There’s no doubt that human consciousness is evolving. And because consumption makes up such a huge part of our human existence, it follows that consumer consciousness should evolve too.
Consumers are waking up to their own buying power, and health and wellness brands are evolving to deliver a better brand experience for its customers—one that aligns with a new set of consumer values.
What’s Driving Consumer Consciousness?
Within the past 10 years, consumer consciousness has accelerated at a quickened rate, which of course coincides with the fast growth that marks our current generation.
Consumers have greater access to information, and it empowers them to take their buying power back. With this buying power comes a concerted effort to make more conscious choices for whatever personal, ethical, ecological or health reasons.
The bottom line is that in a time of rampant consumerism, there’s a shift happening that’s allowing consumers to be active participants in their spending habits. With a boost in consumer consciousness comes the real buying power—the ability for consumers to vote with their money. Consumers are now savvy to the fact that they can affect economic conditions because they have the knowledge and the power to evolve consumer consciousness towards better, more sustainable future circumstances.
Consumers have greater access to information, and it empowers them to take their buying power back. With this buying power comes a concerted effort to make more conscious choices for whatever personal, ethical, ecological or health reasons.
Here are 3 ways this consumer consciousness is actively playing a role in the health and wellness market:
1. Demand for Stress-Reduction
More people (consumers) are waking up to the fact that we’re caught in a rat race of stress, anxiety and consequently, sickness. What used to be a resigned fate is now becoming a human condition that can be defeated. More and more people are facing their stressful lifestyles and looking for ways to combat the impacts. This means consumers are looking for lifestyle shifts, emotional and mental supports and general solutions to boost wellbeing within every aspect of their lives.
This is why we’re seeing a resurgence in alternative health that’s virtually becoming mainstream.
We’re seeing more and more conventionally trained medical doctors speaking out against the dogma of pharmaceutical medicine and endorsing functional and integrative medicine as a far better long-term solution.
It’s also why we’re seeing eastern spiritual practices like meditation and the practice of sitting in silence becoming more embraced by the average consumer.
It’s because people are sick and tired of feeling stressed all the time and they recognize that continuing down this path is not sustainable and it’s not what we’re here for. Consumer consciousness has fundamentally shifted away from blindly consuming to cover up a stressful lifestyle. Instead, it’s moving towards consumers actively seeking help in installing stress relief tools whether they be for mind, body or soul.
2. Awareness of Ingredients and Processes
Another way consumers are becoming more conscious is by investigating how products are manufactured. Everything from foods to cosmetics are under scrutiny by consumers who want to know not only the ingredients in their products but the steps in their supply chain as well.
For brands who have made natural ingredients and sustainable supply chain practices part of their core company values, this gives you both a marketing opportunity and a chance to strengthen brand loyalty.
Conscious consumers seek out brands that are doing conscious work with their products to make them healthier and more sustainable. Once they find products they love and support, they start to build an identity around them as well. We see this on social media all the time, where users are excited about associating themselves with certain brands through hashtags and @s.
3. Open to New Solutions
A third major way that consumer buying behavior is shifting towards greater consciousness is in the willingness to try new solutions.
Conscious consumers are aware that the old ways weren’t always the best ways. They’re seeking out innovative products and services that fulfill needs in ways they hadn’t ever considered before.
Consumer enthusiasm can be built around brands offering new approaches to health and wellness challenges, such as personalized data that builds a customized program just for them. With so many new ideas and solutions, tuned-in brands can use consumer receptivity to their advantage.
Become a Conscious Consumer Ally
As health and wellness brands, it’s critical to understand that consumers have greater expectations today when it comes to choosing who they buy from. By allying yourself with your consumers and demonstrating your own company consciousness, you can develop a stronger, more sustainable customer base built on loyalty and engagement in the brand’s overall identity.
Do you have a story or message you want to share with your customers about your conscious business practices? Work with Healthy Content today to develop high-quality, engaging content that gives your customers insight into how you do business.