AN INVESTIGATION INTO HOW

INNOVATIVE DIGITAL TECHNOLOGIES

CAN POSITIVELY IMPACT

MENTAL WELLBEING
CON
TENTS
FIG 1.ELECTRIC KINGFISHER,2017
1.INTRODUCTION + BACKGROUND
2.RATIONALE
3.AIMS + OBJECTIVES
4.Literature review
4. 1 tHE RISE IN MENTAL HEALTH ISSUE
4. 2 WELLBEING TREND MANIFESTATION
4. 3 THE GROWTH OF WEARABLE TECHNOLOGY
4. 4 MARKETING FOR CHANGE
4. 5 INNOVATION + CONSUMER BEHAVIOUR
5.METHODOLOGY
5.1 PRIMARY RESEARCH
5.2 RESEARCH THEORIES
6.CONCLUSION
7.TIMELINE
8.IMAGE + REFERENCE LISTS
SIANA WATSON
9.BIBLIOGRAPHY N0646521
FASH30109

WORD COUNT:3,678
INTR 1.
ODUCT
ION +BACKGROUND
FIG 2.REGIONAL COLOUR,2017
The rise in mental health issues in
the UK, highlights there are still ma-
jor concerns on how this impacts
the lives of individuals. (The Mental
Health Foundation, 2018) state that
mental health problems are a grow-
ing public health concern, which
currently affects 1 in 6 people in the
UK. 24% of these experienced more
common diagnoses, such as depres-
sion and anxiety (Duckett, 2017). The
number of people with mental health
problems has not changed signifi-
cantly, however the way people are
dealing with these issues is getting
worse. In the UK, consumers place
significant emphasis on the ways to
achieve a healthier lifestyle (Euro-
monitor, 2017). Due the emerging
trend of wellbeing on the rise, these
consumers are beginning to demand
products which aid self-help. “The
heightened interest can be attribut-
ed to the growing wellness trend and
consumers seeking to take better care
of themselves in a seemingly, increas-
ingly demanding and stressful world”
(Yee, 2018) . The purchase of wearable
technology by consumers for physical
health has grown significantly in 2017.
The advance in technological fea-
tures has encouraged UK consum-
ers to purchase and begin to see the
value in wearable devices to track
fitness. However, wearable tech-
nology is starting to expand its use
further, to improve mental wellbe-
ing, such as tracking stress levels
and sleep patterns (Moss, 2017).
Wearable technology in the UK has
seen substantial growth in value
and volume sold, driven by weara-
ble devices which embed smart dig-
ital technologies. Specifically, smart
watches are expected to drive the
market to reach sales of 34 million
units by 2022 (Euromonitor, 2017).
This report will investigate how
digital technologies can be used to
positively impact mental wellbe-
ing. According to (Trendwatching,
2016) a rising number of consumers
will expect brands to embed inno-
vative health boosting technologies
to provoke positive effects . To meet
consumer demands, this report will
examine how the use of wearable
technology is being implemented
to provide positive health benefits.
With this understanding, this report
will also highlight how the use of
wearable technology can be adapt-
ed to combat these growing issues.
RATI
2.
ONALE
 I have chosen to explore this research topic, as I experience men-
tal health issues, and have found that this has encouraged myself
to spend more time on nur turing my mental wellbeing through the
aid of self-help. The use of wearable technolog y has also grown
in popularit y and is primarily designed for fitness purposes. Ac-
cording to (Morby, 2016) there are not many tangible devices on
the market which are suitable for mental health needs current-
ly. Therefore, the research will focus on how the use of wearable
technolog y can be adapted to benefit those living with these con-
ditions and to find ways of ef fectively implementing innovative
solutions. I have found the significant rise in mental health issues
has been a motivational driver which has enabled the wellbeing
trend to evolve today. The aid of these features is embedded in ex-
isting technological devices, allowing consumers to practice self-
help. Many consumers are aware of wearable devices for physical
health, therefore providing a device for mental wellbeing has the
potential as being just as ef fective. The devices can benefit organ-
isations which specialise in providing treatments, such as talking
therapies for mental health. My intention is to advise consumers to
use these devices in conjunction with these existing therapies, as
it is still impor tant to seek professional help for these conditions
as a first por t of call. I intend for the devices to be used by pro -
fessional for those seeking medical help from mental health ser-
vices. The devices could also benefit brands which specialise in
digital technolog y, as many brands are beginning to acknowledge
consumer demands for wearables with wellbeing specific features .

