So often in the health and wellness industry, marketeers zoom in to immediately target and cater to the core of the wellness world. There's something more exciting, more authentic, more real about having your brand or store or service resonate with the core. It seems to say your product, whatever it may be, is the real thing, as compared to the mass market maelstrom out on the periphery. We at The Hartman Group have seen this phenomenon over and over. True, this may be a noble goal, but is it a smart one? Capturing the core wellness consumer is the holy grail of the wellness world. This mythical quest often leads to disappointment as the core segment makes up only 13% of the US population, while the mid-level is at a whopping 62%. But the reasons for targeting the mid-level are far more important than mere market size. In the past this wellness subsegment has been stuck between the bookends of the periphery and core-two much more easily defined groups. Its own definition, then, became merely a comparison to either end of the spectrum. In this issue of N|sight, we try to provide you with a clearer definition of who and what this 62% is and why they should be a wellness marketing mainstay.
| 