The Health Lifestyler11 August 2016
There’s a new generation of health lifestylers among us; they’re millennials, well informed, health conscious, constantly connected and most importantly, willing to spend money on maintaining a healthy lifestyle.
Brands in the health and fitness sector that can connect with this audience and successfully cut through the noise of this market will ultimately win the race.
‘84% of Millennials exercise at least once per week, and nearly half feel that exercise is their passion’
So what does this new health lifestyler look like?
They’re all about belonging
There has been a shift from competition to togetherness. The health lifestyler loves to work out as part of a group or team, their weekends are spent in active wear and their watering hole is the local juice bar. It’s about being a part of something; it’s about belonging.
They’ll avoid FOMO at all costs
It’s all about sweating and sharing. The health lifestyler keeps motivated by sharing their progress on social media platforms. Whether it’s gym selfies, an enticing kale smoothie, their latest workout gear or sharing their progress directly from an app, they have a constant fear of missing out on shareable experiences. If it wasn’t shared, then it didn’t happen.
They’re constantly connected
There’s no more scribbling your workout routine on a piece of paper and carrying it around in your pocket. Technology has become part of their life; they track health, fitness and share workouts. From competing against friends for the highest daily count to running from zombies, the health lifestyler is connected all the time and they’re always on the look out for the next app to download.
The bottom line is
This generation of consumers seek something larger than a gym membership. They want to feel involved and part of a community, they want to share their experiences and they want to be connected.
They are also open to new ways of being communicated to; they will engage with creative brands that stand out, communicate to them on their terms and ultimately understand their lifestyle.
So for brands that means – huge opportunities for those that can create standout, impactful campaigns based on intelligent insight.
The question is, how will you go beyond boundaries?
Here at TK we are passionate about sport and fitness and love working with companies within this industry. View some of our latest work with Leeds Rhinos and Jacuzzi.