The consulting behemoth McKinsey recently published a report on the $1.8 trillion global wellness market. The report explored factors influencing buying behavior in 2024, including the yawn-worthy datum that consumers want health products that actually work.
Other results were more compelling. For instance, about half the survey respondents cited clinical efficacy as their top purchasing factor, while only 20% cited “organic or natural ingredients or formula.” In other words, scientific data trumped clean claims by a long shot.
This finding reflects a larger concern about misinformation. The wellness space is full of nonsense claims, and consumers are getting more cynical by the second.
One unscrupulous brand posted an image of Tom Hanks promoting their CBD on Instagram. The ad was a hoax, and Hanks (the real Hanks) complained “come on, man!” in a post refuting the fraud. It’s a light anecdote that illustrates a dark trend. As misinformation rises, consumer trust falls.
The implication is clear: wary consumers need a higher bar of evidence before shelling out on health products. This could mean tweaking formulas to include clinically-backed ingredients, getting third-party certifications, or hiring a medical board for gravitas. It also means publishing content that positions your brand as evidence-based.
Credible content is hard to come by. And despite rumors to the contrary, AI isn’t the answer yet. Chat bots don’t exercise judgment; they regurgitate text from dubious sources. Read my two articles on ChatGPT (link, link) for more on this topic.
You need human writers, but most writers in this space either:
- Lack wellness expertise
- Lack writing chops
- Lack expertise and chops (cancel your Sunday plans — you’ll be rewriting their content!)
Wellness writers who make complex science digestible are a rare breed. Even rarer is a team with deep industry experience (IQBAR, LMNT, Splenda, HUM), SEO savvy, and a firm command of content strategy. That’s why clients love working with us. It’s like hitting the easy button on brand credibility
“The $1.8 trillion global consumer wellness market is no stranger to fads, which can sometimes surface with limited clinical research or credibility,” reads the McKinsey report. “Today, consumers are no longer simply trying out these wellness trends and hoping for the best, but rather asking, ‘What does the science say?’”
Answer this question in a credible, engaging way, and you’ll build tremendous trust with consumers. The more trust you build, the more products you’ll sell.
By the way, check out my free report on building traffic and trust with health and wellness content marketing.
And if you’re interested in working with my team, drop me a note in the contact form below and we’ll set up a free consult.
