Consider tapping into health, wellness messaging to attract target audiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 14, 2022, 10:24 AM GMT+0

But brands must root their claims in science and data to avoid the pseudoscience tag.

Courtesy of the pandemic, wellness has become a priority for consumers today, with a majority of them even expecting brands to include wellness strategies in their core mission. Businesses have responded by increasingly featuring wellness content as part of their brand campaigns.

About 59% of consumers are willing to pay more for products from wellness brands. Given that only 41% of consumers consider brands’ wellness claims believable, non-wellness brands must be extremely careful while pivoting to wellness content.

Nonetheless, even brands that do not lend themselves to wellness can experiment with their messaging. Brands must ensure claims made in their health and wellness messaging are based on science and data to avoid losing trust and inviting lawsuits.

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