Wellness trends are more influential than ever, shaping consumer behavior and brand engagement. For PR and marketing professionals, staying ahead of these trends is crucial to crafting resonant campaigns and fostering authentic connections. We asked the pros for the latest on key wellness movements set to define the year and explore how to leverage them for maximum impact.
Trend: Sleep Tourism
Carillon Miami Beach Hotel
“One really interesting trend we’re seeing in wellness is the rise of sleep tourism. According to the Center for Disease Control (CDC), one in three adults do not get enough sleep. What’s more—Wakefield Research reports that 63 percent of Americans frequently struggle with trying to get a good night’s sleep while on vacation, specifically.
All in all, America is tired—and vacation, which has traditionally been viewed as a time to explore and sleep-when-you-get-home, is now being looked at from a different lens. Sleep tourism is on the rise, and not just by a little bit; the market is estimated to grow by nearly 8 percent and over $400 billion between 2023 and 2028, according to a recent analysis by HTP Marketing Intelligence. And hotels are leaning into amenities, services and treatments that not only help guests while they are within each property’s four walls, but also recharge them following their stay.” -Christina Gnozzo, Vice President, FINN Partners Global Travel Team
Trend: Globally Inspired
“Globally inspired wellness and beauty has taken “root” with consumers looking for solutions to the causes of their wellness, hair, and skin concerns versus just masking the symptoms. We see this in wellness, nutrition and functional medical, and now in skin/hair with brands like AAPI-owned and inspired, Sonäge skincare, that uses Ayurvedic botanicals in place of toxic chemicals. Skin/haircare brands are becoming more inspired by ancient traditions, others include – Rahua, 14th Night, Shaz & Kiks. And many of these brands can be found in Sephora’s discovery area.
Rahua
For hair, this trend started post Covid and remains a hot topic among segmented demographics looking for solutions to hormonal (PCOS) hair loss, peri/menopause, stress. To address these generic and environmental causes pharma and wellness solutions have emerged (even celebs jumping in with Lemme.) OG in the category, Nutrafol, has a new look and expanded its portfolio with targeted supplements and topicals. Grande Cosmetics, (leaders in lash and brow enhancing serums,) have relaunched and launched science backed formulas with GrandeHAIR Full Boost Collection and Serum to target hair loss and scalp health and supplementing vitamins and minerals known to boost hair growth and healthy scalp function. Salons across the country (The Second Floor Salon) and the viral TikTok Scalp Massage salons offer Reset treatments compared to “getting a facial for the hair and scalp” to boost appearance and stimulate hair growth and new dermatological treatments from PRP to laser rejuvenation and techniques in hair implants are also offering innovative, modern solutions for men and women.” -Andrea Mennella, Founder, AMD-PR
Trend: Clean Spirits
“Summer is almost here, the sun is shining, and there's a palpable shift towards cleaner drinking options. Today's consumers are embracing the philosophy, 'Don't stop drinking, just drink smart,' making wellness-centric clean cocktails a permanent trend. I personally am dedicated to a holistic, healthy lifestyle (most days!), scrutinizing nutrition facts and ingredient labels. That's why my go-to choice for a refreshing drink is always, Los Magos Sotol. Harvested from wild-grown sotol plants and naturally fermented in open-air wood vats without fertilizers, it's 100% organic and additive-free. Choosing this clean spirit means truly enjoying the best of both worlds: delicious/refreshing and hangover-free. As clean spirits continue to rise in popularity, here's to making smarter, healthier choices — salud!” -Kristin Whittemore, Senior Account Executive, C__LOUISE
Trend: Flexitarian
“I think being a flexitarian is a growing trend. Even carnivores are learning that eating meat every day isn’t the best choice for our health, especially when most of the meat in the US comes from animals injected with hormones. Rather than eat chicken or steak every day to get protein, people are turning protein-rich meat alternatives a couple of times/week, whether that be from products like Abbot’s, which makes plant and protein-rich foods from whole food ingredients and is free from fillers and artificial and even ‘natural flavors’ or Goodles, a higher protein pasta made with vegetables and wholesome ingredients.” -Jennifer Birn, Founder, Birn Communications
Trend: Re-Prioritization of Indulgence
“At The James Collective, we're always tapping into the latest and greatest wellness trends, especially in the CPG space. Recently, we've seen a bit of *positive* backlash against diet culture and a move towards brands, media, and personalities embracing indulgence in moderation and a re-prioritizing of whole ingredients on all fronts, leading to exciting innovation in alternative sweeteners. For instance, we work with two (very different) chocolate clients, Spring & Mulberry and Guittard Chocolate Company. In the past two years, each brand has launched its own spin on chocolate products made with sugar alternatives--Spring & Mulberry's date-sweetened chocolate bars and Guittard's coconut sugar-sweetened Santé chips. Consumers have embraced these products, and it's clear there's an appetite for more innovation in this space!” -Alison Seibert, Founder, The James Collective
Trend: Cold Plunge Therapy
“One of the top wellness trends I am seeing on the rise currently is cold plunge therapy. Cold plunges are more available at spas and for home installation. Our client, The Spa at Séc-he in downtown Palm Springs, currently has a cold plunge as one of their amenities to enjoy with your day pass.” -Diana Bianchini, Founder, Di Moda Public Relations
Trend: Forest Bathing
"Forest Bathing, initially established as a medicinal practice in Japan in the 1980s, is gaining traction among wellness travelers seeking an opportunity to connect deeply with nature. With benefits such as stabilizing mood and enhancing cognition, forest bathing encourages participants to engage all their senses for a rich experience with the natural world. At Hidden Pond Resort, set among 60 acres of pristine birch forest in Kennebunkport, Maine, they offer guided forest bathing to hotel guests to slow down and fully immerse themselves in the environment." -Julia Kaufmann, Senior Publicist, Le CollectiveM
Trend: A Focus on Longevity
“One wellness trend that we have been seeing from influencers, the media and our clients is longevity, as people are taking steps to live longer and healthier lives. As recent advancements in medical research and science continue to shape our understanding of health, longevity science offers a promising future with an improved quality of life. The recent attention on longevity has allowed us to leverage longevity within our PR efforts, from promoting a medically licensed plant-based transformational center located in one of the five Blue Zones, where people are believed to live happier, healthier lives, and a great percentage of residents live to be more than 100 years old, to working with an international nonprofit organization dedicated to funding research establishing a longer and healthier human lifespan.
We’re also seeing an intersection between longevity science and psychedelic therapy. This trend merges breakthroughs in longevity research with innovative methods for treating mental health using psychedelics. Strategic public relations campaigns play a role in educating individuals about how these revolutionary therapies can improve lives and diminish age-related health issues.” -Durée Ross, President, Founder & CEO, Durée & Company
“Longevity is one wellness trend that everyone has been talking about lately! Not only living longer but living well for all your years. We’re seeing people take a more proactive, preventative approach to health on all levels. Even annual physicals are now referred to as ‘well visits’. As a society, there’s much more education around eating well, exercising, reducing stress, getting enough sleep, and low alcohol intake to help us live a long and healthy life, but technology is really driving a wealth of new information to set us up for success. One company that I’m intrigued by is Prenuvo, which offers whole body scans that can detect over 500 conditions. Screening tools like this can help inform lifestyle changes to potentially ward off any medical interaction in the future. This type of information can be powerful and is just another tool to keep our body optimized for the future.” -Bevin Lee, SVP, Full Picture
