Health and Wellness by Nely Grigelova

HEALTH & WELLNESS FUTURE THINKING

NELA GRIGELOVA N0756979 Word count: 3300

I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project. Signed: NELA GRIGELOVA….. Date:06.11.2019………….

CONTENT

TREND DRIVERS 09 POLITICAL UNCERTAINTY 11 FEMINISM

METHODOLOGY

WHAT IS HEALTH & WELLNESS 05 EVOLUTION

CONSUMER NEEDS

INTRODUCTION

AIMS & OBJECTIVES

12 CONSTAT CHECKER

INDUSTRY IMPLICATIONS 20 FASHION 23 BEAUTY

WHAT DOES THE FUTURE LOOK LIKE ?

29 TRAVEL

CONCLUSION

INTRODUCTION This report aims to critically analyse the macro trend of Health & Wellness; tracking down its origin as an ancient holistic practice Ayurveda to a global market worth $4.2 trillion in 2017 (Global Wellness Economy Monitor, 2018) This report intends to recognise what is driving the presence of this trend, its influence on society and predictions of it in the future. Future Thinking will explore how the trend is manifesting itself within different industry sectors identifying the triggers of change and finalised by the recommendations for future opportunities and developments.

objectives • Gain an understanding of where the Health and Wellness trend originated from, how it evolved and where it is going • Understand how the trend affects the consumer behaviour within the trend through quotes, data and statistics • Understand how fashion and other industries are responding to the trend with examples of innovative ideas • Evaluate the research findings to develop appropriate suggestions on how they will affect marketing and branding whilst considering future trend progress 1

METHODOLOGY The research conducted was entirely collected from secondary resources both online and offline, dissecting the components of the trend. In-depth data and information analysis around health and wellness were obtained from websites, databases such as LS:N Global and Mintel. Industry reports and articles were used to track the trend development as well as the industry implications. Additionally, audio and visual resources such as Ted Talks and podcasts helped to shape the body of the report, accompanied by books and journals.

What is health & wellness ? For decades, ideas of wellbeing were limited to specific health-conscious consumer groups, often seen as part of a luxury or alternative lifestyle. The Global Wellness Institute (2019) defines wellness as

“the active pursuit of activities, choices and lifestyles that lead to a state of holistic health.” Although, the origins of wellness, are far rooted in Indian, Chinese and Greek regimens. Its popularity began after Dr Halbert L. Dunn used the phrase high level wellness in his book 'High Level Wellness for Man and Society' (1959) defined as an “integrated method of functioning which is oriented toward maximizing the potential of which the individual is capable, within the environment where he is functioning”. (Dunn, 1959) Dunn’s work received little attention, initially, his ideas were later embraced in the 1970s by Dr John Travis who opened the world’s first wellness centre. By the end of the 20th century, wellness goes mainstream with the fitness and spa industries recognising the global potential of the health & wellness industry. The 21st century is a tipping point for the wellness movement, it has evolved to multi-dimensional and preventive; it relies on individual responsibility to integrate a holistic health paradigm into everyday life by following the pathway of the Six Dimensions of Wellness

emotional

spiritual

intellectual

physical

social

career

(Global Wellness Institute, 2018)

The timeline on the next page includes all the significant milestones within the wellness evolution.

(Hettler, 1976)

The Evolution of Wellness (Global Wellness Institue,2019)

1910

3000-1500 BC AYURVEDA

2008

FLEXNER REPORT

500 BC

Bhutan Gross National Happiness

ANCIENT GREEK MEDICINE

1960

2018

1980-2000

Global Wellness Tourism is forecast to reach $919 billion in 2022

Wellness Goes Mainstream

'High Level Wellness'

