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FuturistU > Consumers > Consumer Behavior > Module 3 / 5

Consumers and Wellness

Instructor: Shelby Walsh
Progressive Wellness
Download the Progressive Wellness Trend Report
Every brand needs a personalization strategy -- it's a consumer expectation. This module will explore a few leading trends helping brands to get ahead in this realm with case studies from the cannabis, cosmetics and media industries. Most agree that personalization is an integral part of surprising and delighting consumers, but unfortunately, few brands have personalization baked into the DNA of their business.


Learn how brands have become successful in making wellness more accessible and increasing the quality of their products by offering more personalized solutions. Which touchpoints are your brand overlooking when it comes to customization?
Related Trend Report: Progressive Wellness
Workshop Questions:
1. In which ways could shifting cultural expectations influence your product?
2. What are 3 touchpoints you could better personalize?
Jeremy Gutsche Keynote Speaker

Featured Insights

Gene Personalization
Brands use customer genetics to personalize and market their products
Implications - Brands' adoption of gene analysis is taking personalization to the next level, while functioning as a clear point of distinction for those who offer it. By creating products that have more evidentiary backing, these brands are able to cater to customers' specific needs within their area of expertise, rather than the customers' stated needs–a fact which functions as a key marketing tool for the products themselves.
Workshop Question - How can your brand adopt personalization into its product development process?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Inclusive Cannabis
Mainstream cannabis culture slowly works towards inclusion via feminism
Implications - Where the mainstream cannabis industry once focused on "stoners," the lifestyle associated with it is now considered upscale – and the next step in this progression is its slow shift to empowering women. This shift caters to a demographic that has long consumed the product, while simultaneously being disregarded in its contributions to the culture that surrounds it. As the cannabis industry focuses on progression, the dichotomy of its contribution to "upscale" lifestyles for some demographics, and disproportionate penalties for others, must be resolved in order for the industry to fully embody inclusivity.
Workshop Question - Consider who your brand targets to, and who it might exclude. How can it better foster inclusive and diverse business practices?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Startup Genetics
The direct-to-consumer model finds new applications with DNA-specific wellness
Implications - As consumers look to act on newly gained knowledge made easily accessible by data-powered smartphones, biotech startups are emerging to offer DNA-specific wellness solutions that are at times controversial in nature. In particular, this progression highlights the adaptable nature of the health and wellness movement and the opening up of various markets as the direct-to-consumer model expands to new categories.
Workshop Question - How can you get closer to consumers by leveraging elements of the direct-to-consumer model?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

GLP-1 Response
Food brands are adjusting portion sizes as weight management drugs gain popularity
Trend - As GLP-1 weight management drugs gain popularity, food companies are responding by adjusting the ingredients and portions in their products. Particularly in the CPG market, retailers are offering smaller products richer in proteins and fibers, as there are more in-line with consumer needs.
Workshop Question - How could your company adjust its products or services in response to the growing popularity of GLP-1-related drugs?
8.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Informative Yogurt
Dairy brands are redesigning packaging to explicitly advertise health benefits
Trend - Brands in the dairy industry are redesigning product packaging to be more explicitly informative. These new packagings highlight the ingredients' exact nutritional benefits, such as benefiting gut health. Many such products are also advertising organic or eco-friendly ingredients.
Workshop Question - How could your brand redesign its packaging to ensure it best appeals to the desires of its consumers?
8.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
THC Aphrodisiac
Cannabis is used to boost libido and promote intimacy amongst couples
Trend - Cannabis is increasingly being used to enhance intimacy and sexual experiences. Often consumed orally, the substance is embraced due to claims that it potentially affects arousal, relaxation, and sensation during intimate moments, offering users a new way to explore and connect with their partners.
Workshop Question - How can your brand address consumer demand for experiential products?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Vice
Brands are recategorizing traditional 'vice' products as luxury status symbols
Trend - In a divergence from health and wellness being exclusively associated with luxury, brands are releasing traditional vice products, such as cigarettes or cannabis, positioned as luxury status symbols. These products enable wealthier consumers to display status while engaging with vices.
Workshop Question - How could your brand capitalize on the shifting values of high-income consumers in the modern era?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Slim CBD
Cannabis is increasingly used in weight management and fitness-related products
Trend - Cannabis is increasingly added as an ingredient in fitness and even weight loss-focused products. It's being embraced for its medicinal benefits, such as anti-nausea and anxiety reduction. Both qualities are attractive added benefits to one's weight loss or fitness journey, particularly if undergoing additional treatments.
Workshop Question - Which unconventional ingredients or areas are you overlooking when brainstorming solutions to your customers' specific concerns?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cannabis Chatbot
Brands are launching new artificial intelligence chatbots for cannabis sales
Trend - Cannabis chatbots are AI-powered agents designed to interact with users and provide information, guidance, and assistance related to cannabis products, strains, consumption methods, regulations, and more. Cannabis chatbots are usually integrated into websites, mobile apps, or social media platforms.
Workshop Question - How can your brand leverage AI to provide personalized and educational information about its product?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Cannabis
Cannabis brands target Gen Z consumers and audiences
Trend - In North America, Gen Z consumes less alcohol and has been shown to prefer cannabis over alcohol. In order to better appeal to Gen Z's preferences, cannabis brands are offering products and experiences that cater to their interests--including virtual spaces, alcohol-free beverages and bars.
Workshop Question - How could your brand better adapt to Gen Z's cultural impact?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Web3 Cannabis
Cannabis brands create metaverse-based experiences and events
Trend - Cannabis brands are expanding their digital footprint by creating experiences or hosting events in the metaverse. Brands in this space are offering everything from metaverse-based cannabis testing labs to virtual dispensaries.
Workshop Question - How could your brand better prioritize experience for its customers?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends