September 5, 2018 / Consumer

The New Nurture Economy

With global anxieties constantly on the rise, 77% of consumers are expressing their desire to improve their mental wellbeing and happiness. Gradually more people are turning to coaching apps that offer an escape from reality and time for them to focus on themselves; research has shown that when people make a conscious effort to manage their health, they feel less stressed.

Pew Research Centre found that Millennials are investing more time into self-improvement than the generation before, spending more on diet plans, apps, life coaching, and therapy.

It seems brands are beginning to find ways to capitalise on ‘self-care’ already: using this buzzword on products such as planners and candles, both of which connote organisation and calmness, they are likely to appeal to the expanding demand of aspiring stress-free consumers.

Popularisation of ‘positive’ products is on the rise, for instance, pick-me-up subscription boxes and cards that display positive messages to reassure them in a time of an undeniably chaotic climate.

Lush is a brand that could already be quite closely related to relaxation, but they have paid particular attention to this trend, an example being its foot product line which they cleverly advertised as the solution to tired minds and sore muscles.

Self-care is becoming a form of feminist consumerism.

However, this sudden obsession of ‘treat yourself’ moments are likely to be damped by the roots of the term. Audrey Lorde (1988) expressed that, ‘Caring for myself is not self-indulgence, it is self-preservation, and that is an act of political warfare’, something that intensely juxtaposes the visual culture of privilege and self-absorption created by social media in todays society.

#Self-care has reached 6.7 million instagram posts, so it’s clear to see that while some consumers may have old fashioned views on the term, others will continue to view it as a form of empowerment.

The Future of This Trend

There is a particular opportunity for brands to rethink how they market to males. With more men becoming open about their emotional and mental wellbeing and most of the solutions being largely female-focused, there is room to fill this gap in the market.

Micro-doses of self-care seem to be a way to cater for quick solutions.There are ideas forming to produce text-based therapy, as well as cue cards that are designed to lift moods.

There is a call for the power of media to amplify this message of positivity and reassurance of growth with the overwhelming stress that people are faced with in the economic and political instability of today.

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