\As a health brand, it’s essential to know the audience you are targeting. While it may seem logical to target those who are highly interested in maintaining a healthy and active lifestyle, you may be surprised to hear that your message should target millennials and boomers, maybe even more than your typical health buffs.
Seriously, why should we target Millennials and Boomers?
Millennials have a reputation for being the “ changers” of our world; this group is the frontlines of why social media became so prevalent and has pushed to create social, economic, and political changes today. Older generations view them as a nuisance, but health brands should perceive them as a critical audience to market. Because of their willingness to investigate a little more than others, they are willing to push against all odds, especially their beliefs.
Mentioned below chart represents the percentage of consumers who considered themselves to be vegetarian or completely vegan in 2018.
As you can see, those under the age of 50 were more likely to be a part of the vegetarian/vegan group. But if you take a more in-depth look into the age range of the highest percentages. You see that millennials (those born between 1981 and 1996) fall within a sweet spot in the age groups. Millennials are now the caretakers of the boomer generation.
According to the chart above, the baby boomer generation is unlikely to go vegan or vegetarian. However, it does not mean they are unwilling to make changes that are advantageous for health brands. It is no secret that the older you get, the more mindful you should be of your health and diet. Which means boomers continuously look for ways to incorporate wellness into their lifestyle. They want to live long, happy lives, and with the help of their health-conscious millennial children, health and wellness brands become a solution.
What are the best ways to market to these generations?
Both age groups are already aware of the diet’s cause on health. So reiterating on an advertisement can resonate with a person within the age groups. But to capture their interest in your product or service, it is essential to appeal to your audience’s emotions. Use ads, reviews, or simple testimonies. That provides anecdotal references of how a product or service made a person’s life better.
The following examples are product testimonials found on the Core Health Products Website. The company could use the reviews from multiple customers to explain how their products made them feel, regardless of age or activity level.
I encourage health brands to investigate their audience a little more to help allocate marketing efforts in the right direction. It will not only be beneficial for your health brand and produce revenue. But it can also make an impact on the lives of many, especially those who need it the most.