DGWB has been following consumer trends as a matter of process since our inception 23 years ago. Probably the most prominent trend we have seen in the last decade has been the significant desire for consumers to live a healthier more balanced life. America’s infatuation with living, eating and feeling healthy is a culmination of three independent trends:
  • The aging Boomers paying for their “rock and roll” lifestyle of the previous decades
  • A global acknowledgement of the need to incorporate sustainable practices into our lives
  • The return to pragmatism following the age of overconsumption of the pre-recession economy
Welcome to the new face of affluence
Not only has health become a primary internal driver of personal values and motivations for Americans, it has also become a currency for “cool.” Being healthy is an enviable state. Ever notice that only one letter separates health from wealth? No longer limited to income, assets or material goods, increasingly consumer wealth is being assessed by the new measure of health and wellness. A survey conducted by Opinion Research Corporation found that 91% of consumers would rather be talked about as someone who is “healthy” versus “wealthy.” It is now one of the primary factors of socio-economic status as defined by Iconoculture.

An exclusive, deeper look into the BalancedHealthy consumer

A May 2011 study by the CMO Council sponsored by Deloitte and Openet, noted that the #1 step marketing executives are taking to maximize the impact/value of their marketing is to improve customer segmentation and targeting. Yes, gaining better consumer insight surpassed the needs to better utilize social media, improving lead generation and even upgrading their marketing staff. This gave us the inspiration to provide a values-based consumer segmentation of the BalancedHealthy consumer. 

We work with an internationally-renowned consumer trend watching and behavioral research company, Iconoculture. The Values Institute at DGWB and Iconoculture joined forces to develop a custom proprietary research study to segment the different personas among health and balance-driven American consumers. The study divides the general public into the 76% that fall into BalancedHealthy categories versus 24% that we call The Disengaged. It then breaks the BalancedHealthy universe into six unique and distinct segments. What makes this segmentation different is that the groups are defined by human values and lifestyle choices rather than demographic and socio-economic statistics. And, unlike most studies that sit in a binder on a shelf after they are completed, our BalancedHealthy Segmentation will continue to be current and updated with new, segment-relevant observations, trends and points of view published daily by DGWB’s team of strategists. 

The Values Institute at DGWB
The mission of the Values Institute is to explore the science of values and the influential role they play in attracting and binding relationships – both personal and corporate. In our ongoing quest to inspire values-driven corporate culture, we have created a powerful panel of research products to help guide companies through the process of aligning values internally, as well as with customers. The BalancedHealthy Lifestyle segmentation is joined by the Annual Trust Pulse study that identifies through social science, the most trusted brands in Orange County, the employee Trust Pulse survey and the Trust Pulse profiles as research products published by The Values Institute at DGWB. 


If you would like to learn more about this values-based segmentation study, contact Mark Weinfeld at 714-881-2360.