Everyone knows the importance of saving money, eating well, and taking care of your health. There are so many books, blogs, and campaigns on this theme that they start to blur together. Enter our client, with a health-focused mission of motivating an entire generation to get a head start on preparing for their future. Their organization recognized a clear opportunity to be a thought leader for this generation and an ally on their life journey.
We conducted qualitative sessions with consumers, another series with employees, and a quantitative survey with segments of the target generation to better understand their priorities. Our client learned to make a clear connection between physical health and financial health, which participants said are equally important. We also learned that this demographic is far more optimistic about their future than expected, a finding that launched a tracking poll to monitor this generation’s attitudes.