Nourish Success with Eastern Wellness: How Brands Can Embrace the Moment

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Intelligence
Centre

Document
Number:

002

Publish Date

23/07/2023

Author

Thorranze Cheung

Reading Time

7 Mins

Subject:

Nourish Success with Eastern Wellness: How Brands Can Embrace the Moment‍

Introduction

Mission-driven brands have become more and more prominent in recent years as businesses of all sizes strive to make a positive social impact and make the world a better place.

This shift towards mission-driven from conventional brand building is incredibly beneficial for companies and essential for those who want to become the brands of tomorrow and remain in business for years to come. It is also incredibly beneficial to the wider world, society and the well-being of all of us.

What is a mission-driven brand?

Mission-driven brands are businesses that want to make the world a better place. They try to make positive changes in the world and people's lives with their products and services.
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Here are the key characteristics of a mission-driven brand:
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(01 Purpose)
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‍A clear and meaningful mission statement that outlines the brand's values, goals, and the positive impact it aims to make in the world. The purpose is typically aligned with a broader social or environmental cause.
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(02 Values and Principles)
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The brand operates based on a set of values and principles that reflect its mission and guide its actions. These values prioritise sustainability, social responsibility, ethical practices, and inclusivity.
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(03 Authenticity)
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‍A mission-driven brand is authentic in its commitment to its purpose. It genuinely believes in and demonstrates its dedication to making a positive impact rather than using it as a marketing tactic or trend.
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(04 Stakeholder Engagement)
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Mission-driven brands actively engage with their stakeholders including employees, customers, communities, and partners. They seek to create a sense of shared purpose and involve stakeholders in their initiatives and decision-making processes.
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(05 Transparency and Accountability)
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These brands are transparent about their actions, impact, and progress towards their mission. They hold themselves accountable for their commitments and strive for continuous improvement.
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(06 Impact Focus)
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Mission-driven brands measure their success not only by financial metrics but also by the positive social or environmental outcomes they achieve. They set specific goals and metrics to track their impact and regularly report on their progress.

Why a business should become
a mission-driven brand

Recent research has made it increasingly evident that companies that embrace a mission-driven approach to their business are more successful and able to drive greater returns on investment compared to those without a mission.
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As such, businesses of all sizes should consider becoming a mission-driven brand in order to remain competitive and ensure sustained growth.
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According to a study by the Harvard Business Review, mission-driven companies are 6 times more likely to be innovative and attract top talent compared to their competitors without a mission.

Recent research by PwC found that nearly two-thirds (64%) of consumers around the world believe businesses should take on greater responsibility for addressing social and environmental issues, while 57% said they would be willing to pay extra for products from organisations with strong ethical values.

A 2017 Gallup poll also revealed that employees who understand and can personally relate to their organisation's purpose have higher engagement levels than those who cannot connect with it on an emotional level.

Great examples of purpose-driven brands.

Tom’s Shoes has committed to donating a pair of shoes for every shoe purchased and, in doing so, has built a passionate customer base. This commitment to its social mission has helped the company increase sales by more than 50% over the past five years.

Patagonia is an excellent example of a mission-driven business that has leveraged its commitment to sustainability and social responsibility to great success.The company’s ‘1% for the Planet’ initiative, which sees it donate 1% of total sales to environmental non-profits, has helped increase brand awareness and loyalty while driving sales growth.
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As a result of its commitment to sustainability, the company has experienced double-digit revenue growth every year since 2010 and now employs over 1,000 people around the world.
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Tony’s Chocolonely is a mission-driven business that has experienced immense success since its launch in 2005.The Dutch chocolate company has become a leader in ethical chocolate production, driving real change in the cocoa industry by tackling slave labour and advocating for fairer wages for farmers.By building a strong connection with their customers through their mission, Tony’s Chocolonely has grown into one of the largest chocolate businesses in Europe.

One example of a small- to medium-sized enterprise (SME) in the UK that has become a successful mission-driven brand is Lush. Established in 1995, Lush is an ethical cosmetics company with a strong commitment to animal welfare and environmental sustainability.

The company has implemented numerous initiatives to reduce its carbon footprint, such as encouraging customers to reuse packaging and adopting regenerative agriculture methods.In addition, Lush has used its platform to engage in social issues, from pressing environmental causes to supporting human rights initiatives. These actions have earned Lush the loyalty of its customers and contributed significantly to its business growth.