2010

Wellness Goes Global

1950

1790s

ORGANIC FARMING

HOMEOPATHY

1890s

CHIROPRACTIC

1970

World’s First Wellness Centre Opens

2014

Global Wellnes Institute launched

3000 – 2000 BC TRADITIONAL CHINESE MEDICINE

TREND DRIVERS In the marketplace, customers increasingly make decisions based on emotions and their value systems: Does the brand story resonate with what I care about? What are the environmental and social consequences of my purchase? The need for this new axis of interest is redefined as we are confronted with unstable socio-political times while also facing the technological and scientific tipping points of the 4th industrial revolution. (Wharry, 2019) Summarised thus: 7

Political Uncertainty

Political change can affect us in different ways and regardless of our beliefs or our political preferations, causing stress and anxiety about the future of our country. A poll ran by the British Association for Counselling and Psychotherapy (2018) found that “Around 33 per cent of people said Britain’s departure from the European Union has had a negative effect on their wellbeing.” Lombardo (2018) identifies similarities between the 2016 US presidential vote and the referendum on Britain’s place in the EU, with predicted effects on global public health.

A survey ran by ran by the American Psychological Association (2017) revealed that “52% of Americans reported that the presidential election was a significant source of stress. “ Surveys like these support the fact that situations like Brexit often place us in collectively stressful circumstances which can lead to negative effects on our physical wellbeing too. (Lombardo, 2018) All this distress is driving a shift to more holistic practices of wellness, accelerated even more by younger generations wanting to take control of their mental health being. (Kelly, 2018)

“Younger generations appear to be much more aware of brands that have taken political stances, “Younger generations appear to be and more interested buying of brands much more in aware brands that have that align with their taken political and more values. stances, “

interested in buying brands that align with their values.“ (Laughlin,2016) 10

FemPower

“Caring for myself is not self-indulgence, it is selfpreservation, and that is an act of political warfare.” 11

(Audre Lord, 1988)

In 2017 a word 'Feminism' “was named Merriam-Webster’s word of the year in 2017” and within the same year first Women’s March saw 5 million people protesting in nearly 1,000 global marches against Donald Trump. (Global Wellness Summit, 2018) As a result, the women’s empowerment as a driver of the wellness movement has changed it into an industry largely pioneered and dominated by women who represent the “majority shareholders,” most of the inventors, entrepreneurs and (Global Wellness Summit, practitioners. 2018) Now, given the charged political and social moment, a new wave of feminist wellness is emerging with destigmatising conversations about women physical, mental and sexual wellbeing. The intersection between women’s empowerment and wellness is now being blurred as female consumers come to a realisation that governments and mainstream medicine aren’t finding solutions for things specific to women. (Austen, 2019) For instance: “In the emergency room women routinely wait longer than men to receive medication for acute pain. At the gynaecologist’s office, severe period-related pain is often dismissed or underestimated” (Chen et al., 2008)

This problem has inspired an emerging generation of female entrepreneurs who design products and services in order to address the unaddressed issues for women’s bodies and lives by creating new “Fem Tech” brands to fix them. This includes business such as ‘Blume University’, a digital platform that educates girls on breast health, acne and gynaecology, However, the question is how to keep the feminism momentum going to avoid that it will become a fad? There’s been discussion recently about how feminism could work towards helping both men and women in the area of mental health caused by patriarchy; “the high rate of suicide and depression among men is often connected to the emotional straitjacket placed on them by expectations of toxic masculinity”. (Thorpe, 2016)

It could be argued that if women were powerfully underserved in medicine – we could say that men have been similarly underserved by the wellness market.

Andrew K. Przybylski, a psychologist at the Oxford Internet Institute, on the time spent using

Constant Checker

digital devices and the mental well-being of adolescents announced:

“Digital-screen time and mental well-being are nonlinear and that moderate engagement in digital activities is not harmful.” Explaining that digital connectivity is part of today´s lifestyle and can actually increase the feeling of well-being.

