The WELLglossary #15

Entertainment infused with wellbeing orientation - that is welltertainment. Theoretically welltertainment? fuses two concepts that are already very attractive and versatile with numerous forms and variations.

Welltertainment is not as common as you may think.

Let’s approach this question from the wellbeing spectrum. One end of the spectrum is hedonic wellbeing. In his context hedonism means the consumers seek pleasure and decreased pain that would lead them to happiness. The other end of the wellbeing spectrum is the so called eudaimonic wellbeing. This suggests that people feel happy if they experience life purpose, challenges and growth. On this wellbeing landscape entertainment is considered to be a hedonistic pursuit, whereas holistic and lifestyle improving wellness services represent the eudaimonic wellbeing. Typically.

Entertainment aiming at hedonic wellbeing intends to create fun, happiness and joy however short lived that may be. Guest have great time in theme parks, recreational facilities, etc., but they would not necessarily link these experiences to wellbeing.

The practical adaptation of eudaimonic wellbeing often means holistic and spiritual services, which are not meant to be fun or joyful in the traditional sense. These, of course, bring joy and happiness to the persons involved but in a very different way. This ‘different’ happiness for example manifests itself in high-end spas, saunas or retreats where guests are expected to be quiet.

The first examples of how the two ends of the wellbeing spectrum may be brought closer together have appeared in the yoga scene. Have you already tried doga (dog yoga), snowga (yoga in snow), beer yoga (sipping beer after every asana)? Not yet? Probably it is time. Some may say that the proper yoga enthusiasts may never join any of these fused sessions. They may not. But others tend to! These fused products attract new customer segments.

The eudaimonic ‘end’ of the wellbeing spectrum is actively seeking ways in which more fun and joy can be brought in services.

The question is how the entertainment industry, and we may refer to the whole leisure sector looks at ways in which guests’ wellbeing is taken more and more into consideration. Wellbeing has several domains from physical through emotional to social domain. Any or all can be taken into consideration for a new generation of entertainment design. There are good examples already. Enjoying a coaster ride in a theme park together, e.g. sitting four in one row, instead of two can contribute to social wellbeing. Individual VR glasses, however, may have? very limited contribution to social wellbeing.

It is time that the entertainment industry starts to consciously seek ways how hedonic experiences can have a better contribution to the guests’ wellbeing.

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