FIG 3.ENHANCED URBAN,2017

3. AIMS
+ OBJEC
TIVES
Aim
An exami nat i o n i n to t h e g row i n g t re n d o f wea ra b le de v ices and
how th e y can be u s ed to p os i t i ve l y i mpa ct me ntal wellb eing

objectives
1. Investigate how the wellbeing trend has manifested itse lf in the UK

2. Analyse how current brand products implement the wellbeing trend

3.Explore how mental health has impacted the fashion industr y through the
use of business marketing strategies

4. Investigate how wearable technolog y de vices for physical health can be

adapted for mental wellbeing

5. Analyse consumer engagement regarding the effectiveness of wearable

technolog y in relation to mental health
4.lITE
RATURE
REVIEW
THE RISE IN MENTAL HEALTH ISSUES
Those faced with mental health issues
4.1
in the UK can access free services on
the National Health Service (NHS).
However, referred to as a public health
crisis, the demand for services has in-
creased and exceeded the allocated
funding power of the NHS provided
by the government. Report findings
from Care Quality Commission, show
that 26 per cent of people with mental
health problems, felt they did not re-
ceive the help they required from the
NHS (Bulman, 2017). With these find-
ings, a surge in funding could be pro-
vided through brand collaborations,
which would enable mental health
organisations and the NHS to expand
the care services they provide. With a
range of retail sectors adopting em-
pathetic approaches to mental well-
being, brands can “aim to foster and
exercise empathy for social change,
shifting perspective and providing
creative solutions” (Shin, 2017). This
suggests, that there is a potential mar-
ket which brands can penetrate, to ca-
ter to needs of consumers and provide
an outlet, fostering creative solutions FIG 4.CHROMATIC REFLECTION,2017
4.2 WELLBEING TREND MANIFESTATION

The emerging trend for wellness has spread within many aspects of
today’s society, with consumers now beginning to demand more from
brands and products to fit this growing social ideal. According to (Pilzer,
2012) the wellness industry is dealing with one of the most profound is-
sues, as it affects the lives of everybody. This shows a pertinent link be-
tween the demand of the consumers and the way brands can implement
the concept of wellness into products to meet these needs. (Weinswig,
2017) states consumers are starting to place more value on products
which help to positively impact health and wellness, than material ob-
jects. The trend is visible amongst all consumer groups, which has begun
to surface as a lifestyle choice, rather than a short term fad. With the
concept of wellbeing and health conscious attitudes having significantly
grown, it is imperative brands adapt their marketing strategies to con-
nect with consumers by integrating solutions which suit this rising de-
mand. In regards to Maslow’s Hierarchy of Needs theory, it could be sug-
gested that brands may need to reexamine the basic physiological needs
of consumers in relation to wellbeing. Safety is one of the fundamental
categories of the pyramid, which health falls into as a subgroup. There-
fore, Maslow proposed that it is a necessary requirement that people
can reach their full potential and progress to attain self actualization.

