Health and fitness tech provides opportunity for brands to engage, partner with consumers

Earlier this year, Edelman Wellness 360's 'American Well-Being Study' found that 85% of consumers said they would buy from brands which "effectively engage in well-being", specifically their mental well-being.

"This is a huge opportunity for businesses and brands to play in this space," said Jennifer Hauser, director of Edelman Wellness 360. "When companies and brands engage people in their well-being pursuits, [consumers are] more likely to pursue, engage, advocate, or even work for the company."

The study highlighted 5 key areas in which brands can engage consumers effectively on personal well-being. They include providing experiences, expertise and products that make them feel healthier, motivating and facilitating connections with others facing similar challenges, personalizing the well-being experience, educating and engaging consumers in healthy behaviors and continuing to support customers in the journey well after they have made a purchase.

New research, this time from Havas, reveals that "technology has opened a rich opportunity for brands in the health, beauty and fitness spaces to truly become partners to consumers on their journey to wellness".

The Havas study, 'iBody: The New Frontier', found that nearly half (45%) of American consumers favor devices that track "all aspects" of their physical health. Furthermore, 7 in 10 prosumers, or influencers, approve of health tracking technology and almost half already own such technology.

However, privacy remains a serious concern. More than 4 in 10 global respondents said they are concerned about the loss of privacy that new health-monitoring technologies would bring.

Image via Shutterstock

Tags: brand, healthy, marketing, wearables