From Taboo to Trendy: How Wellness Brands Can Target a Younger Audience

The younger generations are not shy about the fact that they are taking charge of their health, especially after living through a global pandemic. From gut health to sexual wellness, they are at the forefront of destigmatizing health topics that many consider sensitive or taboo. This group is eager to invest in these values, seeking empowerment in managing their health through using products that resonate with them.

It's no surprise that brands need to see this as an opportunity to follow trends to best align with this generation of disruptors, through strategic marketing approaches, such as targeted ads and influencer campaigns. An equally crucial avenue for brands to connect with this audience is through innovative and relatable packaging.

Some key points for brands to consider:

Keep it fun: Younger consumers want their wellness routine to be enjoyable rather than feeling like a chore. They also don’t want to feel like they are using products their parents or grandparents would use – they want a product to feel personally relevant. Brands can achieve this by using fun and vibrant colors, as well as playful typography on packaging. This approach helps to make wellness products feel less clinical and more appealing to this audience. Bold usage of colors also creates the benefit of increased product visibility in the retail environment.

Keep it real: Authenticity is important to younger shoppers. They want to feel seen and heard by brands. This can be accomplished by using inclusive and relatable imagery that feels raw and genuine. By addressing health issues openly and honestly, brands can connect with a younger crowd more effectively.

Keep it simple: Clean, sleek packaging is often preferred by younger shoppers. Cluttered packaging can come across as outdated and confusing. Given their busy lives, younger people need to quickly understand how a product can solve their health issues. Packaging should be straightforward, with clear and simple claims that focus on the end-benefits, avoiding complex scientific language.

Effective Packaging Principles

Brands should always consider key principles for effective packaging, including:

Being Seen: The product should stand and catch the consumer's eye.

Being Shoppable: The packaging should guide consumers on how to shop for and use the product.

Being Seductive: The packaging should be appealing and encourage consumers to explore the product.

Being Selected: The packaging should encourage consumers to choose the product over others.

These principles, along with keeping up with evolving consumer tastes, are essential for brands seeking to engage with younger consumers in the wellness industry. By following these guidelines, brands can create packaging that resonates with this audience and aligns with their values.

To learn more about how brands can craft effective packaging, contact us today!


Nicole Schwarzer is an Insights Analyst at Behaviorally based in New York City. With a background in behavioral neuroscience and psychology, she loves delving into the “why” behind shopper behavior. She especially has an interest in how shoppers make decisions for their health and well-being. Outside of the office you’ll find her listening to a true crime podcast or spending time with her friends and family (and her cat, Nitrogen!).

Connect with her on LinkedIn!

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