FIG 5.AGE OF EMPATHY,2017

Self care is the biggest driving force
behind the wellbeing trend, which is
gaining more traction. Online data
shows that the search for self care
has been inescapable, as it began to
expand rapidly in popularity in 2016;
the largest increase for five years. In
2017, the trend of self care can be
regarded as the new form of emo-
tional hygiene (Williams, 2017). Self
care is described as being critical for
maintaining robust mental health,
which holds the same importance as
physical health. The responsibility
of practicing meaningful self care to
“channel your energies into life-pre-
serving and life-sustaining acts”
(Reddick, 2015). As self care is evi-
dently promoting positive change
for mental wellbeing, it advocates
a need for change in the way men-
tal health organisations provide
services for those needing support.
The partnership of these organisa-
tions and digital technology brands
which specialise in wearables, have
the potential to foster the trend
of self care within its products.
Self care encompasses more than
beauty products, it also includes per-
sonal care wellness technology prod-
ucts and platforms that are designed
to help support the mind and body
in a holistic way (Yee, 2018). With the
rapid increase of mental health apps
available for smartphone users, well-
being devices have began to take in-
fluence from these platforms. These
apps offer users a wealth of resourc-
es, which provide therapeutic based
techniques, making self care more
accessible, portable and cost effec-
tive (Shelton, 2018). “These are not
alternatives to therapy, but they will
make the day-to-day struggles of liv-
ing with a mental illness a little bit
easier” (Jacoby, 2018). Alternative
devices such as the Calmingstone, is
a hand held device which helps ease
anxiety with light and sound. Design-
er Ramon Telfer combined his indus-
try expertise with his own experience
with this issue, which has allowed
him to create a comprehensive senso-
ry experience to help curb the symp-
toms of this condition (Morby, 2016).
By examining existing products
and platforms, the features that
are provided by these devices can
be analysed by brands. The ideas
developed have the potential to be
adapted for wearable devices, which
brands must ensure deliver the same
standard of care. The manifesta-
tions of the wellbeing trend could be
deemed as the influential driver for
the rise in popularity of self-track-
ing. The majority of self-tracking
is digital, supplied by mobile apps
and more commonly wearable de-
vices such as smartwatches and fit-
ness bands. These new technologies
are able to provide consumers with
the means to accurately measure
health more easier than ever before
(Nafus and Neff, 2016). This growing
social phenomenon suggests con-
sumers now have vast control over
their health, more so than before
wearables infiltrated on the mar-
ket. This is the perfect opportunity
for brands to implement self-track-
ing featured devices to meet these
emerging consumer demands.
4.3 T H E GROWTH OF WEARABLE TECHNOLOGY
The health care sector is booming with technological inno-
vations, however the intervention for mental health is pro-
foundly lagging behind. The complex nature of mental health
conditions, is said to potentially play a part in the difficulty of
implementing sufficient technology to effectively to track hu-
man behaviour creating useful measurable outcomes (Utley,
2016). The use of virtual reality is growing as it beginning to
to provide therapeutic use for mental illness. A report conduct-
ed by Wired Health found that an increase in innovative tech-
nologies such as virtual reality headsets are being explored
to aid mindfulness as a self care mechanism (Housley, 2016).
According to (Aboujaoude and Starcevic, 2015) virtual reality
has demonstrated effectiveness in treating mental health con-
ditions. A VR headset was used in a study to reenact a concept
similar to psychotherapy to treat sufferers of anxiety disorders.
Through the method of exposure, those with the disorder began
to notice positive change and able to achieve symptom control.
Renowned brands such as the Fitbit, have a primary focus on
physical wellbeing. The Ionic bridges the gap between fitness
trackers and smartwatches currently on market. This hybrid de-
vice has smart features that include contactless payments, mu-
sic streaming service and the ability to connect to the users mo-
bile phone to receive notifications. The incorporated health and
fitness tracker provides a personal trainer style service. This
includes sensors which have the ability to measure blood and
oxygen levels and initiate tailored workouts (Whitwam, 2017).
 The findings suggest that consumers may benefit from wearable devices which incorporate
tracking features. These could be used to measure behaviour to potentially improve mental
wellbeing and help the consumer practice positive self care. The innovation of hybrid devic-
es, means multiple platforms can operate on one single wearable device. Therefore, brands
could adapt existing devices to aid mental wellbeing. This would be more cost effective for
the brand in terms of production and manufacturing. If brands proposed an entirely single
use device for mental wellbeing, it is likely consumer interest would be negatively impacted.
This could be due to consumers having already purchased a device from the brand and reluc-
tant to invest in a new device, as these tend to be high in cost. Therefore, brands could face the
knock on effect of poor consumer engagement, as consumers may also deem the product as
a way of the brand generating financial gain, rather than considering the needs of consumers
as their primary incentive for producing the device. Although the main focus of wearables is
primarily functionality, these devices must now conform to consumer demands which should
provide desirable aesthetic qualities and deemed ‘fashionable’. The opinion on what is consid-
ered fashionable is personal which differs amongst consumers and is reliant on many factors.
Taking these factors into consideration, can potentially conclude that it is cru-
cial wearables encompass these important factors. This includes primary function-
al features, such as self tracking to enable consumers to practice self-care. Fur-
thermore, the devices should consider fashion trends which are appropriate for
the target consumer and remain diverse to adapt to rapid everchanging market.

