We’re eight weeks into the year and for many brands, the energy of New Year’s campaigns is starting to fade. January kicked off with a burst of health campaigns as brands launched fitness challenges. Self-improvement products flew off the shelves, and social feeds were flooded with half-price gym memberships.
But by February, the deals have disappeared, and the initial momentum has dried up. This serves as a timely reminder: a successful wellness brand strategy shouldn’t be saved for the beginning of the year. Looking after our physical and mental health isn’t a passing trend – it’s a long-term commitment and customers expect brand consistency.
A recent survey found that 78% of UK consumers plan to invest in new health and fitness products or memberships by late 2025. People are looking for sustainable lifestyle changes, not just a quick reset.
The key to building impactful, long-lasting initiatives is to think beyond short-term trends and embed these strategies into your brand DNA. Here is how to keep wellness at the heart of your brand all year round.
Keep the momentum going
Plan beyond a one-off initiative and create content that evolves with the seasons. Build a cultural calendar that speaks to your audience, covering everything from major events to awareness days like World Mental Health Day or Men’s Health Week.
Don’t forget to tap into pop culture. TV shows, films, and big events are perfect opportunities to create engaging campaigns about health and wellbeing.
The new Bridget Jones movie this month is a perfect opportunity to spark conversations about self-care and body positivity, while Superman’s release in June naturally ties into themes of empowerment and strength.
Another trend making waves is the 75 Soft challenge, which promotes balance through daily fitness, healthy eating, and mental wellness. You can tap into this by sharing realistic tips and inspiration for sustainable habits.
Leaning into these cultural moments keeps your content fresh, relevant, and part of the conversation.
Move beyond resolutions – create lasting impact
One of BIG’s clients leading the way in driving meaningful change is private healthcare provider Pall Mall.
With rising concerns over botched surgeries and deaths from cosmetic tourism, we launched a bold campaign to raise awareness and save lives.
This wasn’t just about education – it was a call to action. Pall Mall shared real stories, provided expert advice, and even staged a dramatic demonstration at Manchester Airport to highlight the dangers of unregulated surgery abroad.
We went further by issuing an open letter to the Government and launching a petition demanding regulatory changes.
The campaign ignited conversations about health and safety, positioning Pall Mall as a trusted voice and a brand driving real change in the industry.
This powerful work shows how to move beyond fleeting trends and create conversations that truly matter.
Collaboration is key
Partnering with fitness influencers, mental health advocates, or a celebrity ambassador can keep your campaign strong year-round.
On top of this, you can explore partnerships with like-minded brands to offer even more value and engage with your audience in a different way through in-person events.
Take Press Health Foods, for example. They recently joined forces with luxury Pilates studio KARVE in London to host a takeover that combined a fitness class, mood board workshop and goal setting with a mindset coach. It was a fun way for people to break a sweat and get inspired at the same time.
Every industry can get involved
You don’t have to sell health products to join the conversation. Brands across various industries are finding unique ways to tap into the growing focus on wellbeing.
Take tech giant Apple. It promotes digital wellbeing by encouraging users to disconnect from their devices with features like “Screen Time” that help all of us attempt to manage our scrolling habits.
In the fashion world, labels such as George at ASDA promote body positivity by offering a wide range of sizes and showcasing diverse body types in its advertising, making wellness about self-love and confidence.
Meanwhile, food and drink retailers are meeting the growing demand for alcohol-free options –proving that Dry January isn’t just a one-month trend. In December 2024, Tesco reported a 15% increase in demand for alcohol-free beverages, with sales of low and no-alcohol beer up 20% from January.
The key is finding an authentic connection between wellbeing and what your brand stands for.
Make wellness more than a moment
Self-care isn’t just a trend – it’s a movement. Brands that commit to supporting their audience’s long-term health and happiness build deeper trust, loyalty, and impact – ultimately helping the bottom line.
By thinking beyond quick campaigns, tapping into cultural moments, and creating real-world experiences, you can position your brand as a leader in this space.
So, what’s your next step? Now is the time to make health and wellbeing a core part of your brand – because lasting change happens with consistent action. Get in touch here.
Back to blog