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eLearning > Consumers > Consumer Behavior > Module 3 / 5

Consumers and Wellness

Instructor: Shelby Walsh
Progressive Wellness
Download the Progressive Wellness Trend Report
Every brand needs a personalization strategy -- it's a consumer expectation. This module will explore a few leading trends helping brands to get ahead in this realm with case studies from the cannabis, cosmetics and media industries. Most agree that personalization is an integral part of surprising and delighting consumers, but unfortunately, few brands have personalization baked into the DNA of their business.


Learn how brands have become successful in making wellness more accessible and increasing the quality of their products by offering more personalized solutions. Which touchpoints are your brand overlooking when it comes to customization?
Related Trend Report: Progressive Wellness
Workshop Questions:
1. In which ways could shifting cultural expectations influence your product?
2. What are 3 touchpoints you could better personalize?
Get Better and Faster
Featured Insights
Gene Personalization
Brands use customer genetics to personalize and market their products
Implications - Brands' adoption of gene analysis is taking personalization to the next level, while functioning as a clear point of distinction for those who offer it. By creating products that have more evidentiary backing, these brands are able to cater to customers' specific needs within their area of expertise, rather than the customers' stated needs–a fact which functions as a key marketing tool for the products themselves.
Workshop Question - How can your brand adopt personalization into its product development process?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Inclusive Cannabis
Mainstream cannabis culture slowly works towards inclusion via feminism
Implications - Where the mainstream cannabis industry once focused on "stoners," the lifestyle associated with it is now considered upscale – and the next step in this progression is its slow shift to empowering women. This shift caters to a demographic that has long consumed the product, while simultaneously being disregarded in its contributions to the culture that surrounds it. As the cannabis industry focuses on progression, the dichotomy of its contribution to "upscale" lifestyles for some demographics, and disproportionate penalties for others, must be resolved in order for the industry to fully embody inclusivity.
Workshop Question - Consider who your brand targets to, and who it might exclude. How can it better foster inclusive and diverse business practices?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Startup Genetics
The direct-to-consumer model finds new applications with DNA-specific wellness
Implications - As consumers look to act on newly gained knowledge made easily accessible by data-powered smartphones, biotech startups are emerging to offer DNA-specific wellness solutions that are at times controversial in nature. In particular, this progression highlights the adaptable nature of the health and wellness movement and the opening up of various markets as the direct-to-consumer model expands to new categories.
Workshop Question - How can you get closer to consumers by leveraging elements of the direct-to-consumer model?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Customized Cannabis
Custom cannabis products and doses are made for specific purposes
Trend - Customized cannabis products are helping people in regions where the plant is legalized to find doses that are ideal for their specific needs. Whether for health purposes, recreational purposes or both--having customized options gives people more control over their experience with cannabis.
Workshop Question - How is your brand working to establish trust among customers?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upcycled Root
Brands are tapping the potential of cannabis or hemp root in skincare products
Trend - Brands interested in entering and advancing in the cannabis market are looking for untapped ingredient potential. Cannabis root and hemp root, which have been used in Traditional Chinese Medicine, are gaining popularity for their health benefits, as well as their sustainability—for they are often upcycled.
Workshop Question - What upcycled ingredient can your brand utilize in its product range?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Specialized Cannabis
Cannabis brands and services offer specialists that curate custom experiences
Trend - Specialists in the cannabis space are using or being hired for their expertise in the industry, and are creating curated offerings that are specific to the needs of the customers they're serving.
Workshop Question - How could your brand create custom experience for customers or clients?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cannabis Cuisine
Brands facilitate at-home cooking for cannabis-based recipes
Trend - Brands in the cannabis industry are facilitating more sophisticated forms of consuming the plant by offering magazines, recipes and cooking classes for consumers’ in this space to try out at home.
Workshop Question - How could your brand incorporate elements of DIY into its product/service?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digitized Cannabis
Virtual and augmented reality enters the cannabis space
Trend - The merging of augmented and virtual realities with the cannabis industry is on the rise as brands look to offer immersive experiences for connoisseurs and beginners alike. These platforms offer benefits like virtual product libraries and augmented package engagement--prioritizing both informative and creative experiences for viewers.
Workshop Question - How could your brand collaborate with the emerging cannabis space?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Health Marketplace
Virtual marketplaces in the health and wellness space ease accessibility
Trend - The popularity of online marketplaces has extended to health and wellness. When it comes to this industry, brands strive to provide interactive, virtual spaces that educate and allow access to various products and rituals. These services are met with growing popularity as they are incredibly accessible and convenient.
Workshop Question - Conceptualize a virtual marketplace that would both educate your customers and enhance access to your product/service.
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessible Cannabis
Brands in the cannabis space aim to knock down various barriers to access
Trend - Whether they're barriers related to education, cost or mobility, accessibility in the cannabis space is slowly being addressed as the drug becomes legalized across Canada and the United States. By removing some of the barriers associated with legal cannabis consumption, brands are able to ensure that the industry begins operating for the betterment of more demographics.
Workshop Question - How could your brand reduce barriers to access within its space?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cannabis Venture
Celebrities are increasingly investing in the cannabis space
Trend - Celebrities are advocating for safe cannabis consumption, both recreationally and medicinally, by launching their own ventures within this space. By attaching their names to the industry, these individuals are able to offer more legitimacy to the process of legalization across North America.
Workshop Question - In what way could your brand establish partnerships in the cannabis space?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends