Wellness for everyone
How wellness brands should be connecting with diverse consumers has become more important in recent years.
Dania Alarcon, chief medical officer at Wunderman Thompson Health, said that COVID-19 played a huge role in cementing wellness as a household topic for families of all backgrounds. She also addressed the importance of including marginalized individuals in all aspects of wellness campaigns rather than as a “touchstone at the very end.”
“We want to integrate multicultural perspectives from the moment that we’re starting to ideate on how we’re going to communicate, all the way through development,” said Alarcon.
Vlada Briks, Stella Rising’s VP of client strategy, said her team experienced an “aha moment” working on a campaign with its client Colorado Center for Reproductive Medicine (CCRM) after receiving a report that indicated that 50% of the fertility treatment company's San Francisco-based patients were Asian American, yet this demographic had never been featured in CCRM's social media.
“That collaboration lets us get to those ‘aha moments,’ those insights, and from there, great things happen,” said Briks.