The wellness industry thrives on connection, trust, and community, but unfortunately, it hasn’t always been a space where everyone feels represented or accepted.
Diversity and inclusivity (and also accessibility) are becoming increasingly important in wellness design and marketing, and we're so glad to see it! By embracing and adopting these values, companies can build a community where everyone feels appreciated and encouraged.
Bonus: You'll strengthen relationships with your audience, too!
Why Inclusivity and Diversity Matter in Wellness
Diversity and inclusivity are more than buzzwords. They’re fundamental elements of a successful wellness brand.
When people see themselves represented in your branding, marketing, and product or service offerings, it fosters trust, safety, and belonging.
Representation matters for so many reasons, but at the top of the list is that it validates people’s experiences and invites them into the conversation about their well-being.
Think about this: according to a global study conducted by marketing analytics company Kantar, 75% of consumers say that a brand's reputation for diversity and inclusion affects their buying choices.
This data debunks the unfortunate cliché of "go woke, go broke!" and it also shows how inclusive marketing can actually boost a brand. Businesses that commit to representation in their products and services can establish themselves as leaders in a rapidly evolving industry.
In wellness, inclusivity is far-reaching. It can mean highlighting diversity in race, age, body type, ability, and gender. Beyond visuals, this also involves creating services and programs that cater to a range of needs, such as customized solutions for clients with disabilities or specialized products for elders.
And the outcome of this important work? A welcoming brand that meets customers where they are in their journey to well-being!
Inclusivity also promotes long-term brand growth. In addition to fostering a sense of belonging, companies that actively focus on including underrepresented groups can access untapped markets, increase their influence, and establish long-lasting customer relationships.
Designing for Inclusivity
Inclusive design starts with the awareness - and understanding - that every person deserves access to wellness, regardless of their background or abilities.
Thoughtful and intentional design choices can create digital and physical spaces that feel welcoming to all.
Visual representation is a really big piece of this. Be sure to use visuals that include people from a range of racial backgrounds, body shapes, ages, and abilities. For example, a fitness app that shows people with disabilities next to people without disabilities showcases the message that everyone is welcome.
Using inclusive or neutral wording in your content can also guarantee that all audiences feel seen and heard. This means using terms like "folks” or “you all” rather than gender-specific terms like “guys.” Another swap: using "everyone" instead of “ladies and gentlemen."
Another big part of inclusive design is accessibility. In the context of digital spaces, this means developing websites that can be easily used with screen readers, providing video captions, and making sure that colors contrast for readability.
As the global population experiences a significant increase in disabilities with that number consistently on the rise, according to the World Health Organization (WHO), it’s important to consider creating designs that are inclusive to those with visual, auditory, motor, and cognitive disabilities.
In physical spaces, this means thinking about features like gender-neutral restrooms, disability ramps, and bilingual signage. By doing this, your yoga studio, acupuncture clinic, or holistic nutrition practice not only makes itself more accessible but also establishes a benchmark for diversity within your neighborhood.
Inclusive design also means being aware of cultural sensitivities and adjusting your offerings accordingly. For example, a wellness spa might adapt its services to include practices rooted in local Indigenous traditions, but it should consult community leaders to ensure respect and authenticity.
Doing these things creates and nurtures environments where everyone feels respected, comfortable, and empowered to put their health first.
Marketing with Diversity in Mind
Showing diversity is important, and so is doing it in a genuine and considerate way. Marketing is your chance to share your values, and approaching your marketing with an inclusive lens ensures that your messaging resonates with a broader audience.
One of the most important things we can mention here is to avoid tokenism—using diversity superficially without real engagement. Instead, build campaigns that truly connect with underrepresented communities. Collaborate with influencers or practitioners representing these groups to ensure your messaging is authentic.
Brands like Lululemon have effectively collaborated with various yoga instructors to emphasize diversity in their advertising efforts and, in doing so, have established deeper relationships with wider audiences.
Inclusive marketing also involves using language that respects all identities. Avoid assumptions about your audience’s background or preferences and focus on messaging that emphasizes shared values and experiences.
Building Authentic Connections
Building real connections with diverse communities requires listening, learning, and then acting based on that.
Remember, inclusivity isn’t just about what your business looks like. It’s about how it engages and resonates with people.
You can start by getting feedback from underrepresented and diverse groups. We recommend hosting focus groups or conducting surveys or polls to understand their needs and experiences. For instance, someone running a wellness retreat company could collaborate with local Indigenous groups to incorporate cultural practices (respectfully!) into their schedule of events.
Partnerships are also amazing! Working with diverse practitioners or organizations broadens your reach and also supports underrepresented voices. For example, you might consider co-hosting events with local LGBTQ+ wellness advocates or creating programs for seniors, which can demonstrate your commitment to inclusivity while building strong, long-term relationships.
When health and wellness businesses actively engage with their communities, they create an environment where everyone feels seen, heard, and (most importantly) valued.
Incorporating Inclusivity & Diversity in Wellness Design & Marketing
Inclusivity and diversity are not optional in the health and wellness industry.
In fact, they’re essential for creating meaningful connections with your clients.
By prioritizing representation, you can ensure that your practice, regardless of its size, aligns with the values and needs of your diverse audience.
If you're ready to prioritize inclusivity in your health and wellness business, we can support you! From holistic website design to organic digital marketing, our team can help you develop impactful and inclusive content.
P.S. We have a WEEKLY RESOURCE for Clinicians and Practitioners who are seeking genuine yet effective ways to market their business.
If you're ready to transform your marketing approach to align with your values, stay ahead of trends, and join thousands of like-minded practitioners who are learning to market their practice in a way that FEELS GOOD, click here to join us!