The idea distilled…
Identifying genuine intent to purchase in Health & Wellness has become increasingly difficult. Many consumers express interest in improving their health, but far fewer are ready to take decisive action.
Our latest research Signals of Intent: Health & Wellness cuts through this ambiguity by revealing what actually predicts value. We found that agency is the strongest driver of spend, basket size, and speed to purchase.
And critically, agency, the belief that “my actions make a difference” is not abstract. It shows up clearly in observable behaviours.
If nothing else, remember these three signals of intent:
- Analytical search behaviour: High-agency consumers begin with evidence-based, comparative search.
- Depth of editorial engagement: High-agency consumers actively use premium health editorial as decision support, consuming more content and relying on it.
- Verification & follow-through: High-agency consumers validate their choices through reviews and trusted environments, then move decisively to action.
Together, these signals make agency visible and allow marketers to identify consumers who are genuinely spend-ready.
Some Additional Food for Thought…
- Target agency, not just interest. Move beyond demographics and category interest. Behavioural signals of agency are far more predictive of who will convert and who will spend more.
- Create urgency through the right narratives. Shift consumer behaviour without relying on crisis moments with narratives that reinforce personal control, long-term impact, and ownership over outcomes.
Use editorial as an accelerator: Trusted editorial environments validate decisions, build confidence, and accelerate the shift from consideration to action.
