Brands are creating rewards programs centered around consumer health
Trend - While many brands reward consumers for purchases made, a number of brands are creating rewards systems that motivate consumers to lead active lifestyles to earn prizes. Such programs affiliate these brands with the consumer’s journey towards developing a healthy lifestyle. These rewards highlight how brands are being proactive in supporting the self-betterment of consumers to build long-term brand equity.
Insight - Today's urban consumer is highly motivated by self-improvement in many forms, whether it's professional goals, fitness and health goals, or personal development. However, with so many balls in the air, it can be difficult for many to stay motivated in their various goals. Thus, consumers turn to brands that offer them rewards and motivation to stay help them stay on-track.
Insight - Today's urban consumer is highly motivated by self-improvement in many forms, whether it's professional goals, fitness and health goals, or personal development. However, with so many balls in the air, it can be difficult for many to stay motivated in their various goals. Thus, consumers turn to brands that offer them rewards and motivation to stay help them stay on-track.
Workshop Question - Consider how your brand could play a role in the self-improvement of your customers.
Trend Themes
1. Wellness Rewards Programs - Brands are creating rewards programs centered around consumer health to support their self-betterment and build long-term brand equity.
2. Walking and Fitness Apps - Walking and fitness apps that function as social fitness programs, encourage users to partake in weekly challenges against friends and win prizes for boosting their step count.
3. Resolution-focused Promotions - Promotions and in-app challenges that help consumers practice healthier eating habits by offering incentives and rewards for purchases that support wellness goals.
Industry Implications
1. Health and Wellness Brands - Companies in this industry can benefit from creating rewards programs and loyalty apps that reinforce healthy habits consumers can adopt for long-term benefits to their well-being.
2. Fitness and Exercise Industry - Companies in this industry can benefit from creating fitness apps and platforms that provide social and interactive features to motivate users with challenges and prizes.
3. Retail and Food Industry - Companies in this industry can benefit from offering promotions and incentives that encourage consumers to make healthier choices when purchasing or consuming products.
