Wanting to live simply healthily and sustainably is an intuitive and natural philosophy of life. It prizes balance and ease. It is practiced by people who want to live a life that rewards their efforts but doesn’t burn them out. In other words they are seeking wellbeing.
This isn’t the view of a privileged minority. It’s a mainstream way of dealing with a world that offers everything except enough time, money or attention. It’s embedded in their expectations and behaviours as customers. But even though it is common now to be customer-focused, few marketers really tap into customer wellbeing.
Our New Report
How mainstream is this form of wellbeing? In our new Simple Healthy Sustainable report, we reveal that more than two-thirds of people [68%] say that they are focused on living ‘simply healthily and sustainably’.
This doesn’t mean they’re all dieting and exercising. The concept of wellbeing has grown past its original boundaries of health and fitness. That was wellness. By contrast, wellbeing includes everyday topics like success and safety, mental toughness and conviviality. It covers issues like bullying, isolation and busyness.
So what difference does the pursuit of wellbeing make to a person’s life? Do these people have a more positive outlook? Are they actually happier? Do they assess their situation more favourably?
In our report we compared respondents’ wellbeing profile with questions respondents they had answered [earlier in the survey]. These cover their personal mood, their view of New Zealand’s direction and their rating of their personal financial situation.
The People Who Have It All
We took all this evidence of wellbeing and identified the people who have it all. They combine a focus on living simply healthily and sustainably, with a high mood score, positive financial indicators, and a belief that NZ is heading in the right direction. This Have It All group accounts for 26% of all wellbeing seekers.
If there were any doubt, our research shows that financial stability does have a positive effect on wellbeing. When we explored further, we found people who were prospering or who had good future prospects often stood out from the crowd within the group of wellbeing seekers.
But more than money, the elements that define the Have It All people reflect their social capital – the mix of personal resources and social relationships that equates to money in the bank. They often have degrees and they feel well-paid and socially adept. They typically believe their employer cares about their welfare. Finally, they are disproportionately middle class.
And yet they focus on living simply healthily and sustainably. No frills [well except for the overseas trip half of them took in the last 12 months]. It’s a comfortable kind of simplicity, as you’d expect among those who ‘have it all’.
The interesting question for businesses and organisations is: can you tap into that social energy and help the rest of your customers to do that too? According to our research many of them [68%] are already on the pathway. If it naturally leads to greater wellbeing, wouldn’t it be beneficial to help them along?