Tips for improving your health and wellness marketing in 2022

People are hungry for information that can help them lead healthier lives. Last year, Yahoo published an average of over 4,000 pieces of health and wellness content per month, from tips to actionable approaches to expert perspectives and health stories from real people. According to a recent analysis, this content averaged 77 million monthly views during 2021.

In that same analysis, we found that 69% of people have re-evaluated what it means to be healthy and many now include a range of topics as part of their definition of wellness. And 77% say there’s more to healthy living than food and exercise and that the pandemic has motivated them to pay more attention to improving their mental health, sleep and other aspects of their lives.2 Health and wellness brands striving to stand out in a competitive market need to acknowledge these updated perceptions in their messaging and strategy. Here’s some more data to help you achieve healthy connections with people.

A period of physical and mental health challenges
Many people experienced negative changes to their health during the pandemic. According to a recent survey with Toluna, 56% of people said they experienced a decline in their emotional wellness since the pandemic began.3 And 3 in 4 respondents said they’re paying more attention to their mental health due to the pandemic.4

Body image has also become a greater focal point for many people over the last two years. We found that 52% of those surveyed reported gaining weight, and 48% said they experienced an overall decline in their physical wellness since the onset of the pandemic.5 And 46% of people surveyed said they are more concerned about their physical appearance than before the pandemic.6

percent of respondents paying attention to mental health

People are committed and enthusiastic about improving their health 
As challenging as things have been, there is good news. We found that 94% of respondents reported setting one or more health goals this year.7 Not surprisingly, more exercise, healthier eating and reducing stress top the list of goals. On average, those surveyed cited three health goals, and additional focus areas included sleep, more time outside, cooking, limiting screen time, and more.8 Plus, 50% of respondents said they wanted to shop more at stores with better selections of organic products, and they’re willing to pay a premium for organic.9

likely health goals in 2022

Digital content and technology inspire people to improve 
Online content and technology have become a seamless component of healthy routines. Our survey found that 47% planed to use a wearable device in the next three months to track their health activities.10 And, health sites and apps ranked just below family and friends as top sources for gathering health and wellness information.11

sources used to get health information

Connect with health-minded audiences
Looking for healthy growth? Look to Yahoo. Health-motivated people visit us at various stages of their journey to wellness. The Yahoo DSP and sponsorship of Yahoo content enable you to reach the right audiences at scale at the right moments. 

Contact one of our friendly sales representatives for more information about activating your next campaign. Here’s to your health.

1 Yahoo, Page view data, past 12 months through March 2022.

2-9 Yahoo/Toluna, Survey, December 2021.

10, 11 Yahoo/Toluna, Survey, February 2022.

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