Who’s Your Audience? – Fitness and Wellbeing Edition

3 Min Read

If there’s anything the past two years has taught us, it’s to put our wellbeing first. However, it goes well beyond self-care and fitness challenges. We’re recalibrating and expanding our definition of the term ‘wellbeing’ to encompass meaningful and purposeful living which stems to health management, corporate wellness, nourishing mental and spiritual health, happiness, connecting with community, balance and stability, and much more. So, what better way to kickstart 2022 than with a theme that is central to everyone (and the fact that it features a running theme from last month’s New Year’s resolution edition doesn’t hurt either)?

The global wellness market is estimated to double its growth annually, with wellness expenditure ($4.5 trillion) more than half as large as global health expenditure ($7.8 trillion), and the industry is growing nearly twice as fast as global economic growth. No, those 2x figures weren’t typos. In an increasingly crowded market with new players like wearable tech and heath apps contributing to its rapid growth, advertisers need to be more strategic about how and where they operate—including how they market their products and services to their audiences. Keep that ‘Gym and Fitness’ audience segment in your back pocket for now, and let’s explore some new audience segment that’s definitely not out of the textbook. 

Audience Name: Healthy Holistics

Audience Provider: Experian

Why they’re valuable: Wellness is as much a state of mind, as much as an industry. Target those audiences who instill these principles into their every day.

Audience Name: Healthy and Wealthy

Audience Provider: NinthDecimal

Why they’re valuable: We couldn’t think of a more perfect duo for your audience targeting this group who are health conscious and also have some serious cash to splash.

Audience Name: Travel Vacation

Audience Provider: BusinessWatch Network

Why they’ve valuable: It’s not all about physical wellness. Did you know seventy-six percent of consumers are investing in experiences to improve their mental wellbeing?

Audience Name: Baby Boomers 55-63

Audience Provider: V12 Data

Why they’re valuable: Boomers account for more than half of all U.S. spending, and are responsible for more spending growth over the past decade than any other generation.

Audience Name: Environmentally Conscious

Audience Provider: Infogroup

Why they’re valuable: Eco-consumption is a word you’ll see a lot more of this year. Target this group of audiences who seek eco-friendly products and services in their daily lives.

Audience Name: Personal Finance Apps

Audience Provider: Affinity Answers

Why they’re valuable: Financial health is a huge part of the ‘wellbeing’ catchall, with eighty-eight percent Americans currently using finance apps, up 52% from last year.

If you’d like us to feature a specific area, send us your suggestions at audiences@mountain.com and we might feature them in an upcoming edition.

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