Growth Distillery points to Australia’s new health reality – maintenance not makeovers
Cantwell: Transformation narrative is broken
News Corp’s research house The Growth Distillery has released a new report indicating that Australians are focusing on maintaining their health rather than seeking transformation. The study suggests that happiness has become the primary health goal, surpassing weight loss.
The announcement:
The Growth Distillery today released The New Australian Health Narrative, revealing Australians are prioritising maintenance over transformation. The research shows 57% are now content with their health status quo, with happiness (54%) overtaking weight loss (39%) as the nation’s number one health goal. For marketers, this fundamental shift means ‘new you’ narratives are no longer driving engagement but creating friction.
The Growth Distillery’s Brand and Content Manager, Felicity Cantwell, said: “The transformation narrative is broken. Australians want brands that help them maintain consistency, not promise radical overhauls. Success for brands will come from designing for real life: time-poor, cost-conscious consumers leading their own health journey and measuring success by how they feel, not how they look.”
