Ogilvy Report Says Wellness Is Here To Stay

Branding titan Ogilvy has released the Ogilvy Wellness Gap study, which cites the ongoing growth and dominance of the $4.5 trillion wellness industry. Conducted in April 2020, the research reveals insight into the influence of wellness on consumers. (Seventy-three percent of the 7,000 consumers polled across 14 countries and four continents acknowledge that wellness is an essential element of brand strategy.) Furthermore, the study quantifies the gap in consumers’ wellness expectations across seven key factors: food, snacks, skincare, airlines, hotels, cars, and banking. According to the report, 77 percent of those polled said wellness is very or extremely important to them. Although 80 percent of consumers stated a desire to improve their own wellness, only 46 percent felt that brands consider their wellness as a priority. Moreover, 53 percent agree the skincare sector is doing all it should to support wellness, yet only 41 percent said the same about the food sector. “Wellness has created new conversations, new expectations, new purposes—both for companies and individuals,” says Benoit de Fleurian, Ogilvy’s global planning lead for health and wellness. “Wellness has inspired new businesses, new brands, new products, new services, new experiences. Wellness has seen companies pivot their strategy, business, and portfolio. Wellness has started to revolutionize entire industries, starting with the food and beverage industry.” Click here to read or download the full report.