Sarah Aldridge, Head of Health

From coconut water through to aerial yoga, some may be quick to assume that Aussies have become fully entrenched in all things health and wellness. But when it comes to securing consumer love – just how well are these brands performing on the scales? And how is this transitioning into customer loyalty?

REALITIES BITE

Our first global study, ‘Brands in Motion’, in partnership with WE Communications found that over 50% of Aussie consumers said they “hate” health and wellness brands.

More alarming still, 58% of Aussie respondents said they felt “completely miserable” when interacting with health and wellness companies.

So where are brands going wrong?

Let’s take a closer look at the findings of Brands in Motion, which examines both the rational and emotional drivers that motivate customer choices within today’s evolving environment.

According to the findings, Australia’s health and wellness brands are classed as ‘survivors’. That is, they score low in both emotional and rational drivers with consumers.

So what does this mean?

In July 2015, there was an estimated 3,356 fitness businesses in Australiai, representing an 18% increase from January 2014 ii. While Australia’s health and wellness industry is expanding at a rapid pace, it’s failing to connect with consumers.

But wait – it’s not all bad news!

While the health and wellness sector on a whole may not have won over Aussie consumers just yet.. there’s huge potential for individual brands to step ahead of the curve and build stronger consumer connections on their own accord.

Brands in the ‘survivor’ category have no choice but to do something different if they want to break through, or survive whatever is coming at them. They have an opportunity to be more radical and take more risks.

In fact, of all the industries examined in the Brands in Motion study, executive leaders in the health and wellness sector had the strongest influence over the customer’s decision to support the brand.   

60% of Aussies revealed that the behaviours of a health and wellness brand executive leader would strongly influence their decision to support that brand.

This reminds us that in the case of health and wellness, it’s more important than ever to practice what you preach. Aussie’s are wooed by the healthy and fit people behind the health and fitness brands. They also expect brands in this sector to take a stand on important issues, especially if they’re in direct conflict to the brand’s core values as an organisation.

So where to from here?

IT’S TIME TO MOVE WITH THE MOTION 

To achieve business success, brands must create deep connections at both an emotional and rational level with their customers, in order to thrive and create positive momentum in an ever-changing marketplace.

Brands operating in the health and wellness space need to get laser focused on how to turn motion (external forces and realities) into an advantage for them.

Using Brands in Motion’s unique momentum methodology, WE Buchan is partnering with brands to map their current position and guide them on how to pivot their marketing and communications efforts to account for the prevailing mood of Aussie consumers.

Register your interest for our ‘Brands In Motion’ event on 12 October 2017, 5:30pm, at Harbour 220 in Sydney, or to learn more about the Brands in Motion study, contact us at bim@buchanwe.com.au

 

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