As a leader in any business, you need to clearly demonstrate your values and purpose to internal teams and customers. In the health club industry, it’s critical, as the consumers driving the business are devoted to their own purpose: the pursuit of wellness and fitness.
Those values are more than just a statement about your brand. Your ability to demonstrate them in your interactions and have them become ingrained in the perception of your brand can be key to attracting and retaining consumers. And what matters to consumers impacts club operators.
In fact, data shows that brand values clearly count with consumers:
According to McKinsey, as many as 30 to 40% of consumers continue to switch brands or retailers, driven primarily by younger consumers seeking value, combined with greater emphasis on purpose-driven alignment and quality.
Recent Accenture data shows that nearly two-thirds of consumers globally (63%) prefer to buy goods and services from companies that stand for a shared purpose that reflects their personal values and beliefs—and are ditching those that don’t.
89% of people say they are loyal to brands that are aligned with their values.
78% would tell others to buy from a purpose-driven brand, even if they have never made a purchase.