approach / mentor branding

What Do Consumers Expect From Health Brands?

Health brands have traditionally been differentiated based on functional or experience benefits. Increasingly, consumers want health brands to do more – to provide value-added information, to inspire and to advocate for customer interests.

A recent Meyocks consumer survey yielded insights on these expectations about these elements, which we collectively refer to as “mentor branding.”

Provide Value-added Information

An overwhelming majority of consumers (91%) believe that health brands should provide value-added information with 65% saying they should provide information on how to get the most out of the product or service. Consumers also said health brands should provide tools to help them make better product or service choices (57%), education around topics related to the brand’s product or service (52%), and information on different ways to use a product or service (52%).

Consumers said that health brands should offer

Inspire Customers to Take Action

More than three-quarters of consumers (78%) also want health brands to inspire them. Specifically, 54% said brands should inspire customers to be better in their life including being healthier, more financially sound, and more organized. To a lesser extent, consumers said health brands should inspire them to help others (31%), play stronger roles in their families (28%), be more involved in environmental issues (29%), and be more involved in local or national politics (19%).

Advocate for Issues Important to Customers

A strong majority of respondents (70%) said that health brands should advocate on their behalf. Advocacy involving the environment (39%) and local charitable organizations (36%) were seen as most desirable for health brands. Fewer consumers said brands should advocate for awareness of social issues (32%), national charitable organizations (30%), public policy changes (19%), and specific occupations or professions of its primary customers (15%).

Over half of respondents (53%) believe that health brands should take a stand on issues important to them and their customers. For some consumers, a brand’s advocacy influences their purchase decision, with 40% saying they would stop buying a health brand that does not align with their beliefs.

What Should Health Brands Do?

The survey results show that consumers want health brands to provide value-added information, inspire them to be better, and advocate for policies and initiatives important to them.

Learn more about how health brands can use mentor branding strategies as a way to be even more relevant to your customers.

Contact Us