Platforms: The number of people diagnosed with chronic conditions is expected to rise at a startling rate as we deal with the aftershocks of Covid-19. There are, however, opportunities to build digital communities that provide peer-to-peer support for those with chronic conditions, such as Superbloom, a social media platform that offers an intersectional safe space for people to track their health journeys.
Skincare: After a year of development, skincare is evolving to address consumers’ heightened hygiene concerns. Fortify+ has unveiled products that it claims sanitise the skin and curb the development of bacteria. Meanwhile, Réduit is using technology to move away from hand-applied serums to smart skincare devices.
Campaigns and marketing: Health marketing is taking aim at inter-pandemic sedentary urban lifestyles and encouraging creative ways to get active. Swedish non-profit organisation Generation Pep!’s campaign seeks to increase Gen Alpha’s activity levels with TikTok-style dances. In the US, The North Face is taking action against nature deprivation in communities of colour, pledging to diversify outdoor exploration.
: Quick-fix solutions and beauty fads are being replaced with more measured, long-term beauty rituals that are simpler, slower and more natural
: Anti-bacterial and hygiene solutions may seem like a novelty, but we will take these concerns forward into the inter-Covid period. Rather than focusing solely on these properties, ensure they are integrated into your product offerings
: Brands can look to incorporate a greater understanding of integrative wellbeing – which acknowledges the direct link between physical and mental health. Think about how your products can combine the two and promote greater understanding of their links with consumers
: The pandemic has shone a light on inactive lifestyles, often as a result of unequal access to nature. Consider initiatives to diversify access to the outdoors and how they could become a focal part of your brand’s health campaigning in the future