Recently, Whole Foods has announced a new and curious partnership with Headspace, a wellness and meditation app. The peculiar arrangement has gotten a lot of people talking.
You don’t need to be a genius to wonder how someone thought of this strange arrangement made sense. However, we have seen stranger things.
Anyway, the two organizations have come together to help people “focus on mindful shopping, cooking, and eating.” To achieve this goal, they will release a series on Instagram’s IGTV, and it will run through the end of March.
However, this is hardly the first time Headspace has gotten into unexpected partnerships. Those familiar with the app’s more recent partnerships might not find anything surprising about the fact that it has joined hands with Whole Foods.
If you can recall, Headspace previously partnered with Hinge to provide a “pre-date” meditation series. Hopefully, a lot of people were able to avoid awkward first dates after this.
Similarly, the wellness and meditation app also got into a partnership with Nike to help provide “mindful runs” as a way to fulfill an athlete’s “holistic needs.” So, there are clearly very few limits on how far meditation can help customers targeted by other brands.
Frankly, unusual partnerships seem to be working. For instance, CNN’s election night alerts were sponsored by Calm. The arrangement resulted in the Calm getting a 248% increase in social media mentions on Election Day compared to the day before.
That’s not bad at all.
We can all agree that 2020 was a bruising year, and it’s hardly surprising that several brands are trying to help us have some peace of mind. Without a doubt, we need it more than ever.
However, as you know, “wellness” is a broad term that can refer to anything from eating to dating mindfully. Heck, it can even be used to reference mindful filing of taxes.
Still, we can’t help but wonder how far this wellness trend will go. There are concerns that this strategy will start getting old for some people pretty soon.
What do you think? Do you think it’s time shoppers, athletes, daters, politically-inclined folks, and taxpayers calmed down?