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Brief Published: 24 Feb 2021

Culturally Competent Wellness Projects for BIPOC Consumers

Somewhere Good

As explored in Decolonising Wellness, the wellness industry is undergoing an inclusivity overhaul to provide greater accessibility and culturally competent support for people of colour. To help brands recognise, accelerate and amplify this movement, we spotlight two BIPOC-focused initiatives – with different wellbeing approaches – to watch in 2021.

  • Shaping Online Safe Spaces: Launched in Beta in January, Somewhere Good is a social platform for BIPOC created by Naj Austin (founder and chief executive of Ethel’s Club), and led by a team of Black, Latinx and queer people. It promises to provide a place for BIPOC to access communities across cultural interests, all in one place.
    Somewhere Good has a zero-tolerance abuse policy to protect its users; anyone found engaging in harassment, bullying or hate speech will be automatically removed from the site. The platform also promises to remain 100% ad-free and hold no ownership of its users’ data – demonstrating a new approach to online social spaces. For more on online equity, look out for our upcoming report Closing Digital Divides, publishing in March.
  • Look to the Youth: In August, BIPOC-focused NYC wellness community Naaya launched The Check-In. The initiative provides young people with technology and mindfulness services to help nurture mental wellness from a young age. In August, The Check-In provided 50 computers to BIPOC youth to help with remote learning and digital accessibility.
    The project also offers free virtual meditation and yoga sessions to help teens engage with their emotional health. Naaya is currently raising $30,000 of funding to provide BIPOC teens with free culturally conscious therapy sessions on subscription later in the year.

Covid-19 has highlighted the fragility of mental health – see Five Wellness Trends to Watch 2021 for opportunities to help counter ‘the silent pandemic’. See Active Allyship to understand how brands can promote and support BIPOC initiatives.