Changing Consumer Behavior Towards Evidence-Based Wellness

The wellness industry is undergoing changes as consumers become more skeptical and demand evidence-based approaches. The COVID-19 pandemic has prompted Americans to reevaluate their health and wellness, leading to an increased interest in evidence-based medicine and scientific knowledge. Simultaneously, the pandemic has also fueled suspicion of the medical establishment among certain groups. Consumers are now seeking more evidence for the products and services they invest in, as they question the necessity and scientific validity of various wellness trends and practices. Gen Z, in particular, is rebelling against the perfectionist and consumerist version of wellness, embracing a more moderate and mindful approach. This shifting consumer behavior is driving brands to adopt new messaging strategies that prioritize levity, humor, and happiness over fear-mongering.