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Report Published: 6 May 2016

The Business of Wellbeing addresses how wellness has transformed from a consumer need into a commercial driver. We explore this fast-growing sector, where future brand value will depend on supporting consumers' health and wellbeing goals.

To engage Wellbeing Warriors, the new mindful, health-aware consumers who seek refuge in wellness cocoons, brands must adopt smart tools and mood-sensing tech. In Product Rhythms we explore the products and services that assist daily routines and reduce stress, while in The Supportive Sell, a term coined for a new form of retail engagement, we look at how brands are becoming wellness brokers – facilitating active lifestyles and encouraging community.

With Simplicity Strategies at play, future wellbeing concepts cut through complexity, helping people manage their lives – and their stuff – better, assisted by clear marketing communications. In Culinary Consciousness, these enlightened consumers demonstrate sane, sustainable attitudes to eating. Meanwhile, innovation that performs all day, every day, is a target for industries that integrate wellbeing into the fabric of their services, as seen in Beauty 360 and Fashion's New Comfort Zone, where the focus is on targeting and enhancing performance.

In Wandering Wellness, we see how travel and hospitality businesses have evolved to meet the needs of individuals on the go. Back at home as well as at work, Transformative Spaces provide calmness or vitality through intuitive spatial design centred on intelligent use of lighting, colour and materials. And in summary, our team of editors provide their highlights from this Macro Trend.

Stylus Macro Trends describe longer-term patterns in global consumer behaviour. We analyse trends from the consumer lifestyle, product and engagement sectors to deliver strategies for innovation. The reports include the characteristics and dynamics of each trend, backed by evidence in the form of case studies. Macro Trends provide key commercial insights and guidance for anyone targeting consumers.

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