530_williams_helde_wp_active_health_lifestyle_marketing_09
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AHLUnderstanding the active healthy lifestyle Mentality
and its iMplications for Marketing
williams-helde marketing communications | 2011
active
healthy
lifestyle
introdUction: targeting people who are on the runMethodology
part 1 sUMMary: who are ahls and what fuels them?1.1 Who are ahls?
1.2 ahls across their lives
1.3 Super Influencers
1.4 Buying styles
part 2 sUMMary: connecting with ahls2.1 Media consumption
2.2 Motivation for consuming media
2.3 ahl attitudes towards advertising & brands
part 3 sUMMary: ahl audience profiles 3.1 young Movers
3.2 active parents
3.3 Booming Boomers
3.4 senior Jocks
conclusions
about Williams-helde Marketing communications
sources
fast facts
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contents
4
the challengeThe size, infl uence, and buying power of AHLs have
made them an increasingly desirable audience for many
brands. However, their unique behaviors and attitudes
create particular challenges for advertisers. How do
you target a user who is always on the run…literally?
The following study was conducted by Williams-Helde
Marketing Communications to gain a deeper
understanding of AHLs; from how they make purchase
decisions, to why they consume certain types of media, to how marketers can most effectively
and effi ciently communicate with them.
introductiontargeting people Who are alWays on the rUnWith an increasing number of reports on American obesity and laziness1, there remains a hidden
group of Americans who challenge this stereotype. They’re the “up at 5:30 a.m., run fi ve miles
and cook breakfast before you’ve even hit your fi rst snooze” Americans. The “can’t stop me on
the court,” “eat this-not-that,” “no amount of snow, sleet, or hail will stop me from getting to the
top of this mountain” Americans. They’re fi t, educated, super infl uential, and make up over 77
million power consumers in the United States.2,3 They are Active Healthy Lifestyles (AHLs).
over77
Million
MethodologyThis study was constructed with data primarily from Mediamark’s 2010 MRI Doublebase to
address three main items: 1) The attitudes and behaviors of individuals who live active, healthy
lifestyles, 2) the media consumption behaviors of individuals who live active, healthy lifestyles,
and 3) the attitudes, behaviors, and media consumption of particular AHL audience segments.
AHLs are defi ned by two criteria: being active and being healthy. For the purposes of this
study, “active” was defi ned as participating in physical exercise 2 or more times a week OR
participating in a sport in the past 12 months. “Healthy” was defi ned as trying to eat healthy and
paying attention to nutrition.
All data is signifi cant at an alpha=0.05.
the numBer of the numBer of active healthy active healthy lifestyles in lifestyles in the united statesthe united states
7
summAryWho are ahls and What fUels theM?As we sought to better understand AHLs, we looked at the characteristics that define them, as well
as their attitudes and behaviors. What surfaced was a profile of individuals who take responsibility
for their decisions and actions. This mentality encompasses all areas of their lives, from how they
manage their health, to how they make decisions, to their attitudes about brands.
While people at all life stages can be AHLs, middle aged people make up the largest group. We also discovered that motivations for being an AHL change with life stage.
There are key mentalities that are universal to all AHL demographics. There are also certain age-
specific criteria that increase the probability that an individual will be an AHL. While young people
are more active, they are less likely to eat healthy, a trend that reverses with age. We also see that
increased education and income brings an increase in active, healthy living. As AHLs age, we see
changes in motivations to be active and healthy. Typically, younger AHLs diet for fitness and weight
loss reasons, while older AHLs do it because of health conditions. Lastly, we see that, while they
may meet other Active Healthy Lifestyle criteria, those who diet and exercise solely due to health
conditions do not match the AHL mentality.
AHLs don’t just exercise. They are active in all aspects of their lives, from how they gather information about products to their social lives.
AHLs show high participation in social events in every consumer category. This is in stark contrast
to their inactive counterparts who under-indexed in all of these categories. AHLs showed the highest
participation in artistic events like live music and art shows.
AHLs are highly informed and extremely influential; however, they’re not easily influenced as they like to gather their own information.
AHLs are more knowledgeable and more influential than the average consumer. They show high
influence scores in every category examined, but scored particularly high in categories related to
active, healthy living such as sports and food.
AHLs are well informed, conscientious consumers who understand the value of quality products.
AHLs are very informed consumers who do a lot of
research before they make buying decisions. Because
of this, their decisions are not easily influenced by
advertising. They understand the value of quality and are
willing to pay for the best, after they’ve identified what
“the best” really is.
part 1
8
1.1 Who are ahls?
Active Healthy Lifestyles come in all shapes, sizes, ages, genders, and life stages. An 18-year-old
single female with no children and a 75-year-old married grandfather can both be AHLs. However,
we see key differences in motivations for being active and healthy among different groups
of individuals.
The fi rst and largest predictor of both activity level and healthy eating is age.
Looking at an index of AHLs by age (Chart 1.1.1), we see a bell curve showing the
likelihood of being an AHL peaking around ages 45–54 (64% of adults 45–54 are
AHLs). This is driven largely by the balance of physical activity and healthy eating. If
we look at active and healthy criteria independently, we see opposing trends. With
active, we see a downward sloping trend, with ages 25–34 being the most active
(78%) and ages 65+ being the least active (58%). Around ages 55–64, individuals
become more likely to be inactive than active. Conversely, healthy eating trends the opposite way,
with ages 65+ eating the healthiest (89%) and ages 18–24 eating least healthy (70%). Around ages
45–54, adults become more likely to eat healthy.
