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While we’ve touched on some of the key ways the modern health and wellness consumer differs from that of generations past, we’re going to dive a bit deeper in this chapter.
According to a report by Eventbrite, 78% of Millennial consumers (in any industry) are more likely to spend their hard-earned money on experiences over products.
This bodes well for service-based health and wellness brands, such as those offering on-demand workouts, diet regimens, and health-focused getaways. In these instances, the experience is specifically what the customer is paying for—and they expect it to be top-notch.
However, the same notion applies when consumers engage with product-based brands, too. That is, health- or wellness-conscious consumers don’t use such products just to use them they use them to experience positive gains over the long-term. (Anyone who’s taken fish oil supplements will tell you that actually using the product is not the most pleasant part of the overall experience.)
So, whether your offering is service-based or product-based, your overall approach to your customers must be experience-based. In turn, your target audience will be much more likely to integrate your brand into their daily lives.
Access to the wealth of information present on the internet has enabled the modern consumer to learn more about the brands they do business with than ever before. What’s more, the health-conscious individual is better able to learn about how to become more healthy overall—whether or not they’re using a brand’s products or services to do so.
Put these two factors together, and you have well-informed consumers who absolutely need to know that taking a certain supplement, or committing to a specific workout routine, is going to benefit their overall health. For brands offering such products or services, it’s not enough to be confident in your offering’s ability to help the customer grow.
If you’re not prepared to keep your target audience informed and engaged, your competition will. At that point, it won’t matter if you do offer an objectively higher-quality product or service—your targets will have already made up their mind to go with a competing brand.
We alluded to the fact that the modern consumer is swamped with the obligations and goings-on of everyday life. Because they’re spreading themselves too thin as it is, it’s not uncommon for the modern individual's health and wellness to slip to the backburner.
While health and wellness brands can’t create more time for their customers to use their products or services you can make it easier for the customer to engage with your brand in the time they do have.
A few examples:
While growing more healthy is intrinsically rewarding in the first place, a key byproduct of becoming more focused on health is that the individual gains more control over their entire life.
For the companies offering these health and wellness services, this means the focus when promoting their services should be on the idea that using them will allow the customer to gain this control in a meaningful way:
This goes back to focusing on the overall experience of using the product or service in question: While the user may not be in love with the idea of putting on face cream, working out, or wearing glasses on a daily basis, these are certainly small prices to pay in exchange for having more control over life.
The modern health-conscious consumer is typically health-conscious in more than just one way.
In other words, an individual who’s looking to lose weight is also likely to be looking to build muscle strength, eat more healthily, and stick to a strict schedule of vitamins and supplements. Doing just one of these in isolation isn’t likely to lead to the gains the individual is looking for.
That said, it’s important for health and wellness eCommerce brands to promote their products or services within the context of their audience’s overall healthy lifestyle.
Not only is this smart marketing, it opens the door for your brand to evolve its offerings and provide more of what will help your audience succeed. You also might uncover opportunities to partner with other brands whose products or services complement your own.
Regardless of how you aim to cater to the whole customer, it’s essential that you do so, as it will allow you to build trust amongst your current audience—and help position your brand as a go-to within your niche.
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