GENERATION F – A Consumer Behaviour Insight into the Growing Wellbeing Market

With numerous buzz words and ‘health’ trends increasingly infiltrating our everyday life, it comes as no surprise that the term wellbeing is breaking away as a consumer category of its own. And one that is permeating all markets; from food, drink, health and fitness, right through to fashion, beauty and consumer technology.

Wellbeing is everywhere, and we are all taking an interest. Analysts predict that spending on wellness will grow 20% by 2020, with total spending forecast to reach £209bn. Even the Office of National Statistics are using the term as an additional measure to demonstrate economic growth. Across all demographics, at varying levels of interest and purpose, we are becoming a nation that cares about being healthy and happy; physically and mentally. This is the emergence of Generation F; the generation that is taking a proactive interest in their own health and wellbeing pr.

Generation F cannot be defined as a set demographic, as our understanding, and interest in wellbeing products and services has penetrated all age groups. We are all part of the Generation F movement. However the areas of interest, what is fuelling each age group, and how we interact with brands varies enormously.

The younger Generation F’ers have become accustomed to this trend. For them it’s everyday life, much like technology. For the older Generation F however, a shift of mindset has been spurred by education and interest in improving health. The latest Purple Paper by Escapade PRIntroducing Generation F: A Consumer Behaviour Insight into the Growing Wellbeing Market, explores wellbeing in the consumer space, and how brands and marketers can tap into the growing phenomena that is Generation F.

Rhianon Williams, Associate Director at Escapade PR, said: “Across all age groups, the last four years has been the period that people cite as the time when their interest in wellbeing has grown. Notably nearly half of all 18-24 year olds stated that their interest has been for as long as they can remember, a number which gradually declines as age increases. For 57% of 18-34 year olds, fitness is predominantly fuelling their interest in wellbeing activities, products and services, whereas two thirds of all those over 35 are more interested in improving health.

“When it comes to the type of people that influence Generation F, our research shows that it is less about celebrity and more about expertise and transparency. The older Generation F are more trusting in sportspeople, friends and family, whereas the younger Generation F are influenced mainly by bloggers and Instagrammers. It seems that importance of celebrity influence in the wellness market is clearly diminishing for marketers. This is demonstrated by the huge awareness of a number of social media born experts such as Joe Wicks and Kayla Itsines. For marketers and wellbeing PR’s, this presents both a challenge and opportunity; wellness is a mass, growing market, but not all consumers in this space are playing the same in terms of purchase and influence.”

For details on how you can access the full data from Escapade PR’s latest Purple Paper, please visitwww.escapadepr.com or email escapade@escapadepr.com.

Our consumer lifestyle PR team specialise in connecting everyday brands with everyday people across four core sectors; Consumer Lifestyle PRFood & Drink PRConsumer Technology PR and Sport, Health & Wellbeing PR. More information on these areas of knowledge can be found at www.escapadepr.com/about-us.

Gotta Catch ‘Em All – Unexpected Lessons From Pokémon Go

 

 

 

 

 

 

 

 

This post was originally published by Laurie Davis on the Interprose Voice blog.

It’s sweet summertime, but something other than the warm weather, cool pools, and bright sunshine is tempting people from their homes into the great outdoors. The recently launched and wildly popular smartphone app Pokémon Go has produced a surge in people walking around outside – albeit glued to their smartphones – but nevertheless out and about, walking around.

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Where the Rubber Meets the Road – Driving Success with the Fission Startup Model

 

 

 

 

 

 

 

 

This post was first published by Melissa Drozdowski on Interprose’s blog, Interprose Voice.

Our team has recently been lucky enough to work with the 80edays China Team, which has been an experience that is simultaneously fun, rewarding, and educational. 80edays aims to help accelerate the transition to sustainable mobility with the world’s largest and most competitive all-electric car rally. The China Team car, a DENZA, is piloted by PHNIX ECO-Energy Solutions CEO Andrew Yi Zong.

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Oh, Snap! Why Your B2B Brand Should Be On Snapchat

 

 

 

 

 

 

 

 
This post was first published by Melissa Drozdowski on Interprose’s blog, Interprose Voice.

Several weeks ago, my family and I attended my daughter’s cheerleading championships. Upon entering the arena, a torrent of candy-colored signage promoting the company’s social media accounts and in particular, a custom Snapchat filter created just for the day’s event, greeted us.

Knowing my own daughter would surgically attach her phone to her hand if she could, I guessed the filter would prove popular among the gazillion or so teen girls flitting around the arena, as well as all the parents, family, and friends in the stands. What I didn’t realize was just how wildly popular it would be – the snaps were piling up, hundreds of stories were being updated in real-time, and views were soaring higher than a cheerleader at the top of a basket toss.