In addition to age, we see that gender plays a role
in physical activity and healthy eating. Chart 1.1.2
shows that men are more likely to be both active and healthy until around ages 45-54, where the
trend fl ips and women become more active and healthy. This is likely due to the presence and age
of children in the household, which tends to have a much greater impact on women than men. Men
show minimal variance in AHL criteria whether or not they have children, while women with young
AHL, Activity, and Healthy Index by Age (Chart 1.1.1)
18-2
425
-34
35-4
445
-54
55-6
465
+
Age
Ind
ex
AHL Active Healthy
858075
90
95
100105110
115
ahl, activity, and health By age chart 1.1.1
64%
the first and largest predictor of Both activity level
and healthy eating is age
of adults of adults 45 to 54 45 to 54 are ahlare ahls
9
children are a lot less active and healthy than those with older children. As children move out of the
house, there can be a drastic change in the amount of leisure time a mom has, and she appears to
be spending more time on herself and her health.
Education and income, which
are often correlated, are also key
indicators of AHLs. 76% of people
with college degrees are AHLs, as
opposed to 53% who only graduated
high school and 39% who did not
graduate high school. Furthermore,
77% of individuals who make more
than $200,000 a year are AHLs,
which is 11% greater than the
number who make between $75,000 and $100,000. Further, people who make between $75,000
and $100,000 are 22% more likely to be AHLs than those who make between $40,000 and $50,000.
Activity vs Health Index by Age and Gender (Chart 1.1.2)
75
80
85
90
95
100
105
110
115
120
Age 18-
24
Age 25-
34
Age 35-
44
Age 45-
54
Age 55-
64
Age 65+
Age
Ind
ex
Active Men Healthy Men Active Women Healthy Women
activity vs health indeX By age and gender chart 1.1.2
ahls are Willing to
pAy moreto BUy the Best,
But they won’t But they won’t take your take your word that your word that your product is the product is the Best, they want Best, they want you to prove it.you to prove it.
10
As people age, their motivations for active and healthy living change from fi tness and weight loss to
health conditions. This may affect the audience that a marketer targets, as well as the messaging
used for a product. A product targeted to young men should show fi tness benefi ts. The same product
targeted to young women should show weight loss benefi ts. That same product targeted to seniors
should show the benefi ts to health conditions.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Men Age 18-24
Men Age 25-34
Men Age 35-44
Men Age 45-54
Men Age 55-64
Men Age 65+
Women Age 18-24
Women Age 25-34
Women Age 35-44
Women Age 45-54
Women Age 55-64
Women Age 65+
Fitness
AH
Ls
Health Condition Weight Loss
Percent of AHLs
Digging deeper, we see that the motivations for becoming an AHL change through different life
stages. Chart 1.1.3 looks at the three key motivators for people living healthy. We see a relatively
even split between fi tness and weight loss. However, we see that health conditions become a larger
motivator for healthy living as people get older. This is somewhat intuitive, as older people are more
likely to have various health conditions and concerns. We see slight variances between women and
men. Where men’s motivations skew more toward fi tness, women’s skew more toward weight loss,
particularly at a young age. Lastly, while they may meet the AHL criteria, individuals who diet and
exercise solely due to health conditions do not match the AHL mentality. This is likely because the
AHL behaviors they exhibit are not by choice.
ahl women and men reasons for healthy dietchart 1.1.3
implications for marketers
11
Whether considering brand positioning, messaging,
or media, marketers should think beyond active and
healthy and consider aligning with the social lifestyle
and mentality of AHLs as well.
1.2 ahls across their lives
Being active and healthy are not just things that AHLs do, they’re things that AHLs are. A deeper
look into the activities of AHLs shows that these behaviors transcend health and fi tness and expand
across all areas of AHLs’ lives. AHLs are signifi cantly more likely to participate in social activities than
their non-AHL counterparts. AHLs are 261% more likely to attend a music performance, 201% more
likely to go out to bars or go dancing, 195% more likely to entertain friends or relatives at home, and
153% more likely to participate in a club or organization.
AHLs are signifi cantly more likely to consume active media, like the internet, compared to passive
media like TV. They are more socially active online as well. When compared to non-AHLs, AHLs are
15% more likely to participate in some form of social media; and specifi cally 41% more likely to use
Facebook. Media behaviors and attitudes will be discussed in greater detail in Part 2.
AHL vs Non-AHL Index for Social Event Participation (Chart 1.2.1)
Ind
ex
AHL 137 124 123 139 131 133 121 129 127 122 124 122 133 138 112 119 122
Non-AHL 43 63 64 40 52 49 67 55 59 67 64 67 49 42 82 71 67
CountryMusic
Perform.
RockMusic
Perform.
ClassicalMusic
Perform.
OtherMusic
Perform.
DancePerform.
