Foxtel’s Lifestyle content and platforms- The Lifestyle Group – has announced a comprehensive rebrand for the first time in almost 20 years, in response to the evolving behaviour of Australians in consuming Lifestyle-related content.

As part of the rebrand The Lifestyle Group have also launched a new brand purpose: Bringing joy to life. The new brand purpose plays a large role in informing talent appointments, content pipeline, acquisitions, events and customer offers.

The rebrand, which will officially launch in September, has been shaped by a research study with Ruby Cha Cha, commissioned by The Lifestyle Group. It explored Lifestyle audiences’ behaviours and attitudes and used these insights to develop the group’s new positioning – the idea that emotional fulfilment is the new empowerment and the key is the rising emotional economy.

Hannah Barnes, general manager, The Lifestyle Group, (pictured above) said: “’The Lifestyle rebrand will unite the power of our trusted portfolio. As our marketplace continues to change dramatically we too are evolving to suit our consumers’ needs.

“We’re a content agnostic brand that prides itself on connecting with our audiences’ mindsets and motivations, so our new positioning aims to provide an extensive offering that meets the spectrum of the emotional needs of our audience. We understand one size doesn’t fit all and our focus is to ensure we deliver trusted brand experiences curated to Australian viewers whenever and however they want it. We understand the value of the emotional life of our consumers.”

Tania Jones, MCN content and brand partnerships director, said: “Lifestyle’s white paper shows us that Lifestyle Audiences are no longer looking for empowerment when watching television. They are, instead, looking for immersion. We’ll therefore be working closely with our partners to share compelling content to Lifestyle’s core demographics under the newly focused branding.”

The Ruby Cha Cha report also identified that lifestyle audiences were educated, affluent, and an active participant across television. Other findings included:

• One in three Australians will be aged over 50 in 2016 and that they are enjoying great longevity in life, with life expectancy rates among the highest in the world.
• Lifestyle interest peaks with women 35-59 years old. They are affluent, tech savvy and the generation most dedicated to TV. Plus the most likely to subscribe to STV.
• Women want emotional fulfilment, and want their television to reflect a wide range of emotions, experiences, appreciation, and the possibilities of life.
• There is a growing voice for single living lifestyles that are suburban without being inner-city focused. These single living people are spending on premium goods, in department stores, and buying expensive furniture and home wares. They are also health and wellbeing conscious.