FIG 6.PYLONS,2017
 FIG 7.SWEET PAPAYA,2018

“TODAY WEARABLES ARE RAP-

IDLY RISING TO MEET THE
FASHION WORLD ON ITS OWN
TERMS. PERSONALISATION OF
WEARABLES ALLOW FOR NEW
MODES OF SELF EXPRESSION,
WHICH IS AN ESSENTIAL
FACTOR IN MAKING FASHION
ITEMS THAT APPEAL TO THE
PUBLIC.”
(Seymour, 2008 p.13).
4.4 M A R K E T I N G FOR CHANGE
Seeing through the eyes of the consumer is a criti-
cal skill for brands to adopt. According to the Glob-
al Empathy Index, brands which implemented this
as part of their business strategy increased in value
and generated fifty percent more earnings. “Com-
panies are moving from selling a particular product
or service, into providing this idea of empathy and
connection” (Shin, 2017). Likewise, a report pub-
lished by (Owen and Saunter, 2017) found empathy
is becoming the new business proposition and a way
of driving sales. The findings propose that brands
must connect with consumers on an emotional level
to achieve this shifting notion. Brands can to utilise
innovative technologies further to foster an empa-
thetic approach to devices and products. With this
implementation, consumers may begin to associ-
ate brands as the means for achieving meaningful
balanced lives. In relation to empathy and wear-
able technology, it is vital brands are providing
consumers with honest and meaningful products.
78% of global consumers agreed that it was ‘some-
what or very important for a brand to be trans-
parent’(Melchers, 2017). Similarly, a brandshare
report by Edelman, found that 87% of global con-
sumers also want a “meaningful relationship with
brands” (Cahill, 2015).Furthermore, the key ben-
efit of applying brand transparency means there
is a potential likelihood that consumers will re-
main loyal and continue to buy products (Kline,
2016). It could be suggested that it is not enough
for brands to just deliver a good product, they also
need to be trustworthy and represent good caus-
es. The challenge brands face is creating a good
balance to enable a pertinent relationship with
consumers, but ensuring this will potentially esca-
late to attain long term brand loyalty. In the case
of wearable devices for mental health, combining
these factors with an empathetic approach can pro-
vide consumers with not only a tactile device but a
product which could ultimately change their lives.
4.5 I N N O V A T I O N AND CONSUMER BEHAVIOUR

With technology granted a rapidly evolving market, it is vital consumer

behavior in relation to this area is analysed. Brands which can inno-
vate and deliberately apply imagination, with real life data to derive
greater value, is the lifeblood to success and positive consumer engage-
ment. The constant stream of innovative devices has the potential to
create problems from a consumer behaviour point of view. With such
a wide array of wearables on the market, the decision making process
may pose one of the most complex issues for consumers. (Blythe and
Sethna, 2016). With this said, it can be suggested that a products life cy-
cle is profoundly impacted by the development of new and competitive
products on the market. Therefore brands which fail to innovate techno-
logical demands from consumers, may end up with obsolete products.

FIG 8. SHOPPING TROLLEY CONTINUUM,2012

The Diffusion of Innovation theory can be
applied to consumer behaviour through ex-
amining the process of adoption. The theory
can be used to examine how wearable tech-
nology has spread, and why it is adopted by
consumers. According to Rodgers, products

“
have ‘attributes necessary for adoption’
which positively impact the concept of in- WHERE WEARABLES ARE MOST
novation. The products must have a relative
advantage over other existing products on
COMMONLY USED FOR FIT-
the market, and offer the consumer a more NESS-TRACKING PURPOSES
superior range of benefits. It is also impor- AT THE MOMENT, THEY SHOW
tant products are compatible to the consum- GREAT POTENTIAL FOR WIDE-
ers lifestyle, and that it is not too complex to
SPREAD ADOPTION IN THE
use. In addition, products should be able to
be tried out, which has proven to make them
HEALTHCARE SECTOR.”
far more likely to succeed. Lastly, if consum- (Meola, 2016).
ers are able to see the product in use, it is
has an increased chance of raising inter- Using the attributes in relation to wearables, can help dis-
est. As the health sector continues to grow, sect the device into groups, which helps formulate how they
wearable devices remain the most promising can be used to inform the process of adoption. The find-
area of adoption. This adoption is said to ings suggest that new devices entering the market must ad-
have been informed by emerging consumer here to these standards, to ensure brands receive positive con-
and professional healthcare trends, which sumer engagement. It is crucial that brands market to those
has the ongoing drive to secure interest. regarded as innovators, as they are the catalyst for adoption.
METH 5.
ODOLO
GY
 5.1 p R I M A R Y RESEARCH

The primary research proposed for stage 3 includes

an interview, survey and a focus group to obtain
both qualitative and quantitative data. An inter-
view with a psychological wellbeing practitioner
will be conducted to gain a professional opinion in
regard to mental health and technology. The sur-
vey will provide an insight into consumer behav-
iours to analyse opinions in relation to existing
innovative wearable technology, mental wellbe-
ing and self-help. It will also allow the researcher
to acknowledge the potential target demographic
which ensures the research remains relevant for
the chosen market. Once the target demograph-
ic has been defined, the focus group will follow.
This will examine the opinions of individuals who
currently or have previously experienced mental
health issues. This will draw upon personal feel-
ings and beliefs surrounding the identified top-
ic which helps obtain more in-depth information.

FIG 9.A FUND FOR THE FUTURE,2012

 5.2 R e s e a r c h theories
The theories selected will be used to focus on key areas of the research topic primarily within the next stage of research. This
includes trend awareness, market situation, brand identity, consumer needs and the use of strategic marketing techniques.

