Is sexual wellbeing the new sexual revolution?

Romantic and innocent love usually takes centre stage around Valentine’s Day (think: kids exchanging cards), but just like everything else during the pandemic, it is going to look different this year. And it’s not just because there’s nowhere to go for a romantic dinner. Our culture around love of all kinds is changing. 

In this issue of MarketWell, we investigate the new sexual revolution: sexual wellbeing. And while sex definitely still sells, this revolution is just as political as the last one and requires us as marketers to rethink what wellness looks like.

And there’s a lot more to this revolution than just sex. It’s about walking a fine line between transparency and TMI and truly finding inclusivity. Read below to find out why.

Wellbeing from around the web

Be mindful of mindfulness

The pressure to practice “mindfulness” has been gaining steam, especially since the onset of the pandemic. From tips to apps, products to people, starting and sticking with your mindfulness journey should be easier than ever. New research shows that practicing mindfulness as a way to reduce stress, depression and anxiety is not for everybody, and in fact, the same effect can be achieved by taking other steps.
The Takeaway: Find out what’s working for your audience’s wellbeing, be it meditation, exercise or something else altogether. We’d argue that mindfulness is actually about mindfully figuring out what makes you feel better and making it a habit.

Clean or confusing? Metro launches new “My Health, My Choices” program

Earlier this month, grocery chain Metro launched a new on-shelf system to categorize nearly 9,000 of their products based on 50 attributes, such as keto-friendly, lactose-free and vegan. Our Take: Here at Felicity, we’re big believers that “all foods fit.” So we were all smiles to see this system replace the previous one at Metro which saw smiley faces on foods they deemed “healthy.” And we appreciate Metro’s efforts to try to make it easier for shoppers to decide if a food suits their needs.
The Takeaway: The journey to help consumers make more informed decisions should begin long before they get to the store. In fact, our research reveals some of the terms used in My Health, My Choices may incite even more confusion amongst Canadians (read more on this in our white paper “Is wellbeing washed up?”). While the program tries to provide a shortcut, ultimately there needs to be more education to make sure consumers understand the meaning behind the terms used. We’d love to see Metro rally the brands they sell to deliver deeper education behind the terms they use. 

Latest wellbeing trend: Sexual wellness

Credit: Getty Images

The definition of self care is evolving and it looks like 2020, the year of isolation, meant that sex and self-pleasure were not only regular activities, but were talked about more than ever. 

“Sex is a basic human need for a lot of people. But expression of the erotic self is also a really important part of personal identity for many of us. All of this came to the fore for us in 2020 when many of us found ourselves with limited access to our full erotic selves,” says Registered Psychotherapist Bronwyn Singleton.

Celebrities and influencers (even mommy bloggers) openly endorsed sex toys and sex toy sales boomed in Canada and around the world. Media outlets have announced that outdoor sex, more kink and cyber sex are big trend. So what does this mean for us as wellbeing marketers, whether our brands are in the intimate sphere, or not? And is it a positive movement? We asked Singleton to share her expertise. Click over to our blog to read more. 

Keep your eyes on your inbox on February 9 (just in time for Valentine’s Day), when Singleton will share her predictions for the top trends in sexual wellness for 2021.

Feeling inspired?