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
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]