NEW YORK—Manning Selvage & Lee has created MS&L HealthEsteem, a proprietary research-based model designed to help clients connect with the overwhelming majority of consumers who view health and wellness as the new marker of success.
The model uses a research-based assessment tool designed to analyze and identify the intersection where personal motivations, aspirations and perceptions of health make an impact on consumers’ brand preferences and purchasing decisions. By integrating consumer marketing with emerging trends in health and wellness, MS&L’s model allows clients to layer a consumer segment’s HealthEsteem MAP over demographic and psychographic data to extract a deeper marketing insight.
The new group was created after a survey conducted by Opinion Research Corporation, which found that 72 percent of Americans say being physically healthy is a major symbol of success for them personally. The survey also revealed that 91 percent of survey respondents said they would rather be talked about as someone who is “healthy” than as someone who is “wealthy,” and 71 percent of Americans say they would prefer to be described as someone who “looks really healthy” than as someone who looks “put together or well-dressed.”
“Health has become the new status symbol for Americans across all age groups, income brackets and ethnicities,” says Anita Bose, senior vice president and director of MS&L’s consumer wellness practice. “MS&L’s research shows that today we place even more value on striving for good health than we do on achieving financial and professional success in our lives.”
Other key findings from this survey include:
· Two-thirds of Americans say they would prefer to be talked about as someone with inner peace and emotional well-being rather than as someone who is socially outgoing and well-liked (31 percent)
· 58 percent of respondents prefer not to socialize with people who lead unhealthy lifestylesEight in ten (80 percent) of Americans say that being emotionally healthy is a “major” symbol of success