Closely aligning self-care with happiness
“Renaturation” has become a movement in our society. There’s even a term for the harm that being disconnected from nature does to our health and happiness: nature deficit disorder.
The pandemic has forced many of us to remain locked down, constantly connecting to technology – on our screens incessantly – whether in virtual meetings, emails, conferences or “time outs” with Netflix . Weather permitting, we got out but couldn’t “commune” with nature unless it was on a 1:1 basis. We lack real human interaction, but we also starve to feel sunlight on our skin – absorbing vitamin D as nature intended rather than through supplements. Doctors and therapists recommend that patients experience the world around them for 20 minute intervals and walk barefoot through the grass to reconnect to the earth or through the “living matrix” which is the connector central between living cells.
Before the pandemic, we were using technology more than previous generations and nature/outdoors less and less. We are at an inflection point where it is essential for us to “renature ourselves”. Renaturation or self-regulation alone creates the potential for hope and human health, and consumers are looking for products that will help them achieve this.
At the end of 2021, Mojo was launched in the United States. Fruit flavored chews blend functional mushrooms, such as Lion’s Mane, with Ayurvedic herbs in gummies for energy and productivity. Mojo’s effects are cleverly likened by the brand to a micro-dosing trip without the psychedelics, promising a “afterglow” four hours after ingestion.
In Fiore, the San Francisco-based “perfume as medicine” brand, has teamed up with molecular biologist and herbalist Kevin Spelman, on a concentrated Reishi mushroom extract called Adapt’Âscend. The tincture is designed as a fatigue fighter and “mind and body rejuvenator that enhances vitality, stimulates restful sleep, improves mood and invigorates life force”.
Four Sigmatic is a Finnish American company known for its mushroom-based adaptogenic coffee substitute. Its new “so pure you can eat” Superfood Face Mask contains hydrating Reishi and clarifying chaga mushrooms and can be drunk like hot chocolate. All these consumables promise us better prospects thanks to natural products.
As the most stressed generation to date, Gen Z prioritizes their mental health. They are looking for solutions to improve their well-being in beauty and personal care to calm down. Reputable brands step in to support meaningful conversations and products designed to establish wellness as a feat early in life. Generation Z is looking for natural beauty and wellness products that improve their physical and mental well-being. It’s not just an “occasion” or a “seasonality” for this group of consumers – it’s now their way of life.
Expertly harnessing these feelings of “everyday wellness,” Procter & Gamble launched wellness-focused Quiet & Roar, available exclusively at Target, with domestic Gen-Zers in mind. Quiet & Roar multi-sensory body treatments soothe and energize the mind. Scents like Green Tea and Peach or Lavender and Spirulina with the “Total Body Alignment” position were created to awaken, revitalize, relax, renew and soothe – just what the doctor ordered for the generation Z. The brand views the shower as a sanctuary from daily constraints.
As we move forward, we will continue to see brands lean into nature and bring the best of nature to consumers as we seek to “renature” ourselves.
Ms. Elenita (Elle) Morris is Senior Vice President of Global Strategy at Marks, part of SGS & Co., a brand experience agency providing global insight with local relevance in North America, Europe, in Asia and beyond. She is a recognized thought leader in the design of consumer packaged goods brands with particular expertise in the areas of beauty, hair care and skin care. Follow Elle Morris on LinkedIn.