Women’s Health is launching a B2B newsletter in partnership with trend forecasting and research firm Trendera, to bring wellness industry insights to marketers and clients interested in reaching Gen X, Y and Z audiences.
Called “What We’re Sweating,” the newsletter will publish its first issue next week, with a focus on food and nutrition wellness trends.
The Women’s Health team will use insights from Trendera to produce the biweekly newsletter. Each issue will focus on one specific theme, such as beauty, fitness tech, mental health and fem-tech categories.
“We were getting a lot of questions from marketers asking for this kind of information to get the insights and the research” on wellness, Donna Kalajian Lagani, Women’s Health senior vice president-publishing director-Chief Revenue Officer, told Publishers Daily.
The global wellness economy is now a $4.2 trillion industry, she said.
Brands that range from beauty to tech can “intersect with the idea of wellness,” Lagani said, such as gadgets that track workouts.
“The goal is to give marketers insights on how they can better market and connect to the audience interested in these subjects,” Lagani said.
Jane Buckingham, the founder of Trendera, and Women’s Health have had a relationship for about a decade, Lagani said. They worked together on trend forecasting and brand strategy around Gen X, sharing those insights with marketers.
Lagani also oversees Cosmopolitan and Seventeen.
A few weeks ago, Hearst announced sweeping changes to its editorial and business sides, combining roles and letting some editors go.
Women’s Health editor-in-chief Liz Plosser now oversees both print and digital content for the brand.