Other benefits of becoming a mission-driven brand

01 Save the world
and improve lives.
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‍In today's world, we are facing several global challenges. From climate change and biodiversity loss to social inequality and poverty, there is a great need for businesses to take on a mission-driven approach to help create positive change.

By creating products and services that address these issues and help raise awareness of all the challenges we face, companies can help empower those overlooked or ignored by traditional businesses.

This action could trigger more open discussion, mutual understanding, big-scale action in public and even policy change in our society that will benefit more people and our environment.

By embracing the role that businesses can play to drive positive change, they can also boost their economic growth and performance.
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02 Drive stronger sales performance
and staff morale long-term.

‍Mission-driven brands not only help build brand loyalty and trust; they also create long-term value through positive word of mouth by driving emotional connection with people and building relationships with them on a more personal level. This increases customer retention rates and enhances reputation among stakeholders and higher profit margins.People want to support businesses that share their values and they are willing to invest in these companies for the long term.

On the other hand, the staff of your team are more likely to be loyal and engage with a brand with a mission. It fosters a sense of purpose and belonging in the workplace, leading to improved morale and higher productivity.
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‍03 Stand out in the competition.

‍The mission-driven brand has strong brand equity and a long-term, sustainable competitive advantage. It provides brands with an opportunity for businesses to distinguish themselves in a crowded marketplace by communicating their deeper values and commitment to making a positive impact beyond their service and product that is deeply rooted in the core of how the business is run and developed.

How to Become a mission-driven brand

01 Establish a clear mission statement that reflects the company's values, goals, and impact. This should be reinforced across all marketing communications and should drive decision-making within the organisation.

02 Develop an engaging culture that motivates employees to work towards the brand's mission and provides them with opportunities to express their unique perspectives.

03. Leverage technology to track progress, measure impact, and collect customer feedback that can be used to refine initiatives and create meaningful experiences for customers.

04. Focus on openly communicating the brand's mission and purpose with customers to build trust and loyalty.

05. Demonstrate a commitment to making a positive impact in the world

06. Educate customers on the brand's mission, purpose, and core values to build trust and ensure they are in alignment with customer beliefs and ideals.

07. Develop partnerships with like-minded organisations that share the same goals and objectives as the brand.

08. Create sustainable initiatives that positively impact society and the environment.

End Note

By investing in initiatives aligned with their values and purpose, companies can create positive change and foster trust among customers and employees alike. With this approach, businesses can achieve economic and social success – making it an essential strategy for any company looking to prosper today and tomorrow.

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Introduction

In recent years, there has been a noticeable shift in the Western world towards alternative approaches to health and well-being. Eastern wellness practices, such as yoga, meditation, and Ayurveda, have gained significant popularity as people seek holistic solutions for their physical and mental well-being.

Western wellness brands have recognised this trend and embraced Eastern practices, incorporating them into their offerings. In this article, we will explore how Western brands have been influenced by Eastern wellness practices, provide real brand examples, and present customer data that demonstrates the growing appreciation for the alternative style of Eastern wellness.

The Appeal of Eastern Wellness Practices

Eastern wellness practices have resonated with Western consumers due to their focus on holistic well-being. Practices like yoga and meditation promote physical fitness, mental clarity, and emotional balance. Ayurveda, an ancient Indian system of medicine, emphasises the harmony between the body, mind, and spirit.
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These practices offer a holistic approach that aligns with the growing interest in overall well-being and self-care among Western consumers.

The packaging design showcased a fusion of Eastern and Western aesthetics, evoking a sense of elegance and intrigue.

This collaboration not only delighted consumers with a one-of-a-kind taste experience but also attracted attention from both spirits enthusiasts and cultural aficionados, ultimately driving sales and elevating the brand's reputation.
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Growing Demand for Eastern Wellness

Customer data reflects the increasing popularity of Eastern wellness practices in the Western world.

According to a survey by the Yoga Journal and Yoga Alliance, the number of yoga practitioners in the United States has increased by 50% since 2012.

The mindfulness and meditation app, Headspace, reported over 70 million downloads worldwide, indicating a growing interest in meditation and mental well-being.