Bar/Night Club
Beach DancingDining
OutKaraoke Live
TheaterMuseum Movie Club/
OrganizationSporting
Event
EntertainFriends or Relatives at Home
ArtGallery
30
50
70
90
110
130
150
ahl vs non-ahl indeX for social event participationchart 1.2.1
implications for marketers
12
1.3 sUper inflUencers
Active Healthy Lifestyles are highly infl uential consumers. AHLs over-index for infl uence on virtually
every category from electronics, to news, to fashion, to food. Not surprisingly, AHLs are most
infl uential on product categories related to being active or healthy. Topping the list is Healthy
Lifestyle, with 89% of AHLs considered super infl uencers, Physical Fitness (88%), Dieting (86%) and
Environmentally-Friendly Products (85%). Also near the top of the list we see business categories
(Business Travel, Finance/Investments), Fashion (Shoes,
Clothes, Other), and other leisure and lifestyle categories
such as Wine, Vacation Travel, and Cooking.
AHLs are infl uential for two reasons. First, AHLs are
highly informed consumers. Other consumers recognize
this and look to AHLs for information on the products
they’re interested in. Secondly, AHLs are healthy, fi t, socially active, and infl uential. Who wouldn’t
want to be these things? Many non-AHLs aspire to the lifestyles of AHLs, and thus are infl uenced,
through aspiration, by the decisions that AHLs make.
ahls indeX highly for influence on virtually every category from electronics, to news, to fashion, to food
13
50 55 60 65 70 75 80 85 90 95 100
Soft DrinksVideo Games
Other VehiclesAutomotive Products
HuntingNewspapers
MoviesOther Entertainment
Other Alcoholic BeveragesFishingSnacks
AutomobilesTV Shows
InternetMobile/Cell Phones
MusicHome Electronics
Cleaning ProductsComputers
New Food ItemsRadioBeer
New TechnologySports
PetsGrocery Shopping
ShoppingProducts For Babies or Children
Fashion: OtherSporting Equipment
CookingRestaurants
Home RemodelingParenting
CoffeeMagazines
Prescription DrugsHousehold Furnishings
Fashion: ClothesPhotography
Fashion: ShoesEducation
GardeningBeautyBooksNews
Interior DecoratingPolitics
HealthcareVacation Travel
Real EstateBusiness
WineFinance/Investment
InsuranceBusiness Travel
Environmentally-Friendly ProductsDieting
Physical FitnessHealthy Lifestyle
Cat
ego
ries
Percent
AHLs are super infl uential consumers. Marketers not in active or healthy categories should consider targeting
AHLs to leverage their category infl uence, particularly if their product can be aligned with an AHL vertical.
Marketers can also leverage the active healthy lifestyle aspirations of individuals who are not AHLs.
implications for marketers
super influencial ahlschart 1.3.1
14
1.4 BUying styles
When looking at Buying Style Segments, there are two
categories that AHLs fall into: Buyers of the Best, and
Conscientious Consumers. Over 77% of AHLs say they’re
Buyers of the Best and 66% say they’re Conscientious
Consumers. On the fl ip side, AHLs are neither Penny-
Pinchers, Habitualized Havers, or Swayable Shopaholics
(although further segmentation does show some AHLs in
these categories at certain life stages). These behaviors
are consistent with the AHL mentality, which would
suggest that they make decisions based on information
they’ve gathered and not on a gut reaction or a whim.
Further exploration shows more insights into AHLs’
attitudes towards purchases and brands. Consistent with
their buying styles, AHLs like to gather information before
buying and buy high quality goods, stating that they buy
based on quality, not price. They reiterate that they aren’t
swayed by what is ‘hot,’ in style, or convenient. While
brand may not be the sole decider of which product they
buy, it is an important piece of the information gathering
process for AHLs. If they’ve researched or used a brand’s
product before and perceive it as high quality, they
extrapolate that sentiment to other products of that brand.
In fact, 63% of AHLs say they’re willing to pay slightly more
for a product made by a brand they trust.
AHL Buying Style Index (Chart 1.4.1)
80
90
100
110
120
130
Penny
-Pin
cher
s
Consc
ient
ious
Consu
mer
s
Buyer
s of
the
Best
Habitu
alize
d Hav
ers
Swayab
le
Shopa
holic
s
Buying Style
Ind
ex
Buyers of the Best
conscientious consumers
23%NO
77%YES
34%NO
66%YES
23%NO
77%YES
34%NO
66%YES
ahl Buying style indeXchart 1.4.1
15
80 85 90 95 100 105 110 115
80 85 90 95 100 105 110 115
I think shopping isa great way to relax
I like to shop aroundbefore making a purchase
I buy based on quality, not price
Price is more importantto me than brand names
I am influenced by what’shot and what’s not
A celebrity endorsement may influenceme to consider or buy a product
I am willing to give up convenience in returnfor a product that is environmentally safe
I buy brands that reflect my style
I tend to make impulse purchases
I always check the ingredients and nutritionalcontent of food products before I buy them
My children have a significantimpact on the brands I choose
I would pay extra for a product that isconsistent with the image I want to convey
If a product is made by a company I trust,I'll buy it even if it is slightly more expensive
I am willing to pay more for a productthat is environmentally safe
Brand name is the best indication of quality
Bu
yin
g A
ttit
ud
es
Index
AHLs are information seekers and informed consumers. Brands marketing to AHLs should seek to provide
them with information that allows them to make their own informed decisions about products. Marketers
should also focus on building a strong brand, as it can lead to strong brand loyalty. AHLs are willing to pay
more to buy the best, but they won’t take your word that your product is the best, they want you to prove it.
implications for marketers
Buying attitudeschart 1.4.2
17
summAryconnecting With ahls “Active” is truly a lifestyle for AHLs. Beyond their personal behaviors and attitudes, this principle
applies to their media consumption. AHLs consume more active types of media, such as the
internet, and less passive media, like TV. Interestingly, this trend is the opposite of their non-active
counterparts. We see other stark differences in motivations to consume media and attitudes towards
advertising between AHLs and non-AHLs.
