We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 30 Jun 2020

Headspace & Boots Launch Gift Card

Extra

UK retailer Boots has launched an exclusive gift card with leading mindfulness and meditation app Headspace. As lockdown has caused a surge in people suffering from poor mental health, we explore the opportunity for brands to step in and help make mental-wellbeing support more accessible.

Launched on June 10, the Headspace gift cards are available via Boots.com for £30 ($37), and provide six months’ access to guided meditation sessions across four themed meditation collections: Mind, Health, Sleep and Focus. “Covid-19 has certainly caused stress for a lot of us, so it’s important to take a step back from the chaos and focus on some me-time,” said Boots’ UK director of wellness Sarah Crawley.

The collaboration taps into a larger movement of consumers turning to technology as a way to feel calm during the pandemic, as normal support structures of friends and family have been limited. A recent report shows that downloads of top English-language mental-wellness apps have surged by two million in April amid the Covid-19 pandemic (Sensor Tower, 2020). Downloads of Headspace alone have doubled since March.

Since the start of the outbreak, mental-wellness apps have responded by adding new features that point users to information specific to the Covid-19 lockdown, tailoring advice on how to deal with isolation to meet growing consumer demand. For example, Headspace has seen 12 times the usual number of people following its Reframing Anxiety at Home workout since mid-March.

Beyond the UK, lockdown has affected consumers’ anxiety levels. According to new data from the Census Bureau, one-third of all Americans are suffering from negative mental health symptoms during the coronavirus pandemic. Apps such as Calm and Ten Percent Happier have seen a surge in US-based usage in the past month – to the extent that they are now partnering with local governments to meet demand, according to The Washington Post. 

For more on how brands are fortifying mental health during Covid-19 and beyond, see Leisure & Wellness in Lockdown and our Consumer Attitudes Mid-Year Review.

related reports
More
PANTONE®TPX
COATED
RAL
RGB
HEX
NCS