Constant digital connectivity fundamentally changed our society. (See Appendix 2.) The online landscape is overloaded with information and the addictive nature of social media is very likely to increase feelings of loneliness, social isolation and depression driving consumers to think more expansively about their health and wellbeing. (Primack et al., 2017)

“The typical young adult has an active presence on six sites.” The term ‘nomophobia‘ has even been coined for those who feel stressed when they can’t access their phone.(Elmore 2014) Rosen (2018) believes that ubiquitous connectivity is

causing anxiety. “42 % of constant checkers worry about the

effect of social media on their physical and mental health, compared with 27 % of non-constant checkers.” (APA, 2017) This could be an indication of empowerment and prosperity; however, one can say these technological advances have robbed us of our tranquillity, inner peace and caused a disturbance in sleep. According to Odgers (2018) ”studies in sleep labs have found differences in sleep between people reading on paper and on screens before bed.” In contrast to this, whether digital devices and time online is damaging to mental health and cognition is just not supported yet.

There is a clear shift in consumer behaviour that has been caused by the paces of modern life. “The World Health

Consumer

Organization (2019) has now officially recognised burnout as an occupational phenomenon.” As a result, consumers are seeking ways to slow down by making conscious choices to their lifestyle. The ‘Slow Living’ movement focuses on slowing down the rhythm of everyday life. At the core of the movement value: time, health and peace of mind instead of money and possessions. Danish ‘hygge’ that “encompasses a feeling of cosy contentment and wellbeing through enjoying the simple things in life” serves as an example.

The phenomenon of The Life-Changing

(

Magic

)

Tidying book

Marie

Kondo has brought the concept to mainstream

audiences.(Kuncius,

2019). “Her book and now the show

have helped to elevate the importance

Needs

of organization and the idea that your clutter is affecting your mental health and general well-being.”(DiGiovanni,

Consumer mindset towards health and wellness is shifting from

2019) Through this, more consumers

the one from couple years ago, nowadays their desired goal is

are now operating with a sustainability

to be the best version of him/herself inside, outside and in what

mindset, even if they struggle to make

surrounds us. The mental and emotional piece is the driving factor

it a lifestyle. (Future 100, 2019)

that inspires change in behaviours and ultimately purchases. 15

Feeding the basic need of self-actualisation and esteem (Maslow,1943) consumers

When it comes to the mindfulness

are looking for ways to escape the negativity and busy lives. As part of this escapism,

movement,

they are ramping up on holistic self-care and its more than just food & drink

connectivity has influenced a breakout

choices. Though these are not a new concept, millennials have managed to turn

of digital wellness apps as an alternative

the self-care movement into a $10 billion industry (Abacus Data, 2017). A study

for meditation—with Calm being the

published in 2015 by Field Agent reported that : “Millennials spend twice as

#1 app of 2017. (Apple,2017). It’s

much as baby boomers on self-care essentials such as workout regimens, diet

indisputable

plans, life coaching, therapy and apps to improve their personal well-being.”

meditation to millions of more people

the

that

trend

they’re

digital

bringing

(See Appendix 2.), though, not all selfcare apps can be a replacement for traditional mental health care and some of the talk therapy apps - were found to be ineffective and inconsistent in the quality of care provided. (Perez, 2018) On the other hand, a growing number of consumers are still seeking profound experiences, through nonreligious forms of mindfulness with urban healing spaces turning self-care into the newest daily indulgence. An interesting example is the joint wellness Even though the majority of self-care industry is banking our insecurities, Sharp (2018)

believes the popularity of self-care is having a positive impact on us; with

a rise in consumer consciousness on mental health disorders that are becoming more acknowledged through meditation and mindfulness to companies that are starting to destigmatize conversations on topics such as periods, menopause or erectile disfunction. (Demers,2019) For example, Icon, the sister brand to Thinx, released an unapologetic “Piss Off” campaign for its pee-proof underwear,

space and café ‘HealHaus’ in Brooklyn was created with inclusivity in mind in order to create a healing space with mental health resources.

