How marketers can capitalise on the longevity trend
You’ve probably seen it in your Netflix recommendations. Live to 100: Secrets of the Blue Zones has captured the attention of people across the world.
This isn’t surprising given our obsession with health and wellness, and the emerging trend of ‘longevity lifestyles’ that sees people awakening to the possibility of living longer, healthier lives.
Beattie Green, an associate director at Sayers Brand Momentum, explains how marketers have an opportunity to promote healthy habits and ultimately help consumers unlock long lives, while also building brand and driving sales.
Blue Zones, a term coined by Dan Buettner, a National Geographic explorer and host of Live to 100, are regions in the world where people live long and vibrant lives; where reaching 100 years old is pretty common.
To put this into perspective, the average life expectancy in Australia is 83 years.
A 2022 study of 11,000 American adults found that around 70% want to live to 100, but only if they are staying healthy, engaged, and purposeful. So, the goal is to help people to maintain control and eliminate or reduce physical and cognitive decline as they age.
‘Live to 100’ investigates five unique Blue Zones: Sardinia, Italy; Okinawa; Loma Linda, California; Ikaria, Greece; and Nicoya, Costa Rica.
Four common denominators of lifestyles in Blue Zones are identified:
- Moving naturally. Making movement a natural part of your day by working with your hands, gardening, or walking, as opposed to actively ‘exercising’.
- Having a positive outlook. Taking time to unwind, actively participating in faith-based communities, and having a clear purpose in life.
- Eating wisely. Following a plant-based diet, occasionally drinking wine (or other treats), and avoiding mindless overeating.
- Fostering connection. This is identified as the most important ingredient in the longevity formula. Putting family first and spending frequent quality time together, fostering a strong romantic partnership, and finding friends who keep you focused on doing the right things (and avoiding the wrong ones).
The reality is, brand and marketing play a powerful role in helping or hindering our plight toward wellbeing and longevity.
Live to 100 investigates one of the root causes of obesity in the US.
An oversupply of food from 1980-2000 meant that companies needed people to eat more, resulting in larger portion sizes as well as product formulations and marketing activities that were designed to encourage overeating.
As marketers, we know the power of effective advertising and communications in prompting consumers to do, buy or feel certain things. However, this is evidence of marketing working against us as we try to live healthier lives.
In the documentary we also learn of some places that have, or are losing, their Blue Zone status with the introduction of fast-food chains, and adoption of other negative behaviours reflective of modern societies.
Brands that offer and promote the opposite of what is required to maximise longevity are having an immediate, negative impact. In 1999, Okinawa was known for producing the longest lived, healthiest people of humankind. Now it has the highest rate of obesity compared to any other area in Japan. The most obvious thing prompting this change? Fast food and modern brands.
The good news…
Brand and marketing can also help society at large operate more like people and communities in Blue Zones, and there is also evidence to suggest this will drive sales. Australia is the 10th largest wellness market globally, worth US$84.4 billion.
As more people turn to self-care and prevention outside of traditional medical facilities, and the movement toward longevity continues, the market size and share of wallet should also continue to grow.
Buettner suggests the key to encouraging healthier choices that are aligned with the Blue Zone lifestyle factors is changing our environment. This includes the messaging we see and opportunities we have access to. Ensuring the healthy choice is the easy choice.
There are several learnings that all marketers, not just those in the health and wellness sector, can leverage to maximise cut through and impact of messaging related to wellbeing and longevity:
Demonstrating how your brand is good for their wallet and their health:
Particularly with rising costs of living, there is an opportunity for brands to demonstrate that engagement with their products or services can help reduce living and healthcare costs in the short and long term. Government policy also plays an important role in supporting consumers to make healthier, more cost-effective choices.
Live to 100 demonstrates how this approach has been effective in Singapore where, for example, healthy foods are subsidised, owning and driving a car is heavily taxed with the money used to develop a subway and walkway systems and programs are in place where residents earn points for participating in healthy behaviours that can be redeemed at local restaurants. Qantas offer a similar program via Qantas Wellbeing where customers receive frequent flyer points for cycling to work, walking the dog, or sleeping well.
Another example is South African insurance company Discovery who developed a program called Vitality. The program incentivises members to improve their health through gym memberships, discounted healthy foods, and the achievement of personal health goals, and then rewards members through lowered annual premiums, free travel, and other perks.
The result is a structural transformation of insurance that unlocks notable economic value. Benefits are created for the member (more years of healthy life), the insurer (reduced claims over time), and society (healthier, more productive citizens). Vitality members generate up to 30% lower hospitalisation costs and live from 13 to 21 years longer than the rest of the insured population.
Connecting people to your brand, and those around them:
Blue Zone residents are heavily influenced by their social networks. They adopt the behaviors and norms of their peers and spread their knowledge to others. This creates a positive feedback loop that reinforces longevity and wellbeing.
Marketers can use social proof and word-of-mouth to increase their brand’s credibility and visibility related to wellbeing and longevity, and encourage customers to share their experiences and recommendations with others. Marketers should create communities or platforms where their customers can physically interact with each other and the brand, and provide them with additional information and support. This should also have a positive impact on engagement and loyalty.
Lululemon do this particularly well. The brand host free yoga classes and events at their stores and online where customers meet like-minded people. They also have a membership program called the ‘Sweat Collective’ that connects fitness professionals and enthusiasts with each other as well as providing product discounts, invites to events and the ability to shape future product.
Consistently aligning to relevant, positive values:
Live to 100 highlights values and aspirations of people in Blue Zones that many people across the world also share such as purpose, community, faith, joy, and balance. Despite holding these values, many people living outside of Blue Zones suffer from poor physical and mental health due to participation in misaligned behaviours. Marketers can help people remain focused on what’s important by demonstrating how their products or services improve quality of life by using messaging that leans into key values of core and aspirational target markets.
Patagonia is a brand that does this well, creating a loyal and ethical customer base that shares its values and beliefs. Past campaigns have encouraged customers to embrace anti-consumerism by buying less, repairing more, and recycling their products.
They have also used marketing to raise awareness and funds for various value aligned charities. Stories of customers who are passionate about the outdoors and the environment are also often featured, with the intention of inspiring customers to explore nature, protect the planet, and join social movements.
Using authentic stories and outcomes as evidence:
Live to 100 features stories of centenarians and their families, as well as expert insights. These stories capture viewers’ attention and emotion. Marketers should consider similar storytelling techniques to showcase products or services that support longevity in a way that is engaging, authentic, and relatable. Pairing this with scientifically proven, fact-based information to help consumers understand short- and long-term health benefits should also increase the impact of messaging.
An example of this is Aussie vitamins and supplements brand JS Health who have exploded in Australia and recently entered the UK and US. JS Health lean heavily into the sharing of hundreds of success stories on their website and social channels, paired with robust scientific research into the ingredients and dosages used.
Beattie Green is an associate director at Sayers Brand Momentum
