Wellness is multidimensional

Throughout our research we have identified six primary wellness areas. From an individual's perspective, it includes physical, mental, intellectual and financial wellness. However, it also extends past the individual to include social connections and environmental wellness. 

Financial & intellectual wellbeing follow physical & emotional in terms of  importance to consumers

These two additional aspects of wellness are part of consumers' everyday lives, encompassing work, self-improvement and personal finances.

Not surprisingly, financial & emotional are intertwined as finances impact their emotional & mental wellness 
eCollage insight

In their own words, consumers say...

via buzzback eCollage
buzzback eCollage elicits imagery and emotional associations via interactive online collaging

Even with falling inflation, sentiment on social regarding finances and budgeting are largely negative, though nuances exist between generations

Sentiment Overview

Generations are aligned on proportion of negative sentiment, though GenZ and Millennials focus more on their personal wellbeing, while older cohorts are more concerned about government budgeting and long-term economy impact.

Conversations around finances and budgeting are up 5% from PM, increasing in mostly negative sentiment.

Emotions by Volume

Trending Topics

Many are carefully watching their disposable income to help, but fewer are feeling prepared for emergencies

In line with post-COVID dynamics of wavering brand loyalty, consumers find product value more important than brand name

Consumers are eager to learn and expand their professional skills, but there is a say/do gap

BUT they also want work-life balance

Key Takeaways

With consumers stressed and worried about their financial wellbeing, it’s important for brands to communicate their value, which is intrinsically part of a premiumization strategy.

Not sure where to start with adjusting your brand positioning? Watch our recent Brand Positioning Webinar here to learn more, or send us an email at info@buzzback.com to chat with us about more insights.