US – Responding to the abundance of unnecessary wellness products targeted at women, performance footwear brand Merrell’s latest campaign suggests a simple alternative for self-care: stepping outside.
Launched for International Women’s Day (IWD), the series of ads challenges the wellness industry’s focus on buying products as the solution to improved wellbeing. It points to how women are plied with unrealistic and expensive items geared towards a never-ending quest for self-improvement.
Instead, the brand – which creates footwear for outdoor activities such as hiking – advocates spending time in nature as an easier and more accessible route to self-acceptance. In soothing tones, the video communicates thoughtfulness and trustworthiness, demonstrating Merrell’s commitment to women’s wellbeing without necessarily being a wellness brand.
The campaign’s message exemplifies the narrative of our Synchronised Care macrotrend, pointing to the interconnectedness of our health with all aspects of lifestyle and the natural world.
Strategic opportunity
It's not just wellness brands that should be debunking myths about self-care. How can your brand make wellbeing easier to achieve?
