Goop-ification: Brands are using wellness messaging to stay relevant – but there are risks

For many people, wellness has become a priority as the pandemic forced us to slow down and rethink our day-to-day choices. No longer is attending a post-work yoga class or having a daily salad on the back burner.

Brands have taken the hint, adjusting their messaging to align with the turning tide of public opinion. Working until you’re burned out simply isn’t in vogue anymore. Brands’ moves to embrace wellness and mental health are rooted in data: A 2020 study by Ogilvy found that 73% of consumers said brands need a wellness strategy as part of their core mission.

Powerade, a sports drink company owned by Coca-Cola, made headlines last month with its global “Pause is Power” campaign that saw Olympians like gymnast Simone Biles and diver Tom Daley stepping back from their respective sports to enjoy more leisurely activities.

Daley was depicted leading a poolside knitting class, while Biles sat back and got her nails done alongside an incredibly tame goat (see what they did there?).

https://youtu.be/H-8MyiRUg2o