Good Vibes: Health & Wellness Trends

Public relations practitioners need to be constantly scanning industry trends to keep on top of what audiences are interested in. By maintaining attention on popular trends and fads, public relations practitioners can frame their messages effectively to best target audiences. A major theme transcending throughout numerous industries is an interest in health and wellness across the board.Organizations that capitalize on this fad by promoting more products and services geared towards improving peoples’ lives will find considerable success during this time.

A scroll through top feeds on Instagram or Facebook will showcase a variety of media curators promoting health and wellness products. Whether they’re meant for physical or mental improvement, they’re centered upon making customers feel good about themselves and their lives. With increasing numbers of celebrities endorsing such products, it’s now considered cool and attractive for consumers to be concerned with their health and wellness. Organizations of all industries can benefit from messaging that supports customers’ health and happiness.

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Popular bloggers have already established the best health trends organizations should be looking out for. The Holmes Report accurately predicted 2015’s PR trend of the year would be healthcare. The successful blog, Well+Good, has laid out their health and wellness for 2016 already, including new workout, dietary and beauty themes. World-famous music festivals that are based on capitalizing on the most popular trends– case in point Coachella– have  already incorporated fitness, dietary and beauty improvement brands as vendors.

Successful public relations practitioners know to follow and gain traction upon what audiences want. Health and wellness will always be a subject of discussion and priority for all consumers. Recent cultural shifts have influenced publics to become increasingly more interested in their own and others’ health and well-being. These topics affect everyone, and by making them seem more attractive through media, public relations professionals can utilize these themes to their organization’s advantage. At the same time, promoting healthy choices is inevitably always positive for individuals and communities as a whole, and should be continued to be prioritized.


2016 Wellness Trends. (2016, January 1). Retrieved March 11, 2016, from
Holmes, P. (2015, January 19). 2015 PR Trend Forecast: Healthcare. Retrieved March 11, 2016, from

Going Green Will Save Your Brand

Now more than ever before are companies feeling the pressure to alter their practices to be more environmentally-conscious. Climate change is having real affects on the state of our planet. The decisions we make now will have lasting consequences for generations to come. No longer can corporations avoid responsibility as society is forced to shift to more sustainable measures. At the same time, there are self-serving benefits for companies to consider when thinking of becoming more eco-friendly. Going green will not just help save the planet, but it also has the potential to save businesses money and their own brand reputations.

Major corporations, even those on Wall Street, that have changed their strategies cite reasoning to maximize profits and mitigate risk. Preserving resources simply makes good business sense, and sustainable working measures should thus be common sense for successful companies. Companies like Wal-Mart have found that by switching to solar power, for example, they’ve saved a significant amount of money on their energy bills (Davenport, 2014). Depending on fossil fuels is becoming increasingly more risky as well. A case in point includes the ever-fluctuating prices of oil and the potential for it to become more regulated. Consequentially, making smart business decisions can also improve market share from more competitive products. Pat Tiernan, Hewlett-Packard Co.’s vice president for social and environmental responsibility, explained, “We don’t do things just to be, for example, tree huggers. We do select things that have a brand value to them, but most of the things that we do, it has to make business sense” (Davenport, 2014).

Photo by Claire Johnson

Companies are joining the movement; The Goldman Sachs Group has already invested over $1.5 billion to alternative and clean energy usages (Davenport, 2014). Our society soon will no longer be able to depend on our planet the way it currently does; our resources are fleeting quickly and we must transition to new methods.

Not only is it smart from a financial standpoint, but public relations professionals are also supporting the green movement for brand image purposes. With consumers becoming increasingly more concerned with the status of the environment, many are learning that the brands they support have significant influence over our planet’s health as well. A company that is showing how they are giving back to the planet, and thus customers’ communities, will develop stronger and more positive brand reputations (Linn, 2007). Consumers are attracted to brands that exude similar values as they admire, and eco-sustainability is quickly rising in moral demand.

Not only does this impact the target customer base, but job seekers are also becoming more interested in businesses that adhere to similar virtues (Linn, 2007). A company’s predominant brand image has a considerable affect on the applicants they receive.

There is no doubt that with the inevitable rise of climate change, more companies will follow the trend to go green– not only by the advice of financial consultants, but also public relations professionals. Global citizens want to preserve our planet’s health, thus people will increasingly become more sensitive to the corporate social responsibility measures companies take. Public relations practitioners should be additionally researching how the organizations they support can improve their carbon footprints and consequential brand images.


Davenport, G. (2014, August 26). Worldwide Energy KC. Retrieved March 03, 2016, from
Linn, A. (2007, April 18). Corporations find business case for going green. Retrieved March 03, 2016, from