Wellbeing marketing FAQs
Our new MarketWell section helps answer the most common questions our clients ask us. We’ll answer questions monthly and compile the answers here.
What is wellbeing marketing? What is a “wellbeing brand?” Am I considered a “wellbeing marketer?
“Wellbeing marketing” is the efforts a brand makes, and the marketing thereof, to positively impact the wellbeing of all its stakeholders.
Though wellness was once limited to health management, sector lines are being redrawn, if not altogether erased. As awareness grows that wellbeing is linked to all facets of lifestyle, even brands in sectors not traditionally considered “wellbeing” are recognizing that having a stance on wellbeing is a must nowadays.
A “wellbeing brand” could be in one of many sectors, including food and beverages, fitness, financial services, technology or travel. In fact, all brands need to consider their role in improving the lives of their stakeholders.
How can I make more people aware of my product or service?
Brands today have so many communication channels from which to choose, that the options can be overwhelming. Speaking of overwhelming, consumers are bombarded with a branded messages up to 10,000 times each day. The last thing any brand wants is to be adding to the overwhelm.
Clients often come to us with the message they want to communicate. Our starting point, however, is with a deep understanding of the audiences the brands want to reach, what factors are important to those audiences, and their sources of influence.
Who are the most trusted sources of influence for wellbeing audiences? According to the research we did for our whitepaper Is Wellbeing Washed Up?, they are healthcare professionals and websites, friends and family, and mainstream media. Plus, 41% of Canadians say that they have spent more time on social media since the beginning of the pandemic, where they are undoubtedly consuming wellbeing content.
We love working to identify and then tap into a brand’s existing sources of trust, and to build trust in a brand directly through engaging content.