January 10, 2024

In a world where gut health is making headlines, and non-alcoholic beer is a trendy choice, 2024 marks a significant shift in consumer behaviour. The international wellness tourism market has soared to a staggering £837 billion, growing robustly at 12.4%. While the UK boasts the fifth largest wellness economy in the world, seeing a growing fondness for health-boosting practices like cold plunging, biohacking, and essential oils. Following suit, advanced wearable health technology is expanding, with over 1 billion people internationally projected to use sophisticated health monitoring devices in 2024. How are brands like ZOE reshaping our approach to health? What’s fuelling this shift in consumer behaviour, and how is it influencing the promotional marketing landscape?

The Ascension of ZOE

Health and wellness have become central themes in today’s cultural landscape, and the star of this transition is ZOE. Founded in 2017 by health experts Jonathan Wolf and Professor Tim Spector, this personalised nutrition service emphasises the importance of understanding individual responses to food through personalised tests, AI, and nutritional studies. 2023 was a breakthrough year for ZOE, propelled by endorsements from celebrities like Steven Bartlett and Davina Mccall, and forming a significant partnership with Marks and Spencer for a kefir-based health shot. Fast forward to today, and ZOE’s growth is evident—not only in its subscriber count, now over 130,000—but also in its profound influence on altering society’s perception of gut health. But the question remains: How did they do it?

Health and Wellness Meets Gamification

With ZOE’s personalised nutrition app, the task of health tracking becomes a rewarding journey, complete with interactive feedback and personalised metrics. But beyond internal wellness journeys, the genius of ZOE lies in the nurturing of health and wellness ecosystem. Inside forums, subscribers actively engage in vibrant discussions, sharing strategies for incorporating thirty organic vegetables a day, to managing blood sugar levels, and sharing practical advice on diets, like increasing bean intake without the side effects. ZOE users, sporting distinctive yellow glucose monitors, not only track their health but also proudly symbolize their quest towards health enlightenment. By marrying the principles of wellbeing, self-improvement, and gamification, alongside nurturing a strong community, ZOE has not just promoted a product but ignited a lifestyle trend.

‘Be Your Best Challenge’ by Bulldog Skincare and Strava

ZOE is not the only brand harnessing the power of gamification to fuel the growing desire for self-improvement and health empowerment. Bulldog Skincare, in partnership with Strava and TWELVE Agency, has launched the ‘Be Your Best Challenge‘. This program invites users to log their fitness activities on Strava to compete in a community-driven challenge. The goal? To accumulate as many hours of fitness activities as possible, with participants spurred on by attractive rewards, including a year’s supply of Bulldog’s Advanced Range. Each participant also enjoys a 30% discount on Bulldog skincare products and earns a digital badge, mirroring the incentive approach used by ZOE. This initiative not only positions health as the new benchmark of success but also sheds light on the evolving nature of rewards to reflect new consumer values and desires in health and wellness.

The Influence of Health Trends on Prizes and Rewards

As society’s values evolve, so do the prizes in promotions. In this landscape, Benecol, with the support of Activation, embraced the challenge of making cholesterol management appealing. Timed with National Cholesterol Month, their ‘Year of Good Living‘ campaign offered winners idyllic cottage retreats and a continuous supply of fresh, organic vegetables. This trend, where even a consistent supply of vegetables garners significant consumer interest, speaks volumes about our changing values. Similarly, since 2014, IPM Member Broccoli , in partnership with Everyone Active, has revolutionised swimming lesson promotions. Their prize draws, featuring forest retreats and getaways, align closely with the growing emphasis on health, fitness, and family bonding. These campaigns, with their redemption rates soaring over 20% and continuing to rise, underscore a significant trend: health-focused incentives are not just a passing fad, but a reflection of deep-rooted societal shifts.

Health and Wellness Take Centre Stage

As we step into 2024, the health and wellness sector is already causing a significant shift in the promotional marketing landscape. Companies like ZOE, Bulldog Skincare, Everyone Active, and others are at the forefront of this change, blending technology, gamification, and community engagement to turn health and wellness into an engaging, rewarding journey. Their success demonstrates a powerful transition in marketing and promotional strategies, where health and wellness are no longer just aspects of life to manage, but vital components of personal identity and community belonging. Do you think the continued integration of technology, like wearable health monitors, will continue to trend in 2024? In what ways will this effect promotions? Share your insights in the comments below.

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