The beginning of the year has always been the classic moment of good intentions for the coming months and, the vast majority of times, the dominant theme of the resolutions we make to ourselves concerns nutrition and fitness. At this time, which is both of determination and deep weakness, also come the season sales and therefore the purchase of the new suit for doing gymnastics, the super discounted sneakers and the subscription to the gym in promotion become essential.
Amanda Mull on The Atlantic has perfectly summarized this situation with an article on the inadequacy that this encounter between supply and demand generates: “with the good intentions of the new year, the commodification of inadequacy can be explicit in a way that might seem rude during most of the year, and the message is clear: you have work to do and these companies have some products that could do for you,” writes Mull, and in the end the ambitions for change always win. All this only increases the so-called community of well-being, a macro-social group that is committed to focus on their health and well-being and, in some countries more aware, also on environmental sustainability and nature conservation.
The phenomenon is such that Nextatlas has identified a trend called the Pursuit of Wellness, which is extremely deep and popular in the United States and in this particular period is also becoming important in Europe.
From the intersection of sales and wellbeing, a series of tags correlates, crossing various worlds from wellbeing to goth, up to diets. They are above all Millennials and exponents of Generation X, not particularly innovative but interested in their own health. A community that in this period is particularly to the point that in many countries, especially in the U.S., is continuously subjected to campaigns not only of gyms, wellness centers and sportswear but also of health insurance.
This is the case, for example, of Cigna, mentioned in the Atlantic article, who took three important testimonials, Queen Latifah, Ted Danson and Nick Jones, to encourage the public to take care of their health and well-being.