'Healthies' not 'selfies': Report finds health is the new status symbol

'Healthies' not 'selfies': Report finds health is the new status symbol
SHARE
THIS



A report funded by Pacific Magazines on Australia’s health trends shows that health has grown into the new status symbol and beacon of aspiration.

The report released this morning surveyed 60,000 people over the last three years and finds that health is the new aspirational achievement, with Australians working to at least be perceived as having a healthy body and mind.

The five trends to arise were; a move towards ‘health esteem’ and ‘healthy selfies’; people earning their treats rather than indulging; a favouring of natural ingredients and move away from glutten, hormones, dairy or wheat; an equal desire for a healthy mind and body; and finally, customisable, personalised health products.

The report was developed by Pacific Insights for Women’s Health, Men’s Health, Prevention and Bike Magazine. Women’s Health and Prevention were some of the few magazine titles to see an increase in readership in the most recent circulation figures.

Women’s Health editor Sue Wheeler told B&T she believes the readership rise is thanks to both the increasing trend in health, and the magazine’s own publishing style. “[We're] not just churning out information simply because there is a growing interest," she said.

"The fact our healthy lifestyle titles reach almost a million people every month is testament to the way in which our teams know and engage with their audiences. The report suggests that health-focused content should be bucking the trend.”

The increasing social value of health is explained by the publisher’s strategy and planning director Miriam Condon as coming from a recent reevaluation of priorities thanks to the GFC, increased life expectancy, more mindful investments with the benefits of healthy living outweighing the costs, along with the celebrity culture, and tech innovations.

“Not surprisingly health, and health knowledge, has become a status symbol,” Condon said.

Condon told B&T brands that aren’t directly tied to the field can tap into the trends and capitalise on the ‘health revolution’.  

“Consumers want to be associated with the health revolution so brands have an opportunity to be part of this,” she said.

However, with the influx of brands jumping on the bandwagon, some are apparently seeing far more success than others. "There’s a great opportunity if done authentically but it could be risky if brands don’t deliver on their health promise or give conflicting messages. Authenticity is still important as a consumer trend and especially so in health."

“This can make it a confusing landscape for consumers to navigate – hence ‘brand butlers’ such as magazines and other curators of products and information are important.”

“For consumers health-spiration is hopefully creating a generation that’s savvier, smarter, more active, influencing how we shop, eat and socialise.”

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine