100 Keyword Predictions for 2023 | Health (81-90): Gua Sha, Meta-Mindfulness, and “Rest” Exercises

WPP's brand Wunderman Intelligence released its latest trend report, which has a bright outlook for 2023. They predicted 100 keywords for 2023, and people are determined to fight against the ongoing difficulties with resilience, innovation and joy. This series is shared from 10 sections. The following is the ninth article in this series - Health. I hope it will be helpful to everyone.

Continuing from the previous article "2023 Global Top 100 Trends Report":

• 1. Culture (01-10);
• 2. Technology and the Metaverse (11-20);
• 3. Travel and Hotel (21-30);
• 4. Brand and Marketing (31-40);
• 5. Food and beverages (41-50);
• 6. Beauty (51-60)
• 7. Retail and commerce (61-10)
• 8. Luxury goods (71-80)

Today, let’s take a look at Chapter 9: Health.

81. Super Self – This is an upgraded version of self-care

People's attitudes toward their health are still evolving.

The Peninsula Hotels Group has seen a rise in fitness travel, with Gareth Roberts, the company's director of brand and operations support, telling The Wall Street Journal: "Coming out of the pandemic, people are realizing that maintaining a balanced life and achieving physical and mental health is not just a hobby."

Health and wellness are increasingly becoming a top priority.

Selfridges is encouraging consumers to expand their perspectives on self-care and wellness. The retailer is repositioning itself as a "feel good" company, prompting people to think about "what's best for you in life".

It’s part of the brand’s 2022 Superfutures-themed marketing campaign, which spans products, services and content — from curated products to relaxing “sensory experiences,” podcasts and articles. It even includes what the brand calls “a new kind of retail therapy,” connecting shoppers with confidence coaches, breathwork experts and sex therapists.

Emma Kidd, the agency's creative director, said: "We will help you become your super self through fitness, sustainability, beauty, food, creativity and more."

Why you should pay attention to this trend:

The growing focus on emotional well-being that we mentioned in our Top 100 Trends for 2022 is expanding further into the all-encompassing realm of wellness.

Caring for yourself now includes caring for your physical health, mental health, and even the health of your environment—all of which together create a new “super self.”

82. Mental Probiotics - Is Gut Health the New Path to Mental Health?

Psychobiotics are beginning to gain attention among mental health experts, as they may have specific benefits for the nervous system.

• In July 2022, Seed Health, an award-winning probiotic and prebiotic supplement brand, launched a gut-brain co-development program in partnership with biopharmaceutical company Axial Therapeutics. The brand will leverage Caltech research to link gut microbiome health to potential solutions for anxiety, stress, and depression.
• Caltech is the first laboratory to discover the link between gut microbes and neuropsychiatric diseases, and its research will be used to better understand the benefits of microbiome treatments on mental and emotional health and develop related solutions.

In the pursuit of emotional health, consumers are beginning to pay attention to the health of the gut and the brain. According to Researchand Markets data, the global probiotics market has grown from $39 billion in 2016 to $58 billion in 2021.

More and more supplements are touting their effectiveness in boosting cognitive, mental, and psychological energy.

• In August 2022, Bened Life, a US-based biomedical company, launched its first brain-health probiotic, Neuralli, which is formulated with the company's patented psychoactive probiotic PS128.
• The company claims that this ingredient can "help balance serotonin, dopamine, cortisol, and other molecules that influence mood, thinking, and movement, while also helping to promote gastrointestinal health."
• Dr. Cassandra Arendt, Bened Life’s director of scientific communications, told Wunderman Intelligence that Bened continues to “see an exponential growth in the scientific literature on the gut-brain axis. Now, it’s beginning to be understood and appreciated by the wider public.” She also noted that as more people “struggle with mental health issues, there is a need for safer (treatment) options with fewer side effects, and psychobiotics may fill that need for some.”

In the same month, Thailand and Canada approved the registration of PS128, which is said to have "potential neurological and mental health benefits, such as improving sleep and alleviating symptoms of anxiety, depression, autism and Parkinson's disease."

Why you should pay attention to this trend:

As consumers look to improve their overall well-being, brands are beginning to focus on the mental health benefits of gut health.

83. Happy Fitness

Fitness exercises designed to improve mood are helping people feel happier.

According to the World Health Organization, cases of anxiety and depression have increased by 25% worldwide during the pandemic. As consumers begin to focus on the emotional benefits of physical activity, fitness brands are redesigning their products to meet people's demand for emotional well-being.

Psychologist Kelly McGonigal reveals the secret of "happy fitness" in a feature article in the New York Times.

