The Wellness Consumer Is Motivated By Fear. Please Discuss.


Yesterday we discussed how, if we accept that Shame and Fear are the biggest motivators of consumer behaviour, then maybe the Wellness industry has been built on Fear.

I think that warrants a little deeper consideration.


Because we Wellness people tend to be a positive lot. We don’t want to be seen as negative. And Fear is a negative emotion.

So, if our consumers are motivated by Fear, but we are looking at everything through rose-coloured glasses…are we missing the mark?

Are we missing the mark in terms of our messaging?

More importantly, are we missing the mark in terms of the products and services that we are creating for our consumers?

Your thoughts?

#wellness #consumerbehaviour #askingquestions