TrendWatching.com identifies the rise of the “wellthy” as a major 2011 Consumer Trend. These consumers hold being in good health to be as important to their status as owning the newest or shiniest branded luxury item. The Hartman Group August 2010 Wellness Trend survey found that 73% of US consumers consider being physically fit an important part of being “well.” Even if your business is not in the health food or wellness market segments it is worth noting that Nielsen found in their analysis of National Marketing Institute data that “heath-aware consumers tend to shop more frequently and spend slightly more than consumers who are less concerned about health.”
So the question of “What is the Wellness Customer looking for?” is a major concern for all businesses. To find answers to this question I interviewed Clif Bar Executive Vice President of Marketing, Michelle Ferguson. In the following video interview she talks to the varied nutritional needs being sought by a range of consumers including women and children. Her observations align with those of Linda Gilbert of EcoFocus Worldwide who reports market research findings showing three out of four Americans believe a greener planet starts at home. This group now includes “Dads”: half of all dads are looking for greener, more sustainable, healthier options for their current purchases of household paper, garden products, vehicles, cleaning products, food and appliances.
Michele’s interview also addresses the marketing issue of how to connect with these consumers who are increasingly focused on wellness and sustainability, or as Clorox defines it, a search for “in me, on me, around me” solutions. Her observations align with market research documenting consumer confusion on what to buy and who to buy from. In the video she shares Clif Bar’s best practices for connecting with consumers seeking answers that are credible and timely, including a social media best-practices favorite called “Chris!”