AHLs’ media consumption is almost the polar opposite of non-AHLs, with AHLs
consuming more active media like the internet and less passive media like TV.
Topping the media list for AHLs is the internet, followed by other active media
like magazines and outdoor, not surprising for people always on the go. TV
falls to the bottom of the media consumption index for AHLs. If we compare
non-AHLs to AHLs, we see the exact opposite: TV tops the list while the
internet, magazines, and outdoor are at the bottom.
Not only does their media consumption differ, but AHLs motivation
for consuming various types of media differs from that of non-AHLs.
Beyond the differences in consumption of media, the motivation for consuming different types
of media is reflective of an AHL’s lifestyle as well. AHLs like to seek out their own information via
magazines and the internet. On the flip side, non-AHLs gather their information passively through
mediums like TV and radio. AHLs view these passive mediums as relaxation tools, not as sources
of information.
AHLs want to do their own research before investing in a product,
and they have mixed attitudes towards advertising.
The desire to learn and seek out information affects AHLs’ attitudes towards advertising. At the end
of the day, they have a relatively positive attitude towards advertising as a whole, likely due to the
fact that they don’t view advertising as an informational authority. For this, they rely on themselves
to seek out information on products and brands. The end result is that if they have a bad brand
experience, it’s due to poor research or use on their part, not because an ad was inappropriate
or misleading.
part 2
18
2.1 Media consUMption
When looking at media consumption, there are some stark differences between AHLs and
non-AHLs. AHLs tend to view much more active types of media, with 67% of AHLs indexing as
heavy internet users and 65% as heavy magazine consumers. 65% of AHLs also indexed high for
outdoor media consumption, not surprising for an audience that’s always on the go. Conversely,
they view a lot less passive media like TV. Non-AHLs are exactly
opposite, indexing well for TV but poorly for more active media.
Because we typically see younger generations having higher
adoption of digital media, it might not be a stretch to assume
that, because there are more young AHLs than older AHLs, we’d
see this kind of division. Further exploration shows that media
consumption does shift towards more passive media with age,
but this media consumption pattern is present for AHLs of all
ages. Even at 65+, AHLs are 102% more likely to consume
internet media and 8% less likely to watch TV than non-AHLs. As we see that active behaviors
penetrate all facets of AHLs’ lives, it is no surprise to see the same with their media consumption.
AHL vs. Non-AHL Media Usage Index (Chart 2.1)
80
85
90
95
100
105
110
115
AHL Non-AHL
Ind
ex
Magazine
Newspaper
Radio
TV
Outdoor
Primetime TV
Internet
This information suggests that marketers trying to target AHLs should look to the internet, magazines,
outdoor media, and emerging platforms such as mobile and tablets that are used by individuals who
are actively consuming media. While TV under-indexes, there is still a healthy percent of AHLs who
consume TV. However, their motivations are different, thus messaging should be too.
implications for marketers
ahl vs non-ahl media usage indeX chart 2.1.1
ahls are
104%More likely
to Be heavy to Be heavy internet users internet users than non-ahlthan non-ahls
19
2.2 Motivation for consUMing Media
Although we see that active media greatly out-indexes passive media for AHLs, it is important
to note that 47% of AHLs still index as heavy TV consumers. The implication is not that marketers
should ignore TV when trying to connect with AHLs, but that we must assess AHLs motivations
in consuming various types of media
to better understand how to speak to
them on these different channels.
We see that active media, like the
internet, are used much more for
information gathering and inspiration
than passive media, like TV and
radio, which are used primarily for
relaxation. The internet is considered an
information tool 67% more of the time
than TV, while TV is used for relaxation
243% more than the internet. The
internet was used 40% more than TV for inspiration, yet 34% less than magazines, which are used
for information, inspiration, and relaxation. Newspapers were used primarily to gather information and
the radio was used primarily to relax.AHL vs. Non-AHL Media Consumption Motivation (Chart 2.2)
75
80
85
90
95
100
105
110
115
120
125
TV
Radio
Mag
azin
es
Newsp
aper
Inte
rnet
Media
Ind
ex
Relaxation Only
Inspiration Only
Information Only
Relaxation & Inspiration
Relaxation & Information
Information & Inspiration
Three-in-one
AHL vs. Non-AHL Media Consumption Motivation (Chart 2.2)
75
80
85
90
95
100
105
110
115
120
125
TV
Radio
Mag
azin
es
Newsp
aper
Inte
rnet
Media
Ind
ex
Relaxation Only
Inspiration Only
Information Only
Relaxation & Inspiration
Relaxation & Information
Information & Inspiration
Three-in-one
ahl media usage indeX chart 2.2.1
We see that
ActiVemediA,
like the internet
are used much more for are used much more for information gathering information gathering and inspiration than and inspiration than passive media, like tv and passive media, like tv and radio, which are used radio, which are used primarily for relaXationprimarily for relaXation
20
2.3 ahl attitUdes toWards advertising & Brands
Active Healthy Lifestyles’ attitudes towards advertising and brands are consistent with the notion
that they like to do their own product research as opposed to being infl uenced by third parties.
