under pressure (10.4.24)

This week, a global study on "wellbeing"—defined by three core elements: physical, mental, and social—emphasized that “the balance of these three elements forms the core of being well and feeling your best.” Ironically, the study highlighted how the growing focus on wellbeing is actually driving pressure that’s burning consumers out. According to the study:

-89% of global participants are taking more action than they were a year ago to improve their wellbeing in some way.

?

That can’t be a bad thing, right? But let’s dive deeper…

-61% feel pressure from others and society to support their wellbeing in specific ways.

-45% are experiencing wellbeing burnout.

-63% of those experiencing wellbeing burnout feel powerless when it comes to improving their wellbeing.

?

This pressure varies by age: 76% of Gen Z and 71% of Millennials feel pressure from others or society regarding how they should support their wellbeing, compared to 60% of Gen X and 41% of Boomers+. This pressure inevitably runs the risk of doing more harm than good. Anecdotally, we see this reflected in the rise of creators on platforms like TikTok and Instagram, both delivering curated versions of wellness as well as unapologetic, ‘honest’ portrayals of it.

So, what’s driving these rising expectations around wellbeing? The top contributors are unrealistic societal expectations (61%), conflicting information (53%), and the feeling of going it alone (89%).

?

The latter two factors—conflicting information about wellbeing and the sense of loneliness—are critical insights that brands should leverage to help break through and support consumers on their wellness journeys.

Whether or not wellness is a primary focus for your brand, it’s important to recognize that physical, mental, and social wellbeing are likely priorities (or at least in the top 10) for most consumers. If storytelling has been a cornerstone of humanity for centuries and we are the stories we tell ourselves, how can your brand tell stories that center consumers in reality—without overwhelming them? How can you help them connect with their community through empowering content and platforms?

?

What does this mean for how you cut through the noise to highlight the facts and data that matter? How can you facilitate community connection and growth among your direct and indirect consumers? How can you alleviate the anxiety and stress caused by this pressure and bring a positive perspective to something that can be mentally, emotionally, and even physically taxing?

?

No matter where you are in life, the journey can sometimes feel like riding the 'struggle bus.' How can your brand identify and ease the everyday frictions your consumers face to make the ride a little smoother?

?

?

To those of you who celebrate, Shana Tova. To those that don’t, Happy Friday!