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The Tweets, They Are A’Changin…

 

 

 

 

 

 

 

 

 

This post was first published by Melissa Drozdowski on Interprose’s blog, Interprose Voice.

As the old saying goes, “Nothing stays the same but change.” And for Twitter users, there are some rather interesting changes afoot. As the social media juggernaut continues to struggle with the question of what it wants to be when it grows up, Twitter has decided to make some long-overdue (in my opinion, anyway) refinements. Unfortunately, not all of these forthcoming changes are as momentous as you’d think…and they could even cause some downright gnarly issues (think the Law of Unintended Consequences).  Read more

How to Become a Conference Pro: Before, During, and After Tips for a Successful Conference

This post was originally published by Laurie Davis on the Interprose Voice blog.

From education opportunities to new business contacts, conferences can be of immense value to you with the proper planning and execution. However, there is no way around it – attending a conference is expensive. From the hotel, to food, to exhibiting, to the conference registration alone, it adds up quickly. All the more reason to make sure you get the most value out of attending a conference.

Here are some quick tips for before, during, and after to maximize your conference experience.

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Using Website Banners for Promotion – Best Sizing for “Eyes” and Action

 

 

 

 

 

 

 

 

This post was first published by Jeny Dowlin on Interprose’s blog, Interprose Voice.

Recently, I have been developing website banners to share and promote client events. To ensure time wasn’t wasted on producing ineffective banner sizes (and there are over a dozen potential size options), I referenced Google AdSense and other marketing resources on what are the most successful banner sizes in terms of catching people’s eyes on a page and actual clicking.

For the past decade, three banner sizes have consistently accounted for 78 percent of banner ad impressions. With the rise of people viewing sites on mobile devices, two additional sizes have been added to the mix.

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Happy Birthday, Twitter – Reflecting on a Decade of Life in 140 Characters

This post was first published by Melissa Drozdowski on Interprose’s blog, Interprose Voice.

Do you remember what life was like some 10 years ago, before the marvelous technology innovation that is Twitter burst onto the scene?

The number sign (or pound or hash symbol) was still a year away from being reinvented as the hashtag. A “tweet” was the sound a bird might make. People more frequently thought and wrote in sentences longer than 140 characters, without using words and acronyms like “ur”, “ICYMI”, and “RT”. Nobody cared what color #TheDress was.

Twitter is one of those once-in-a-lifetime developments that can truly be called “disruptive”, and its impact continues to resonate across every aspect of today’s always-on, hyperconnected world. Think about this: we now have an entire generation of people that don’t remember a world without Twitter.

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Make Your Voice Heard: A How-to Guide to LinkedIn Pulse

 

 

 

 

 

 

This post was originally published by Laurie Davis on the Interprose Voice blog.

Do you have something to say? Did you just attend an amazing event like SXSW and want to share your key takeaways with your professional network? Or are you seeing trends in your industry that you want to talk about? The list of topics where you might want to share your two cents goes on and on.

Now what are you going to do about it? Answer: sharing your experiences in a blog post.

But how, you might ask? Your company doesn’t have a blog already set up and you don’t have the time to invest in creating your own blog – plus, how would you even get people to read it?

LinkedIn Pulse is your solution. LinkedIn’s publishing platform allows you to post blogs that will then be shared with the LinkedIn community. Most professionals have already invested a lot of time and energy into their LinkedIn profile and have an established network of contacts. Therefore, posting your blog on LinkedIn Pulse is a great way to leverage the professional network you’ve already built versus starting from scratch – developing a separate blog site and trying to drive people to it. Your audience is already gathered for you on LinkedIn Pulse.

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THE CHANGING FACE OF GROCERY SHOPPERS – The Five Consumer Groups Defining the Grocery Market in 2016

The way in which consumers are shopping is changing in a big way. The weekly shop is on decline, and demanding consumer lifestyles are driving an increase in the number of convenience, specialist and independent formats popping up across the country. Shoppers are challenging the retail landscape hard; demanding resonate value, whether that be driven by price, quality or customer experience. So what does this mean for the retailer? And for marketers working with grocery brands, what hurdles do we face when targeting these consumer groups?

Traditional ways of defining consumer groups have become slightly outdated, and no doubt even new forms we look at today will soon become obsolete as shoppers continue to develop their buying habits and mediums of influence. Latest research by consumer lifestyle PR agency Escapade has defined the UK’s grocery shoppers into five key consumer groups that illustrate the state of retail shoppers in 2016. Read more