In the worst public health crisis of the past 100 years, wellness is invaluable to consumers and their families. It’s also critical to the health of businesses, the economy, and the planet. Facing the threat of COVID-19, a steep economic downturn, high unemployment, systemic racism and toxic politics, chronic stress and uncertainty are rampant, inflicting a cascade of health issues for people of all ages, backgrounds and beliefs. 
 
Most consumers are desperate for relief, from a range of ailments and on a variety of fronts. For example, stress manifests differently for everyone—as skin issues, sleep disruption, digestive distress and more—and we all have our own coping mechanisms, which have implications for health in one way or another. Brands have a clear opportunity to meet this collection of everyday consumer needs. At the same time, companies have a responsibility, and a vested interest, to offer solutions that deliver sustainably, ethically and transparently. 
 
While the future is predictably unpredictable during turbulent times, experts anticipate continued demand for high-quality, science-based products that target and address specific health goals. As more people adopt integrative, holistic approaches to well-being, opportunities will persist. And intuitively, as the coronavirus disrupts every facet of life—and turns cracks and divisions within society into canyons—optimizing health and preventing illness will be
top priorities. 
 
According to data from IRI presented in June, 35% more consumers are proactively trying to take care of their physical/emotional health now than before the pandemic; 22% have changed their eating habits to be healthier. Moreover, Americans were already living with many health issues before COVID-19. Over half of consumers were dealing with one or more chronic conditions in their household last year, according to the Hartman Group.
 
The coronavirus has put a spotlight on how fragile life can be, how precious health is, and how interconnected people and planet really are. Attention to a changing climate and environmental stewardship have new context today. Companies and brands that demonstrate commitment to their customers, that can help move the needle on climate action, and meet the needs of the moment stand to gain a loyal following while also serving a broader purpose.