Society tends to gravitate toward nature in times of great anxiety, and to urban centers during times of technological advancement or optimism. Interestingly, much of our current anxiety is also rooted in our environmental situation. We are behaving as we usually do – turning to Mother Earth to salve our wounds – and hopefully in the process, we are helping to heal some of hers.
 
“Renaturing” has become a movement in our society. There is even a term for the harm that being disconnected from nature does to our health and happiness: Nature Deficit Disorder.
 
The pandemic has had many of us shut indoors, interfacing with technology constantly – on our screens incessantly – be it in virtual meetings, emailing, watching conferences or having “down time” with Netflix. If the weather permits, we have gone outside but been unable to “commune” with nature unless it’s on a 1:1 basis.  We are low on true human interaction, but also starving to feel the sunlight on our skin – absorbing Vitamin D as nature intended instead of through supplements. Doctors and therapists are recommending patients experience the world around them for 20-minute intervals and walk barefoot in the grass to reconnect with the earth or via the “living matrix” which is the central connector between living cells.
 
Prior to the pandemic we were using tech more than generations before us and nature/the outdoors less and less. We are at an inflection point where it’s paramount for us to “renature ourselves.” Renaturing or self-regulating alone creates potential for hope and human health, and consumers are seeking products that will help them do just that.
 
In late 2021, Mojo launched in the USA. The fruit flavored chews blend functional mushrooms, such as lion’s mane, with Ayurvedic herbs into gummies for energy and productivity. The effects of Mojo are cleverly compared by the brand to a micro dosing trip without the psychedelics, promising an “afterglow” four hours after ingestion.
 
In Fiore, the San-Francisco-based “perfumery as medicine” brand, joined forces with molecular biologist and herbalist Kevin Spelman, on a Reishi mushroom based concentrated extract called Adapt’Âscend. The tincture is designed as a fatigue fighter and “mind-body rejuvenate that improves vitality, stimulates restful sleep, improves mood, and invigorates life force”.
 
Four Sigmatic is a Finnish American company known for its mushroom-based adaptogen coffee substitute. Its new “so pure you can eat it” Superfood Face Mask features hydrating Reishi and clarifying chaga mushrooms and can be drunk like a hot chocolate. All of these consumables promise us a better outlook through natural products.
 
As the most stressed-out generation to date, Gen Z is prioritizing their mental health. They are seeking solutions to enhance their well-being within beauty and personal care to self-soothe. Considered brands are stepping in to support with meaningful conversations and products designed to establish wellness as an early life stage exploit. Gen Z is seeking natural based beauty and wellness products that enhance their physical and mental well-being. It’s not just “occasion” or “seasonally” based for this group of consumers – it’s now their way of life.
 
Expertly tapping into these ‘everyday wellness’ sentiments, Procter & Gamble has launched wellness-aligned Quiet & Roar, available exclusively at Target, with the domestic Gen-Zers in mind.  Quiet & Roar’s multisensorial body care both calms and energizes the mind. Scents like Green Tea and Peach or Lavender and Spirulina with the position of ‘total body alignment’ were created to awaken, revitalize, relax, renew and soothe – just what the doctor ordered for Gen Z. The brand visualizes the shower as a sanctuary from everyday stresses.
 
As we move forward, we will continue to see brands leaning into nature and bringing the best nature has to offer to consumers as we seek to “renature” ourselves.
 
About the Author:
Ms. Elenita (Elle) Morris is Senior Vice President of Global Strategy at Marks, part of SGS & Co., a brand experience agency delivering global vision with local relevance in North America, Europe, Asia and beyond. She is a recognized consumer packaged goods brand design thought-leader with particular expertise in beauty, haircare and skincare. Follow Elle Morris on LinkedIn.