The 2016 ball has dropped, the holiday presents have been organized and put away, and the resolutions are in full-effect. But have you noticed something different about this year? Well, get ready. This is the year that physical fitness will be taken to the next level – and women are on top.
According to a study we co-conducted, women are focused on a “Better Her.” Forty-one percent of women say health and wellness goals will be most important to them in 2016, and another 63% say they anticipate increasing their focus on personal financial management. Women are focused on their goals, motivated to make the necessary changes and are striving for a better them.
The companies that will succeed in the wellness movement of 2016 will be ones that are ready to listen. Ones that already get it include: Under Armour, Dove and Lane Bryant, as outlined in Marketing Dailyrecently. This is the year of body-positive. And, it’s not about talking at women; it’s about listening to understand how products can help them achieve a better life. What value does your brand/product contribute to her life? By celebrating consumers and inspiring them, brands will be more successful at inserting themselves in the conversation because consumers will already be talking about them.
The Key Takeaways:
1. It’s less about the product and it’s all about her
After all, her body wash can make her feel clean and energized after a successful workout. And, her grocery store should reward her with financial benefits for shopping and eating healthier.
One example of a brand succeeding in the movement:
2. Be Real
Authenticity will get you 100% farther than unrealistic and inauthentic communication. After all, women find people who are like themselves to be #1 most trusted source for information.
One Brand That Owns the Conversation:
3. Product Reviews Matter
That’s because 97% of women consult a product review before deciding to buy. After all, she is smart about her purchases and it has to work for her.
Women feel confident and are focused on their health and financial goals. It’s not about buying; it’s about the journey to get to a better her.
Please share your goals or which brands you feel are gearing up for success in 2016 in the comments below. Cheers to health, wellness and success in 2016 and beyond!