They do not believe that brands that are advertised are better than those that are not, and often fi nd
advertising annoying
and manipulative.
They are looking for
information, not for
someone to tell them
what to think.
Their attitudes towards
advertising have
interesting implications
for their feelings about
brands. In a sense, they are blind to advertising messaging because they rely so heavily on their
own information to make product decisions. They take advertising “for what it is.” The fact that they
don’t “take the brand’s word for it” when choosing a product impacts their brand experiences. If
an AHL has a bad brand experience, they are much less likely to blame it on the brand and more
likely to blame it on themselves. For example, if a running shoe doesn’t work well, it’s because “I
have high arches,” or because “I have a wide stance,” not because it is a bad product. If the AHL
made an educated, informed decision that the product was good before they bought it, than the
poor experience must not be blamed on the product. That does not mean, however, that they won’t
remember the problem the next time they see that brand in a product consideration set.
implications for marketers
Marketers should use media consumption motivations when crafting brand messaging for each
channel. Because the internet is used primarily for gathering information, it is a great place to put
product information and details about the brand. TV, used primarily for relaxation, would be a great
place to push non-product and non-technical brand messaging. TV, along with the internet and
magazines, are great places for inspirational brand campaigns. While magazines index well for
information, inspiration, and relaxation, marketers shouldn’t read this as a free-for-all to put whatever
messages they want into magazines. Magazines are thick with editorial content and professional
reviews—the kind of content that AHLs use for information gathering. If marketers are looking to
place ads, they should look more to branding content. If they’re looking to seed information, they
should look into content integration.
ahls are looking for are looking for
inFormAtioninFormAtionnot for not for someone to someone to tell them what tell them what to think.to think.
21
implications for marketers
AHLs are looking for information, not to be told what to think. When determining messaging,
marketers should make sure they’re providing what AHLs are looking for. Also, a bad product
experience can be turned into a good brand experience if the brand can help alleviate the AHLs’
mistake, even though “it wasn’t the brand’s fault.”
ahl attitudes towards advertisingchart 2.3AHL Attitudes Towards Advertising (Chart 2.3)
45.00
50.00
55.00
60.00
65.00
70.00
Completelydisagree
Completelyagree
Attitude
Per
cen
t of A
HL
s
Advertising helps keep me up-to-date about products and services that I need or would like to have
Too many products do not perform as well as the ads claim
Advertising is more manipulative than it is informative
Much of advertising is way too annoying
I like to look at advertising
On average, brands that are advertised are better in quality than brands that are not advertised
Advertising helps keep me up-to-date about products and services that I need or would like to have
Too many products do not perform as well as the ads claim
Advertising is more manipulative than it is informative
A lot of advertising is way too annoying
I like to look at advertising
On average, brands that are advertised are betterin quality than brands that are not advertised
23
summAryahl aUdience profilesAHLs exist at every life stage. That’s not to say that “a rose is a rose is a rose.” There are some
key differences between groups of AHLs. The final frontier in exploring the AHL audience is to
understand these differences and the impact they have on marketing to these individuals.
In breaking down AHLs, one of the biggest differentiators is life stage. The definition of life stage
can vary greatly, so we have broken it down into four simple groups: Young Movers, Active Parents,
Booming Boomers, and Senior Jocks.
Young Movers
Typically 18–35, Young Movers have low to moderate incomes, are either single or recently hitched,
and are childless. This is a socially active group that enjoys all physical activities, although members
of this demographic are much more likely to work out than to eat healthy.
Active Parents
Active Parents are typically 25–55, married or divorced, with a moderate income, and have at least
one child in the household. The addition of a spouse and children means much less leisure time. This
leads to an increase in multitasking, meaning more physical activities are focused around social and
recreational activities with friends, spouses, and kids. Active Parents are also slightly more health
conscious than their younger AHL counterparts.
Booming Boomers
Booming Boomers typically range from 45–65, are
married or divorced, with a moderate to high income,
and have children who are no longer at home or
nearing an age when they’re likely to move out. Without
the kids, the resurgence in independence means
more “me time” for these young-at-heart actives. Their
physical activity revolves around health and fun, either
aerobic exercise or recreational sports. There is an
increase in casual sporting like fishing and golf, as well
as an increased attention to health and diet.
Senior Jocks
Senior Jocks are typically 65+, married, divorced, or widowed, have adult children, and maybe even
grandchildren. Their physical activities revolve around health and leisure, mostly aerobic exercising
and casual sports.
