Empowered consumers are changing the game in health and wellness right now. Whether you're marketing a food, beverage, or supplement product, consumers can get information anywhere, anytime to inform the purchase decisions they want to make.
Dubbed the "age of agency" by outgoing MISTA CEO Scott May at the FoodTech ecosystem's Spring Symposium on Healthspan, consumers are taking matters into their own hands. Although brands should continue to build alliances with key opinion leaders like physicians or registered dietitians, new channels and methods are taking hold that give brands access to new markets and consumers.
A few strategic marketing approaches that forward-thinking leaders can take are:
1. Lean into clinical or claim support data to give potential users meaningful product proof. Tech startups like Radicle Science and Novi Connect are providing clinical and claim support data to inquisitive consumers via agentic search. Clinical data, in particular, will no longer be sitting behind a paywall waiting to be read only by academics or medical professionals.
2. Partner with health & wellness influencers to deliver social proof. In the social media influencer programs we've run, we recommend a few considerations:
3. Build or partner to give tracking tools to consumers who want to monitor health and lifestyle activities or improvements.
IoT wearables and devices are giving consumers engaging and personalized data and insights, often for the first time. Lean into this "age of agency" trend by creating branded or co-branded tools that help your users to track their progress on their journey to healthy longevity.