Connecting with Health-Conscious Consumers Beyond Traditional Tactics...
Health and wellness is a top priority for many young consumers and for brands to cut through the noise traditional marketing isn't enough...
In recent years, health has become a top priority for young consumers. We're seeing Gen Z and millennials focus on the mental, physical and social benefits of physical activity. There has been a big rise in running and walking clubs, Pilates, and new sports like padel. For this demographic, health is a key part of their lifestyle. According to McKinsey's 2024 wellness report, 50% of gym-goers say fitness is a core part of their identity. To succeed, brands need to embrace this holistic view of wellness, creating experiences and communities rather than just selling products.
The current health trend is reshaping brand strategies, pushing businesses to offer products and services that align with a comprehensive approach to well-being. As choices in the health and fitness market increase, the industry is getting more competitive. To thrive in this evolving landscape, brands must go beyond traditional marketing tactics and convey an authentic image to connect with today’s health-conscious consumers.
Creating a lifestyle that consumers want to be part of is key. This involves building a community of like-minded individuals who share similar health values and goals. Brands that foster a sense of belonging and community are well-positioned to earn the loyalty of these consumers. By cultivating these connections, brands can drive both engagement and long-term loyalty.
George Heaton, cofounder of Represent, a British fashion brand and millennial adopted the healthy lifestyle and shared it with his Gen Z and millennial staff which led to him creating a gym for the staff. Recognising the shifting priorities of young consumers, Represent birthed 247, an activewear and lifestyle range, but the brand goes beyond just selling apparel, it has a fitness app, merchandise and a community of like-minded individuals who are passionate about health, fitness, and overall well-being.
Through social media, events, and collaborations, 247 has built a vibrant community that thrives on shared values and mutual support. This approach has not only elevated the brand but also demonstrated the power of community in the modern wellness economy. Consumers are seeking products and experiences that support the physical, mental and social benefits of fitness, which makes social health focused activities such as community workouts, excursions and retreats increasingly important.
As the wellness economy continues to boom, brands must recognise the importance of embracing the full spectrum of health. By fostering communities and creating holistic experiences, businesses can tap into the growing demand for a lifestyle that promotes physical, mental, and social well-being. The success of 247 under George Heaton's leadership serves as a compelling example of how brands can thrive by aligning with the health priorities of today's consumers.
In this new era, health is not just a priority, it's a lifestyle. Brands that understand and embrace this shift will not only survive but thrive, creating lasting connections with a new generation of health-conscious consumers. Those that fail to capitalise on this will be left behind.
Divrse Media is also dedicated to curating experiences and opportunities for new connections. We recently launched our Divrse Move: Autumn Winter series to keep everyone active as the temperature drops and days get shorter. We are broadening horizons by offering our community access to high-energy sports that are both challenging and exciting, all within a welcoming and accessible social setting.