FOR LULULEMON AND CALM, WELLNESS BECOMES A MARKETING ARGUMENT

In the United States, retailers are increasingly banking on health and mental well-being as the ultimate remedy in a context of repeated Covid-19 restrictions and widespread depression. Peloton Interactive, a home cycling platform, is valued at over US$46 billion (in late January 2021). Calm, the meditation and sleeping app, is now free for all American Express cardholders in the U.S.A. and in several other countries, as well as to 12 million members of Kaiser Permanente mutual health insurance