"Our 2013 findings are consistent with the growing importance of health in America -- if not yet as a daily routine then certainly as a primary goal for three out of four consumers," said Mike Weisman, president of the Values Institute at DGWB. "More than ever, health is the new prestige barometer -- meaning that most Americans would rather be called healthy than wealthy.
"Certainly, this trend will have major implications for marketers and retailers looking to sway consumer opinion in 2013 and beyond."
The Values Institute at DGWB is a division of Santa Ana-based DGWB Advertising & Communications. The agency's Balanced Healthy practice teamed up with Iconoculture in early 2011 to study the behavior of the 76 percent of Americans who actively take steps to maintain or improve their health. A total of 2,800 adults ages 18 and above participated in the national online study rating personal values and health actions. This undertaking led to the creation by DGWB and Iconoculture of six new healthy consumer segments that are based on shared values rather than traditional usage and demographics.
"By looking at shared values instead of the more traditional metrics, we're able to connect people at a deeper level on the basis of their common emotional and philosophical beliefs about health and wellness," said Mark Weinfeld, director of The Values Institute. "The study gives us a unique vantage point to accurately identify, follow and predict consumer trends."
For details, go to the Values Institute at DGWB website at http://www.thevaluesinstitute.org/.
About The Values Institute at DGWB
The Values Institute at DGWB is a social science research entity housed at Southern California's DGWB Advertising & Communications. The Values Institute grew out of the agency's more than two decades of work helping Fortune 500 clients and nonprofits build long-term relationships with their constituents based on shared values and socially responsible behavior. Founded by DGWB President Mike Weisman, the Institute is led by an advisory board of leaders at academic, nonprofit and for-profit organizations involved in values-based marketing and social entrepreneurialism. For information, contact Mike Weisman directly at (714) 881-2300.
Follow Values Institute at DGWB:
(714) 881-2341 office
(949) 233-0984 mobile
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