“Never before have we seen such a surge in apps focused specifically on mental health,

turning the spotlight on the much-misunderstood group of people in their 50s

mindfulness and stress

and 60s (otherwise known as baby boomers) that are starting to challenge the

reduction ”

status quo. “91% of women over 50 wish advertisers would treat their generation

(Apple, 2017)

more like people”

(The Innovation Group, 2018)

(HealHaus, 2019)

FASHION: ATHLEISUREWEAR AND BEYOND Athleisurewear is not leaving the fashion and wellbeing industry soon. People wearing activewear to office, school, shops is now nothing uncommon. However, the awareness of the negative impacts on our planet caused by the fast fashion industry grows and a new era of sustainable, ethical, more inclusive and meaningful clothing is on the rise (Global Wellness Summit, 2019). Resulting in a new representation of activewear brands that have recognised the gap for inclusive and sustainable activewear apparel. Girlfriend Collective is ethically manufactured, sustainable, eco-friendly activewear made from recycled water bottles.

“We want to be the brand that all women can look to, trust, and know that they are important to us always, and that we’re not just including them as a marketing tactic or revenue driver.” (Dinh, 2016)

Industry Implications 19

The brand understands the consumer’s desire for authenticity and inclusivity with diversity and body empowerment is are the core of the brand’s values, emphasized by featuring women of colour, different shapes, age and sizes (from XXS to 6XL) within their campaigns and imagery (Snyder, 2018) "Unfortunately, or fortunately for us, a lot of people in activewear use the exact same fabric, go to the exact same factories as Lululemon in Taiwan, and slap their label on it. Obviously, I tried to figure out how we could make it better, and this is what we ended up with." (Dinh, 2016) 20

Pioneering a slow change within the trend of New Masculinity is being done by Nike´s yoga-tailored apparel line for men. Rather than focusing on the types of wellness and mindfulness tropes typically associated with yoga, the line focuses on strength and is promoted by a range of professional athletes, including NBA players, footballers and skateboarders. (Friend, 2019)

“Yoga’s seated fold is very similar to the position you need to be in to land a long jump – legs straight, arms out fully, your chest almost meeting your quads,” says Paralympian athlete Scout Bassett. (2019) The fashion industry is slowly getting involved to discuss mental health. Targeting Gen Z, Monki´s latest campaign ‘All The Feels’ aims to draw attention to the positive and negative sides of social media on our mental health. The purpose of this campaign is encouraging people to open up and boldly declare emotions that we once barely dared to whisper which is undeniably a marker of progress for the fashion industry. (Friend,2019) But there’s one element that ties these messages together – they are expressed by women. This raises a concern where are men represented in this?

BEAUTY: SKIN POSITIVITY

The beauty category isn’t just “hope in a bottle, tube or jar” anymore. It’s a critical emotional and physical self-care opportunity. (Wing, Hong and Knight, 2019) While the strive for perfect skin comes from social media photos of impossibly perfect individuals, now people´s attitudes towards acne are starting to change as young people continue to use their activist mindsets on social media to show that they love themselves for who they are. Movements like #skinpositivity and #redefinepretty are saying it's okay to talk about this. (Barr, 2018) Dr Anjali Mahto who began struggling with cystic acne more than 25 years ago told Independent (2018):

“As a society, we’re so used to

seeing false images of perfection that it can be hard to remember

“Skin positivity is about confidence, self-love and reducing the stigma and shame that can be associated with visible skin conditions such as acne, scarring, or birthmarks to name a few.” In a study by E45 of over 5,000 adults revealed

that we are all perfect as we are,”

that “81% have experienced a skin problem,

(Ford,2018)

Covering conditions such as eczema, psoriasis,

with a 26% saying it makes them feel depressed. rosacea and acne. ” (Driver, 2019)

This problem is known as Psychodermatology, which is a relatively new branch of dermatology that acknowledges the link between our skin and our wellbeing and mental health. (Jafferany, 2007) Luckily, beauty brands are heeding the psychodermatology call such as London based Disciple views skincare in the context of mental health how stress affects our minds and bodies, plus causing inflammation and issues with the skin. Furthermore, this concept is profoundly resonating with consumers Its revenues in the first and second quarters of this year were up 400%. (Bryant, 2019) Looking

the future,

their

skin

problems

some

time

frank

visual

their

consumers will always be seeking

â&#x20AC;&#x153;acne

livesâ&#x20AC;?

communication

affects

(Mahto, that

about

2019.)

tells

the

80%

Therefore, truth

about

the

solution

population

brands

must

acne-prone

use skin.

