A CONSUMER MOTIVATION STUDY
Health & Wellness Reimagined
A Guide for Brands to Create Stronger Connections
The global health and wellness industry is estimated to be worth $1.5 trillion, but it is still steeped in misconceptions about who health & wellness consumers are and what they seek.
This year, we embarked on a journey with an independent research firm to clarify relationships between health & wellness consumers and brands with data.
We surveyed 1,859 health & wellness consumers to find out:
How Consumers think about brands
What Consumers want in a brand relationship
How Consumers feel about their health & well-being
Consumer motivations can be more useful than Demographics
Not all consumers are mission-driven
Wellness is more than a niche
Empowering consumers to tell brand stories can be more compelling
Consumers vary in many ways
The types of connection they seek with brands
How they wish to engage with brands
What roles brands play in their lives
Four differentiated consumer segments emerged that transcend demographics:
Need brands to pay attention to who they are
Want brands to make their lives better
Want brands to have a compelling mission they can participate in
Are disinterested in brand relationships
Parallel Path CEO, John Kadlic; Sr. Director of Client Experience and Integrated Strategy, Amanda Williams; and Audience Audit’s Susan Baeir, discuss the pivotal insights and actionable strategies from the Consumer Motivation Study.