The PATH to Sustainability for Health and Wellness Brands

Public awareness of health issues and environmental challenges is on the rise. In fact, 82% of consumers in the U.S. consider wellness a top priority in their everyday lives and are choosing a health and wellness journey.

Health and Wellness consumers want to understand the science behind their wellness plans. This shift encourages brands to adopt more sustainable practices within the health and wellness industry. This involves adopting practices that contribute to clean air, safe water, and a healthy environment, which are ultimately linked to personal well-being. For the wellness industry, choosing to adopt sustainable practices goes beyond making an ethical choice; it's a business imperative and delivers on the promise of customer health.

Initiatives like the Health in All Policies (HiAP) in California show us how sustainability considerations are being integrated into health policy, promoting a comprehensive understanding of health that accounts for environmental impacts and equity. 

 

The role of sustainability in the health and wellness industry

At its core, wellness is about thriving physically and mentally in a safe and healthy environment. The global health and wellness market, valued at over $4.4 trillion, has seen exponential growth as people prioritize holistic living. This growth brings both opportunities and responsibilities. From yoga studios to spas and fitness centers, these businesses rely heavily on resources like energy, water, and materials, making sustainability a natural extension of their mission.

Many wellness companies are grappling with how to approach solutions to their environmental footprint. For example, spas often consume high volumes of water, and fitness centers rely on energy-intensive equipment. When recognizing these challenges, leaders in the industry can implement measures to reduce waste, conserve resources, and align with customer values. Impact and ESG reports are helping brands recognize their challenges, leading them to search for sustainable solutions to allow them to implement solutions to reduce waste, conserve resources, and align with customer values.

Consumers are increasingly demanding that businesses implement more responsible practices and supply chains. According to a Nielsen study, 81% of global respondents strongly believe companies should help improve the environment. In the Skift article, experts emphasize that "sustainability amplifies wellness," reflecting how consumers value clean, environmentally conscious spaces that align with their health goals.

 

Wellness business and clientele benefits

Adopting sustainability is good for the planet and business. Wellness brands that advocate for sustainability are seeing increased customer loyalty. Eco-spas uses organic products and renewable energy to appeal to environmentally conscious clients. Hotels incorporating wellness-focused sustainability initiatives, like onsite gardens, reusable products, or waste-reduction programs, report higher guest satisfaction.

Sustainable practices often reduce costs in the long run. Energy-efficient equipment in gyms or water-saving measures in spas cut expenses and signal a commitment to sustainability. Transitioning to water hydration stations and reusable containers saves on single-use bottled water costs and more single-use plastic waste going to landfills.

 

Health and sustainability consumer reporting facts

Based on a health and sustainable living report, people are receptive to information about sustainability efforts and are glad to engage in messages that communicate those efforts transparently. The study also shows some other insights about people's perceptions of sustainability.

• 72% of consumers want more transparency from companies in their efforts to improve environmental impact.
• 60% of people surveyed express a strong desire to change their lifestyle to become healthier, but only 30% have made major changes.
• 40% of people under 30 believe in the impact of environmentally responsible investments, compared to 35% of those over 30.
• 59% of people under 30 feel guilty about their environmental impact, compared to 46% of those over 30.
• 64% of Millennials believe living sustainably strengthens family bonds, compared to 53% of Baby Boomers.
• 40% of consumers aged 30+ trust "carbon neutral" claims, compared to 35% of those under 30.
• 45% trust ethical or environmental certifications, while 29% trust claims of being "natural."

 

Implementing sustainable practices in the health and wellness industry

There are many strategies to improve sustainability in the health and wellness industry. Here's a list of general measures that businesses can adopt.

• Energy-efficient lighting and appliances throughout the facility can be implemented to reduce electricity consumption.
• Water-saving fixtures like low-flow showers and faucets can be used to minimize water usage.
• Source responsible and sustainable materials for equipment, flooring, and other infrastructure.
• Start an initiative to offer hydration stations that reduce the need for single-use plastic bottles.
• Recycling and composting bins can be used for guests and staff to manage waste responsibly.
• Provide sustainable product options in retail areas, such as reusable bottles, organic apparel, and eco-friendly gear.
• Transitioning to digital or paperless systems for bookings, check-ins, and marketing to reduce paper waste.
• Hosting workshops or classes focused on environmental education and sustainable living practices for members.
• Partnering with local, sustainable suppliers for food and beverages offered at the facility.
• Investing in renewable energy sources such as solar panels to power the facility.
• Promoting guests to walk, bike, or carpool to the facility by providing bike racks and incentives.
• Regularly audit and assess the facility's sustainability practices to identify areas for improvement.

 

Cobranding with PATH for sustainability initiatives in the health and wellness industry

PATH's collaborations with health and wellness brands offer immense potential for wellness brands to contribute to their environmental impact. Through initiatives emphasizing refilling, these partnerships support the development of a culture that honors more sustainable choices. Here are some health and wellness brands that have partnered with PATH Water to lead in reducing waste and increasing reuse.