Jun 19, 20232 min read

Understanding Consumers - The Key to Effective Communications

In preparation for the next LFX Live event on July 6th I have been watching the 'leisure' sector and how it campaigns to get more people active.

There is currently a big focus on story telling (which I love) with a real emphasis on individuals of varying ages and their personal health and fitness journeys.

Then there's 'pivot to health' which is being championed by the likes of Andy King, John Oxley and Mark Tweedie and has turned a considerable number of heads in the sector.

But what about consumers, what do they think and what do they want from us?

Things to think about

Does a twenty year-old think about their health and wellbeing or is joining a gym a status thing? Are they concerned about their cardio-vascular health or how good their body looks from various angles when taking a selfie? Perhaps we should ask, because whilst those of us in our fifties are thinking more about our health what about those who aren't?

When I was in my early twenties I never event thought about my longer-term health, instead I trained every day to try and look as good as I could.

This is why I felt it was time for us to listen to the thoughts of experts to help us understand the complexities of decision-making. After all, why wouldn't we want to improve the way we understand consumers and communicate with them?

So for our event on July 6th I have brought together a group of thought-leaders to look at consumer behaviour.