Unlocking the potential of a strong brand requires the art of engineering an exceptional community, one that offers immersive experiences that customers will forever cherish
The concept of wellness has been around for many years, and with the recent global health crises, the world has awakened to the importance of preventive healthcare and optimum well-being, demanding that brands step up their game. In the relentless pursuit of meeting the ever-evolving expectations of end consumers, brands in the wellness industry have dedicated themselves to constant innovation and ground-breaking research. From the consumer’s standpoint, wellness encompasses six essential dimensions: improved health, enhanced fitness, optimal nutrition, enhanced appearance, better sleep quality, and increased mindfulness. In other words, today’s consumer is looking for a holistic approach to wellness, not just a product or service. With a plethora of wellness brands eyeing consumers’ mind space and almost 90% of shoppers influenced by social media, the competition has intensified, creating a challenging scenario for brands to survive and thrive. The call to action for brands is to put in continuous efforts and develop compelling close-to-the-consumer strategies to win the hearts and minds of these discerning consumers.
The quest for meaningful connections
In a world that can often feel isolating, we humans, social creatures by nature, need the companionship of others to help us stay motivated and on track. That’s why communities of like-minded people are so essential to achieving our health and wellness goals. If smart brands can leverage these associations, they can create strong brand affiliations, which in turn can build a sustainable business. A recent study indicated that 64% of consumers want brands to connect with them, and 49% expect brands to bring people together toward a common goal. Towards this, the brand Amway is, by far, one of the largest communities of more than 5,50,000 Amway Direct-Selling Partners working in unison for a common goal of helping people live better, healthier lives. Guided by this vision of holistic well-being, Nutrilite from Amway, the world’s No.1 selling vitamin and dietary brand, has been at the forefront in helping people meet their wellness goals. Amway has been empowering and enabling people to own and operate their businesses based on their interests and the passion they follow. These passionpreneurs reflect communities with purpose and thrive on shared values, interests, and goals. For instance, Samarjit & Minati Panda, fitness enthusiasts, and Amway Direct Selling Partners (ADSP) have skilfully nurtured a thriving digital community with more than 50,000 wellness-savvy people. They have been instrumental in helping thousands of people find their purpose and passionately follow it for a sustainable business. In this era of the passion economy, where storytelling and commerce intertwine, remarkable passionpreneurs like Samarjit-Minati stand out. They have not only transformed themselves but have also harnessed the power of social selling, making it effortless for consumers to connect with the right influencers and make informed purchase decisions.
Creating differentiation through immersive wellness experiences
A survey by Mintel found that roughly 50% of Indians consumed healthier food and exercised more during the pandemic than before. With an increasing number of people embracing a holistic approach to health and wellness, it has seeped in the national conversation in recent years, with 57% of consumers now investing in their overall well-being. This major shift in Indian consumers’ attitudes towards health and well-being is one of the driving forces behind the growth of the health and well-being sector in India. Considering this, Amway has amped up its efforts and is inspiring Amway Direct Selling Partners with a health-first approach to building participatory wellness communities. Through extensive knowledge-based training powered by Nutrilite and other interventions, Amway strives to provide much deeper insights into holistic well-being to bring about behavioral change in individuals toward leading a healthy life. With an agile squad of stakeholders, including its leadership, employees, and Amway Direct Selling Partners, Amway aims to positively influence the mindset of communities, paving the way to build a healthier population for a better future. Further, today’s consumers prioritize healthy living and are going beyond just products and looking for holistic solutions to help fulfill their overall wellness goals. Towards this, Nutrilite has taken up a need-based recommendation approach to help address their individual health and wellness goals.
The bottom line
Unlocking the potential of a strong brand requires the art of engineering an exceptional community, one that offers immersive experiences that customers will forever cherish. These transformative encounters serve as catalysts, propelling brand loyalty to new heights. Moreover, they open the floodgates to a torrent of innovative ideas, fostering business growth and ensuring sustainable returns.
(This article is authored by Ajay Khanna, Chief Marketing Officer, Amway India)
