New 2022 Whole Living Consumer Database Report

whole living 2022 report cover

126 pages of the Institute’s research, study supported, providing current consumer insights with data and analysis, including charts, graphs, and illustrations!

Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across one company BRAND/location.

Price: $15,000  Order Report

Introduction to the Institute’s Whole Living Project

Natural Marketing Institute® is pleased to publish its 2022 Whole Living Consumer Database Report. The Institute’s Whole Living Study is based on a new and unique way to explore health and wellness. It is based on the premise that 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.  According to Steve French, COO of Research America, Inc., “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 Whole Living Consumer Study determined that while some aspects of consumers’ lives appear to be on track, others are not in a state of balance. As organizations look for insights to drive growth, they need to explore how their initiatives impact all of the dimensions.

Some example findings include:

  • Almost half of all American consumers are very satisfied that their life is in a balanced state
  • Only 1 in 4 are very satisfied with living an environmentally-friendly and sustainable lifestyle
  • Half of consumers are often confused by the changing information on what they are supposed to do to live a healthy lifestyle
  • However, over the past 10 years, significantly more consumers indicate they live a more satisfying life by having fewer material possessions
  • And even in these trying times, almost three out of four consumers feel very positive and hopeful about the future

This report covers the following 6 Dimensions of Wellness and the opportunities which exist around them..

  1. Financial: Concern over one’s financial future is having detrimental effects across a broad spectrum of health issues, identifying  opportunities for assistance tools
  2. 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
  3. 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
  4. 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
  5. Environmental; Consumers across all generations are embracing environmental responsibility and sustainability and making the connection between planetary and personal health
  6. Emotional (P&M): 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

Table of Contents

Summary Methodology

Other Database Descriptions

Definitions of Groups

Whole Living Overview

Whole Living Overview

Natural Marketing Institute's 6 Dimensions of Wellness (graphic)

Whole Living Introduction

Key Elements

Ratings of Satisfaction of Life Balance

Ratings of 6 Dimensions by Life Balance Groups

Point Allocation of Importance of 6 Dimensions

Unmet Needs among Lifestyle Factors

Unmet Needs among Generations

Derived Importance Quadrant of Lifestyle Factors

Areas of Opportunity Explanation

Fears of Aging

Reasons for Health Maintenance

Natural Marketing Institute's Whole Living Segmentation

Whole Living Segment Overview

Whole Living Segment Lifestyle Definers

Point Allocation of Importance of 6 Dimensions among Segments

Rating of Satisfaction with Life Balance by Segment

Snapshot of Segment Defining Attitudes

Segment Marketing Definitions

Demographic Summary of the Segments

overview
blank
seg

Financial Dimension

Financial Dimension Definition 

Snapshot of Financial Dimension Findings

Importance - Satisfaction Gaps for Financial Health

Ability to Meet Financial Obligations after Retirement

Financial Situation Since COVID-19

Repercussions of Economic Uncertainty

Uncertainty of Financial Retirement Needs

Concerns about Ability to Retire

Financial Preparedness

Health Implications of Financial Unpreparedness

Financial Implications of a Major Illness

Importance of Time vs. Money

Impact of Materialism on Life Satisfaction

finn

Social Dimension

Social Dimension Definition 

Snapshot of Social Dimension Findings

Importance - Satisfaction Gaps for Having People to Socialize With

Satisfaction with Quality of Community and Family Life

Existence of Social Support Network

Social Support Network among Satisfaction Groups

Impact of the Pandemic on Socializing

Impact of the Pandemic on Starting a Family

Pet Ownership

Perceptions of Racial Equality and Social Justice

Perceptions of Current State of Racial Equality

Perceptions of Current State of Social Justice

Interest in Corporate Support of Social Issues

Interest in Corporate Support of Social Issues by Ethnicity

Impact of Corporate Social Responsibility on Purchase

Lack of Corporate Social Responsibility on Purchase

social

Physical Dimension

Physical Dimension Definition

Snapshot of Physical Dimension Findings

Importance - Satisfaction of Physical Health

Personal Health Management

Ratings of Overall Health

Trended Ratings of Health by Generation

Ratings of Overall Health by Life Balance Groups

Aging Effects on Ability to Care for Oneself

Condition Management

Growth of Condition Management

Condition Management by Gender

Importance of Gut Health

Concern for Condition Prevention

Condition Management Through Nutrition

Importance - Satisfaction of Eating a Nutritious Diet

Barriers to Living Healthy

Importance - Satisfaction of Getting Enough Exercise

Cigarette and Alcohol Use

Interest in Alternative Care Options

Interest in Alternative Care Advice by Physician

Use of Telemedicine

Challenges of Caregiving

Interest in At-Home Services

health

Technological Dimension

Technological Dimension Definition

Snapshot of Technological Dimension Findings

Importance - Satisfaction of Understanding and Keeping Up with Technology

Interest in Health Technology by Generations

Interest in Health Technology by Ethnicity

Use of Telemedicine

Use of Telemedicine by Condition Managers

Use of Technology for Grocery Shopping

Influence of Social Media on Product Purchase

tech

Environment Dimension

Environment Dimension Definition

Snapshot of Environment Dimension Findings

Importance - Satisfaction of Living an Environmentally-Friendly & Sustainable Lifestyle

