AHLUnderstanding the active healthy lifestyle Mentality

and its iMplications for Marketing

williams-helde marketing communications | 2011

active

healthy

lifestyle

711 Sixth Ave North | Seattle, WA 98109

206.285.1940 | williams-helde.com

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

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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

25

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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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

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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

Print

Online

Outdoor

Buy

ing

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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)

29

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

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Infl uenced by Advertising

Super Infl uencer

med

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TV

Radio

Print

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

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s Overall Activity

Health Conscious Diet

Socially Active

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Infl uenced by Advertising

Super Infl uencer

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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

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Print

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: slf@williams-helde.com e: stevenc@williams-helde.com

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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.

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