Ironically, the wellness category hasn’t always been very approachable or diverse. An industry dedicated to helping consumers live better actually alienated many, with an all-or-nothing approach that is both unrealistic and guilt-inducing. Today, savvy brands and marketers have shifted gears to serve those who aren’t looking for a radical lifestyle change, but rather realistic ways to implement wellness into their daily lives.

A shift in goal-setting

While some stuck with dry January this year, others preferred to go “damp,” reaching for fewer or lower ABV beverages. This illustrates the industry shift and sets the tone for the year. “While New Year’s resolutions are meant to inspire and motivate, too often they can become overwhelming and stressful,” says Ali Moresco, founder of Moresco Public Relations and Communications.“That’s why, as we looked into 2023, we pulled together a micro campaign around a micro topic: ‘micro resolutions.’”

“At Moresco PR, our focus is healthcare clients that cater to the chronically ill, disabled and healthcare community. We often talk about those living with chronic diseases as being ‘professional patients,’ due to the fact that shuffling between doctors offices, labs and treatment often takes up much of their time. The thought of adding one more health goal to a ‘professional patients’ plate feels nearly impossible. Whether you are living with health conditions or not, setting ourselves up with lofty goals without smaller actionable steps often leads to incompletion, as well as feelings of frustration, preventing future success. Discussing healthy changes like micro resolutions aids in keeping the conversation inclusive and attainable!”

Set it and forget it

In addition to setting realistic goals, it helps to have products or practices that you don’t need to put too much effort or time into. "We work with The Good Patch which makes wearable wellness patches for whatever life throws your way. And let me tell you... I reach for my patches ALL the time,” says Elyse Koenig of Elyse Koenig: Beauty & Wellness Consulting.

“Work crisis? Put on a Think patch if I need to get through it right then or a Be Calm patch if I need to chill out after. Had a bit too much fun the night before? Rescue patch it is! They are super convenient and can be easily incorporated into any wellness routine. I love that you can put one on when you need it and take it off when you don't vs. ingestibles that you can't control once you've taken them. This puts me in charge of my wellness!" 

Mother nature knows best 

Working wellness into your beauty routine is super easy with the right products. Take Bionassay, for example. The team explains that their skincare collection “celebrates nature’s perseverance through transparent formulas with an objective to provide effective and mindfully crafted products that are inclusive and a reflection of health. With their simplified and performance driven products Bionassay inspires their consumers to be present in nature and go back to basics with their skincare through curated essentials that are for every skin.” 

Trust the experts

The way wellness brands market themselves also matters to audiences, and having experts educate or help create the product/service builds more brand trust.

“Equilibria (EQ) is poised to change the conversation around wellness in 2023 as it moves from a company focused on selling CBD products to a democratized wellness platform-with a scientific approach to wellness and a unique community of certified wellness coaches,” says Claire Burns, senior PR manager at Skoog. “Equilibria is a by-women, for-women wellness company dedicated to bringing balance to women through high-quality CBD and unique adaptogens like mood-boosting functional mushrooms.”

Less clutter, more physical (and mental) space

When was the last time you cleaned out your wardrobe or linen closet? What if someone offered to donate or repurpose your stuff for you? “At Retold Recycling, we encourage people to bring mindfulness into their home by making decluttering a weekly or monthly practice rather than a once a year or once every five years occurrence,” says Amelia Trumble, CEO and co-founder of Retold Recycling.

“By making recycling simple and cost efficient, Retold makes it easy to keep unwanted clothes and textiles out of landfills. Simply fill the biodegradable and compostable cornstarch bags with old clothes and home goods (yes, we take towels, bed linen, and more) and drop them in the mail. Once received, we transparently recycle and repurpose goods with our reuse partners, up-cyclers, and rag companies making this an easy to implement habit that contributes to a cleaner, more clutter-free daily life.”

The human connection

Wellness is a personal practice for sure, but we can’t forget how much human connection does for us. That means putting down the devices and engaging with our friends and family on a deeper – but fun! – level. “In addition to digital resources and workshops, our client Nina Westbrook is launching the ‘Do Tell! Conversation Card Game’ that was created to inspire meaningful connection between friends and family,” says Megan Hotze, principal of Megan Hotze Editorial.

Viby Creative

“Do Tell! is more than a card game. It’s a fun, engaging way to bond over the exploration of important topics some people may normally be too afraid to discuss, like intimacy, intention, wellness, and self-awareness. It’s a game that encourages vulnerability while revealing commonalities across groups and individuals, reminding us all that we aren’t on this journey through life alone. Do Tell! makes open communication easy to practice daily, weekly, or monthly and it builds a powerful sense of community; all things we look forward to seeing more of in 2023.”

Wellness as a social affair

Grabbing a friend to hit a workout class with or cooking healthier meals with roommates or partners not only hold us accountable, but they also make wellness practices more fun – and smart studios are taking note. “Everything in Remedy Place, although you can do it by yourself, is designed to be experienced with someone else,” says Dr. Jonathan Leary, the Remedy Place founder.

Remedy Place

“We’ve coined and trademarked the term 'social self-care'. I believe human connection is the most important form of self-care so at Remedy Place we offer experiences that serve as 'social substitutions'. Happy hour takes the form of a cryotherapy session; date night starts with a guided breathwork ice bath; while a team brainstorm is held over a vitamin drip.”

Education is empowering

"One way a new period care brand, Rif care, suggests thinking about wellness for women is through cycle support; they share ways you can optimize performance by eating, training and even working according to the menstrual phases,” says Valerie Emanuel, co-founder and booking director at Role Models Management, as well as the brand’s founder.

“Their Tiktok and IG post educational and humorous content to help women feel connected in their health journeys, and they also partner with other wellness brands to talk about wellness, from reproductive health and more. They are currently looking to partner with more wellness brands in 2023.”

Your new favorite travel hack 

Going on vacation no longer means letting your workout routine or mindful practices fall to the wayside. Even the travel industry is getting in on the wellness wagon, adding new service offerings catering to those who want more from their vacations. Hotel Christopher St-Barth has recently started offering elevated on-site wellness experiences at the Caribbean’s only Sisley Spa. From signature spa treatments in oceanfront treatment rooms to a Core and Body program for the fit fam, these offerings signal a wider trend throughout both the travel and wellness industries. 

Healthy eats aren't only served at home

Restaurateurs are making it easier – and more enjoyable – for the health-conscious to dine out. "From humble beginnings under a farmer's market tent to nationwide storefronts, Alfalfa is a bi-coastal restaurant with a mission to inspire healthier communities through balanced food and joyful experiences," says Bryanne DeGoede, managing partner at BLND PR.

"With locations in Santa Monica, CA and Hoboken, NJ, Alfalfa's menu combines nourishing salads made from local produce with delicious homemade doughnuts to promote a well-rounded and nonrestrictive eating experience. The goal of the Alfalfa menu and experience is to make healthy eating feel approachable and inclusive to everyone that walks through the door. At the end of the day, Alfalfa believes joy is found in the pursuit of balance, especially when it comes to the foods we eat."