Shared Responsibility
Brands recognize well-being isn’t just a personal goal; it’s a shared responsibility shaping the wellness industry. The financial recovery from the pandemic may look strong, but emotional well-being has not caught up. The gap between surviving and thriving is widening; customers feel it. They’re not frantically searching for “How to thrive in five easy steps.”
Brands that recognize the emotional hints have a chance to support, uplift, and truly serve. A small meaningful experience starts the shift.
Default Script: The Mask behind “I’m Fine”
As the Global Wellness Institute puts it, only 33% of the global population is thriving; clearly there is room for improvement for the other two-thirds. While we often reply “I am fine” or “I am doing well” without a second thought, the truth is often quieter, more nuanced, and still unfolding.
Customers’ feeds scroll like a Wellness belt on loop—tips, advice, hacks, and top 3’s for every part of life—productivity hacks, creativity tips, self-help trends, and relationship advice—yet the Gallup thriving report reveals fewer than half of adults qualify as “thriving”—the lowest rate in five years.
Return on investment
We love insights that highlight positivity—while happiness is personal, it is also powerful for human evolution.
- Pew found something obvious yet overlooked: Only about a quarter (24%) describe the economy as good.
- The Global Well-being says 38% of adults worldwide describe themselves as “very optimistic” about their future
- The World Happiness Report reminds us: money fades fast. Relationships don’t. Purpose lasts longer when it’s carried by people, not paychecks.
For businesses, these insights go beyond mere statistics—they serve as a reminder to innovate with empathy.
Everyday support from you
People don’t sit quietly in the corner; instead, loneliness gradually seeps in, stealing their potential. When social connections are weak and support systems are inaccessible, businesses may struggle to grow on a large scale. For brands, such uncertainty presents both a challenge and an opportunity. A few thoughtful strategies can make a significant impact.
Prioritize Well-being
- Simplify experiences: Reduce friction in apps, websites, and services so customers feel confident and in control. Don’t exploit attention or anxiety—design for balance.
- Use empathetic language: Avoid jargon and speak like a helpful friend.
- Features: Offer features like reminders to pause, mental health resources, or uplifting content.
- Offer reassurance: Always provide support during crises, flexible policies, financial relief, or emotional support when customers face hardship through clear expectations, status updates, and human support when things go wrong.
Trust Through Transparency
- Be honest about limitations: If something isn’t perfect, explain the actions being taken to address it.
- You are in a business that aims to improve lives. Clearly communicate the company’s values to customers so they understand what the company stands for.
- Protect privacy: Ensure that data policies are easy to understand and provide customers with control over their information.
Empower
- Design for self-efficacy: Help customers feel capable—whether it’s managing stress, building core muscle, or shopping for nutritious food.
- Include diverse needs: Design for accessibility, accommodate neurodiversity, and consider different life stages.
- Offer guidance, not pressure: Allow customers to explore at their pace, with optional nudges or support.
Magic of community & belonging
- Respond with humanity: Train support teams to listen deeply and respond with care—not every situation can be solved with a script.
- Create safe spaces: Online forums, events, or social channels where customers can connect and share their experiences.
- Celebrate customer stories by highlighting the resilience, creativity, and growth of real people.
Zoom In
People are constantly juggling to achieve balance, which affects all aspects of their lives. Ever wonder why balance feels so elusive? Perhaps balance has always been the wrong pursuit. Maybe they crave stability.
As a founder, What does thriving mean to you? Beyond balance, what does it mean for your community, your workplace, or your daily choices? How can your brand support the deeper sense of stability and connection?
