Taking a look back at the discussions and workshops I had with clients in 2023, some common themes have come up. Here are a few notable trends that I anticipate will be pivotal for wellness & sustainability lifestyle brands in 2024 is:
De-Minimalism
Minimalism remains a timeless aesthetic characterized by exquisite, clean textures, lines, and neutrals. Its enduring popularity is rooted in the innate connection between brand psychology, color, and the perception of purity, nature, and fluidity associated with wellness and beauty industries. However, a noticeable trend is the proliferation of brands replicating the minimalist aesthetic, resulting in a homogeneous landscape that lacks diversity.This saturation of similarity has led to confusion among consumers as brands struggle to distinguish themselves. In 2024, there is a noticeable shift towards embracing differentiation and fostering unique creative expressions. It marks an era where breaking free from the confines of a uniform aesthetic becomes crucial for brands to stand out and truly connect with their audience.
Emotive Content & Photography
The day and age of content saturation, inundated with AI, face filters, and more, there lies an opportunity for brands to re-establish a connection with the human element. This involves embracing our perfectly imperfect features, showcasing authentic personalities, and narrating compelling stories. Brands that succeed in forging emotional connections, conveying authority, and maintaining credibility in a distinctive manner will find that investing in brand photography is just as crucial as strategic planning. It’s a recognition that, amidst the digital noise, human-centric content remains a powerful and resonant force.
Bespoke and personalisation
In 2024, an imperative for tailored offerings will emerge, prompting brands to undertake significant efforts in personalizing their services or products. The recognition of diverse needs and preferences is gaining prominence, with diversity and inclusivity becoming pivotal aspects of design trends across various industries. A one-size-fits-all approach is no longer sufficient. Wellness and lifestyle brands, in particular, are grappling with intense competition, evident in the demand for personalized product recommendations, bespoke offerings, and individualized discussions and consultations. Adaptation to these personalized approaches is becoming essential in order to thrive in a market shaped by diverse consumer expectations.
Embracing the Digital experience
In 2024, wellness and lifestyle brands are harnessing technology to craft engaging and interactive online brand experiences. These experiences include personalized online consultations and user-friendly mobile interfaces. The forefront of this year will be dominated by digital-first wellness and beauty encounters. Beauty and fashion brands are replicating the in-store shopping experience by incorporating augmented reality (AR) try-on features. Simultaneously, wellness and fitness brands are transforming their online platforms into immersive digital sanctuaries or rest stops, providing moments of tranquility for those seeking calm.
Authentic Content is King ( and queen)
In the realm of digital presence, the saying “Content is King (and Queen)” holds true.
The most conspicuous avenue for growth lies in content that is not only informative but also practical for the intended audience. When a brand adopts an outcome-driven approach, it establishes a connection with its audience. Achieving this involves showcasing the desired outcome first, creating content that addresses and emphasizes the audience’s needs.
A notable surge in this strategy has been witnessed on platforms like Instagram and TikTok. Short videos have become a popular medium for depicting a specific pain-point, followed by professional advice on how to address it. Crafting content that is concise, attainable, and actionable inspires the audience to return for more valuable tips, fostering a continuous bond between the brand and its audience.
2024 is all about humanizing the Brand. Emotive content humanizes a brand, making it relatable and approachable. Consumers are more likely to engage with brands that showcase a human side, as opposed to purely transactional or corporate messaging. Consumers want sincere, human-like communication from their preferred brands, and a report from Braze and Forrester confirms it. According to the report, says 40% of brand experiences aren’t delivering on the human brand promise.
🌻 Do you have a favorite wellness brand who is really working hard on connecting with their audiences?
Vie xxx
SONO SANA ATELIER
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