Twitter says wellbeing is a cultural priority moving into 2020.
Twitter just released some interesting data.
Over the past 3 years Twitter’s data people and cultural insight experts from CrowdDNA analyzed billions of Tweets to uncover what topics were trending upwards year-over-year.
Using data analytics and machine learning, analysts filtered the most-used hashtags and clustered them with popular themes of conversation on its social platform. They identified 18 emerging themes and topics.
WELLBEING and SELF CARE were two popular themes that bubbled to the top.
A deeper look at the data uncovered an evolving conversation away from body image, diet and physical appearance, to discussions focused around a healthy mind and whole-body wellness.
According to the data, mind and mental health conversations were up 125% toward the end of 2019, while conversations around body and physical fitness were down 75%. Conversations around alternative spirituality – like healing, energy, and astrology – were up 168%. This data could suggest that people are evolving (back) toward a search for deeper meaning— perhaps moving away from short-term external validation that our devices may have promised, but never really delivered.
According to the Twitter piece, trending topics in the wellbeing area include:
Image courtesy Twitter marketing
Data-Driven Bodies (e.g. wearable health, Fitbit, Oura)
Holistic Health
Being Well Together (e.g. Facebook groups)
Some of the other topics included:
Well-being
Everyday Wonder
Creator Culture (I love this one!)
Identity
The planet
Tech Life
Twitter’s marketing insights team dedicated a page to these insights. Given all the ways people connect on social media, Twitter’s data is likely a good indicator of what will matter to people in the year ahead.
As a former corporate marketer-turned-nutritionist, I named my business with the word ‘wellbeing’ because I truly felt like there was a need for an evolution of self-care beyond just food/nutrition and cardio exercise to a delivery of wellness services driven by personal goals for wellbeing. Goals that help first build a strong foundation to support behavior change and holistic health intervention. In this way, services are curated to support the unique individual, to improve body, mind, spirit, mood, and even time management. That’s right, time management. Because cultural shifts with information overload, digital access and the stress around “get it now” consumer models are eating away at our ability to manage stress in a way that reduces negative biological responses in our bodies. The combination of internal and external nourishment via food and lifestyle change can be an important part of whole body wellbeing.
I hope you also found this data enlightening, and let me know your thoughts in the comments! If you like to read about trending nutrition content with a food-as-medicine approach I invite you to pop your email on my mailing list (I won’t bore you with long sales pitches, promise!)