White Paper

In this paper, we’re on a quest to better understand what women really want from health and wellness and what makes them motivated to achieve it, going beyond what they feel they should do to understanding what they want to do.

In addition to identifying motivations across three generations of women, we find that women are open to – and are in fact seeking – brands to motivate them to be healthy and well so they can reach their goals at any life stage.

When it comes to purchase behavior, health and wellness is a factor at the point of decision, and how brands speak to women up to that point also influences their choices.

We learned that women want to live in their motivations, as well as their aspirations, and consumer product brands that engage from this angle will be more successful in building lasting connections with generations of women.