Are you a Well Being or an Eat, Drink & Be Merry? Both groups represent key trends in the health and wellness segments of the U.S. population as well as corresponding challenges for today’s marketers. The Natural Marketing Institute (NMI), a Harleysville, PA consulting and research firm recently released its annual list of trends in the health and wellness sphere. Within the NMI’s health and wellness segments of the U.S. population, the Well Beings are an integrated and healthy group comprised of values-based consumers. The Eat, Drink & Be Merrys are the least concerned, least health active and least involved of consumers.
Other trends cited in the survey include:
●Self-Care. A movement toward independent attitudes relating to health care decisions is driving the need for more health-related information. More consumers are researching their own symptoms, diagnosing their own illnesses and administering their own cures. Driven in part by dissatisfaction with health care, direct-to-consumer Rx advertising is growing and the number of online health portals is increasing.
●The new immunity. Concerns about toxic and work environments are driving a growth industry in non-toxic home and building materials, air purification systems, organic foods and allergy-free alternatives. Conversely, the lifestyle habits of many adults and children continue to decline, according to the research, as evidenced by the Eat, Drink & Be Merrys, who demonstrate the lowest awareness or interest in food ingredients, additives, environmental factors and their health impact.
●Giving is the new taking. Volunteerism, activism and participation in the non-profit sector are growing rapidly as consumers discover the emotional rewards of giving rather than taking, NMI says. To meet the challenge, corporations are working on brand allegiance and aiming to retain their workforce and manage their stakeholders, among other activities.
●Generation Z(zzzz). Those in Generation Z (age 25-45) are an overstimulated and burned-out lot. The health implications include an increase in domestic violence, traffic accidents, obesity and stress, NMI says. Conversely, others are seeking sleep alternatives through alternative medicine, meditation, a reduced schedule and a simplified lifestyle.
●Stop, I want off! The overabundance of technology, busier lifestyles, dual working families and instant gratification is driving many to opt out of the current consumer culture. But while many are rejecting conspicuous consumption, the other end of the spectrum continues to embrace luxury, premiumization and 24/7 connectivity.