• The exercises, which include bouncing, stretching, swaying, shaking, prancing, and a move McGonigal calls “celebration” (which mimics the tossing of confetti), were culled from research on movements that elicit positive emotions.
• She wrote, "This fun fitness is just one way to help you boost your mood through exercise," noting that there are many other "scientifically proven ways to improve your mood through exercise."

Fitbit can now help wearers monitor and manage stress, connecting people's physical and mental health.

• The company released the Sense 2 in August 2022, a device that introduced a new Body Response tracking feature that monitors heart rate, skin temperature, and sweat levels.
• For example, whenever the wearer's body temperature changes, Sense2 will send a notification to the wearer, prompting them to pay attention to their mentality and physical condition.

In a study published in August 2022, researchers at Dartmouth College noted that "fitness monitoring reveals task-specific associations between memory, mental health, and physical activity." The report confirmed that while the effects of physical activity on memory and mental health vary depending on physical exertion, "it can indeed control people's cognitive performance and mental health in a non-invasive way."

This could mean that, “since strength training can be tailored to target specific muscle groups or used to improve performance in specific physical activities, similar principles should be able to be used to improve specific cognitive and mental health.”

Why you should pay attention to this trend:

Fitness brands can help consumers stay healthy both mentally and physically. People want to feel good mentally, not just physically, and this mindset may signal a change in what we call “health” in the future.

84. Medical Hotel

The latest wellness hotels are combining healthcare with hospitality to offer guests special services such as IV drips and stem cell therapies.

According to a report released by Grand View Research in June 2022, the global wellness tourism market is expected to exceed $1 trillion by 2030 and grow at a rate of nearly 10% per year over the next eight years.

"The pandemic has made people pay more attention to their health," Kane Sarhan, co-founder and chief creative officer of The Well, a Manhattan-based health and wellness company, told The Wall Street Journal.

Now, luxury hotels are tapping into this growing market with high-tech medical services.

• In July 2022, medical/spa brand Lanserhof opened a new hotel in Germany that offers high-end medical services, including biorhythmic lighting in bedrooms, a dedicated resident psychologist, and CellGym classes for "mitochondrial training" that simulates hypoxia. The medical hotel is also equipped with an MRI and CT scanner.
• Ranch Malibu's new hotel in Italy has eight doctors on staff who can provide medical diagnostics, including blood tests, to guests.
• “Wellness shouldn’t just be something you discuss when you go into a spa,” Gareth Roberts, director of brand and operational support at The Peninsula Hotels, told The Wall Street Journal. “Remember the outdated phrase, ‘Now you’re well,’? That’s not the case at all.”

Four Seasons Resort Maui at Wailea, Hawaii, recently partnered with Next Health, a Los Angeles-based preventive and diagnostic healthcare center.

• The new Next Health Center offers a range of wellness services to Four Seasons guests, including intravenous drips; ozone therapy, which oxygenates the blood and boosts immunity and energy; and stem cell therapy, which costs $12,000 per hour. The new program also offers genetic biomarker testing.
• Guests can get tested in New York City or Los Angeles before flying, then meet with a Next Health provider upon arrival in Hawaii who will customize their itinerary and provide them with a highly personalized diet, activity and health treatment plan.

Why you should pay attention to this trend:

Wellness is increasingly becoming part of travel, and the latest wellness resorts are bringing science-based treatments to spas that sit somewhere between a hotel and a hospital to cater to health-conscious travelers.

85. Lymphatic health care + scraping therapy - Lymphatic is the latest focus of people's health

Gua Sha, a traditional Chinese medicine practice of scraping the skin to stimulate lymphatic flow, has become popular among Western celebrities and is being introduced in luxury spas around the world.

In gua sha, a tool is used to scrape lubricated skin, causing slight petechiae — red, sand-like bruises that indicate broken capillaries beneath the skin.

The purpose of scraping is to stimulate lymphatic circulation, a colorless, watery fluid that carries white blood cells to organs and carries dead cells and waste away to prevent infection.

• American actor and wellness guru Gwyneth Paltrow’s Goop company sells a heart-shaped rose quartz gua sha tool made by Kora Organics, founded by supermodel Miranda Kerr. The product comes with a diagram showing how to use the tool in upward and outward strokes.
• The Equinox hotel at Hudson Yards in New York, which calls itself a "temple of holistic regeneration," introduced lymphatic drainage therapy in its spa in August 2022.
• The spa at Equinox has partnered with Skin Science Solutions to launch a handheld lymphatic massage device designed to help detoxify and reshape the body and face.

