2B business. According to the latest report from McKinsey, 62% of employees in the United States believe that psychological problems are their biggest challenges, which has also led to an increase in demand for meditation apps from corporate customers during the epidemic. Both Headspace and Calm have 2B businesses that offer meditation services to corporate customers.
According to Marker's report, as of August this year, Headspace's 2B business, Headspace for work, had more than 1,100 cooperative customers, and Calm's official website shows that Calm for business cooperation There are more than 600 customers. In terms of number, Headspace is running faster than Calm in the growth track of 2B text message service meditation service. Marketing promotion is more focused on content. Calm has always been considered to be at the forefront of the marketing of meditation apps.
Some people even said, "If you don't ask James to endorse, Calm is another app entirely." But I found that compared to Calm, I spent more on marketing. For big-name stars, Headspace pays more attention to the combination of Headspace's IP and content in terms of marketing.