Urban List, Nature and The Lab release The New Wellness for brands

Three of Australia’s voices in culture and research — Urban List, Nature, and The Lab — have released their second Urban Insights report, this time examining contemporary wellness consumer mindsets.

The New Wellness revealed what triggers consumers, across three pillars—physical health, mental wellness and beauty, examining motivations and resistance on a spectrum of enjoyment versus enhancement. The report explored who they are and what motivates them, giving brands and marketers across all sectors the opportunity to become part of the next wellness discussion.

Report co-author, Urban List head of brand & culture, Sophia Wilcox, told Mumbrella: “We’ve spent two years speculating what the post-pandemic wellness consumer might look like. But with COVID-19 hopefully in the rearview mirror, we thought it was time to stop speculating and start segmenting. After speaking to almost 2,000 Urban List readers we discovered four consumer mindsets have emerged. In The New Wellness, we explore who they are and what motivates them.”

Elaine Dubost, executive director at The Lab Sydney, spoke about the in-depth methodology and explained: “We started by exploring the new paradigms of wellness by leveraging The Lab’s extensive cultural insights programme, The Australia Project, which examines the cultural dynamics shaping Australians’ beliefs, values and motivations. Then, we mined our extensive qualitative research and AI-led human insights studies carried out over the past 12 months across food, drink, fitness, and wellbeing categories looking for key shifts in attitudes towards wellness.”

Overall, The New Wellness provided valuable insights into the evolving mindset of wellness consumers in Australia, offering brands and marketers the opportunity to better understand and meet the needs of this audience. By understanding these trends and preferences, brands and marketers can position themselves as part of the ongoing conversation about wellness and create products and experiences that truly resonate with consumers.

Michael Cullen, associate director at Nature told Mumbrella more about the Urban Insights project: “It can be a complex and often expensive exercise to unearth future-focused, actionable insights and that style of research is exactly what businesses and brands need when faced with a shift in culture which is why Urban Insights is such a powerful partnership,” he said.


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