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The Drum | Health Not Wealth: Consumers Are Prioritizing Wellness In 2023

Published

2 månader ago

januari 23, 2023

The Drum | Health Not Wealth: Consumers Are Prioritizing Wellness In 2023

The cost-of-living crisis has led to a decrease in new year’s resolutions and a focus on personal health and finances, writes Alexandra Sheppard of Roast.

Is the cost of living crisis highlighting what really matters to consumers? / Katerina May via Unsplash

Have you made a new year’s resolution this year? If you have, then you’re in the minority, with only 35% of us having made a resolution this year. It seems an increasing number of people are actively avoiding piling additional pressure on themselves when they already know it’s going to be a tough year.

Data from GWI shows that health and wellness resolutions such as ‘eat more healthy food’ are more popular than last year. We also saw fewer consumers aiming to ‘save more money’, perhaps conceding that this will be too difficult in the face of high inflation.

When we look at the reasons why consumers aren’t making resolutions, the fact that they are difficult to keep has become the top reason, reaffirming the view that there is a trend of consumers who want to be realistic.

The bar is low for 2023

To feel a sense of success and personal growth, 2023 looks to be the year of achievable goals. Resolutions such as ‘eat more healthy food’, ‘lose weight’, and ‘drink less alcohol’ have increased since 2022 as consumers want to focus on a healthy lifestyle, while doing so in an affordable way.

Surprisingly, fewer are planning on going vegan or eating more vegan food this year. In comparison to 2022, those planning on eating fewer animal products has dropped by 36%. In addition to this drop, just 19% are interested in challenging themselves and trying Veganuary, with gen Z and millennials making up most of those likely to try and go plant-based.

With consumers prioritizing their finances and protecting their disposable income more than ever, the perception of veganism as an expensive lifestyle change has come to the fore. Consumers are choosing to pursue seemingly more achievable goals to reach a healthy lifestyle.

This attitude is also reflected in intention towards social media usage. Even though skepticism toward social media is on the rise (just 20% of the UK population believes that social media is good for society), the resolution to spend less time on social media has declined from 8% to 5% of UK consumers. People are realistic about the likelihood of spending less time online.

What does this all mean for marketers?

As we have entered the new year, consumers are fragile, financially conscious and in need of reassurance and support. The prioritization of health and the protection of finances shows what consumers are caring about. Making your brand helpful –whether through advice, supportive messaging or deals and discounts – will not only be appreciated but also assuredly win consumer favor.

Consumers are keen to focus on self-care, health and wellness while protecting their finances. If brands can help with this for free, even better. Focusing on small and achievable activities such as sharing content on healthy recipes, the best reads, or even picturesque places to go for walks, can help consumers with the realistic goals and sense of achievement that they are looking for this year. The question now: how many of us will stick to it?

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LinkedIn lägger till ett nytt alternativ för att dela ett inlägg med flera medlemmar samtidigt

Published

8 timmar ago

mars 25, 2023

EntirewebNewsBot

LinkedIn lägger till ett nytt alternativ för att dela ett inlägg med flera medlemmar samtidigt

LinkedIn has added a new option to forward a LinkedIn feed post to multiple members at once, while you’ll also now be able to create a new group message when forwarding a post.

As you can see in this sequence, you’ll now be able to select multiple recipients when sharing a LinkedIn post, with the capacity to either forward the post to each member separately, or create a new chat group with the selected users. You can also add a personal note to your message to include your own thoughts or points.

It could be a good way to spark more in-depth discussions in the app, and encourage engagement, while you could also use this to introduce connections to each other over shared interests.

With more social media interactions switching to DMs, every platform is now working to optimize DM sharing, and provide additional ways to lean into more private engagement behavior.

LinkedIn also recently added new DM tagging options, to help categorize your messages, along with its ‘Focused Inbox’ approach, which separates your Inbox messages into ‘Featured’ and ‘Other’ folders, which can also help to streamline engagement.

LinkedIn recently reported that conversations in the app are up nearly 20% year-over-year, which is why it’s now looking to improve its DM options, and facilitate even more of these conversations.

And again, the broader usage shift has seen more and more people shying away from public posting, and the angst that can come with it, to enclosed group sharing – which LinkedIn is looking to better facilitate with this update.

LinkedIn’s rolling out the new multi-forwarding option to all users from this week.

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Här' är ett nästan idiotsäkert sätt att få människor att göra vad du vill, enligt en ledarskapsprofessor

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14 timmar ago

mars 25, 2023

EntirewebNewsBot

Här' är ett nästan idiotsäkert sätt att få människor att göra vad du vill, enligt en ledarskapsprofessor

Want to influence people’s behavior? Keep this hard-wired human trait in mind. As a business leader, your success or failure depends on your ability to influence and lead others–to get them to do what you want and need them to for the good of your organization. Sometimes, though, that can seem like …

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Reddit publicerar en ny guide till mors dag marknadsföring i appen

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20 timmar ago

mars 25, 2023

EntirewebNewsBot

Reddit publicerar en ny guide till mors dag marknadsföring i appen

Mother’s Day is coming up (5/14), and Reddit has published a new guide that explains why its platform could be a valuable consideration for your Mother’s Day marketing push, and how to connect with Redditors around the event.

The 16-page guide includes a range of notes and pointers to help optimize your Mother’s Day approach, which is Reddit-specific, but likely also relates to how other social platforms see engagement around the event.

You can download the full guide här, but in this post, we’ll take a look at some of the highlights.

First off, Reddit provides an overview of its unique audience, and their engagement in Mother’s Day shopping.

As you can see in this chart, Reddit provides reach to users that are not active in other social apps, with one in five Reddit users being moms.

That provides unique insight into relevant conversations and interests.

Indeed, Reddit says that there are over 6,000 communities in the app that are actively discussing Mother’s Day and related topics.

That could provide a valuable pool of research for your planning and marketing, while also enabling you to connect with people researching specific products and offers.

Reddit also provides insight into when Mother’s Day discussion peaks, and how you should plan your marketing outreach accordingly.

There are also notes on specific ad types and promotions which could help to boost your campaigns, in order to connect with Reddit users around the event.

There are some handy notes here, which could be worth considering. And while Reddit may not seem like the most obvious channel for Mother’s Day marketing, there could well be opportunities there, both for market research and outreach, if you go looking.

You can download Reddit’s full Mother’s Day marketing guide här.

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