Brands' significance in fostering Soft Life: An Examination
In the post-pandemic era, a new wellness trend known as Soft Life is gaining traction, particularly among Gen Z. Originating in Nigeria and popularized by Black women online, Soft Life emphasizes self-care, self-determination, and wellness prioritization, encouraging a relaxed approach to personal well-being.
This movement is gaining significance as it challenges the productivity-driven mindset of the millennial generation. Gen Z has been instrumental in reshaping the wellness landscape by advocating for shorter work hours, taking mental health days, and prioritizing their emotional needs. They are vocal about their struggles and are demanding more genuine and sincere support from employers and brands.
Soft Life carries the wellness revolution further by encouraging experimentation with work-life balance, setting boundaries, and prioritizing mental well-being in both personal and professional life. Brands that recognize this shift have a unique opportunity to positively impact consumer wellness and become prominent players in the Soft Life movement.
For instance, Nike has taken a holistic approach to wellness with the launch of 'Nike Mind Sets,' a movement program centered on emotional well-being, aiming to help people move in ways that positively impact their mental health. Similarly, Revlon partnered with a mental health care provider to launch a campaign focusing on mental health awareness and removal of the stigma associated with seeking mental health information.
Embracing and supporting future wellness concepts, brands can take several steps. They should research what wellness means for their target audience and develop a strategy that aligns with their definition. Brands should adopt a long-term approach to wellness, especially when focusing on mental health, and weave wellness initiatives into their company culture. A multi-touchpoint approach, such as providing practical help to consumers, financial support to wellness charities, staff training, and employee mental health support, is also crucial.
As we move into 2023, the traditional get-fit frenzy will persist, but wellness today encompasses more than physical fitness. Soft Life signifies a shift towards a more relaxed, balanced, and emotionally resonant approach to wellness, and it's just the beginning.
[Image Credit: Mike Marchetti / Baseimage]
Incorporating gentle gaming experiences into their strategies, brands like Gucci and Hellmann’s are participating in the Soft Life movement by offering slow-paced, soothing environments within digital games where players can self-soothe and build community. Similarly, the Profit Circle, Femininity Bundle for Women, and Talitha Troupe are all promoting emotional wellness and mindful living, aligning with the Soft Life ethos of calm and balance.
Ultimately, Soft Life encourages people to prioritize mental health and wellness by embracing ease, self-care, and meaningful engagement rather than constant hustle or overstimulation. As more brands embrace Soft Life, we can expect to see an increased focus on emotional wellness and mental health support in the coming years.
- In the post-pandemic era, Soft Life, a wellness trend focused on self-care, self-determination, and wellness prioritization, has gained traction among Gen Z.
- Gen Z has been influential in reshaping the wellness landscape by advocating for shorter work hours, taking mental health days, and prioritizing emotional needs.
- Brands that support this shift towards wellness can positively impact consumer wellness and become part of the Soft Life movement.
- Nike, for example, has launched 'Nike Mind Sets' to focus on emotional well-being and help people positively impact their mental health.
- In 2023, wellness will encompass more than physical fitness, signifying a shift towards a relaxed, balanced, and emotionally responsive approach, as seen in the Soft Life movement.
- Brands like Gucci and Hellmann’s are participating in Soft Life by offering slow-paced, soothing digital gaming experiences, promoting emotional wellness and mindful living.