While life stage proves to be a big indicator for attitudes and behaviors, AHLs of all life stages share
some unique attributes, particularly the view that “active” isn’t an adjective, it’s a lifestyle.
part 3
24
At the earliest stage in our spectrum, we have Young Movers. Young Movers are typically 18–35 years old with low to moderate incomes. They’re either single, engaged, or recently married and do not have children.
young movers who are they?
Age Range 18–35
Income Low–Moderate
Marital Status Single, Engaged, or Recently Married
Children No
Key Activities Competitive Sports (football, basketball, soccer), Extreme Sports (backpacking, rock climbing, snowboarding), Yoga
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LifestyleYoung Movers are highly active individuals. They tend to be drawn to physical activities of all types, but especially to competitive and extreme sports. Their lack of children allows them a lot of free time for activities. As a result, they exhibit highly social behaviors. They are less concerned about diet than older AHLs. They are also more likely to be infl uenced by friends and advertising than older AHLs. Their motivations for dieting are primarily fi tness and weight loss.
Men vs WomenYoung women are 6.39% more likely to be AHLs than young men. This was largely driven by the healthy eating habits of this group of women and the poor eating habits of the men. Men were 71.37% more active than women when looking at active criteria alone. Conversely, women were 44.77% more likely to eat healthy when looking exclusively at healthy criteria. While both men and women Young Movers indexed well for most AHL activities, we see
men indexing highest for competitive physical activities where women were more likely to participate in aerobic physical activities.
Media BehaviorsYoung Movers are super consumers when it comes to media. They are incredibly tech savvy and show exceptionally high use of the internet and new technology.
were 44.77% more likelyto eat healthy than men
Women
implications for marketersYoung Movers, like other younger audiences, are incredibly tech savvy and spend a lot of time online and engaging with emerging technologies. Marketers looking to reach Young Movers should seek to do so on digital platforms. They work out for fi tness and weight loss reasons, so messaging should resonate with these motivations.
were 71.37% more active than women
men
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Health Conscious Diet
Socially Active
infl
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Infl uenced by Advertising
Super Infl uencer
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TV
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Online
Outdoor
Buy
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Penny Pinchers
Conscientious Consumers
Buyers of the Best
Habitual Havers
Swayable Shopaholics
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active parents who are they?
Our second group of AHLs are Active Parents. Active Parents are typically 25–55 years old with moderate incomes. They’re typically married with children.
Age Range 25–55
Income Moderate
Marital Status Married or Divorced
Children Yes
Key Activities Social & Recreational (basketball, soccer, softball, bicycling, jogging)
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LifestyleActive Parents’ lives and activities are highly affected by their children. AHLs with children typically have signifi cantly less leisure time, hence they are super multitaskers. They’re less social than their Young Mover peers. Active Parents’ physical activities become paired with social activities, whether it’s playing pick-up soccer with coworkers or working out with a friend. They are not easily infl uenced by peers or advertising and are considered highly infl uential. With more disposable income, they like to buy the best products for themselves and their children.
Men vs WomenMen and women are equally likely to be AHLs during parenthood. The largest difference is how their behaviors shift with the age of their children. Men are typically less impacted by the age of their children than women. Women, commonly the primary caretakers, become more active and healthy as their children grow up, likely due to an increase in leisure time as their children become more independent.
Media BehaviorsActive Parents are heavy internet users. They also see a lot of outdoor advertising, more than any other group. Their TV usage is low compared to other media types.
implications for marketersActive Parents’ behaviors are refl ective of their roles as parents. They have less leisure time and are appreciative of things that help them multitask and save time, considerations when determining product messaging. Marketers should also consider the strong connection that Active Parents have between physical and social activities.
active parents’
pHysicALactivities
Become paired Become paired with social with social activitiesactivities
ac
tiv
itie
s Overall Activity
Health Conscious Diet
Socially Active
infl
uen
ce
Infl uenced by Advertising
Super Infl uencer
med
ia
co
nsu
mpt
ion
TV
Radio
Online
Outdoor
Buy
ing
sty
les
Penny Pinchers
Conscientious Consumers
Buyers of the Best
Habitual Havers
Swayable Shopaholics
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Booming Boomers who are they?
Booming Boomers are typically 45–65 years old with moderate to high incomes. They typically have kids who have moved out of the house.
Age Range 45–65
Income Moderate–High
Marital Status Married or Divorced
Children Yes; Out of the home
Key Activities Aerobic & Recreational (bicycling, basketball, canoeing, skiing, golfi ng, hiking, target shooting)
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LifestyleAfter many years with kids in the household, Booming Boomers fi nally have some “me time.” They put some of their newfound leisure time into their own well-being, focusing on aerobic and recreational physical activities. Health becomes an increasing concern and motivation for both exercise and healthy eating. They have a moderate to high level of disposable income, yet are very conscientious shoppers.
Men vs WomenAround the Booming Boomer stage, there is a fundamental shift in activity and healthy eating between men and women. Before this stage, men are both more active and healthier than women. Around this stage, women become both healthier and more active. Again, this is likely due to the increase in leisure time that women have with children now out of the household.