In the skincare industry, a study by Grand View Research predicts that the global market for natural and organic skincare products will reach £20.84 billion by 2025, driven by consumers' demand for plant-based ingredients and alternative wellness solutions.

Inspirations of brands embracing wellness

Lululemon

Lululemon, a popular athletic apparel brand, embraces Eastern wellness practices by incorporating yoga and meditation into their brand identity. They offer yoga-inspired clothing lines and actively promote mindfulness and well-being through their marketing campaigns and community events.
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Neal's Yard Remedies

Neal's Yard Remedies, a British natural and organic skincare brand, draws inspiration from Ayurveda, the ancient Indian system of medicine. They incorporate Ayurvedic principles into their skincare formulations, using ingredients such as turmeric, neem, and rose water known for their healing and rejuvenating properties.
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The Body Shop

The Body Shop, a global beauty brand, collaborates with Indian artisans and farmers to source ingredients like tea tree oil and amla (Indian gooseberry) for their products. They also promote community trade and fair trade practices, aligning with the holistic values of Eastern wellness traditions.
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Pukka Herbs

Pukka Herbs, a British herbal tea and supplement brand, draws inspiration from Ayurveda and traditional Chinese medicine. They create blends using herbs and botanicals known for their healing properties and balance, offering teas that support specific wellness goals such as digestion, relaxation, and vitality.
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Sweaty Betty

Sweaty Betty, a women's activewear brand, offers a range of workout clothing and accessories suitable for yoga and other Eastern-inspired fitness practices. They promote the benefits of mindful movement and offer classes and events to support their customers' wellness journeys.
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Aveda

Aveda, a renowned beauty and hair care brand, incorporates Ayurvedic principles into their products and salon services. They focus on holistic beauty and well-being, using natural and plant-based ingredients sourced sustainably. Aveda also supports environmental initiatives and ethical practices, aligning with the values of Eastern wellness traditions.

How to champion wellness-driven design and communication for your brands

Authenticity

Highlight the brand's genuine appreciation and respect for Eastern wellness practices. Communicate the brand's commitment to incorporating traditional principles and ingredients in a way that is faithful to the original traditions and cultures.

Holistic Approach

Emphasise the holistic nature of the brand's offerings, showcasing how they address not only physical well-being but also mental, emotional, and spiritual aspects. Explain how Eastern wellness practices inspire a comprehensive approach to overall wellness.

Benefits and Results

Clearly communicate the specific benefits customers can expect from using the products or engaging with the brand's services. Explain how Eastern-inspired elements contribute to these benefits, whether it's promoting relaxation, balance, rejuvenation, or increased vitality.

Cultural Appreciation

Showcase the brand's deep appreciation for Eastern cultures and their contributions to wellness. Share stories and insights about the traditions, philosophies, and rituals that inspire the brand's offerings, demonstrating a genuine desire to share and celebrate these practices.

Education and Guidance

Provide educational content that helps customers understand the principles and techniques behind Eastern wellness practices. Offer tips, tutorials, and resources that encourage customers to integrate these practices into their daily lives, promoting self-care and personal growth.

Testimonials and Reviews

Share customer testimonials and positive reviews that highlight the transformative experiences and positive results of using the brand's products or services. These testimonials can serve as social proof, demonstrating the brand's effectiveness in delivering Eastern-inspired wellness benefits.

Sustainability and Ethical Practices

If applicable, communicate the brand's commitment to sustainability and ethical practices. Highlight efforts to source ingredients responsibly, support local communities, and minimise environmental impact, aligning with the values of Eastern wellness traditions.

End Note

Customers care about wellness today due to an increased awareness of the importance of self-care, preventive health, and holistic well-being.

The COVID pandemic has further accelerated this shift as people realise the significance of maintaining physical and mental health.

The pandemic highlighted the vulnerability of individuals and the need to prioritise well-being. Brands should care about wellness to meet customer expectations, differentiate themselves in the market, build customer loyalty, and contribute to the collective recovery.

By offering wellness-focused products, services, and experiences, brands can support customers in their wellness journeys and play a vital role in promoting healthier and more fulfilling lives.
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Note: All images used are from Google, Unpsplash.com open source.

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