DIFFUSION OF INNOVATIONS
This theory will examine where the trend of wearable technology has originated and
helps suggest when the trend will be adopted. This can be used to investigate when
the trend will reach the tipping point and the moment the trend crosses a significant
threshold, when the adoption rate can potentially increase to reach the mass market.

PESTLE
A analysis of the political, economic, social, technological, legal and environ-
mental factors will be used to examine the current market situation of the UK and
the potential impact this has on digital brands and mental health organisations.

BRAND IDENTITY PRISMS

The prims will be used to depict similar internal and external attributes of the chosen digital brand and
mental health organisation. The prism identifies six factors that relate to each brand to pinpoint sim-
ilarities and factors which overlap, which suggests the brands would make an ideal collaboration.
HIERARCHY OF NEEDS
This model analyses human needs, starting with physiological basic needs that progress onto the need for safety, social
belonging and self-esteem. The highest level is the need for self-fulfilment, driven by motivation. Therefore once one
psychological need is mastered the next level can be obtained. The model with be used to fulfil the needs of the target
consumer and highlight the motivational drivers for buying wearable technology for both mental and physical health.

SWOT ANALYSIS
A situational analysis of the strengths, weaknesses, opportunities and threats
will be used to identify ways the chosen brand and mental health organisa-
tion, can utilise factors to benefit from a marketing strategy collaboration.

ANSOFF’S MATRIX
This theor y will be used as a tool to assess four potential scenarios brands can use, as an objective for achieving growth.
Firstly, market penetration means the brand can still sell existing products within an existing market, to capitalize and
improve profitabilit y using the current market proposition. This group can be fur ther categorised into key strategies,
which includes increasing the number of consumers, the average spend, the margin and improve the product range/
product mixture. Market development can be implemented, by taking an existing product to a new market, such as the
‘Fitbit’ wearable smar twatch. Yet, product development would implement the opposite ef fect, as a new product would
be entering an existing market. Lastly, the diversification process involves developing a new product for a complete -
ly new market. In relation to wearable technolog y for mental health, the proposed device is likely to fall under the
categor y of market or product development. This is based on the understanding, that an existing device can be used
and adapted with new features to help improve the condition. However, it may be more beneficial in terms of profit
and consumer engagement, to create a brand-new device from scratch, for the existing wearable technolog y market.
CON6.
CLUS
ION
 THE RESEARCH GATHERED HAS BEEN USED TO DEMONSTRATE HOW INNOVATIVE DIGITAL TECH-
NOLOGIES CAN POSITIVELY IMPACT MENTAL WELLBEING. WITH THE POINTS DISCUSSED PREVIOUS-
LY WITHIN THE REPORT, AN INFORMED CONCLUSION CAN BE MADE. THE FINDINGS REVEAL THAT
MENTAL HEALTH IS A PROFOUND ISSUE IN THE UK. A SUGGESTION CAN BE MADE WHICH SHOWS A
CLOSE CORRELATION BETWEEN MENTAL HEALTH ISSUES AND THE MANIFESTATION OF THE WELL-
BEING TREND. WEARABLE DEVICES HAVE SHOWN CONTINUOUS GROWTH; A SIGNIFICANTLY INFLU-
ENTIAL PRECURSOR OF TECHNOLOGICAL INNOVATIONS. DESPITE THIS RISE, THE AVAILABILITY OF
WEARABLES AVAILABLE FOR MENTAL HEALTH ISSUES IS LIMITED. THE COMBINED RESEARCH METH-
ODOLOGIES WILL PROVE BENEFICIAL FOR INFORMING THE FINAL OUTCOME, WHICH WILL BE EXE-
CUTED THROUGH A STRATEGIC MARKETING PROPOSAL. THE FINDINGS ADDRESS THE GAP IN THE
MARKET FOR WEARABLE DEVICES, SPECIFICALLY FOR MENTAL HEALTH ISSUES. TO PROCEED, FUR-
THER RESEARCH WILL NEED TO BE CONDUCTED TO GAIN MORE IN-DEPTH KNOWLEDGE OF THE TOP-
IC AREA. A GREATER UNDERSTANDING OF CONSUMER BEHAVIOUR, THROUGH THE USE OF PRIMARY
RESEARCH, CAN HELP INFORM THE CHOSEN TARGET DEMOGRAPHIC. IT WILL ALSO ENSURE THE
MOST APPROPRIATE BRANDS ARE SELECTED FOR A COLLABORATIVE MARKETING STRATEGY, WHICH
WILL COMBINE A MENTAL HEALTH ORGANISATION WITH A SPECIALISED TECHNOLOGY BRAND.
7. TIME
LINE
 8. IMA
GE+REF
ERENCE
LISTS
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