Once upon a time, if you thought about a person pursuing “well-being,” that may have generated a certain image in your mind: someone who has lots of disposable income, shops at Whole Foods, lives in a suburban community conducive to outdoor exercise, attends exclusive yoga classes in expensive workout wear, is likely under the age of 50 … and so on. Insight from the recent Healthways 2014 Well-Being Summit indicates that this image is rapidly changing.
At the Summit, the founders of Feel Rich, Quincy Jones III and Shawn Ullman, discussed their company’s mission to bring the message of better well-being to minority and urban communities. These markets have historically been underserved with authentic, connected messaging that educates and excites them about taking steps to improve their well-being.
To achieve their mission, the two entrepreneurs utilize engaging multimedia content delivered by hip-hop artists who are considered trustworthy messengers of change. These artists – many of whom are committed to healthy lifestyles (did you know the rapper Common is a vegan fitness enthusiast?) – promote better well-being to the African-American and Latino markets through relatable imagery and authentic language.
Jones and Ullman’s approach also allows well-being brands that are looking to gain entrance into or further penetrate these markets to connect to their target consumers in a more genuine way. For example, they spearheaded the Johnson & Johnson “Text4Baby” campaign, which provided expecting and new mothers with health advice and information for both themselves and their babies. The mothers were inspired to receive the texts with a promise of a personal lullaby for their new baby sung by actor-model-musical artist Tyrese.
Older adults, too, are tuning in to well-being in growing numbers. Joseph Coughlin of the MIT AgeLab provided the Well-Being Summit audience with an interesting overview of some of the demographics and trends of this expanding population. Generally speaking, this market:
- Considers itself ill, but not sick — e.g., “I may have high blood pressure, but I’m doing just fine”
- Has at least some college education
- Values having health and ability and freedom to still live active lives
- Is skeptical of information, preferring testimonials and advice from others like them
- Is committed to working or required to work as long as they can — 40 percent plan to “work until they drop”
- Is overloaded by information, which is often contradictory
- Is relatively isolated — 30 percent of people 60+ live alone, and 70 percent of 50+ live in rural areas
Coughlin pointed out that traditional methods of delivering a well-being message to seniors, which are predicated on facts, fear and a prescriptive “this is what’s good for you” approach, don’t work. Instead, organizations and brands trying to reach this demographic should use a more fun, social-oriented framework that:
- Leverages social networks
- Speaks in terms of solutions, not just data
- Encourages life performance instead of illness management
- Is personal and authentic
- Is constructed to enable a longer life span versus getting a senior through this life stage
Connecting with these two “non-traditional” markets for well-being products and services – urban/minority and seniors – requires that brands take a new approach. In both instances, authenticity and social engagement are critically important.