Demand for science-backed brands is on the rise

According to Wunderman Thompson there is a high demand for brands that are firmly backed by scientific research. A heightened focus on health is reshuffling the hierarchy of consumer priorities. In the wake of a global #pandemic consumers are putting more stock in medically and scientifically endorsed offerings.

From Cerebelly, the baby food brand created by a neurosurgeon to help support early childhood brain development to Kenshō Health (a directory and information service that merges science and holistic medicine) to #skincare industry darling Augustinus Bader—named for the #stemcell and biomedical scientist behind the product formulas.

Consumers want proven performance benefits, and certainly post-pandemic, we will be seeing an increase in clinical, science-backed brands that can evidence claims” Jenni Middleton , director of beauty at WGSN, told Vogue, explaining that “consumers have gotten used to hearing from, and trusting the opinions of, medical experts during this crisis.”