There are videos you’d love to see go viral. Often what tends to capture attention are trivial items, a cute puppy, a bad fall, violence, inappropriate behavior… these things seem to latch on to the psyche and everyone joins in to laugh and look. In the sneaker world, hype drives engagement and retweets. A sneaker sells for a ridiculous amount, it’s shared quickly. Misinformation on Foot Locker losing Nike, is shared on the major websites without any research or checking if it’s the truth. Sites would rather generate traffic and be wrong, than to highlight what is needed to improve or educate.
I’ve been a longtime advocate of Merrell’s work to promote a healthy lifestyle. I’ve enjoyed campaigns by Merrell to promote mental health via participation in the outdoors. When I learned that the company was looking at how women are often sold benefits of health and well-being via marketing campaigns focused on consuming, I knew I needed to amplify their message, More in Less. Let’s Take the Self-Care Industry Outside. Check out this video. I hope it’s a push to find a trail in your city and soak up some rays.
Merrell, a global leader in outdoor active footwear, is flipping the script on what self-care looks like with its “More Less” campaign. Created by all female-led teams (including marketing, production, director, photographer. etc.), the new spot encourages women to swap out their healing crystals for hiking shoes and simply go outdoors as the greatest form of self-care. Studies show that women are twice as likely to suffer from severe stress and anxiety as men – and oftentimes women overlook the simplest way to relieve stress: a walk outside.
Women are sold many things in the name of wellness: organic body scrubs, LED masks, and yoni stones for your you-know-what. A recent McKinsey survey revealed consumers are spending upwards of $1.5T a year on health and wellness services, and that number is expected to grow 5-10% annually. “More Less” calls out the gimmicky, unrealistic and expensive world that the wellness market has become and aims to ignite a movement to redefine how women approach self-care.
