What is it about?
Wellness generally refers to services that promote well-being, health, and enjoyable physical activity. According to a dissertation, at its core, wellness consumption is about self-management.
Although wellness, fitness, and selfie cultures have often been considered superficial, the researcher argues that for many, it’s a deliberate practice of self-leadership and personal development.
– "Wellness has evolved from gym visits and beauty treatments into a specific lifestyle. This might manifest in choices like grocery shopping, seeking calmness, or improving sleep quality."
The researcher notes that wellness encompasses countless aspects and products. Even areas of life once taken for granted have been rebranded. Sleep is one prominent example.
– "Sleep has been branded, with an array of products and services built around it. It’s no longer just a cornerstone of physical health but an integral part of mental and social well-being."
Wellness is Big Business
Globally, wellness is a massive industry. A couple of years ago, the market value of this sector was already $4 trillion. The industry continues to grow at an annual rate of 6%.
For me, perhaps even more interesting than the economic significance of this sector is how wellness culture has spread widely across different areas of society. Individual employees and entire companies are shaping their image through wellness branding.
Wellness has also entered political discourse. The effects of self-care extend to society as a whole, for example, through reduced healthcare costs.
Politicians, as individuals, also shape perceptions of themselves through their focus on well-being
Activities may also evolve over the years. Sweating it out at the gym during student days might shift to hiking with the family in a national park after starting a family.
– "Once the mindset is adopted, it often stays for life. Notably, when spending time in nature, parents often socialize their children into a certain kind of wellness-oriented thinking."
Although wellness culture appears highly modern and technical, it largely represents a return to ancient values. Wellness consumption reflects many age-old teachings, such as Chinese medicine and yoga.
Comments