The Values Institute has been following consumer trends as a matter of process since our inception. Probably the most prominent trend we have seen in the last decade has been the significant desire for consumers to live a healthier more balanced life. America’s infatuation with living, eating and feeling healthy is a culmination of three independent trends:
- The aging Boomers paying for their “rock and roll” lifestyle of the previous decades
- A global acknowledgement of the need to incorporate sustainable practices into our lives
- The return to pragmatism following the age of overconsumption of the pre-recession economy
Welcome to the new face of affluence
Not only has health become a primary internal driver of personal values and motivations for Americans, it has also become a currency for “cool.” Being healthy is an enviable state. Ever notice that only one letter separates health from wealth? No longer limited to income, assets or material goods, increasingly consumer wealth is being assessed by the new measure of health and wellness. A survey conducted by Opinion Research Corporation found that 91% of consumers would rather be seen as someone who is “healthy” versus “wealthy.” It is now one of the primary factors of socio-economic status as defined by our partner, CEB Iconoculture.
An exclusive, deeper look into the BalancedHealthy consumer
A CMO Council sponsored a study by Deloitte and Openet reported the #1 step marketing executives are taking to maximize the impact/value of their marketing is to improve customer segmentation and targeting. Yes, gaining better consumer insight surpassed the needs to better utilize social media, improving lead generation and even upgrading their marketing staff. This was inspiration enough to develop a values-based consumer segmentation of the BalancedHealthy consumer.
The Values Institute, Amusement Park, and CEB Iconoculture joined forces to develop a custom proprietary research study to segment the different personas among health and balance-driven American consumers. The study divides the general public into the 79% that fall into BalancedHealthy categories versus 21% that we call The Health Disengaged. It then breaks the BalancedHealthy universe into six unique and distinct segments. What makes this segmentation different is that the groups are defined by human values and lifestyle choices rather than demographic and socio-economic statistics. And, unlike most studies that sit in a binder on a shelf after they are completed, our BalancedHealthy Segmentation will continue to be updated with new, data points, segment-relevant observations, trends and points of view published by our team of strategists.
If you would like to learn more about this values-based segmentation study, please contact us.