Consumers Are Prioritizing Health & Wellness – How Brands In The Industry Can Best Connect with Shoppers

5WPR News
health and wellness 02.19.24

In the past, companies could easily set up shop in any crowded market and start selling their solutions to interested customers, but that’s not the case anymore. These days, consumers are more selective with where they spend and brands looking to reach customers face a very specific challenge. 

5W’s Consumer Culture Report revealed more than half of all consumers are interested in investing on their health and wellness journey by splurging on products and services within the industry. This means companies have the opportunity to connect with consumer health concerns through messaging focused on authenticity, transparency, and a genuine commitment to customer well-being.

What is consumer health

Consumer health involves the well-being of individuals in relation to their consumption and lifestyle. It includes the impact of choices and behaviors on overall health and wellness as well as the role of products and services in promoting or compromising wellness. It involves informed decisions about nutrition, exercise, treatment, and preventive care, while also considering product safety and quality. Consumer health is crucial for public and personal well-being.

Personalization efforts

Gone are the days of generic “get fit quick” schemes. Today’s wellness consumers are faced with navigating diverse landscapes of physical fitness, mental health, mindfulness, financial well-being, and more. To truly connect with them, companies shouldn’t assume that they already know what everyone wants. 

Surveys, focus groups, and social listening can reveal the specific needs and preferences of the target audience. In fact, the report reveals most consumers rely on word of mouth marketing and client testimonials when considering making a purchase. 

It’s also ideal to cater to different needs and budgets with a diverse range of consumer health products, services, and information. From yoga mats to financial planning apps, show that the company understands the customer’s unique journey. 

Another crucial element is to leverage data and technology to tailor recommendations, content, and marketing messages to individual preferences. This shows the company cares and goes beyond a one-size-fits-all approach.

Authenticity is key

Transparency is the new currency. Consumers are savvy and demand honesty. Clearly communicate ingredients, sourcing practices, and scientific backing behind any claims the company wants to make. No more “miracle cures” or misleading labels. 

Share the brand story, values, and mission. Let the brand’s purpose shine through. Don’t be afraid to share challenges and setbacks. Authenticity builds trust and shows the brand can be human, just like its customers.

Empowering through knowledge

Instead of just pushing products, become a trusted resource in the wellness market. Companies can create informative content in the form of blog posts, webinars, and social media discussions in an effort to share valuable knowledge from credible experts. 

Content that works includes topics such as healthy recipes, mindfulness tips, or financial planning advice. Offer apps, guides, or online communities to support their progress. Help consumers track goals, connect with others, and make informed choices. 

Focus on education, not just promotion. Highlight the benefits of the products within educational content, showing how they contribute to the overall well-being of the customers.

Building a community

Humans are social creatures, and consumer health marketing should consider that. Create online forums, host local events, or collaborate with like-minded brands. Encourage user-generated content, testimonials, and peer-to-peer support. 

Create a welcoming space for everyone, regardless of background, experience, or goals. Remember, wellness is for all. Encourage conversations, share stories, and offer support. Let the community be a source of inspiration and motivation.

Telling stories

Facts are important, but stories connect on a deeper level. Showcase how the company’s products or services have helped people improve their lives. Highlight their challenges, triumphs, and transformations. Don’t just sell features, sell the impact. 

Explain what difference the product makes in people’s lives and how it contributes to consumer health. Sometimes it’s best to let the customers be the storytellers. Feature testimonials, video interviews, or user-generated content to showcase real experiences.

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