Hedonistic immortals are people who want to get the most from life.
They do not mind taking risks – as this is part of leading a full life. They feel good about themselves and are not that motivated by material wealth or possessions.
They know that their health is important to avoid getting ill in the future, but feel pretty positive about their own health at the moment and don’t think they will be getting ill any time soon. Maybe because of that they do not really value their health right now.
They do not have a problem with leading a healthy lifestyle: it would be fairly easy and enjoyable to do so, and they certainly intend to live healthily. However they feel that anything which is enjoyable, such as smoking and drinking, cannot be all bad.
17% of adults who took this survey are Hedonistic Immortals, this compares to a predicted 19% of the general population.
Tailored information reflecting their priorities. ‘Sell’ positive links between health and their lifestyle.
External trigger/ wake-up call. Personal and clear advice related to specific need. Incentives, e.g. free gym pass for completion of health diary.
Multiple health issues approach understood. Individual support to empower and set goals that include rewards, celebration and enjoyment, e.g. physical health and good looks.
Regeneration and environmental interventions, including cycle lanes and parks.
Gyms and enjoyable activities, e.g. dance.
Government/NHS branding. Communications around physical appearance (e.g. smoking and tooth loss) and messages that stress the pleasure of pursuing healthy behaviour. More likely than other segments to express a preference for informal sources of information about health and lifestyle, such as family, friends, newspapers, magazines and websites. Services need to be ‘sold’ to this segment.
Prefer to be engaged through multiple channels/influencers.
Average levels of service use and satisfaction.