An increasing number of luxury spas in Asia are also embracing the concept of lymphatic wellness, with herbal scrubs and hot stone massages also on offer.

• Anantara Golden Triangle Resort in Chiang Rai, northern Thailand, uses plant extracts and traditional Thai ingredients to offer a 60-minute Gua Sha facial and a 90-minute Gua Sha detoxifying back massage, which guests can enjoy in an open-air pavilion in the jungle.
• COMO Shambhala, a Singaporean luxury resort outside Ubud, Bali, offers 60- and 75-minute manual lymphatic drainage treatments, a gentle massage that is said to encourage the body to remove toxins and waste from tissues.

Why you should pay attention to this trend:

Lymphatic care is the latest traditional Chinese medicine therapy launched by the health care brand after acupuncture and reflexology.

86. “Lie Flat” Movement: Many social media influencers are promoting a slow-life style

Increasingly, marginalized communities are turning to “lying down” as a radical tool to combat trauma, stress, and discrimination, encouraging people to take time for self-recuperation.

Nap Ministry, an organization that "researches the liberating power of napping," hosts group napping and daydreaming events across the United States.

• The organization was founded by Tricia Hersey, also known as the "Bishop of the Beating Dance," who released the "Rest as Resistance: AManifesto" in October 2022.
• Like the organization, this book advocates that "lying flat" is a form of self-care and a counterattack against the "social animal" culture; for marginalized groups, it is an important means to continue to fight these systemic social problems.

Drawing on similar inspiration, wellness app Exhale launched in the summer of 2020 in response to the social unrest of the time to provide shelter for Black, Indigenous, and women of color (BIWOC). The app, which will be relaunched in 2023, aims to provide users with a safe space for guided meditation, motivation, visualization, and breathwork practices.

The Mae House is offering Black, Indigenous, and People of Color (BIPOC) a place to stay that supports wellness and protects them from taking a relaxing vacation, a concept called Rest as Residency. Located 2.5 hours from New York City, the renovated luxury farmhouse will welcome its first guests in June 2022 with a tiered pricing model.

Although "lying down" is a movement initiated by marginalized communities, in this era of rapidly increasing work pace, the message it conveys can resonate with everyone who wants to rest.

As Hersey writes in her book, "It is revolutionary to hear the simple, bold statement, 'You're working too much. You can rest. You can lie down. You can do this.' It is liberating to believe that statement and to continue your dream of rest, care, and healing."

Why you should pay attention to this trend:

Reinterpreting "lying flat" as a tool of resistance enriches the overall concept of health. Brands can encourage people to "lie flat" appropriately and help them shape a healthy concept that breaks away from the "social animal" culture.

87. Menopause Retreat

Retreat programs designed specifically for menopausal people are emerging, providing people with professional services such as HRT (hormone replacement therapy) education and nutritional advice.

• Hotel brand Amilla Maldives is launching its first Menopause Retreat in summer 2022. The five-day course includes talks on balancing hormones, breathing techniques and tree hugging. Amilla's women-only retreat is designed to "educate, empower and inspire new ways of living" to help women cope with the potential challenges of this natural stage of life.
• Preidlhof, a health resort in South Tyrol, Italy, offers a six-day menopause retreat that combines medical wellness classes with ancient healing practices.

In Australia, the Great Ocean Road Resort has five menopause retreats scheduled through 2023.

• Menopause-specific retreats offer a range of targeted benefits to women. After launching a three-day retreat, Menoheaven in the UK received testimonials such as “You helped me find myself again,” “Thank you for helping me sleep,” and “I feel like I’ve lived my life again.”
• Our retreats give women the opportunity to put themselves first, really hit the pause button for themselves, focus on self-care, learn from experts, share and listen to others’ experiences, and think about what changes they need to make in their lives.”
• Menoheaven offers one-on-one sessions covering everything from hormone replacement therapy to psychotherapy. “We think this type of program is very relevant to women who are approaching and going through menopause because it prepares you mentally, spiritually and physically during this challenging time,” Smith said. Since opening, Menoheaven has welcomed many women who are approaching menopause and helping them prepare for the next phase.

Why you should pay attention to this trend:

The global menopause market is expected to reach $24.4 billion by 2030, according to a November 2022 study by Grand View Research. Hotels and resorts are expanding their services to cater to this neglected stage of life.

88. Meta-Mindfulness - The Metaverse is helping people and their avatars relax through mindfulness

According to the Wunderman Intelligence survey, 56% of respondents in the US, UK and China reported that the technology made them feel mentally healthier, and 81% said they relaxed digitally.

