“Regardless of age, 74% of women are motivated to be healthy,” so says Kathy Oneto, VP, brand strategy of Anthem Worldwide’s San Francisco office.
Anthem’s newest Health and Wellness study, which contrasts women’s motivations with the expectations they may feel, finds that “the attitude of today’s woman about health and wellness is that they would rather live according to their internal motivations and not to external expectations,” Oneto said.
The study of three generations of women examined what women really want from health and wellness and what makes them motivated to achieve it, getting beyond what she feels she should do to understanding what she wants to do.
“Women are open to—and are in fact seeking—brands to motivate them to be healthy and well so they can reach their goals at any life stage,” Oneto added. “The brands that speak to this desire authentically have an opportunity to build lasting connections with generations of women.”
Oneto will speak for the second year in a row at the 9th Annual M2W: Marketing To Women Conference, held April 15 - 17, 2013, at the Chicago Cultural Center, where she will address how brand marketers can speak more powerfully to women about health and wellness in a way that is consistent with their goals and self-identity, as well as their desire to follow their own motivations, whether they are millennials, Generation X or baby boomers.
Part of the brand development practice of Schawk, Inc., Anthem Worldwide's integrated global network provides innovative solutions to articulate, unify and manage brand impact to create compelling and consistent brand experiences.