With over 70 million people and growing, the Active Culture is the fastest growing consumer group within lifestyle marketing. So who is the Active Culture?
hawkeye Sports and Entertainment (hSE) defined the Active Culture, and truly understands how to appeal to the fastest growing consumer group within lifestyle marketing. Since 1999, hSE has created winning campaigns to appeal to the Active Culture and create brand engagements that lead to brand loyalty within the group.
The Active culture is made up of a range of individuals that vary in age and degree of commitment to their active lifestyles. These people tend to be valuable influencers, which is part of the reason the Active Culture is the fastest growing consumer group within lifestyle marketing. Within the segment are core athletes. These are the key influencers within the segment. At the other end are causal participants. While the core spends 100% of their times engaged in their active lifestyle (pro athletes), they make up only a small section. The much greater percentage of Active Culture participants are comprised of individuals committed to a healthy, active lifestyle in order to find greater well-being through healthy living and their commitment to being active.
The increase in popularity in sports and healthy lifestyles has lead to the Active Culture becoming the fastest growing consumer group within lifestyle marketing. As this happens, more and more people are moving from the mainstream section of the Active Culture up to the Core. These Core members are highly influential, and give a brand credibility when they are attached to it.
They identify with brands that perpetuate an image of solidarity with their specific interests. As the fastest growing consumer group within lifestyle marketing, the Active Culture is in tune with all the marketing jargon too, and know when to listen, when to tune out marketing and brand messages. hSE provides expertise in a broad range of competencies that each work to target a narrow and lucrative audience of active and engaged consumers and deliver your value proposition to an active audience. Because in the end, consumers purchase from brands that they feel “speak their language.”
To reach the Active Culture takes more than traditional advertising – it takes the knowledge of how to properly engage the audience in a memorable, meaningful way. hSE understands how to authentically deliver your brand in a way that the the audience will eagerly respond to.
To learn more about the Active Culture – the fastest growing consumer group within lifestyle marketing, and to download a free whitepaper that discusses the importance of this growing consumer segment, visit online, fill out the form below, or call at (214) 451-1900.
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