Success Story Teen Vogue is also a key pioneer of the Acne Positivity movement. In 2017, the publication turned acne into art for an online editorial inspired by French illustrator Izumi Tutti. Rather than encouraging girls to conceal their spots, blemishes were decorated to reflect star constellations. (Friend, 2017)

CANNABEAUTY Following on the practice of holistic beauty rituals. Cannabis is undergoing a massive rebrand, shedding its 'stoner' image to a new one as a luxury wellness and beauty ingredient. (Devash, 2019) A recent report from the Arcview Group suggests that consumer spending on cannabis could reach $22.6 billion by 2021. (Arcview Group, 2017)

The market for CBD changing as

well. Cheryl Shuman, founder of Beverly

According to CBD dedicated Colombian brad Khuida: “CBD is credited as

Hills Cannabis Club expresses: “This is like

being three times more effective than vitamin E at boosting skin firmness

fine wine, fine champagnes, fine cigars,”

and hydration.”

(Shuman, 2018)

Harris Poll, Quartz asked over 2000 readers what they used Cannabidiol

Another reason that it’s an attractive

for, sleep, anxiety and general calm being the top three use, which indicates

market is that no big brands are in this

that people are interested in CBD to combat mental wellbeing issues. (Avins

area at present. As a result, there are lots

and Kopf, 2019)

of indie beauty brands such as Kush or Milk

Right now, CBD is a very American thing, 57% of US adults believe marijuana

that offer infused version of products from

should be legal but it will become a lot more global in the future.

mascara to intimate lube.

(Future 100,2018)

(McGregor and Smith, 2019)

In a survey conducted with the

TRAVEL: FROM PASSIVE EXPERIENCE TO ACTIVE JOURNEY

The time has arrived for travel brands to move beyond simple concepts of a gym and a luxury spa, to rebrand and reposition their offering as a destination for holistic wellness. According to a Cornell University 2014 study, â&#x20AC;&#x153;the anticipation of a trip can

increase your happiness substantially, even more than the anticipation of acquiring something tangible, like a new car.â&#x20AC;? The rapid growth of wellness tourism around the world has been stimulated by several factors including the rising global middle class, the awareness of new emerging travel markets, consumer desire to adopt a wellness lifestyle and a growing interest in experiential travel. (Global Wellness Economy, 2018)

In 2017, travellers took

830 million

wellness trips, with Asia-Pacific region emerging

number

one

wellness

destinations of choice as more stressedout people look to travel there for respite and rejuvenation. (Global Wellness Institute, 2018) 29

Howell, Passmore and Buro (2013)

found

eudemonic

that

both

wellbeing

and

hedonic tone were enhanced after

2-week

outdoor

activities intervention.

“When you have local healing or medical

ENJOY the SILENCE

traditions, spiritual and other practices, it makes the whole experience more authentic,” (Young, 2018) In response, wellness travel offerings hotels and resorts are moving beyond typical offerings

such

detox

or weight loss but instead adding services that focus on the joy of digital de-tox and reconnecting with one’s self. Asia-Pacific hosts several luxury destinations fit for fully unplugging such Kamalaya in Koh Samui offers the Sleep Enhancement program which involves winding down and switching off from electronic devices by 9 pm (alongside a tailored holistic program) in order to improve quality of sleep (The Luxury Conversation, 2019) On the downside, the explosion of travel is a double-edged sword, “more

than 1.3 billion people travel internationally”(Powell

and McGoarty, 2019)

in-

theory more places could benefit economically from tourism however, overtourism is becoming a wellness issue for the world. After all, travel to overtouristed places is not a good experience for visitors nor for locals. 31