Impact of COVID-19 on Environmental Conviction

Perceived Responsibility for Environmental Protection

Participation in Environmental Behaviors

Importance of Corporate Sustainable Initiatives

Importance of Corporate Cause Support on Purchase

Interest in Specific Corporate Initiatives

Impact of Retailer Sustainability Initiatives on Likelihood to Shop

Growth in Impact of Corporate Mindfulness on Trial and Loyalty

Connection of Personal and Planetary Health

Concern Regarding Chemical Connection to Disease

Environmental Impact of Lowered Human Activity During Pandemic

Impact of Lack of Environmental Responsibility on Purchase

ENVIRO

Purpose & Meaning Dimension

Purpose & Meaning Dimension Definition

Snapshot of Purpose and Meaning Findings

Importance - Satisfaction of Emotional Health

Impact of the Pandemic on Emotional Well-Being

Impact of the Pandemic on Specific Emotional States

Methods of Maintaining Health

Consumers Quotes on How They Maintain Their Health

Impact of Stress on Condition Management

Stress and Energy Levels Trended

Self Descriptors by Generation

Attitudes Regarding Helping Others

Donating Behavior

Volunteerism Across Demographic Groups

Interest in Creating Change for the Better

Future Outlook by Demographic Groups

Future Outlook Across Satisfied Groups vs. Unsatisfied Groups

purpose

The Institute's Whole Living consumer segmentation identifies six distinct segments within the U.S. adult population

segs

Definitions of Consumer Groups Within the Report

GP = General Population U.S. Adults

iGen – born 1998 to 2001 (Ages 18-23)

Millennials  – born 1977 to 1997 (Ages 24-44)

Young Millennials –   born 1991 to 1997  (Ages 24-30)

Older Millennials – born 1977 to 1990 (Ages 31-44)

Gen X – born 1965 to 1976 (Ages 45-56)

Boomers – born 1946 to 1964 (Ages 57-75)

Matures – born 1900- to 1945 (Ages 76+)

Heart Disease Mgr – consumers who are managing heart disease

Arthritis/Joint Mgr – consumers who are managing arthritis or joint issues

Immunity Mgr – consumers who are managing/treating cold/flu or need to boost immunity

Lack of Energy Mgr – consumers who are managing/treating lack of energy/fatigue

Sleep Mgr – consumers who are currently managing/treating sleeplessness/sleep disorders

Stress/Anxiety Mgr – consumers who are currently managing/treating stress/anxiety

Caregivers - consumers indicating they currently provide medical/managed care assistance or non-medical assistance for an aging loved one

Consumers on target with their financial retirement plan - consumers who completely/somewhat agree that they are on target with their financial plan for retirement

Consumers not on target with their financial retirement plan - consumers who completely/somewhat disagree that they are on target with their financial plan for retirement

Satisfied with financial health - Consumers indicating they are very/somewhat satisfied with their financial health

Unsatisfied with financial health - Consumers indicating they are not very/not at all satisfied with their financial health

High Sat with life balance - Score of 8-10 on a 10 pt. scale where consumers rate their satisfaction that their life is in the most balanced state that it could be

Mid Satisfaction - Score of 5-7 on a 10 pt. scale where consumers rate their satisfaction that their life is in the most balanced state that it could be

Low Sat with life balance – Score of 1-4 on a 10 pt. scale where consumers rate their satisfaction that their life is in the most balanced state that it could be

Discover Whole Living Topics Which Can Be Leveraged for Your Business – The Institute’s Whole Living Project: Summary Methodology

Scope:

  • Quantitative study trended since 2005
  • 2,500+ U.S. adult sample (general population)*
  • Balanced to U.S. Census data across key demographics
  • Statistically significant at the 95% confidence level to +/- 1.8%
  • Conducted via online research methodology

* An additional 2,000+ Census-balanced sample of African Americans, Hispanic Americans, and Asian Americans was also included

other_databases_used
scope
closer wl