Can your brand become part of your consumers’ routines?
As wellbeing marketers, we genuinely want our consumers to improve their wellbeing—we just hope they’ll make our brands a part of their lives in doing so. But how do we influence consumer behaviour? I’m working on a column for Strategy about how our homes have become hubs for almost all of our activities during the pandemic and how, as marketers, we can be invited inside (virtually of course).
Once we’re inside, how do we stay there? By becoming a regular part of our consumers’ daily lives and routines. So in this issue, we’re digging into how behaviours become habits and how brands can become a part of that process.
Wellbeing from around the web
We know that lots of Canadians are baking bread during the pandemic, but a new report shares how food literacy has changed since last March. While Canadians are learning new recipes and growing their own food, most still don’t know how to meal plan or manage their snacks. Plus, top influencers of food decisions during the pandemic are internet searches and friends and family. Pre-pandemic, health professionals ranked second, now they’re seventh, followed by Canada’s Food Guide.
The takeaway: Want your nutrition brand’s voice heard? Creating relevant, fact-based content online is the best way to reach your audience right now.
The past year has brought many struggles to the forefront of people’s minds, including racism and mental health. Frida Mom brings the trials of postpartum life, specifically breastfeeding, into the spotlight with their new Golden Globes ad.
Last year, the company’s ad featuring a new mom struggling with hospital grade postpartum underwear and giant pads while sitting on the toilet, was banned from airing because it was too graphic for ABC. Celebrities and consumers alike rallied their support for the realism in the ad. This year, to ensure their new ad was picked up, Frida Mom created a 30-second, edited version of their original ad without bare nipples and NBC approved it.
The takeaway: While many previously glossed over issues are being brought to light, some people aren’t quite ready for the bare-all truth. Creating different versions of your message for different audiences is a great way to connect with consumers on their comfort level.
It seems like everyone is talking about the habits we’ve formed during the last year in and out of pandemic lockdowns. There are at least 15 new books about habits available for pre-order on Indigo and most major news publications have published articles about new or bad pandemic habits.
We’ve applied the steps to making a new habit stick to marketing and wellbeing brands. Find out how to build your brand into your consumers’ lives.
Share MarketWell with fellow wellbeing marketers and we’ll make a donation to the Canadian Mental Health Association (CMHA).
As the nationwide leader and champion for mental health, CMHA facilitates access to the resources people require to maintain and improve mental health. The work they are doing is even more important now, than ever.
To your wellbeing,
Founder and President
Felicity [Inspiring Communications]