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Being gender-aware in health and wellness advertising

Recent Nielsen research showed that Australian men have increased their interest in their health and wellbeing, and changed their relationship to food and beverages.

“When it comes to health and wellness advertising, there is an opportunity for marketers to better engage with their audience by being more gender-aware in their messages. Traditionally, health and wellness ads have targeted women, but over the past five years the number of Australian men who say they prioritise physical fitness has increased by 17%, and so has their desire for a balanced lifestyle (+16%). 

Men show a keen interest in being clued-up about their health and wellbeing with 39% of men aged over 40 actively seeking advice and recommendations. Advertisers in this space could connect with this group by gearing their advertising toward the key media they consume – across both digital and print. In May 2019, 5.5 million men visited health, fitness and nutrition sites, up 15% when compared with last year, while 2.1 million have read a men’s or men’s health magazine in the past 12 months.”

Read the full article here.

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