talk

Wellness is the new big American obsession. It speaks to our country’s hunger for continued youthfulness, focus and purpose as different things continue to exert strong pressure on our personal, family and work lives. We’re frankly all a little bit stressed over many things, including the economy, the state of the world, and the environment.

And while technology helps us to catch up by organizing us a bit more, keeping up with the growing base of gadgetry can also add to the worries. As a result we desperately need some space and time to meditate and take care of ourselves. Welcome to America’s heightened search for balance.

This search for the ‘better self’ was begun by Oprah in the late eighties and has increased over the years. Our quest for calm, ironically, is coming at a time when Americans are forced to work and try harder to keep up with the rest of the world. The Asians are kicking our butts in terms of economic growth, and the Europeans and their stronger Euro are putting a break on our ability to enjoy foreign travel. No wonder we’re looking for an outlet to let off some steam.

But we’re looking for a little bit more than just relaxation; we’re also looking for values and meaning. This feeling was drastically marked by the catastrophic impact on our collective identity after September 11th. This sense of uncertainty has been exacerbated by the global questioning of America’s standing in the rest of the world. As a result, we’re feeling less secure about our ability to garner respect and lead. What comes then after we’ve done it all as a country. Some recollection is surely needed.

How is it then that Americans are dealing with all this pressure? First and foremost, we’re turning to our families and communities. Individuals are placing a higher premium on personal relationships, especially those close to home. This need for stronger relationships, along with the higher gas prices, has also revitalized towns and cities and activities such as volunteering.

Another big trend is a stronger focus on personal health. This is largely a response to the continued attention on the environment, what we eat as well as the state of our healthcare system. As a result, the ugly American has gotten healthier. They are eating organic foods and signing up for yoga classes. They are also looking to balance this physical health by engaging in spiritual or meditative activities that facilitate personal evolution.

While all this searching can make anyone restless, we’re looking for expert advice, or “wellness curators.” This exploration has given birth to trusted voices like Dr. Weill and Dr. Phil. Brands that embody this movement include Whole Foods and Gaiam, the wellness fitness brand. Consumers put a great degree of trust on them to bring balance to their lives.

How can your brand be part of this revolution. First, it must identify what values it wants to stand for and how it can improve the lives of consumers. Certain brands such as clinics, hospitals and healthcare providers can try to become a “wellness curator”. This will provide a sense of purpose.

You must also highlight comfort in a two-way communication with your consumers. They must feel like you listen and care. Your messages must be inspirational and comforting yet practical. You must also make them feel good by showing that you’re part of something bigger. Play up your values in areas such as corporate social responsibility and marketing. At the end difficult times require a compassionate leader; start acting like one.