The COVID-19 pandemic turned out to be a global and long-lasting phenomenon with enormous consequences, abruptly disrupting the evolution of existing trends. In general, the “old” trends did not disappear and were not completely replaced by a new set. However, the pandemic accelerated some trends, slowed others down, and even created entirely new ones.

Even before the COVID-19 pandemic ended, we were faced with yet another challenge. Russia invaded our neighbor Ukraine, and around 3 million refugees arrived in Poland in a short period of time. Once again, the future became highly uncertain and filled with threats. It’s still difficult to predict how this event will impact the perception and experience of well-being. However, it’s already clear that in these increasingly uncertain times, values such as a sense of safety and control, mental health, and social bonds and inclusivity are becoming more important than ever.

In our syndicated report “Well-Being Gains Importance in Uncertain Times. 4P GOOD LIFE TREND REPORT 2022”, we examine the changes, new phenomena, and trends that are redefining what well-being (wellness) means to consumers today – considering the experiences of the pandemic and the recent war in neighboring Ukraine.

The topic of WELL-BEING has now become a top priority. In uncertain times, it has gained significance for virtually every brand in nearly every category. For any company, both the consumer perspective (Marketing, Product, CX) and the employee perspective (HR) matter.

Since the beginning of the COVID-19 pandemic, numerous studies, analyses, and assessments – both broad and detailed – have been published, tracking the evolving consumer attitudes and behaviors in real-time. These changes continue to occur rapidly. Trying to stay on top of all the reports, publications, and newsletters released in such a short period can be overwhelming and lead to a sense of chaos and confusion.

That’s why we decided to help you navigate this abundance of information – we prepared a comprehensive analysis and synthesis of the changes taking place. In the report, we describe:

• The values and benefits that have gained importance in these uncertain times.
• Dozens of phenomena, micro-trends, trends, and fads within the broad area of wellness – either emerging during the pandemic, as a result of it, or in connection with the war in Ukraine. All of them are relevant and significant from a marketing perspective and worth following.

For each phenomenon described, you’ll find:

• A diagnosis and brief definition
• Quantitative data showing Polish people’s attitudes or behaviors related to the trend
• Brand examples of how it is being used in marketing and business activities
• Active links to references and featured manifestations