HTK SEEKTrend Research and Insights Shaping Behavior in America

At HTK, we believe real value is generated through breakthrough ideas fueled by understanding the evolving consumer mindset. We’re offering you our trend research to fuel your own insights.

Understanding Trends

What is a trend?

A trend is a large movement or direction that is happening to influence consumers and industries.

Larger movements, or macro trends, tell a story about what is happening across America, and where American behavior is headed.

When we understand the factors changing consumers’ perspectives, we are able to speak to them authentically, and proactively help shape behavior.

The importance of macro trends.Macro trends, large movements that represent shifts in American behavior, help to: Provide a broad layer of evidence-based

knowledge that defines how consumers are evolving.

Deliver new perspectives about the healthcare category by applying insights from related markets or industries.

Allow brands to proactively plan for and manage change.

HTK SEEK trend methodology.1. UNDERSTAND

“WHAT”2. CONNECT THE

“WHY”3. INNOVATE ON

“HOW” Articulate the

evolution of the healthcare category.

Study behaviors in other sectors impacting the healthcare consumer.

Define larger movements that affect smaller, related trends.

Identify key stories that authentically connect with the consumer.

Define how trends change consumer perspective?

Define restrictions and opportunities that are causing trends to thrive?

Focus on key takeaways with the most potential for health care.

Define how these trends ca be applied to consumer touch points and new product offerings?

Today’s Changing Consumer

Factors influencing the American health care consumer.

What is the consumer looking for and how have his/her healthcare needs evolved?

What economic and social factors are changing consumer perceptions?

CONSUMERDYNAMICS

SOCIAL AND ECONOMIC CLIMATE

FUTURE OF HEALTH CARE

CHANGING LIFESTYLES

What is the future of health care?

How is health care evolving and is this changing the customer journey?

How are lifestyle trends shifting since the recession?

How are consumers actively preventing and adopting healthier lifestyles?

Change in America is fueled by evolving population. Population growth is slowing due to couples either

having fewer children, or having them later in life. Our population is becoming increasingly older –

skewing towards Boomers. America is becoming increasingly multicultural,

influencing both culture and politics. Lifestyle changes have been adopted since the

Recession, but these are becoming the norms. Americans are taking a more proactive approach

to their health, reflected in growing use of exercise, vitamins & supplements,, and holistic methods.

Population changes affect communities.American communities are changing to keep pace with evolving populations. The desire for mixed use spaces, farmers’ markets, a local food and art scene, and communal experiences that enhance the sense of community is a direct reflection of the changing lifestyle behavior and cultural trends.

Macro & Consumer Trends

HTK SEEK: 5 Macro Trends

Over several months, HTK SEEK will share insights from 5 key macro trends affecting health care in America.

Rise of MicroCommunities

Increasingly Tending to the Self

New Heartland

Authentic Stories

Growing Polarized Consumption

Emergence of The New Heartland

What these macro trends will show:

1. Prevention and wellness is a growth market. With a changing workforce creating new work/family dynamics, there is an increased desire to engage in wellness.

2. New cultures are being accepted into the mainstream, even in mid-market America.

3. Millenials represent significant spending power. They’re social, on-the-go, and aren’t having kids anytime soon.

4. Boomers remain focused on finances, leading them to spend in new ways. And they are increasingly focused on health, as past behaviors catch up.

5. Consumers are increasingly demanding and focused on the self.

For the release of our first SEEK research, “Rise of Microcommunities”, please visit htkmarketing.com.