WOMEN ONLY

For example, in April 2018 the government of the Philippines has decided to close the popular island of Boracay due to the damage excessive numbers of tourists were doing to the local ecosystem. (Coffey, 2018) Is there a way that wellness tourism can be an answer that eases the ills of overtourism ? Malleret (2018) at the recent Global Wellness Summit believes there is a ray of hope :

“much of the growth in wellness tourism could attract visitors

WOMEN ONLY

to under-visited regions, like Italy’s South Tyrol, a high-growth

There has long been a stigma around spending time alone—

wellness destination that might also provide an overflow to some

with the sense that you are being anti-social and especially

of the crowds in Venice.”

when it comes to travelling solo. (Far Out Magazine, 2019) But

Hence, it is expected that in the future “wellness businesses need to encourage

with the fourth level of feminism in bloom, women consumers

practices that minimize eco-logically bad outcomes while maximizing socially

now drive the world travel economy making 80% of decisions.

good ones.” (Malleret,2018)

(Rodriguez, 2014)

Mintel (2019) found that 61% of single women are happy with their relationship status as opposed to just 49% of 33

men.

“ A hike into the wilderness is what I need; it will be a balm for my rotten, digitally toxic soul. I need quiet. And most of all, I really, really need to be alone ”

The fact that “over 50 per cent of women had taken a holiday by themselves, with 75 per cent of women planning a solo trip in the next few years” (British Airways, 2018), shows how female consumers are more independent than ever before and they are using the freedom that comes with this to explore the world. They seek trust-worthy and safe travel experiences, as well as hoping to empower themselves both physically and spiritually. (The Luxury Conversation, 2019) Because women are more social by nature, women-only trips often start in their early ‘20s and continue for the rest of their lives. More recently there has been a 230% increase in the number of womenonly travel companies in past six years, (Bond 2019) this includes womenonly wellness retreat such as Goddess Retreat or Bliss Sanctuary for Women that takes participants “on a journey of self-discovery” in the footsteps of Elizabeth Gilbert’s book Eat, Pray, Love.(Pek, 2019) While 2019 was the year of solo female travel, 2020 girls are deciding they like to travel together contributing to a ‘sisterhood’ environment and drive for increased safety guidance and care. (Jerrard, 2019) The mobile app Tourlina is a significant example of how brands can cater to the growing number of empowered female solo travellers by using digital connectivity in order to help women to find a female companion on their journey.

(Joinson, 2016) 35

What does t h e

future look like ? The report has shown that health & wellness shows no signs of slowing down and the lines between wellness and health are becoming to be increasingly blurred. In a digital era marked by speed and unpredictability, consumerâ&#x20AC;&#x2122;s wellbeing needs are far from simple. From Millennials to Baby Boomers, people are losing trust in the ability of traditional institutions, with the emerging need for social and environmental responsibility driven by climate change and a recent wave of feminist activism, consumers feel more encouraged to talk about and challenge the stigma around mental & physical wellbeing. On the other hand, bombarded with wellness innovations, consumers feel inadequate and sometimes cannot escape a burnout. As a result, brands should be about helping them in this stress-inducing society, by focusing on prevention rather than cure in every lifestyle. The trend is allowing a growing recognition of mental health across different industries with their unique approach on how to respond to it. Drawing attention on inclusivity and increasing education on tabooed

No quick fixes. No miracle cures

subjects should continue to dominate the industry as consumer mindset shifts towards the need for self-actualisation and betterment, through use of the newest technology such as Artificial Intelligence. Nevertheless, those who want to seize on this opportunity must do it in bold, open but mainly in an authentic way.

CONCLUSION Wellness landscape has evolved to something much more intimate and personal than the mere physical state of oneâ&#x20AC;&#x2122;s health. The world of the trend is by no means oversaturated, but there is still much room for improvement and much to be said by brands who want to provide people with tools and knowledge that will profoundly improve their lives. To conclude, the future thinking will act as a springboard towards Stage 1, exploring the Health & Wellness which will lead to an indepth study of an area of the report.

