A panel of experts at 100% Optical (28 February\u20132 March) discussed a consumer trend for wellness and how businesses can respond in a session hosted on the Catwalk. <\/p>\n
The session, Rewired Wellness: using science-led storytelling to showcase health outcomes in optics, took place on 1 March. <\/p>\n
Natasha Cazin, global insights manager for eyewear at Euromonitor International, summarised the four consumer trends that analysts have identified as likely to have the most impact in the year ahead. <\/p>\n
These are: \u2018Comfort Zone,\u2019 \u2018Rewired Wellness,\u2019 \u2018Fiercely Unfiltered,\u2019 and \u2018Next Asian Wave.\u2019 <\/p>\n
These trends have formed against a backdrop of ongoing external pressures in modern daily life. <\/p>\n
\u201cLife is fast-paced, it\u2019s a bit complex, it\u2019s overwhelming,\u201d Cazin said, sharing that more than 70% of consumers remain concerned about the rising cost of living. <\/p>\n
Euromonitor\u2019s research learned that nearly 60% of consumers feel stress and anxiety affects them on a daily basis. <\/p>\n
\u201cPressures like these are really influencing how people buy, what they buy, and where they buy,\u201d she said. <\/p>\n
\u201cWe think it\u2019s really critical to understand consumer behaviour in order to understand how this impacts your business.\u201d <\/p>\n
Customised and tech-driven wellness<\/p>\n
The session focused on the trend of \u2018Rewired Wellness,\u2019 which Cazin described: \u201cWellness is no longer slow; it\u2019s personalised and fast-paced. It\u2019s all about optimisation and consumers are embracing science-led products to improve everything, such as longevity, appearance, and also to improve their daily performance.\u201d<\/p>\n
The shift is fuelled by a desire for instant results and advanced self-care and treatments, the analyst noted. <\/p>\n
Consumers are using artificial intelligence (AI) tools, smart wearables, and customised therapies to \u201ctake control,\u201d Cazin said. <\/p>\n
Older consumers are monitoring age-related concerns like blood pressure, while younger consumers like Gen Z are adopting preventative habits. <\/p>\n
Cazin said: \u201cUltimately, wellness is becoming a premium product and people are willing to invest in a solution if it\u2019s scientifically proven.\u201d <\/p>\n
Brands are responding by delivering wellness \u2018on-the-go,\u2019 Cazin said, with portable technology, mobile lab kits, and micro-treatments. <\/p>\n
\u201cFrictionless action is winning,\u201d she said. <\/p>\n
Tailoring and telling the science story<\/p>\n
Cazin pointed to CooperVision as telling a \u201cvery interesting clinical story that empowers parental choice and eye care professional confidence.\u201d<\/p>\n
\u201cThe takeaway here is that business should be embracing clinical, proven technology in order to demonstrate confidence and clinical value, and deepen trust, and it\u2019s all about storytelling,\u201d she said. <\/p>\n
Rodenstock was also cited as an example, with the company\u2019s B.I.G Exact Sensitive lenses tailored exactly to the wearer through biometric eye data and individual visual sensitivity. <\/p>\n
Cazin highlighted how brands are addressing the challenges of various life stages with \u201cscientific, technology-backed solutions.\u201d<\/p>\n
How do practices respond?<\/p>\n
For the eyewear consumer, Cazin suggested understanding the \u2018Rewired Wellness\u2019 trend could \u201chelp your business to connect with the eyewear consumer in this period of uncertainty.\u201d<\/p>\n
Key to connecting with this consumer is embracing innovation, and personalised, technology-driven solutions. <\/p>\n
Storytelling was also emphasised as important, Cazin suggested: \u201cThe message must be simple, transparent and very clear, backed by science.\u201d <\/p>\n
Clear communication needs to demystify advanced technology and remove intimidation, she added. <\/p>\n
\u201cEducate and support; be the retailer that guides this consumer through the wellness journey. Help them interpret the data and also understand the treatment options,\u201d Cazin said. <\/p>\n
She said: \u201cDeliver with clarity \u2013 empower your consumers to navigate uncertainty with confidence.\u201d<\/p>\n
Biometry and bespoke<\/p>\n
After Cazin\u2019s presentation, a panel joined the stage for a discussion of the key points around wellness, storytelling, and artificial intelligence. <\/p>\n
Led by optometrist Garry Kousoulou, managing director of Loving Social Media, the panel featured Sarah Morgan, communication specialist and staff development consultant at Eyecommunicate, Elizabeth Lumb, director of global professional affairs at CooperVision, and Jason Halsey, product and training manager at Rodenstock UK. <\/p>\n
Halsey spoke about bespoke lenses, commenting: \u201cThe myth has always been that \u2018a lens is a lens\u2019, and I will always tell you that this is about as true as a car is a car \u2013 that will get you from A to B, but we would all rather drive a luxury or sports car.\u201d<\/p>\n
Biometry is changing the way lenses are designed, telling the audience: \u201cRather than using a model, we have the technology now to measure patients\u2019 eyes bespoke, and we can design lenses for them.\u201d<\/p>\n
Discussing what brings consumers to these bespoke products, Halsey commented: \u201cThere are lots of ways of improving our patients\u2019 lives now, and they\u2019re prepared to invest \u2013 they see the value in it.\u201d<\/p>\n
Halsey explained that he uses the analogy of television sets: \u201cWe can make lenses in 8K resolution now, but most of the patients are still walking around with standard definition lenses, and that\u2019s the difference. It\u2019s about improving quality of life.\u201d<\/p>\n
Myopia management: a standard of care<\/p>\n
Panellists spoke about \u2018predicting the future\u2019 in terms of myopia management. <\/p>\n
Lumb spoke about the responsibility of the profession to \u201cStart thinking about myopia management as a standard of care and introduce it at the earliest opportunity.\u201d <\/p>\n
Discussing the acceptance of myopia management, Lumb said: \u201cThe good news is that in recent attitude surveys there has been a shift towards proactivity.\u201d<\/p>\n