For marketers working in the wellness industry, consumer behavior is rarely driven by reason and logic alone. Personal elements such as lifestyle, mood, and life stages are very important in determining consumer behavior and interaction in wellness marketing. Marketers are able to communicate within a language that is meaningful by understanding personal variables.
Based on my experiences in the yoga and wellness industry, individuals have very different reasons for seeking wellness. An individual who feels stressed either in a work environment or in their personal life may be seeking simplicity, comfort, or quick fixes. An individual who already has some familiarity with wellness may be looking for complexity or personal development. Even though they could potentially use the same wellness tools, their mental processes would operate completely differently.
Personal elements that strongly influence wellness behavior include:
- Lifestyle and daily routines
- Emotional state and stress levels
- Current life stage
Personal circumstances also play an important role in the reception of wellness communication. An individual who is very busy with their working life may respond more to get-the-job-done communication that focuses on accessibility. Another who happens to be in a more reflective stage of life may respond more to communication that focuses on balance. Without these considerations, communication may seem less personal.
Wellness brands are not selected based on what they provide, but rather on the degree to which their message resonates with where they are in life.
For the marketer, the need for demographic focus becomes secondary, and understanding the daily routines, emotional needs, and present life challenges becomes very important for wellness brands. A generic or one size fits all approach might reach more people, but building engagement becomes difficult in that case.
Those who understand the influence of personal characteristics on consumer behavior are in a better position to establish a relationship of trust. In wellness marketing, relevance and importance are achieved not through amplified promotion, but through understanding and addressing people in their context.
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