APPENDIX 1

APPENDIX 2 Political + Economic • Political uncertainty • Unemployment rate

“The stress we’re seeing around political issues is deeply concerning, because it’s hard for Americans to get away from it, we’re surrounded by conversations, news and social media that constantly remind us of the issues that are stressing us the most.” (Nordal, 2017) “Unemployed people self-report lower levels of feeling worthwhile, being satisfied with life, and happiness than those in employment. Unemployed people also have higher levels of anxiety. The average rating for life satisfaction is 6.6 out of 10 for unemployed people, compared with 7.6 out of 10 for those in employment.” (Department of Health, 2014) This creates an opportunity for health and wellness institutions to find a solution to help those in unemployment.

Environmental • Plastic waste crisis

“53% of consumers in the UK have reduced the amount of disposable single-use plastic they have used in the past 12 months. “ “Last year, the UK spent over £83bn on ethical goods with the continued growth driven by increased environmental concern, showing that more consumers than ever are looking for ways to shop that help people and planet. “ (Carlile, 2019)

Social • Ageing population • Increasing incidence of chronic diseases Our population is ageing dramatically, this fact can be attributed to advances in medical technology and healthcare. The behaviours of ageing Baby Boomers are shifting towards healthy living as health is becoming the new wealth for them. “Chronic health conditions including diabetes, blood pressure, asthma etc.. are causing alarm among consumers, influencing them to focus on preventive measures often offered by health and wellness products and services industry.” (EuroMonitor International, 2019) In addition, other factors such as the rising incidence of stress among employees are driving people to spend their income on fitness equipment, healthcare devices, and supplementary diets. These factors will foster the growth of the health and wellness market during the forecast period. (Businesswire, 2019) • Empowered women The women empowerment activism is making a significant difference when it comes to the top leadership positions across the public and private sectors. (Deloitte, 2017) However, women in EU countries in comparison to men, are still tend to be employed in lower-paid sectors, work on average 6 hours longer per week than men in total but have fewer paid hours and face fewer and slower promotions. (European Commission, 2018)

Technological

• Impact of digital connectivity AWcording to Ofcom (2018), “People in the UK now check their smartphones, on average, every 12 minutes of the waking day. Two in five adults (40%) first look at their phone within five minutes of waking up, climbing to 65% of those aged under 35.” • Personalisation “The modern wellness industry has already primed consumers to expect personalized experiences, whether it’s a personal trainer, a customized yoga session, or a wearable tracker. As the line blurs between these services and traditional medicine, personalized healthcare appears not just attainable, but inevitable.” (Whitehall, n.d.) This means it is now easier for individuals to take control of their health than ever before. Changes in therapy “56% of respondents said they trust computers because humans have the potential to make more mistakes.” AI may play a greater role in conversations around mental health in the future. (Smith and McGregor, 2017) In 2018 Apple noted in their in-app trend of the year announcement: “These innovative apps made self-care more accessible than ever, expanding the practice of wellness around the world.” (Muller, 2018) 42

