Has the ‘Wellness’ trend and its associated marketing campaigns hit a roadblock post-covid-19?

Wellness marketing


  • The wellness industry, flourishing pre-pandemic, emphasized physical and mental well-being with aspirational marketing campaigns, influencer endorsements, and premium packaging.
  • The COVID-19 pandemic shifted wellness focus from luxury to necessity, impacting the industry economically. Consumer values changed, emphasizing community and mental health over flashy marketing, leading to a call for authenticity.
  • Post-COVID-19, wellness marketing adapts to economic constraints, shifts in consumer values, and the need for authenticity. Strategies include storytelling for connection, tech integration, transparency, and emphasizing virtual experiences.
  • Despite facing challenges, the post-pandemic wellness landscape presents opportunities for evolution. Brands can navigate by adapting to changing needs, prioritizing inclusivity, and leveraging technology for accessible and user-friendly wellness solutions.

After the pandemic, the wellness industry, which saw an unprecedented boom with a plethora of products and services promising to enhance physical, mental, and emotional well-being, is now experiencing a shift in trajectory. The fervor of wellness trends and associated marketing campaigns has somewhat diminished in the post-Covid-19 landscape.

Before the world came to a standstill, wellness was already on its way to gaining inroads within the mental psyche of consumers. By the time the pandemic struck an ominous tune it had transmogrified into not just a buzzword but a thriving industry. The wellness trend came jingling with its accent on not just physical health but among other things mindfulness apps and self-care rituals. 

Needless to say, these gained tremendous popularity during a largely anxiety-riddled period. Marketing campaigns focused on aspirational ideals, promoting the idea that wellness was not just a choice but a status symbol. A few of the associated marketing campaigns that reared its head were as follows:

Influencer partnerships 

Collaborations with fitness influencers, celebrities, and wellness gurus were rampant. Their endorsement became a powerful tool, creating a lifestyle narrative around wellness products. 

Premium packaging

Wellness products were not just functional; they were a statement. Premium packaging, sleek designs, and high-quality branding reinforced the notion that wellness was a premium, desirable lifestyle.

The pandemic pivot in wellness marketing

Enter the pandemic, and the narrative around wellness took a sharp turn. While the importance of health and well-being became more apparent than ever, the focus shifted from luxury wellness to necessity. As consumers grappled with stress, uncertainty, and health concerns, wellness took on a more holistic and accessible meaning.

Post the pandemic, like many other sectors, the health and wellness industry too faced hurdles.

Economic constraints

The pandemic-induced economic downturn has left many consumers cutting back on non-essential expenses, impacting the wellness industry. Luxury wellness experiences and high-priced products are no longer at the forefront of consumer priorities.

Shifts in consumer values

The pandemic has reshaped consumer values, with an increased emphasis on community, connection, and mental health. Brands that fail to align with these shifting priorities risk losing relevance in the post-pandemic landscape.

Authenticity over marketing hype

Consumers are becoming more discerning and are seeking authenticity over flashy marketing campaigns. The era of influencer endorsements and exaggerated wellness claims is giving way to transparent and genuine brand communication.

As the world gradually adapts to the post-pandemic reality, the wellness industry finds itself navigating a hybrid landscape. Marketing strategies are now tasked with balancing the aspirational elements of pre-pandemic campaigns with the newfound emphasis on accessibility and inclusivity.

Storytelling for connection

Brands are leveraging storytelling to create a connection with consumers. Real-life narratives of overcoming challenges and finding balance resonate more than ever.

Tech integration

The digital solutions embraced during the pandemic are here to stay. Wellness brands are incorporating technology into their campaigns, offering virtual and hybrid experiences that cater to diverse consumer preferences.

Transparency & authenticity

In the post-pandemic timeline, consumers greatly value transparency and authenticity. Marketing campaigns that highlight a brand’s commitment to ethical practices, sustainability, and social responsibility are gaining traction.

Digital and hybrid solutions should take center stage in the current wellness marketing landscape. Recognizing the enduring popularity of home-based wellness activities, campaigns can spotlight the convenience and effectiveness of virtual experiences, online classes, and interactive content. The blending of in-person and digital elements in hybrid solutions caters to diverse preferences and ensures accessibility. 

Related reading: Consumer healthcare trends in 2023

Furthermore, marketing efforts should highlight the role of wellness activities in fostering community and connection, responding to the widespread desire for shared experiences that contribute to a sense of belonging. By embracing personalization, transparency, sustainability, and ethical practices, wellness brands can build trust and appeal to the growing awareness of consumers regarding these important considerations. 

Overall, the post-covid wellness marketing landscape calls for strategies that not only acknowledge the unique challenges individuals face but also position wellness offerings as integral to a resilient and balanced lifestyle. While the wellness trend may have hit a roadblock post-pandemic, it’s crucial to view this as an opportunity for evolution rather than a downfall. Brands can navigate these challenges by:

Adapting to changing consumer needs

Understanding and responding to the evolving needs of consumers will be key. Emphasizing practical and affordable wellness solutions that align with the current socio-economic climate can resonate more strongly.

Prioritizing inclusivity

Focusing on inclusivity in wellness marketing can broaden the consumer base. The industry should move away from exclusivity and embrace accessibility, making well-being achievable for a wider audience.

Leveraging technology

As the world becomes more digital, incorporating technology into wellness solutions can enhance accessibility and user experience. Virtual fitness classes, telehealth services, and wellness apps are likely to play a more prominent role.

Our expertise in crafting compelling narratives and staying ahead of market trends positions us as your ideal partner in reshaping wellness marketing strategies. From in-depth consumer research, and authentic storytelling that resonates with the values of today’s consumers to leveraging cutting-edge technology for immersive digital experiences, Netscribes empowers your brand to navigate the challenges and seize the opportunities of the wellness industry’s new paradigm. Contact us, and let’s collaborate to redefine wellness marketing together.

Based on insights from Gaurav Khanna, Head, Consumer Solutioning.

Connect with us
  • I agree to receive updates on the latest industry trends, products and services from Netscribes.
  • We respect your right to data privacy and security. You may unsubscribe from our communications at any time. For more information, check out our Privacy Policy.