The idea distilled.
Australians are facing a core tension of prioritising health and wellbeing, looking after themselves and being more empathetic of their needs, while balancing this with the reality of what they can actually afford.
If nothing else, three things to fuel your growth.
- Resource constraints are forcing Aussies to rationalise their health & wellbeing spend and choices, seeing categories and behaviours divided by what is fundamental to health vs what can be compromised or adapted.
- There are three distinct groupings “Survive, Thrive, or Optimise”. These are determined by the level of resilience and with it how much people are willing to compromise.
- Survive – Survive categories and behaviours are most resilient, as foundational elements to support everyday H&W Elements of H&W that are most fundamental to our survival
- Thrive – Elements of H&W that make us feel good and flourish
- Optimise – Elements of H&W that allow us to ‘level-up’ and supercharge our pursuits
- Marketers within the H&W sector can identify where they fit within the three tiers of resilience, and then choose their best path accordingly.
Some additional food for thought…
- Happiness is now the #1 stated ‘aspiration for Aussies thinking about their own Health & Wellness (67% of Aussies), followed by #2 staying healthy as I age (62%) and #3 to enable me to have a good quality of life (51%). All of these are more holistically oriented, and a shift away from problem focused solutions like losing weight.
- 84% of Australians say that health and wellbeing is a top of mind priority for them Many Aussies are facing financial constraints, but those hit hardest by economic challenges are putting their health and wellness on the back burner compared to a year ago.
- 1 in 3 Australians, whose budgets have been impacted by COL say that they are doing less for their H&W than they were 12 months ago 55% of those doing less say affordability is the key reason/ barrier
