In a digital-first world, wellness customer advocacy is gained by empowering people to live their best life on their terms.
Hero Digital is proud to announce the Digital Wellness Truth & Beauty Index. This wellness customer insights report is designed to accelerate digital transformation for leading wellness brands by uncovering what matters most to today’s customers.
During this unprecedented time, digital fitness, wearable, and weight management brands are growing rapidly. People across every generation are taking control of their mental and physical health using new, transformational tools. They’re also seeking greater control over their time and attention, regardless of their age.
To succeed, leading brands must enhance people’s lives through digital experiences that make a meaningful impact. This begins with understanding what today’s wellness customers value most.
Using Hero Digital’s proprietary framework, you’re able to see the hidden attributes that drive both brand choice and brand advocacy, so that you can place your customers at the center of your digital strategy.
Key wellness customer insights
- 40% of the top brand advocacy driving attributes are related to transformation
- 50% of the top brand advocacy driving attributes are emotionally driven
- Brand trust is the #1 attribute driving advocacy for both Millennials and Gen X wellness customers
This report highlights important takeaways from four generations—Gen Z, Millennial, Gen X, and Boomers. Each generation has unique customer experience priorities, defined by what consumers say is important when choosing a brand and what people feel is important when recommending a brand.
Brand advocacy data by generation
Top customer experience attributes driving brand advocacy:
- 40% of Gen Z consumers rank empowerment and disruption as top customer experience attributes when recommending a brand.
- 20% of Millennials rank empathy and principles as top customer experience attributes when recommending a brand.
- 50% of Gen X consumers rank empowerment and disruption as top customer experience attributes when recommending a brand.
- 30% of Boomers rank price and stature as top customer experience attributes when recommending a brand.
The Wellness Truth & Beauty Index measured the performance of seven established wellness brands against the industry average to understand how different companies stack up against the competition.
Some brands stand above the pack. For example:
- Apple Watch scored a 14% higher likelihood to consider
Hero Digital’s inaugural Truth & Beauty Index surveyed 3,000+ customers across 52 brands in consumer goods, financial services, wellness, and healthcare. The index’s framework identifies the attributes that are most likely to drive both customer choice and brand advocacy while providing a framework for successful digital transformation.