Wellbeing as a Baseline: The New Standard in Experiential Engagement
In 2025, wellness has transcended its status as a luxury or trend—it's now a fundamental expectation.
You may have noticed your friends sipping non-alcoholic beer--but almost missed it because the packaging resembles your favorite beer brand. Maybe you found yourself sinking into a misted massage tent at your last festival, the soft hum of flutes and pan drums melting away the noise of the outside world.
Wellness isn’t just something we think about anymore—it’s something we experience, something we crave. Consumers are seeking brands that prioritize holistic well-being, encompassing mental, emotional, physical, and environmental health. This shift presents a unique opportunity for brands to create authentic, meaningful engagements that rejuvenate audiences.
Healing & Helping Products
@drinkpoppi. "Coachella 2025 Poppi activation." Instagram, April 14, 2025, www.instagram.com/p/DIcREgFBRZX/?img_index=1. Accessed 13 May 2025.
New avenues for self-care and healing are emerging from the products brands are innovating, pushing wellness from a personal choice to a cultural expectation. As consumers become more health-conscious, brands are responding—not just with better products, but with immersive experiences that invite people to prioritize their well-being in real time.
From Dyson's new air-purifying headphones—a futuristic blend of noise-canceling technology and personal air filtration—to Poppi's prebiotic sodas designed to support gut health, brands are turning everyday products into wellness rituals.
At Coachella 2025, Poppi doubled down on its mission to make gut health mainstream with its bold “Save Water, Drink Soda” activation. Playfully challenging the notion that water is the only path to hydration, Poppi's vibrant booth served its prebiotic sodas as an alternative to sugary energy drinks and alcohol, proving that wellness can be both fun and flavorful.
But it’s not just new brands claiming space in the wellness movement; legacy brands are evolving too. PepsiCo introduced Soulboost, a sparkling water line infused with real fruit juice and L-theanine for mood-boosting benefits.
The trend is clear: healthy brands are not just emerging—traditional brands are innovating, taking wellness from the background to center stage. Today’s brand activations are more than just product showcases; they are immersive wellness experiences that reflect a growing consumer demand for balance, mindfulness, and conscious consumption.
mental health mainstreaming
Headspace. “SXSW attendees! Come get an immersive first look at Headspace XR—our new virtual meditation and mental health playground on Meta Quest designed with Nexus Studios.” LinkedIn, 15 Mar. 2024, www.linkedin.com/posts/headspace-meditation-limited_sxsw-attendees-come-get-an-immersive-first-activity-7172996306792120321-ChwU. Accessed 13 May 2025.
Mental health is no longer a whispered conversation; it's a movement with momentum. Brands are leaning into experiential activations that not only destigmatize mental well-being but also make it accessible, immersive, and part of everyday life. Initiatives that once lived solely online are now spilling into the real world, creating moments of mindfulness where people need them most.
Take Headspace, for example. Known for pioneering meditation in the digital space, Headspace has doubled down on IRL experiences—like its pop-up meditation pods at major events such as SXSW. At the bustling epicenter of tech and culture, festival-goers are invited to decompress and practice guided meditation in serene, soundproofed spaces, offering a moment of calm amidst the chaos. It's mindfulness, made mobile.
And it’s not just meditation apps leading the charge. Talkspace has reimagined traditional therapy with pop-up lounges at community events, where attendees can engage in mini-sessions with licensed therapists or explore interactive installations that normalize conversations around mental health.
As brands continue to meet consumers where they are, mental health is no longer something managed behind closed doors—it’s celebrated, supported, and experienced in real time.
rejuvenation stations
“IV Treatments for Private Parties & Events.” Drip IV Therapy, www.dripivtherapy.com/iv-drip-membership/iv-for-events/#gallery_7141-2. Accessed 13 May 2025.
The rise of wellness culture has officially broken out of the boutique studio and onto the main stage of experiential events. From icy plunges that wake up your soul to IV drips that keep you going all weekend long, brands are weaving health-centric experiences into the party.
When luxury design meets wellness, you get the Remedy Place x Kohler Ice Bath Experience at Design Miami. This wasn’t your average cold plunge—it was a masterclass in recovery and indulgence, complete with guided breathwork sessions and a curated soundtrack.
At Coachella, three days in the desert requires more than just SPF and good intentions. Enter Drip IV Therapy, which popped up at Coachella with a mobile hydration station ready to keep festival-goers fueled and firing on all cylinders. Drip IV made sure you could rage, rest, and repeat.
If these activations are any sign, the days of running on fumes are over. Hydrate, recover, and show up ready to do it all again.
More than a Trend: A New Way Foreword
The integration of well-being into every facet of life is reshaping consumer expectations. For brands, this means crafting engagements that not only entertain but also support and enhance holistic wellness. By aligning brand experiences with these emerging trends, we can create meaningful connections that resonate on a deeper, more personal level.
Ready to build experiences that heal, inspire, and connect? Let’s get started.
