What are Thrivers and How You Can Appeal to Them?

The pandemic has undoubtedly been an erratic and chaotic period, and people are now prioritizing their mental health and well-being. Here’s how your business can appeal to them.

According to Euromonitor International’s Top 10 Global Consumer Trends 2023 report, 53% of consumers have set a strict boundary between work or school and their personal lives in 2022. This comes as no surprise, especially since the COVID-19 pandemic resulted in lockdowns that forced people to work and study at home. 

“Fatigue is setting in as consumers navigate chaotic and erratic times,” the report says. “Things that once mattered don’t matter—at least, not in the way they did before.”  

Because of this, many people have placed a greater priority on their mental well-being and refuse to deplete too much of their energy and overwork themselves. These consumers are what Euromonitor refers to as the Thrivers. Described as those who “are hitting pause, taking a step back and letting go of anything outside of their control,” Thrivers put their personal needs above anything else.

And yes, this means focusing on their peace of mind, well-being, and even solace. 

As the world continues to deal with the pandemic and, eventually, its aftermath, it is important for your business to appeal to Thrivers—both within your company and in your target market. 

Appealing to the Thrivers Among Your Employees

Employees who are Thrivers put a lot of value on their work-life balance, as many have felt overwhelmed by the pandemic and its effects on their work habits and office culture. In fact, 45% of consumers said in 2022 that they felt under constant pressure to get things done, as recorded in the Global Consumer Trends 2023 report.

Other companies have been implementing either a hybrid scheme or a complete return to the office since restrictions have eased up. And while the work setup varies from company to company, a hybrid setup would be a good opportunity for your company to be more appealing to employees who are Thrivers. However, you should still set clear boundaries when employees by respecting their personal time outside work. This means limiting messages and emails past work hours.

Another way companies can appeal to the Thrivers is by providing outlets that give employees support or reassurance, such as access to counselors and mental health support programs. 

As burnout is a serious concern among Thrivers, which can result in quiet quitting when ignored, companies can also consider including additional paid week-long holidays to the benefits employees receive. This has already been done by companies such as LinkedIn.

Appealing to the Thrivers Among Consumers

In 2022, global retail sales recorded a whopping $1 billion (around PHP 54.84 billion) in sales for dietary supplements that enhance mood or relaxation. $5 billion (around PHP 274.22 billion) in sales was also recorded for sleep aids. Given the global climate that resulted from the pandemic, it’s easy to understand why many have spent on products that provide a sense of calm as well as comfort. 

Consumers who are Thrivers “seek products that promote stress-relief, wellbeing or relaxation,” according to the Global Consumer Trends 2023 report. Thus, if you want your business to cater to these needs, you can offer products and services that are geared toward stress relief and relaxation. 

Examples of include aromatherapy candles, essential oils, diffusers, massages, spa services, and other beauty and relaxation services. 

To Sum It All Up

The ongoing COVID-19 pandemic has far-reaching effects in every aspect of life, particularly with work. As work intruded into the comforts of one’s home during lockdowns, many struggled to balance work and personal life—resulting in overwhelmed employees experiencing burnout. 

Now that companies are transitioning back to pre-pandemic work setups, providing support reassurance is essential as employees continue to navigate the unpredictability of the pandemic. On your end, you should show that you value your employees’ mental well-being in order to keep them engaged and satisfied. 

Meanwhile, consumers are also experiencing the same exhaustion and are looking for products and services that help them relax and destress. Entrepreneurs looking for business opportunities should look into providing products and services that cater to these needs.