Trends on women and wellness, and how these affect marketers, based on SSW's first annual survey on wellness and the economy. Presented at the Marketing Healthcare to Women Conference (M2W-HC), in Washington DC, Oct. 2009.
“Wellness is not a fad or trend.
It's infused into the way we eat, exercise,
sleep, work, save, age and almost every
other aspect of our lives”
Economist Paul Zane Pilzer, 2009
It’s a cultural
Wellness is constantly shifting priorities
at the gym? Old-school paper?
up on later?
hour of sleep?
“Wellness is an active, lifelong
process … involving choices about
our lives and our priorities.”
Arizona State University, 2009
Women’s earnings fell 2% in 2008,
twice as much as men’s.
Women, on average, bring
home 78 cents on the male
•Almost 40% of women are the
primary breadwinner in their household
•Women’s unemployment is at a 26-
year high (7.8%)
* Sources: RockefellerTime Magazine 2009 Study, Center for American Progress
1 in 84 homes foreclosed in 2009
Women are 32% more likely than men to
have subprime mortgages
* Sources: RockefellerTime Magazine 2009 Stud, RealtyTrac, US News
And just as our lives are no longer the
same, neither is our idea of Wellness.
Findings from SSW 2009 Survey on Wellness
I eat less, go out Losing weight is
less, and buy less. harder - which
The food I do buy is doesn't help the
not the best either, whole self-esteem
since cheaper food aspect. I have no
tends to be less money and extra
healthful. pounds. Great.
I've been working more
and working out less – I
feel more pressure to
perform from a work
I run 6 miles every
but lately I "need"
to do it as a stress
reliever, not just
So how can we align better with the
new wellness zeitgeist?
How can we support women in
their quest for wellness?
A few guiding principles
Don’t think of her as a patient (aka “victim””)
She’s the hero of her own story
Look at her problem realistically
We may think it’s dire… She doesn’t
Figure out where we fit in her life
Not the other way around
Don’t try to capture
Try to connect
For An Allergy Reliever?
What’s her story? In a busy life, she plans
for everything… Except allergy relief
But she happens to like our product ..when
she remembers to buy it
So we weren’t worried about convincing
her the product works
We just needed to remind her that she
already knows what to do
It’s a no-brainer.
A Sleep Aid …
What’s her story? She knows what it
feels like to have a bad night’s sleep
But when she’s watching TV, what
she’s thinking about is how wiped out
she is… and all the bad choices she
makes when she’s tired
So we didn’t have to talk about a bad
We did need to show her that her life is
more in her control with a good night’s
It’s not about quality of
sleep, it’s about quality of
An Anti-Aging Product
What’s her story? She’s no
dummy… she knows the
years are passing
But the truth is, she doesn’t
feel as old as she thought
she might have at this age
She’s not necessarily
ashamed of being 40+…or
50+ … or 60+… or more!
She just wants to look
as young as she feels