partnerships

Whole Food and Headspace Have an Unorthodox New Partnership

Whole Foods announced a new partnership with the wellness and meditation app Headspace
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Whole Foods announced a new partnership with the wellness and meditation app Headspace, because who hasn’t lost their mind at those prices—am I right, folks? 🥁

But seriously: The two are releasing a series on Instagram’s IGTV which will look to help people “focus on mindful shopping, cooking and eating.” It runs through the end of March.

Everyone needs to calm down

This isn’t the first time Headspace and its peers have entered into surprising partnerships. Headspace worked with Hinge for a “pre-date” meditation series and Nike for “mindful runs” to serve an athlete’s “holistic needs.” Meanwhile, Calm caught a wave of attention after sponsoring CNN’s election night alerts.

  • In Calm’s case, it led to immediate results: a 248% jump in social media mentions on Election Day versus the previous day.

Big picture: After a brutal 2020, it isn't surprising that we've seen so many brands try to offer audiences (or awkward first dates) some peace of mind. But when “wellness” can mean anything from eating mindfully to dating mindfully, to even mindfully filing your taxes, at a certain point the strategy could grow tiresome to consumers.

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