Every brand should provide appropriate solutions for supporting physical and/or mental wellness.
All companies—from retail to real estate—should offer some degree of a wellness experience to maintain a competitive advantage. Wellness options include physical health programs as well as offerings that support mental health and balance, providing stress relief or even addressing issues such as social isolation.
According to the Global Wellness Institute, wellness is now a $563 billion industry within travel and hospitality. For example, MGM and Marriott properties offer Stay Well rooms to counteract the adverse impact of travel, using approaches developed by Delos and incorporating offerings from the Cleveland Clinic and Deepak Chopra. These rooms include air purification systems, aromatherapy, personalized circadian lighting, and a shower infuser to reduce chlorine in the water. In the sky, Air France offers guided meditation as part of its in-flight entertainment experience; in less than two years, the airline has provided nearly 2 million in-flight digital meditation sessions. The airline also recently renovated its flagship business lounge at Charles de Gaulle Airport to make room for a “wellness zone” with a spa and saunas.
Delos is also on the forefront for workplaces, transforming indoor environments by placing health and wellness at the center of design and construction decisions. It pioneered the Well Building Standard (WELL), the world’s first building standard focused exclusively on human health and wellness. WELL marries best practices in design and construction with evidence-based medical and scientific research. As an added benefit, WELL-certified spaces, along with corporate wellness programs, communicate a strong message that an employer cares about the well-being of its employees. Meanwhile, Mamava—in partnership with office furniture supplier Steelcase—is producing breastfeeding modules for in-office environments.
Retailers are also surfacing health offerings in new and unique ways. Saks Fifth Avenue’s flagship store has devoted 16,000 square feet to The Wellery, which features group fitness classes taught by ex-convicts, a nail studio that offers guided meditation along with vegan nontoxic nail treatments, and a boutique offering “noninvasive body contouring” treatments. Sami Direct, a U.S.-based company, plans to open 100 dedicated nutraceuticals and cosmeceutical stores in the UAE and Gulf markets to serve this exponentially growing marketplace; its offering, backed by 200+ patents, includes products addressing concerns such as general health, bone health, weight management, detox, and natural beauty.
Consumer products are also banking heavily on health credentials. The new Apple Watch Series 4, for example, monitors heart rate with its ECG system and is backed by the American Heart Association. Even cigarette companies such as Altria are aggressively investing in advanced technologies around tobacco harm reduction.