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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?
View Innovation Webinars

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?
3.6
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

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?
6
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?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Compostable Cannabis
Cannabis brands use compostable materials to package or produce products
Trend - The cannabis industry's rapid growth in North America has also resulted in its rapid impact on the environment, with production processes and packaging waste contributing to environmental harm. Now, some brands in this space are using compostable materials to produce or package products.
Workshop Question - How could your brand more authentically prioritize sustainability?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gamified Cannabis
Cannabis brands are applying game elements into their products
Trend - Cannabis companies are adding interactive, gamified elements to their branding and product offerings to increase their approachability in the new market. These gamified elements create a sense of playfulness and add entertainment value to cannabis products.
Workshop Question - What interactive elements can your company add to better engage customers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Women's App
Physical and mental wellbeing apps are targeting women's health
Trend - Women's health apps are becoming more popular as consumers seek out personalized fitness and nutrition services. These apps cater specifically to women's needs, whether that's fitness advice based on menstruation cycles, or encouraging body positivity.
Workshop Question - How is your brand prioritizing personalization?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cannabis Immunity
Cannabis-featuring products claim to boost users' immune systems
Trend - Cannabis brands are releasing products that they claim help boost consumers' immune system health, with everything from gummy based supplements to sparkling waters that feature cannabis now incorporating these immunity boosting claims.
Workshop Question - How is your brand ensuring its potential customers' trust?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Morning CBD
Cannabis brands release CBD products intended for morning use
Trend - Cannabis brands are increasingly touting cannabis as something that can benefit people's lifestyles, and this now includes the incorporation of CBD into customers morning routines. These products are now being offered in everything from coffees to supplements that are meant to be consumed in the morning.
Workshop Question - How is your brand expanding its product lines to better integrate into customers' routines?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
CBD Roll
CBD-based pre-rolled joints help people quit cigarettes
Trend - The cannabis industry is now helping people quit nicotine with low-dose, CBD-based joints that imitate the comforting, ritual-based aspect of smoking cigarettes--without the health consequences.
Workshop Question - How is your brand branching out to best support its customer base?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends