Award-winning integrated creative network Ogilvy has released a new study titled “The Wellness Gap.” The study quantifies the gap between consumers’ wellness expectations of brands and how they judge delivery against those expectations in seven key sectors: food, snacks, skincare, airlines, hotels, cars, and banking. The study surveyed 7,000 consumers from 14 countries across four continents to gain new insights into how they see wellness in 2020 and to help marketeers close the glaring opportunity gaps as they look to grow their businesses. This global research was conducted in April 2020 at a time when wellness declined rapidly for many, placing an increasing significance on wellness as we move into 2021.
Understanding the wellness gap
The study cited that brands in every sector failed to deliver on the value consumers place on wellness benefits. This gap is ripe with opportunities for brands to accelerate growth and innovation by becoming customer partners in navigating their wellness journey.
The availability gap
The product or service that consumers expect does not exist.
The authenticity gap
Wellness claims need to be understandable and believable.
The value gap
Wellness needs to balance being good value for money, good for the consumer, and good for the environment.
Characteristics of wellness
The study found that consumers’ descriptions of wellness brands can be grouped into four specific sets of characteristics:
Physical wellness benefits
Mental wellness benefits
Socially connected benefits
Wellness drives growth
The impact of Covid-19
“Wellness has created new conversations, new expectations, new purposes – both for companies and individuals. Wellness has inspired new businesses, new brands, new products, new services, new experiences. Wellness has seen companies pivot their strategy, business and portfolio. Wellness has started to revolutionize entire industries, starting with the food and beverage industry,” concluded Benoit de Fleurian, Ogilvy’s Global Planning Lead for Health & Wellness, in the report.
App analytics and market data company, App Annie, have released a new report that sheds light on Gen Z’s mobile behavior, in order to help marketers develop effective strategies to reach them. 98% of Gen Z report owning a smartphone, on average receiving their first at the age of 10. They are also part of […]
Experticity, the world’s largest community of influential category experts have released a new study that sheds new light on the importance of micro-influencers on the average consumer. The study was conducted with online interviews of more than 6,000 individuals from the United States drawn from Experticity’s micro-influencer network and the general population. In addition, more […]
Market research companies eMarketer and Global Web Index have collaborated together to release the 10th edition of the global media intelligence report. The report is a detailed compilation of data and insights about internet users’ traditional and digital media usage in 42 key markets worldwide. Communicate will be highlighting the key trends that are shaping the […]
Social Bakers, a global AI-powered social media marketing company has released the Q3 edition of their social media trends report. The report reveals where the industry is currently standing with regard to spending and engagement globally. Here are the key findings – ADVERTISING Worldwide ad spend increased by 56.4% in Q3 compared to where it […]