People often rant about the evils of advertising, and how it forces people to buy things they don’t really want. I say prove it. Advertising is just a communications tool, and its power can be harnessed for good or bad purposes. I just wish it would be used more for the former.
A good place to start is by addressing the obesity crisis. But how do we do that when 76% of people say they know that what they eat affects their health, but only 36% consider their diets to be healthy? (And don’t forget the fudge factor.)
The first step, as always, is to understand the target. A recent segmentation study has identified six distinct groups based on attitudes toward wellness. They are:
The I Give Ups (24%)
The Strugglers (14%)
The Immortals (16%)
The Fitterati (16%)
The Fact Finders (15%)
The Heath Gurus (15%)
While the data has not been crossed referenced with health issues, it seems fairly likely that the first group would be the one most in need of encouragement; and given that it’s the largest, a good place to start.
Research shows that this group is overwhelmed by the amount of things they need to do to get healthy. That suggests simplifying the information they are being given, and providing it in small sound bites with easy to follow changes might work.
What do you think? Does this seem like a good direction? Or would we be better off addressing another segment – like the Fact Finders – and encouraging them to become advocates?
Banikarim, M. (2010, June 18). Weighing In On Health: Marketing Behavior Change. mediapost.com. Retrieved June 23, 2010, from