Analysing marketing in the mindfulness industry
Mindfulness dates back to ancient eastern meditation, yet its roots have been softened to transform its appeal for western society. Mental health and self-help are now among society’s most talked about issues. This has created a market opportunity that has propelled the emergence of a few key players. They have tapped into the zeitgeist and developed incredibly sophisticated marketing capabilities.
We’ve comprehensively researched the market to provide crucial insight for any marketer, entrepreneur, or investor.
Market understanding
Mindfulness dates back hundreds of years, but its commercialisation has happened extremely swiftly. Out of nothing, it has turned into a billion-dollar industry within a few decades. This began with books written by western authors that softened religious associations and provided practical applications for modern society. This was swiftly followed by highly successful corporate programmes in the States, but it was not until the rise of dedicated apps that it started to become universal.
The industry’s ties with almost every area of society have propelled it into the limelight, with celebrities very much at the forefront of a mindfulness revolution. This growth has also attracted controversy, with opponents believing it to be a societal pacifier. Despite this, the industry continues to evolve into more and more areas of people’s lives.
Marketing strategy
In a field that compromises many areas, two companies have begun to dominate. These have combined first mover technological advantage with an authenticity and financial muscle that others have found difficult to replicate. Emerging players have entered, but subsequently occupied niche areas.
The success of these two companies has also been propelled by the sophistication of their marketing efforts. They have leveraged major marketing budgets and tapped into the zeitgeist using truly integrated approaches on and offline. They have engaged celebrities as influencers, generated highly positive PR and secured multiple corporate partnerships. Their relative infancy has also provided a marketing agility that is rarely replicated in other industries.
Marketing activation
Sophisticated in-house teams have been built to track user journeys both on and offline. This has led to the use of a complex set of digital tools and services to support them. Despite this, much of the marketing resource is devoted beyond this. Partnership programmes, for example, provide a real-world presence and sustained societal relevance.
In-house teams also draw on the skills of external agencies to develop creative campaigns and influencer relationships. The agencies used provide creative talent as well as additional human capital, a necessary feature of disruptive businesses often required to upsize or downsize the number of people. This helps to provide an agility that is characteristic of the industry.
This research includes
12 pages of analysis (4,000 words).
Evidence-based approach.
Case study examples and success stories.
Main tools/services/agencies.
References for additional reading.
Published February 2020.