Let’s talk about wellness – and no, I’m not here to tout my favorite sleep meditation app or macro meal delivery service.

As someone who’s spent years watching brands navigate market shifts, I’ve never seen anything quite like what’s happening in the wellness space right now.

Wellness isn’t a trend. It’s now a way of life reshaping how consumers think, buy, and live.

Wellness has graduated from being a niche category in the health food store to a $6.3 trillion powerhouse growing by 7% annually. But what really caught my attention? According to the Future of Wellness survey by McKinsey & Company, more than 80% of consumers now say wellness matters to them. That’s not just a statistic—that’s a seismic shift in consumer behavior.

What does this mean for us as brand marketers?

First up, forget about racing to the bottom on price points. Consumers prioritize quality regarding wellness products and services. They’re not looking for the cheapest option; they’re looking for what works. This is our chance to shift the conversation from “How much does it cost?” to “How much value does it deliver?”

Here’s another reality check: wellness isn’t just about green smoothies and yoga mats anymore. Today’s consumers are taking a 360-degree view of their well-being – physical, mental, emotional, and yes, even financial wellness is part of the equation. As marketers, we need to zoom out and see the bigger picture, too.

Now, here’s where it gets interesting. Despite 83% of consumers saying they rely on search marketing to find wellness solutions, only 26% of wellness companies are investing in it, according to Klaviyo’s Health & Wellness Industry Marketing Insights. The same goes for social media and email marketing.

So, what’s the play here?

• Get Real with Your Story Ditch the corporate speak and tell authentic stories that mean something. Your customers don’t just want to know what your product does – they want to know why it exists and how it aligns with their values.

• Let Your Customers Do the Talking There’s nothing more powerful than real people sharing real results. User-generated content isn’t just content – it’s credibility you can’t buy.

• Become the Go-To Expert Start sharing valuable insights through blogs, podcasts, or webinars. But here’s the key: Make it genuinely helpful, not just a thinly veiled sales pitch.

• Share Content That Provides Value Your customers are on search and social, and you probably are too. But to be seen, create content that moves beyond ad-speak offers information and inspiration your followers will find share-worthy.

• Choose Your Partners Wisely When it comes to influencer partnerships, alignment is everything. Look for authentic voices who genuinely resonate with your brand values – your audience can spot a forced partnership from a mile away.

• Create Experiences, Not Just Ads. Think interactive. Think immersive. Consider how you can make your brand a part of your customers’ wellness journey, not just another product on their shelf.

Wellness isn’t just another category to check off our marketing list. It’s become the lens through which consumers view almost every purchasing decision. The brands that understand this—that can authentically weave wellness into their DNA rather than just their advertising—will win in this new era.

As marketers, we have a unique opportunity (and responsibility) to shape how brands show up in this wellness-first world. The question isn’t whether to join the wellness conversation anymore – it’s how to make your voice authentic and valuable when you do.

What’s your take on this wellness revolution? How is your brand adapting to meet these changing consumer priorities? I’d love to hear your thoughts and experiences @desta.roy@finnpartners.com.

www.finnpartners.com