Whole Living Market Research
WHOLE LIVING INSIGHTS SPAN ALL GENERATIONS
With the Natural Marketing Institute's Whole Living Market Reserach Segmentation
The Institute's Whole Living Multicultural Segmentation Model Delivering full spectrum insights
Natural Marketing Institute provides in-depth market research insights into consumer purchasing as it relates to Whole Living – redefining Health & Wellness into a new construct.
As multicultural consumers search for satisfaction, happiness, and balance in their lives, it is important to understand that dynamic process. Each multicultural group is not a monolith; key differences in behaviors among each group determine their approach to the decisions they make daily.
The Whole Living segmentation methodology has been applied to 3 multicultural groups, Asian Americans, Black Americans, and Hispanic Americans. These 18 segments provide insights into the interconnectedness of several factors that define each group more granularly. As a result, businesses can make informed decisions and seize opportunities using an authentic approach.
The Whole Living Consumer Study is based on the ongoing process of becoming aware of and making choices toward a healthy and fulfilling life. Wellness is more than being free from illness. It is a dynamic process of change and growth – an interconnected state of complete physical, mental, and social well-being – not merely the absence of health issues or medical conditions.
The construct for the study is based on 6 Dimensions of Wellness and the symbiotic relationship of emotional, physical, technological, financial, environmental, and social health. In essence, as consumers become more aware that their health is dependent on the health of all dimensions, they will be prepared for their lifelong journey in pursuit of satisfaction, happiness, and balance
The 6 Dimensions of Wellness and the opportunities which exist around them are as follows:
Financial: Concern over one’s financial future is having detrimental effects across a broad spectrum of health issues, identifying opportunities for assistance tools
Social: As consumers travel a wellness path, they become more aware of their importance in society, as well as the impact they have on multiple connection points
Physical: The physical benefits of looking good and feeling good, most often lead to the psychological benefits of enhanced self-esteem, self-control, determination, and a sense of direction
Technological: The more a consumer understands about their personal health, the more empowered they will be to improve upon it, and technology amplifies their understanding
Environmental: Consumers across all generations are embracing environmental responsibility and sustainability and making the connection between planetary and personal health
Purpose & Meaning: Managing their life in personally rewarding ways and taking responsibility for their actions will help consumers to see life as an exciting, mindful, and hopeful adventure
NMI's whole living market research segmentation allows you to quantify the segments on actual purchase behavior such as:
- Category and brands purchased, including trial and repeat purchasing and brand switching patterns
- Retail channels and retailers shopped, including key measures of shopping frequency and basket ring
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