2022 Whole Living Consumer Database Report

Introduction to the Institute’s Whole Living Project

The publisher is pleased to publish its 2022 Whole Living Consumer Database Report. The Institute’s Whole Living Study is based on a new and unique way to explore health and wellness. It is based on the premise that the ongoing process of becoming aware of and making choices toward a healthy and fulfilling life. Wellness is more than being free from illness. It is a dynamic process of change and growth - an interconnected state of complete physical, mental, and social well-being - not merely the absence of health issues or medical conditions.

The construct for the study is based on 6 Dimensions of Wellness and the symbiotic relationship of emotional, physical, technological, financial, environmental, and social health. According to Steve French, COO of Research America, Inc., “in essence, as consumers become more aware that their health is dependent on the health of all dimensions, they will be prepared for their lifelong journey in pursuit of satisfaction, happiness, and balance.”

The Whole Living Consumer Study determined that while some aspects of consumers’ lives appear to be on track, others are not in a state of balance. As organizations look for insights to drive growth, they need to explore how their initiatives impact all of the dimensions.

Some example findings include:

• Almost half of all American consumers are very satisfied that their life is in a balanced state
• Only 1 in 4 are very satisfied with living an environmentally-friendly and sustainable lifestyle
• Half of consumers are often confused by the changing information on what they are supposed to do to live a healthy lifestyle
• However, over the past 10 years, significantly more consumers indicate they live a more satisfying life by having fewer material possessions
• And even in these trying times, almost three out of four consumers feel very positive and hopeful about the future

This report covers the following 6 Dimensions of Wellness and the opportunities which exist around them.

1. Financial: Concern over one’s financial future is having detrimental effects across a broad spectrum of health issues, identifying opportunities for assistance tools
2. Social: As consumers travel a wellness path, they become more aware of their importance in society, as well as the impact they have on multiple connection points
3. Physical: The physical benefits of looking good and feeling good, most often lead to the psychological benefits of enhanced self- esteem, self-control, determination, and a sense of direction
4. Technological: The more a consumer understands about their personal health, the more empowered they will be to improve upon it, and technology amplifies their understanding
5. Environmental; Consumers across all generations are embracing environmental responsibility and sustainability and making the connection between planetary and personal health
6. Emotional (P&M): Managing their life in personally rewarding ways and taking responsibility for their actions will help consumers to see life as an exciting, mindful, and hopeful adventure

As we explore the 6 dimensions of Lifetime Wellness, there are three key elements of context to keep in mind

1. BALANCE: People strive to find balance between the six dimensions. No single product or service impacts only one dimension. As you look for insights to drive growth, explore how your initiatives impact all of the dimensions.
2. DIVERSITY, INCLUSION, EQUITY: When we think about the relative distribution of power, resources and opportunity, organizations must make conscious choices to be inclusive and equitable. This is so much more than ticking the boxes - it includes the idea of intersectionality and finding the underserved needs. Again, important to keep in mind in any/all of the dimensions. 
3. IMPACT: Whatever actions you take - whether that be growing a product portfolio, greening your supply chain, increasing access to healthier choices, etc. - the market is now looking beyond what you say and do to search for the real impact of what you say and what you do. How are your efforts, visibly and measurably, helping to turn the tide for people and planet? If it’s not having impact, should that investment be going elsewhere?