Health and wellness is an
increasingly integral part of daily life for Canadians, especially women. In
turn, the health and wellness category has become an attractive market for
advertisers, with over 1 billion dollars spent in 2010 on advertising by
companies involved in healthy living. In order to help advertisers better
understand this important target audience, Yahoo! Canada developed a study to
look at the role that health and wellness plays in Canadian women’s lives.
(1) to women, health
and wellness is comprised of diet, exercise, mental wellbeing, and medical
needs, which is important to them but achieving a healthy lifestyle is easier
said than done
(2) women have others’ health to worry about such as children,
a partner, or older family members
(3) health means different things to
different people depending on family situation and other demographic factors,
(4) information helps women stay healthy and they look for it using pull (needs-based
searching) and push (browsing-based consumption) strategies.
Implications for Marketers
Brands need to recognize the role health and wellness plays
in daily life to help, enable, and simplify the process. They need to develop
an understanding of the audience, their targets, and what they want and need to
achieve them. Brands should be where women are in order to have relevance and
presence in the ‘push’ channels which are just as important as providing for
their ‘pull’ needs.