APPENDIX 3

BIBLIOGRAPHY BOOKS Busfield, J. (1996). Men, Women and Madness. London: Macmillan Press LTD. JOURNALS Chen, E., Shofer, F., Dean, A., Hollander, J., Baxt, W., Robey, J., Sease, K. and Mills, A. (2008). Gender Disparity in Analgesic Treatment of Emergency Department Patients with Acute Abdominal Pain. Academic Emergency Medicine, 15(5), pp.414-418. Howell, A., Passmore, H. and Buro, K. (2013). Meaning in Nature: Meaning in Life as a Mediator of the Relationship Between Nature Connectedness and Well-Being. Journal of Happiness Studies, 14(6), pp.16811696. Jafferany, M. (2007). Psychodermatology. The Primary Care Companion to The Journal of Clinical Psychiatry, 09(03), pp.203-213. Kumar, A., Killingsworth, M. and Gilovich, T. (2014). Waiting for Merlot: Anticipatory Consumption of Experiential and Material Purchases. Psychological Science, 25(10), pp.1924-1931. Macgregor-Bowles, I. and C. Bowles, D. (2017). Trump, Brexit, Right-wing Anti-globalisation, and An Uncertain Future for Public Health. AIMS Public Health, 4(2), pp.139-148. Primack, B., Shensa, A., Sidani, J., Whaite, E., Lin, L., Rosen, D., Colditz, J., Radovic, A. and Miller, E. (2017). Social Media Use and Perceived Social Isolation Among Young Adults in the U.S. American Journal of Preventive Medicine, 53(1), pp.1-8. Przybylski, A. and Weinstein, N. (2017). A Large-Scale Test of the Goldilocks Hypothesis. Psychological Science, 28(2), pp.204-215. REPORTS Arcview Group (2017). The State of Legal Marijuana Markets. [online] p.4. Available at: https://www.cdfa. ca.gov/calcannabis/documents/V3_Combined_FINAL_Part6.pdf [Accessed 1 Nov. 2019]. Businesswire. (2019). Global Health and Wellness Market 2019-2023. [online] Available at: https://www. technavio.com/report/global-health-and-wellness-market-industry-analysis?utm_source=pressrelease&utm_ medium=bw&utm_campaign=t9_wk22&utm_content=IRTNTR31370 [Accessed 6 Nov. 2019] Deloitte (2017). Beyond the Noise: The Megatrends of Tomorrowâ&#x20AC;&#x2122;s World. 2. [online] p.38. Available at: https:// www2.deloitte.com/content/dam/Deloitte/nl/Documents/public-sector/deloitte-nl-ps-megatrends-2ndedition. pdf [Accessed 6 Nov. 2019]. Department of Health (2014). WORKING WELL. p.1 Available at: https://assets.publishing.service.gov.uk/ government/uploads/system/uploads/attachment_data/file/278138/Working_well.pdf [Accessed 6 Nov. 2019]. EuroMonitor International (2019). Understanding the Socioeconomic Drivers of Megatrends [Accessed 6 Nov. 2019]. European Commission (2018). 2018 Report on equality between women and men in the EU [Accessed 6 Nov. 2019] GDI Gottlieb Duttweiler Institute (2018). WELLNESS 2030 [Accessed 6 Nov. 2019]. Global Wellness Institute (2018). Global Wellness Economy Monitor. [online] p.4. Available at: https://www. balibisa.com/wp-content/uploads/2018/12/GWiI-2018-Wellness-Research-Report.pdf [Accessed 6 Nov. 2019]. Global Wellness Summit (2018). 2018 Global Wellness Trends Report. [online] Miami, pp.81-84. Available at: https://www.globalwellnesssummit.com/wp-content/uploads/2018/03/2018GlobalWellnessTrends_ GlobalWellnessSummit.pdf [Accessed 4 Nov. 2019]. Global Wellness Summit (2019). Global Wellness Trend Report. [online] p.9. Available at: https://www.askfood. eu/tools/forecast/wp-content/uploads/2019/08/2019GlobalWellnessTrendsReport_ GWS_022019.pdf [Accessed 29 Oct. 2019].

JWT Intelligence. (2016). New trend report: The Political Consumer. [online] Available at: https://www. jwtintelligence.com/2016/11/new-trend-report-political-consumer/ [Accessed 3 Nov. 2019].

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REFERENCES JOURNALS: Chen, E., Shofer, F., Dean, A., Hollander, J., Baxt, W., Robey, J., Sease, K. and Mills, A. (2008). Gender Disparity in Analgesic Treatment of Emergency Department Patients with Acute Abdominal Pain. Academic Emergency Medicine, 15(5), pp.414-418.

WEBSITES Abacus Data. (2017). #SELFCARE – THE $10B INDUSTRY MILLENNIALS MADE BY ACCIDENT. [online] Available at: https://abacusdata.ca/selfcare-the-10b-industry-millennials-made-by-accident/ [Accessed 30 Oct. 2019].

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