• Alo yoga launched an immersive yoga and meditation experience on the Roblox platform in February 2022 to promote people's physical and mental health. The virtual Alo Sanctuary is designed as a "place for retreat and healing" and includes guided meditation, daily on-demand yoga, and immersive background music.
• “We’ve heard so many stories about Roblox, how it’s been a healing force and a lifeline for our community,” said Christina Wootton, Vice President of Global Brand Partnerships at Roblox Platform. “Now our community has a space to practice mindfulness and learn about the importance of meditation directly from top health and wellness experts.”
• Tripp is also building a mindfulness metaverse. Tripp CEO and co-founder Nanea Reeves told Wunderman Intelligence that the company uses VR to "hack mindfulness" and "hack other emotions to increase your ability to take charge of your own emotions." In June 2022, the company raised $11 million to boost its virtual meditation service, with investments from Amazon, Qualcomm, and Niantic.

Why you should pay attention to this trend:

The metaverse and mindfulness are not mutually exclusive. People are bringing their health and wellness habits into the metaverse and doing their own meta-mindfulness practices through various brands.

89. Cultural Prescription

Doctors are prescribing cultural engagement in the form of visits to museums, galleries and the like to help patients manage their mental health.

More and more studies emphasize that culture has significant therapeutic value for patients with mental illness and chronic pain.

• In Brussels, Brugmann University Hospital has launched a six-month pilot project that allows doctors to prescribe culture to patients with depression, anxiety and other mental illnesses by choosing an activity at one of five cultural institutions. Patients might explore the city’s historic sewer system or see a costume made for the city’s Manneken Pis statue at the dedicated GardeRobe museum.

Dr. Johan Newell, a psychiatrist at Brugmann University Hospital, told Wunderman Intelligence that the aim is to help patients reconnect with the world. "Appreciating art is a doorway to connect our inner emotional world with the real world. It helps us slow down and be present. This approach can help people with mental disorders find meaningful goals, motivating them to get out of their homes and find their place in an active society again."

• CultureRx, a Massachusetts-based initiative funded by the Mass Cultural Council, is also promoting patient engagement in arts, science, and culture. In June 2022, the initiative reported positive results from a three-year pilot project and hopes to expand its partnerships in 2023.
• The Greek Ministry of Culture is funding a program to support arts institutions such as the National Museum of Contemporary Art and the Athens State Orchestra in developing innovative cultural prescription services for citizens.

Why you should pay attention to this trend:

The boundaries of wellness continue to expand and blur as people gain a deeper understanding of the health value of cultural activities. Culture is now more than just a leisure activity, it also provides people with moments of restoration and a way to re-engage with the world. So brands should also listen to the doctor's advice.

90. Full body beauty

The skin is the largest organ in the body, and people are pursuing overall skin health by supplementing it with nutrients.

“Skin health is health,” Iota co-founder Monique Meneses told Wunderman Intelligence. “Like our gut microbiome, our skin microbiome impacts the entire body.”

• New York-based Iota was launched in late September 2022 and calls itself the "first nutritional beauty brand" that focuses on caring for the skin below the neck.
• Iota products include Supervitamin Body Wash+ and Superplant Body Serum+, which combine 24 essential nutrients to harness the balanced profile of the microbiome to promote skin health.
• Meneses calls Iota’s products a nutritional feast for the skin. “Just like we add a variety of nutrients to our diet, we should take a similarly balanced approach to skincare.”

According to the American Academy of Dermatology, acne is the most common skin problem, affecting as many as 50 million Americans each year. One in 10 people will develop atopic dermatitis in their lifetime, and 16 million Americans have rosacea.

Iota is dedicated to raising awareness of skin health and addressing skin concerns through its products. “Recent studies have linked poor skin health to broader risks such as inflammatory and autoimmune diseases, heart health and allergies,” Meneses explained. “Iota is a brand designed for holistic wellness.”

UK brand Advanced Nutrition Programme also focuses on improving skin health and offers supplements for specific skin issues. Its Skin Vitality multivitamin tablets contain 28 nutrients that nourish the skin.

Why you should pay attention to this trend:

2023 is the year of whole body beauty. With facial skincare already plentiful on the market, brands are now turning their attention to the skin below the neck to encourage people to achieve whole body skin health.

This article is from the official website of Wunderman Thompson: https://www.wundermanthompson.com/

Author: Brand Yuan, WeChat public account: Brand Yuan (ID: brand-yuan)