Sarah DaVanzo Chief Cultural Strategy Officer sparks & honey

Sarah DaVanzo
Chief Cultural Strategy Officer
sparks & honey

Wellbeing trends in the health space signal a cultural and cognitive shift
 

There’s a cultural and cognitive shift underway regarding perceptions and
behaviours vis-à-vis health: data shows that people globally are increasingly searching online to understand the difference between ‘wellness’ and ‘wellbeing’. Forty years ago, similarly, people started the process of replacing the word and concept ‘health’ with ‘wellness’, an expanded definition, heralding a new era for healthcare. Today, ‘wellbeing’ searches are sharply rising while ‘wellness’ searches are in decline, and while ‘wellness’ searches and conversations still outnumber ‘wellbeing’ by nine-to-one, change is afoot.

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Since language = culture = thought = behaviour, we can learn much from the way words enter our lexicon. When ‘wellness’ hit the scene in the1970s it was considered to be a flakey and faddish concept by Big Pharma and serious health professionals, only becoming fully accepted as part of our health lexicon 30 years later. While ‘health’ can be measured with empirical evidence, measuring someone’s ‘wellness’ or ‘wellbeing’ is squishy. But, alas, ‘not everything that counts can be counted’.

So what do today’s linguistic, cultural and cognitive shifts from ‘wellness’ to ‘wellbeing’ signal?

PROGRESS OVER PERFECTION
Wellbeing demonstrates how unapologetic people and society are becoming (just visit Instagram’s #unapologetic). We’ve moved from a culture of celebrating perfection to one that celebrates progress and even failures and flaws. Effort is starting to trump success (think: every-child’s-a-winner style of parenting). In health, this means the journey up the mountain is more important than reaching the pinnacle of health. Wellbeing – as opposed to health and wellness – celebrates comfort and happiness, which oft accompany indulgences and unhealthy behaviours. Healthcare needs to embrace that the new norm is unapologetic, imperfect behaviour.

Some examples of this trend-manifesting culture include:

  • People are openly expressing their love/hate relationship with physical activity. Virgin Active gym offers compelling reasons for users to stay fit: running away from bad dates.

  • Adele’s unapologetic Instagram post about her less-than-perfect workout garnered 718,000 likes, 274,000 comments and 91% favourable sentiment. In a similar vein, this woman shared with the world real time her panic attack.
     
  • People are unafraid to show vulnerability and imperfection: Blink Fitness embraces body positivity and diversity in its Every Body Happy  ad campaign, while TV show characters share their struggles.


HEALTH ECOSYSTEM
The concept of wellbeing goes beyond a Cartesian body-mind outlook, and considers health to be a physical, emotional, spiritual, intellectual, environmental, economic, political, social and technological balance. Society (aided by new scientific proof) is recognising the interconnectedness of the world (think: Butterfly Effect), and people as part of a complex and delicate ecosystem and mesh network. In fact, the discovery of the Microbiome shows that humans are individual ecosystems. Healthcare needs to be more holistic to include the tangible and intangible ingredients to health.

Some of the manifestations of this trend in culture include:

  • The US government is doubling down on science focused on understanding the microbiome.
     
  • You are what you eat, so there is growing focus on medical foods. Nestlé and Hormel have both launched lines of foods with health functions.
     
  • In natural sciences, previously disconnected topics are now being correlated, such as the recent discovery that light pollution is connected to early Spring blooming.

MIND AND MOOD BALANCE
Wellbeing connotes mental and emotional health, two outsider topics; mental health has only recently started breaking out of the taboo box in many cultures. Social listening data confirms that wellbeing has a close association to mind-mood (the #4 global search is for ‘mental wellbeing’). Social conversations about wellbeing include ‘mindfulness’ and ‘happiness’ topics. Recent scientific discoveries are showing the connection between food, gut microbes, mood, personality and even IQ. Yet, there are still stigmas around mental and emotional imbalances. The health industry is slowly starting to move into this space as it sees society seeking ways to track, measure and manage mind-mood balance.

Some signals supporting this include:


MUTABLE AND MERCURIAL INDIVIDUALS
Wellbeing reflects that society sees healthfulness as being individualised – what’s ‘well’ for your being may not be ‘well’ for my being. This mirrors the increasing personalisation and accountability of health. Further, wellbeing (i.e. a state of being) allows for change over time, reflecting heightened awareness of the mutability of people as a result of life experiences, life stages, mood stages, etc. and the environment (i.e. nature and nurture argument). In fact, new discoveries show that people are in constant flux (think: all cells in the human body are replaced within seven years), against the backdrop of an exponentially changing environment, or VUCA world (volatile, uncertain, complex, ambiguous).

Evidence of this in culture includes:

  • People are relying on technology to help manage their changeable selves; social media is increasingly being used for health interventions, such as a recent experiment in Finland.
     
  • Technology – responsive to body and environment – such as VR is being leveraged by the health industry.
     
  • Sensor technology is being used for novel and hyper-personalised therapies which combine changing the environmental (external adjustments) with internal (mental) adjustments.

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WORK-LIFE BLUR
Wellbeing as a state existing in time suggests an always-on 24/7 form of healthfulness. In today’s world of work-life blur, especially in a side-gig and work-shift economy, healthfulness needs to be even more deeply embedded into industry and economy. The wellness trend was championed by business and HR (think: work place wellness programmes); the wellbeing trend is taking it a step further as the lines between work and home, and job and life, are increasingly blending.

Examples of how wellbeing is synonymous with a work-life marriage include:

  • The American Heart Association is working with IBM Watson and Welltok to create workplace health technology aimed at boosting heart health.
     
  • Google, the Huffington Post and Cisco Systems offices have installed ‘sleeping pods’.
     
  • Collaborative workspace business, We Works, has extended into furnished work-living spaces with We Live, so people can work and live on the same premises.
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Living a life in ‘health and wellness’ happens to you, while living in a state of ‘wellbeing’ happens by you. There’s a growing sense of accountability for one’s wellbeing, and thus people are hacking their health habits to suit their needs. The implications of a society focused on wellbeing are that the health industry needs to be hackable – open, modular, decentralised. This demonstrates how a simple, nuanced shift in language – from ‘wellness’ to ‘wellbeing’ – signals a new era of thinking and behaviour. So, what’s next? Following the trajectory of cultural change in the health space, the future of health, wellness and wellbeing looks like it will evolve into something like... wellishness!