Media BehaviorsBooming Boomers show a signifi cant level of TV consumption, with approximately 61% of the audience indexed as heavy TV viewers. They are also the fi rst group to index well for print, with over 56% being heavy print users. That said, they still show strong internet usage, with 49% indexed as heavy users.
implications for marketersBooming Boomers are a health-concerned group with newly found time to work out and eat healthy, and the income to invest in doing so. They are also the fi rst group that shows heavy use of traditional media outlets, in addition to the use of digital media. Marketers should consider all media when trying to reach this audience.
with children out of the house, these ahls put some of their
newfound leisure time into their own well-Being.
me time.
ac
tiv
itie
s Overall Activity
Health Conscious Diet
Socially Active
infl
uen
ce
Infl uenced by Advertising
Super Infl uencer
med
ia
co
nsu
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TV
Radio
Online
Outdoor
Buy
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sty
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Penny Pinchers
Conscientious Consumers
Buyers of the Best
Habitual Havers
Swayable Shopaholics
30
senior Jocks who are they?
Senior Jocks are typically 65+ years old with a moderate income, as they are likely retired. They typically are (or have been) married, have kids who have moved out of the house, and perhaps even grandkids.
Age Range 65+
Income Moderate
Marital Status Married, Divorced, or Widowed
Children Yes; Out of the home; Grandchildren
Key Activities Leisure (walking, bicycling, golfi ng, cross-country skiing)
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LifestyleSenior Jocks have reached an age where health conditions play a role in their everyday lives. Many of their activities and diet decisions revolve around their health. Their physical activities have slowed down to more leisurely activities like walking or golf.
Men vs WomenBoth senior men and women show strong healthy behaviors as they get older, men at 86% and women at 90%. Their activity levels slip with age, women slightly more than men, with 66% of men and 52% of women being active.
Media BehaviorsSenior Jocks consume much more passive media than active media; however, they still show higher use of active media than their non-AHL counterparts. Their internet use shows only 26% indexing as heavy internet users. Their TV usage is strong, with 67% being heavy users; and they’re the fi rst audience to index high for newspaper consumption, with 70% being regular newspaper readers.
implications for marketersSenior Jocks show a large shift in media consumption, leaning much more towards TV and newspaper than any other type of media. Their motivations for working out also shift heavily towards health reasons.
Many of the
ActiVitiesand decisions
of senior Jocks of senior Jocks revolve around revolve around their health.their health.
ac
tiv
itie
s Overall Activity
Health Conscious Diet
Socially Active
infl
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Infl uenced by Advertising
Super Infl uencer
med
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TV
Radio
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Outdoor
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Penny Pinchers
Conscientious Consumers
Buyers of the Best
Habitual Havers
Swayable Shopaholics
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concLusionsOne of the most important aspects of marketing has always been the need to slip into the role of
consumer psychologist: To understand the interplay between an individual’s environment, thoughts,
moods, body, and behaviors. It’s these pillars, and
the connection between them that have driven the
research behind this paper.
The key to the AHL mindset is responsibility. These
individuals are willing to take full responsibility
for their decisions, their health, their actions and
the outcomes of their experiences. Their belief in
personal accountability is expressed through their
behavior: Actively gathering information before making
decisions; waking up early to prepare healthy meals
and work out; and living active social lives to stay
balanced and happy. And in turn, it’s these positive
behaviors that lead to them being highly infl uential with
other consumers.
What marketers must understand is that AHLs don’t want to be told what to think. They want to seek
out brand and product information and make their own decisions. As marketers, we must remember
not to try to manipulate or persuade AHLs, but provide them with the right information to show them
why our products are better, why they’re worth the extra money, or why they’re worth the drive to the
store. Brands who reach their audiences in this way, like AHLs, will remain at the front of the pack for
years to come.
Key Findings
Part 1: Who are AHLs and what fuels them?
1.1 Who are AHLs?
•ThereareAHLsateveryageandlifestage,buttheypeakataround45–54.
•Thereisaninverserelationshipbetweenactivityandhealthyeating,withyoungerpeoplebeing
more active and less healthy, and older people being less active and more healthy.
•Aspeopleage,theirmotivationsfordietingshiftfromfitnessandweightlosstohealth.
1.2 AHLs across their lives
•AHLsareactiveandhealthyinallareasoftheirlife,especiallyintheirsociallives.
1.3 Super Infl uencers
•AHLsareextremelyinfluentialacrossvirtuallyallconsumercategories,butparticularlyin
categories relative to physical activity or health, like sports and food.
•AHLsliketomakedecisionsbasedontheirowngatheredinformationandaren’ttypically
swayed by third parties, whether they be peers or advertisers.
Environment
Thoughts
Mood
Behavior
Body
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1.4 Buying styles
•AHLsliketogatherinformationandmakewell-informedpurchases.
•Theyaren’ttiedexclusivelytospecificbrandsbuttheyareloyaltobrandsthathave
proven themselves.
•QualityismoreimportantthanpricetoAHLs.
Part 2: Connect with AHLs
2.1 AHLs don’t consume media like their counterparts
•AHLsindexhighforconsumptionofactivemedialikeinternetandmagazinesandlowfor
passive media like TV and radio (in stark contrast to non-AHLs, whose media consumption
behaviors are the opposite).
2.2 Motivations for consuming media are different from their counterparts
•AHLsuseactivemedialiketheinternetforinformationgatheringandinspiration.
