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    How wellness brands can build community

    Nicole Dunn is the CEO of Dunn Pellier Media, Inc; PR for the fitness, health and wellness industry.

    Community plays an essential role in overall well-being, providing us with healthy relationships and authentic connections that are highly nourishing.

    Research of Blue zones has revealed that a sense of belonging and close relationships are common denominators among those over the age of 100. By fostering a sense of community, we create a network of people who can provide emotional, mental and physical support to us, which is critical to achieving and maintaining good health.

    That’s why it’s important for wellness brands to understand the importance of building and nurturing communities around their products and services.

    The importance of community

    Community is crucial for wellness, fitness and health brands for several reasons. First, humans are social beings and feel they belong when they are part of a community. This sense of belonging can increase motivation, reduce stress and improve overall well-being. When people feel connected to others who share similar health and wellness goals, they are more likely to stay committed to their goals and engage in healthy behaviors.

    In addition, people in a community who are on the same path often bring others into contact with new ideas and experiences that can have a major impact. It’s like that fitness studio a friend introduces to you, the healthy cookbook a family member gives you, or the article on adaptogens a co-worker sends you.

    In addition, a strong community can provide support and accountability, which can be especially helpful for individuals trying to adopt new healthy habits. Being part of a community that encourages and motivates each other to stay on track can make a significant difference in achieving long-term success.

    The effect of the pandemic

    The Covid-19 pandemic and subsequent lockdowns forced people to retreat to their own homes and isolate themselves from their communities. But as we emerge from the pandemic, so are humans more aware of the community’s interest to their overall well-being.

    In my experience, people seek connections with others who share their health and wellness goals and look to brands that can help facilitate those connections. Savvy wellness brands recognize this trend and are adapting their offerings to meet consumers’ growing need for community and connection. In the next era of wellness, brands that can create a sense of community around their products and services will be well positioned to succeed in the marketplace.

    How the community supports brands

    The power of community is undeniable as people who feel a sense of belonging and belonging are more likely to develop a strong attachment to the things they gather around. This has been demonstrated in a variety of contexts, from religious communities to sports teams to even yoga and fitness studios.

    By nurturing strong human relationships, these communities keep people engaged and committed to the wellness product or experience that serves as a point of connection for longer.

    Brand tip: This attachment and loyalty can translate into more brand support and loyal members who are willing to pay for your product or service and even recommend your company to others. They are also likely to continue using your products and services because they are connected to their community and the positive feelings of belonging and belonging that come with it.

    From nurturing relationships, communities then have the potential to become a robust network of connections and a source of loyalty. In these common areas, the organic trust runs deep. That trust and the ongoing conversations within these groups encourage word-of-mouth and make recommendations for a brand feel natural.

    How to build community as a brand

    Building a community around your wellness, fitness or health brand can be accomplished by crafting an experience centered around your brand’s goods or services and creating opportunities for new connections to form.

    Brand tip: Whenever possible, I’ve found in-person events to be one of the most powerful forms of community building. This could include hosting events or classes that encourage interaction between attendees with a curated experience around your brand’s goods or services that provide ample opportunities for new connections.

    By prioritizing human connection and interaction, brands can create a community that supports and uplifts its members, ultimately leading to increased brand loyalty and advocacy. You can bring in new faces by offering existing community members a free guest pass to your events.

    Building community in the digital age

    There are several ways wellness, health and fitness brands can build community, even in a digital age. While in-person gatherings remain powerful, the Covid-19 pandemic has shown that online experiences can be just as effective in fostering connections.

    Brand Tip: Live online events via video calls are a great way to create a sense of community, especially for a national or international audience. Creating hubs on platforms like Mighty Networks or through LinkedIn or Facebook groups can also provide space for people in your audience to stay connected and share experiences related to your brand’s offerings and messaging.

    An essential part

    Building community is essential for wellness brands as it creates a sense of belonging and belonging among consumers, which is critical to achieving and sustaining health and wellness goals. As we move into 2023 and beyond, community becomes even more important as people seek connection and support in an increasingly digital world.

    The people who feel at home in your brand’s community and feel connected to the people you bring together will not only become customers for life, they will become true fans who advocate for your brand and your business over the years. help time grow.

    I encourage people in wellness to prioritize building and nurturing communities around their products and services. Community is the new currency, and brands that can create a sense of common purpose and belonging will be the ones that thrive.


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