge

  • Categories:

    Creative, Industry Trends

  • Date:

    October 20, 2020

How 3 Brands Tackled Health Over Wealth as a Creative Challenge



Creative
Industry Trends

The wellness industry is booming, and it’s about much more than green juice and vitamin supplements. Today, people are increasingly prioritizing their physical and mental health — and extending that focus to their homes and lifestyles.

Life in 2020 has cast an already growing trend fully into the spotlight.

Overall spending may be down in a year dominated by the COVID-19 pandemic, yet data shows consumers are still interested in making an investment in themselves and their homes.

  • For example, a recent survey from the Home Improvement Research Institute (HIRI) suggests homeowners have increased spending on home improvement projects in the last three months. What’s more, nearly one-third of those surveyed say they’re planning additional projects for the next three months.
  • Market research from the National Association of Realtors found 71% of those investing in their homes seek to improve their quality of life rather than making the space more attractive to future buyers — suggesting that finding health over wealth is now top of mind for consumers.

Marketers can make a connection with their target audience by speaking to this evolving perspective of wellness at home. And, while there are no one-size-fits-all solutions to this creative challenge, these three approaches helped three smart brands pull it off.

1. Bring the outside in.

VELUX® skylights gives homeowners the opportunity to connect with nature from the comfort of home. The brand’s influencer program lets real people tell the wellness story, illustrating unique uses and benefits of the product. One influencer, food blogger and autoimmune protocol diet expert Mickey Trescott, installed VELUX Solar Powered “Fresh Air” Skylights in her kitchen because of the many health benefits natural light and fresh air offer, especially for those with autoimmune conditions. Armed with research and personal experience, Trescott makes a compelling case for skylights.

Especially as more people are working remotely, many are asking, “How can I make this feel better?” From incorporating more daily exercise to meditation, consumers have endless options. But interior design blogger Bre Bertolini took a different approach to enhancing work-from-home conditions by adding skylights to the oddly shaped nook in her bedroom that doubles as her home office. The relatively small renovation creates an instantly more beautiful, functional and positive workspace experience with the addition of natural light. Bertolini shared the difference through her blog as well as striking visual differences in the before-and-after photography.

2. Give people permission to roam.

For many, the pandemic put what’s important into perspective. While priorities of years past may have been centered on material possessions, dining out and visiting certain hot spots, consumers are living life more intentionally and spending more time outdoors in 2020.

The National Association of Realtors found 24% of surveyed homeowners are interested in moving away from the city center in favor of small towns and suburbs. Similarly, one in four is considering purchasing a second home.

Palmetto Bluff, which offers a place to both visit and live, beautifully emphasizes this connection to nature through 20,000 acres to partake in outdoor pursuits, community and a more balanced life. Driven by unique experiences and sweeping landscapes, the creative strategy encourages curiosity to roam and relax away from the hustle and bustle of city life.

3. Make luxury guilt-free.

Steam showers may feel, at first, like a luxury. However, if you consider the ancient practice of steam bathing’s many wellness benefits, you can also view it as an essential component for living and being well. Providing relief from symptoms of allergies, colds and seasonal flus as well as enhanced athletic recovery and glowing skin, this multitasking wellness tool works hard for those who make it a habit. And, because a steam shower uses only a fraction of the water and space required by a bathtub, it’s well positioned to become a bathroom necessity for conservation-conscious consumers.

That’s why this campaign from MrSteam encompasses mind, body and spirit. The look is simple, clean and warm, bolstered by testimony from customers who have enhanced and optimized their well-being with a regular steam shower habit. Rather than indulgence, the resulting message is one of self-care and investment.

While the details are different, the central theme of these stories comes back to one important idea: When things are tough, it’s possible to take those current spaces and lifestyle conditions and redesign them in a way that better supports well-being.

Can your brand make its own compelling case for creating healthier spaces at home? Email me to learn how Wray Ward could help you tackle that challenge.

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