22 October 2021

The wellness-reality gap

It’s been hard to miss the wellness train as it steams into every corner of our consciousness. Diets are out and intuitive eating is in. We’re ‘moving’ not exercising and our food promises more than ever; anxiety beating smoothie anyone? Consumers too have come to view health and wellness in a much more nuanced and sophisticated way. Living a healthy lifestyle is no longer just about looking good. Or is it?

Working with semiotician Emily Hayes, we've analysed the visual cues of ‘diet’ and ‘lighter’ foods to understand the future direction of the wellness category. Click here to find out our top implications for brands.

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