•AHLsusepassivemedialikeTVprimarilyforrelaxation.
•Magazineswereusedforinformation,inspiration,andrelaxationbyAHLs.
2.3 Attitudes towards advertising & brands
•AHLsdonotthinkofadvertisingasaninformationsource,butuseittokeepupon
new products.
•AHLsarenotlikelytobeswayedbyadvertisingandoftenfinditmisleadingandannoying.
young movers
active parents
Booming Boomers
senior Jocks
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Health Conscious Diet
Socially Active
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Influenced by Advertising
Super Influencer
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TV
Radio
Online
Outdoor
Buy
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Penny Pinchers
Conscientious Consumers
Buyers of the Best
Habitual Havers
Swayable Shopaholics
34
Appendix
aBoUt WilliaMs-helde Marketing coMMUnicationsWilliams-Helde is all about building harmonious relationships, with clients, brands, and consumers.
We work well as a roster agency or AOR for clients with an active lifestyle message. We provide the
inspiration and perspiration to build brands, create communities, and drive sales.
You’ll love working with us.
Contacts
Marc Williams, President Steven Clough, Media Director
711 Sixth Ave North 711 Sixth Ave North
Seattle, WA 98109 Seattle, WA 98109
p: (206) 285-1940 p: (206) 285-1940
e: [email protected] e: [email protected]
w: williams-helde.com w: williams-helde.com
Cite this paper
Clough, S (2011). Active Healthy Lifestyles. Williams-Helde Marketing Communications.
soUrces1 Stone, E (2010). Fat and Fatter: The World’s 10 Fattest Countries 2010. GlobalPost.
http://www.globalpost.com/dispatch/health/101118/fat-and-fatter-worlds-10-fattest-countries
2 (2010) Major Economic Indicators 2010. Bureau of Labor Statistics.
3 Sondik, E, Medans, J, & Gentleman, J (2010). Summary Health Statistics for U.S. Adults: National
Health Interview Survey, 2009. Center for Disease Control and U.S. Department of Health &
Human Services.
4 (2010). World Health Statistics 2010. World Health Organization, Department of Health Statistics &
Informatics of the Information, and Evidence & Research Cluster.
5 Van Dusen, A & Ferrey, P (2008). World’s Healthiest Countries. Forbes.com LLC.
http://www.forbes.com/2008/04/07/health-world-countries-forbeslife-cx_avd_0408health.html
6 (2010). 2010 Doublebase GfK MRI. Gfk Mediamark Research & Intelligence, LLC.
7 Bodhaine, S (2009). U.S. Consumer Health & Wellness Segmentation. The Futures Company.
35
fast facts•Thereareover77millionAHLsintheUnitedStates.
•AHLspeakaroundage45-54;64%ofadults45-54areAHLs.
•75%ofadultsage25-34areactive;58%ofadults65+areactive.
•89%ofadultsage65+eathealthy;70%ofadults18-24eathealthy.
•66%ofpeoplewithcollegedegreesareAHLs;53%ofpeoplewithonlyhighschooldegreesareAHLs;39%of those who did not graduate high school are AHLs.
•77%ofindividualsmaking$200,000ayearareAHLs,11%morethanthosewhomakebetween$75,000and $100,000.
•Peoplewhomakebetween$75,000and$100,000ayearare22%morelikelytobeAHLsthanthosemakingbetween $40,000 and $50,000 and 47% more likely than those making between $20,000 and $30,000.
•AHLsare261%morelikelytoattendalivemusicperformance,201%morelikelytogoouttobarsorgodancing, 195% more likely to entertain friends or relatives at home, and 153% more likely to participate in a club or organization than non-AHLs.
•AHLsare15%morelikelytoparticipateinsomeformofsocialmedia,and41%morelikelytouseFacebookthan non-AHLs.
•89%ofAHLsareSuperInfluencersaboutHealthyLifestyles,88%aboutPhysicalFitness,86%aboutDieting,and 85% about Environmentally-Friendly Products.
•Over77%ofAHLssaytheybuythebestand66%saythey’reconscientiousconsumers.
•63%ofAHLssaythey’rewillingtopayslightlymoreforaproductthatismadebyabrandtheytrust.
•67%ofAHLsindexasheavyinternetusers,65%indexasheavyconsumersofmagazinesandoutdoormedia.
•At65+,AHLsare102%morelikelytoconsumeinternetmediaand8%lesslikelytowatchTVthannon-AHLs.
•47%ofAHLsindexasheavyTVconsumers.
•AHLsconsidertheinternetaninformationtool67%morethanTV;TVisusedforrelaxation243%morethan the internet.
•AHLsusedtheinternet40%morethanTVand34%lessthanmagazinesforinspiration.
•Youngwomenare6.39%morelikelytobeAHLsthanyoungmen(18-35);menofthisageare71.37%moreactive than women and women were 44.77% more likely to eat healthy than men.
•61%ofBoomingBoomersindexasheavyTVusers,56%asheavyprintusers,and49%asheavyinternetusers.
•86%ofseniormenand90%ofseniorwomeneathealthy;66%ofseniormenand52%ofseniorwomenareactive.
•67%ofSeniorJocksindexasheavyTVusers;70%indexasheavynewspaperconsumers.