“All companies are tech companies today.” This headline gained traction in the business world less as a truism, and as more of a gauntlet thrown toward companies who were not adopting, creating, and using technology. Put simply, those that haven’t started the digital transformation process are being left behind to eventually wither and die. That same thinking can be applied to reimagining every company as a health and wellness company; some as a matter of fact, others as a matter of cultural principle. It’s more than a box to check in order to stay relevant with the millennial and Gen Z workforce. Tech companies will survive. But wellness companies? They’ll thrive.
On a macro level, our world is facing some of the largest issues of our time – climate change, exponential population growth, plummeting natural resources, shaky financial systems, and a global healthcare crisis. Ultimately, healthcare impacts our climate, population, resources, finances and all the underlying issues of our time. One could argue a million different relationships and hierarchies of these issues. But with health, we’re racing the clock from the moment we’re born, and we won’t be getting any of that time back. It is this reprioritization that puts health at the center of culture. It is why we believe every company needs to be a health and wellness company. Nike is explicitly a health and wellness company. Accor Hotel Group is a health and wellness company. That startup you work for is a health and wellness company when you consider the value placed on mental health, quality of life, and all the other things that impact us as people.
In 2008 when I first started Butchershop, real estate wasn’t an area of expertise for a branding agency on the West Coast. Then the economy rebounded and we started to see the rise of the glass box, gentrification of neighborhoods, and the changing skyline of San Francisco. Development after development popped up to meet the demand of housing needs and the amenitized living experiences were using luxury to describe their product six ways to Sunday. Butchershop had to become an overnight expert in placemaking brand building. In 2013, of 250 new business inquiries received that year, 20% were real estate related. It completely changed from a trend to a viable piece of our business. It was a culture shift to create hospitality experiences and squeeze out uniqueness when there wasn’t much. And this gave rise to things like Airbnb, smart home tech, digital real estate platforms and products, satellite services, VC money, new ventures, co-working spaces, and inspired entrepreneurs from all walks of life to look at our relationship to space and how to create more value. We are still in this cycle and Covid-19 has weeded out the fluff. In a similar fashion to Real Estate, we’ve seen the proliferation of Cloud, Cannabis, Fintech, Mental Health, and SaaS all being propped up with subscription services as the new way to create brand and business relationships. Real value. Real deals. Real revenue.
So here we are in the Covid-19 work remote era. And what we care about most is Health. Health is the only thing that matters. And when threatened, health is one of the few things that can, and has stopped the world. The cultural lens is focusing on some important things that are only catalyzed when the world is watching together. Health and wellness is one of the biggest areas of focus across all sectors but the expanded definition must be something that is considered as fundamental and cultural.
Live life in a way that connects mind, body, finances, time, family, friends, work, health and happiness. A lot of innovation comes from creating new solutions to old ways of thinking. This is where we see the most inspiring ideas stem from, underscored by the macro fact that 85% of all successful founders saw a problem or an old way of doing things and decided to create a solution. This remains true and is magnified when it comes to a global human purpose that connects all of us – health.
Butchershop has a unique perspective on this unification due to the privilege of our work and partnerships. I will attempt to make a connection between some of these concepts and illustrate how every company is a health and wellness company. Below is a list of our clients and some of the projects we’ve had the fortune of partnering up to work on in the last 24 months.