Wellness vs. Well-Being

As we all look ahead to 2020 and what the new year will bring, we thought the article Why 2020 Will Be The Year That Wellness Dies — And What Comes Next from mindbodygreen raised some interesting issues to consider.

In the article, the authors draw a distinction between wellness and well-being, with their thesis being that wellness has become a "buffet of high-price, low-return products to enter the market and convolute what 'wellness' really means—and who has access to it."

Alternatively, well-being is reflective of "science-backed pillars of health," including "basic practices—many of which are inexpensive or completely free...that promote lasting health in the long run."

That includes, for example, regular exercise and eating more fruits and vegetables.

We think this is an excellent framing of where the health & wellness marketplace is right now, particularly when it comes to supporting the people who could most benefit from a healthier lifestyle.

When the wellness marketplace mostly targets high-income consumers who are willing to spend their disposable income on those "high-price, low return" products, it risks ignoring the proverbial center of the bell curve. Those Americans who could benefit from small interventions, like some modest exercise, nutritious food swaps, and basic nutrition education.

Instead, those people are being poorly served by the "wellness" category, which is bombarding consumers with pseudoscience, aspirational imagery, and the message that you need to spend a lot of money to be healthy.

And here's the twist. While a focus on science-based well-being over lifestyle wellness is a strong message, mindbodygreen itself has been accused of peddling in pseudoscience.

Where are consumers to turn? If you know us, you know the answer to that question: qualified, credentialed, trusted health professionals.

In 2020, we think those of you marketing healthy brands should take a moment to reflect on the distinction between wellness and well-being, and embrace the millions of Americans whose well-being could be improved by your products. Look for sources of trust and credibility, like health professionals, to deliver simple solutions that benefit these consumers instead of just chasing the latest fads and high-end trends. Improving the health of all Americans should be an effort that delivers both societal good and a healthy bottom line.