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BizReport : Trends & Ideas archives : May 12, 2015

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

Almost half of U.S. consumers favor devices that monitor their physical health, found recent research, providing brands with an opportunity to partner with consumers to help improve their mental and physical well-being.

by Helen Leggatt

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

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