The Wellness and Vitality Social Discovery study points out that brands can engage in this process of identity formation by subscribing to the philosophy of consumers' lives, rather than just offering solutions to problems. McCann Malaysia brand strategy and consumer insights director Pratik Thakar pointed to the soaring popularity of yoga clinics, which "never talk about weight loss. Instead, they talk about nurturing balance, mindfulness and health, or the purification of body, mind and spirit".
Thakar also pointed to the agency's launch of Wall's Balance ice-cream last month: 97 per cent fat-free and endorsed by former Miss Malaysia and Miss Universe Elaine Daly, Wall's Balance is positioned as 'guilt-free enjoyment'.
Thakar added that Asia had the opportunity to set the agenda on lifestyle and healthcare marketing. "Asia has identified its historic and ancient lifestyle, value systems, healthcare practice and particularly 'wellness' rituals as key platforms for the trend export market, and has made tremendous impact on global society," he said.
Brands advised to explore 'wellness' angles for growth
New research by McCann Worldgroup Malaysia has revealed the growing influence of traditional wellness and vitality concepts, thanks to a burgeoning consumer segment that looks to define its identity through appearance, lifestyle and choices.
