Mindful marketing is on the move. Manufacturers and service providers alike are tying messaging and programs to the trend of mindfulness. For example, take David Llyod fitness clubs out of London. Recognizing that their customers were time pressed, stressed out and not giving enough back to themselves, they launched “Napercise.” Yes, you did read that correctly, Napercise. A 45 minute class complete with mattresses designed to get you to relax and catch up on your sleep.
In just a few weeks we will be launching our third THINK Report. The report is done in partnership with Mintel and captures data from 2,000 American adults on the topics of health and wellness and social change. This year’s theme is Mindfulness.
The trend is hitting a point of critical mass and marketers beyond David Lloyd clubs are taking notice. For example, REI has run a program called #OptOutside for the last two years. Opt Outside uses the platform of Black Friday shopping to encourage people to not shop and instead hit the great outdoors. The company has a permanent webpage to support the initiative connecting people to nearby places to hike, bike, ski, etc.
Insurance giant Aetna just launched an effort that encourages companies to implement mindfulness activities as a part of an overall wellness program. I noticed the campaign when I rolled over a banner and it was encouraging me to take a deep breath: inhale 3-2-1, exhale, 6-5-4-3-2-1, inhale 3-2-1…all while sharing inviting outdoor imagery with me. The click through introduced me to a website complete with all the “whys.”
There are a lot of reasons to tie mindfulness to your marketing messaging and programs including financial and customer retention. According to our data in THINK, consumers who participate in 2+ mindful activities weekly are willing to choose your product over another if you are tying your message to similar values. In fact, 72% of these consumers are willing to pay more or significantly more for your product. Even those that only practiced one mindful activity a week were 57% more likely to pay a premium.
The data also suggests that these consumers are more likely to stick with their behavior changes. 40% of the cohort we’ve labeled “the Committeds” were likely to have stuck with behavior changes they made to reduce stress three years later. This was one of the reasons we decided to highlight the Committeds in our report.
As you review potential strategies and tactics to include mindfulness as a part of your marketing mix, I suggest reviewing our definition of the Conscious Consumer:
Through this lens it’s easy to see why mindfulness would be an important part of their decision making process. And an important one for you to consider as a part of your marketing messages.