Self-Advocacy

Self-care will evolve into self-advocacy. Since you-know-what shut us down in 2020, self-care has emerged as a huge talking point. And while this would seem strictly like a healthcare-focused insight, it has applicability well beyond that realm.

We’ve seen people working hard to take care of themselves — they’re trying to eat better, exercise more, pamper themselves when they can, splurge in small ways to give themselves a mental boost. On the other hand, inflation and looming recession are orienting people toward ways of saving money. Looking at these two trends — frugality and self-care — together and it seems that something larger is happening.

Consumers may take control of their own destiny and advocate for their own needs in a way that could be unprecedented. That might mean physical or mental healthcare or more basic emotional support and encouragement. People may be less likely to do something because someone told them to and more likely to seek out the best option, do all the research and strive to be part of a solution versus taking a “ready-made” solution off the shelf.

This is a call, to understand the consumer better and to respond by putting them firmly in control. Pay attention — let them tell you what they want and adjust as needed to deliver on that..