Faced with unprecedented uncertainty, emotions are driving the decision-making of consumers.
Since 2017, Horizon Media’s WHY Group has kept a close finger on the pulse as to how people are evolving their approach to wellness. Our initial findings led us to discover an evolution of “wellness” we call Betterment. Betterment isn’t replacing “wellness,” rather it’s inclusive of the ways people actively approach their well-being that extends beyond their own lives and into their communities and environment. It’s an ongoing, active journey that all brand categories can play in.
In our second-phase report, Betterment 2.0, we found that with the emotional swings of early pandemic lockdowns, social injustice, and abrupt openings and closures, people navigate betterment not just as a straight path, but in an ascending cycle – leading to three phases that determine betterment behaviors: Restore, Practice, and Connect.
As we continued our Betterment exploration, it was clear that further evolution was underway. The path to Betterment is now via people’s energy levels. Amidst ongoing uncertainty, people’s energy levels have grown more unpredictable, and their energy levels directly affect their choices. Our latest update illuminates how people’s energy rhythms, and perceived control over their energy, determine their betterment needs and decision-making. Easily elusive, we’ve created tangible tools for marketers to create stronger bonds with target audiences across these energy shifts because acknowledgment and action with this type of energy filter can lead to higher brand adoption and a stronger, more emotionally-based connection.
In Betterment 3.0, we’ll explore:
- How people are determining and talking about their capacity and energy fluctuations
- How varying capacity levels and degree of control (or lack-there-of) impacts Betterment behaviors and choices
- How people’s capacity levels inform their emotions, needs, and values
- How brands and marketers of various sector categories can use this understanding to meet people where they are and serve their needs
Click ‘Download PDF’ below to access the full report.