Privacy vs Personalization: the value exchange for sharing your lifestyle, health and behaviour data

We live in a world where ad space is crowded, interactions are fleeting, and consumers are bombarded with what many perceive as commercially predatory content - most of us can recount stories when an ad comes up on our phone that is clearly based on a private conversation we’ve just had with their family, friends or colleagues

GIven this macro trend, why are most consumers prepared to share their health, lifestyle and behavioral data with brands they trust?

In this excellent 2022 McKinsey piece, ‘How to Thrive in the Global Wellness Market' BCG’s (formerly McKinsey) Sandra Welchering shares, ’What was surprising is the big shift to personalization, which is a trend we’re seeing globally. Consumers are increasingly willing to give their personal data to get personalized treatment and service—and that holds true for all the fields and areas that Anna mentioned: fitness, mindfulness, sleep, health, and so on’

Personalization of Health + Wellbeing is a HUGE opportunity for marketers

However, typical corporate performance marketing has become generic. Many organizations chase quick wins at the expense of building meaningful, lasting brand connections. But here's the truth: the great brands see themselves as partners in their customers' lives, not just sales machines. There’s growing recognition, among forward-thinking B2C and B2B leaders, that their customer’s health and well-being is the new currency of retention and core to the sustainable value that they deliver.?

Why??

Because lifestyle, health and behaviour are the big rocks of healthspan, for young and old, and don’t just improve lives; they build trust, loyalty, and advocacy in a way that flashy ads never could.

At Sahha, we are turning this vision into reality by helping our clients understand what their customers are doing outside the physical & virtual four walls of our their app, facility or service, thereby enabling them to meaningfully and contextually engage their customers with the right message/experience at the right time… without burdening them with endless surveys and data entry.

By embedding our API/SDK into the backend of a client’s mobile app, which enables both on demand and longitudinal physical + mental well-being user insights, its possible to deliver and scale highly personal experiences to ALL your users that resonate deeply.

Sahha help brands:

Educate and empower consumers with meaningful holistic health insights.

Engage users through personalized, data-driven experiences.

Empower coaches, clinicians & consultants with personalized, objective member/user insights

Prove Impact and Efficacy inherent by the continuous tracking of user wellbeing pre and post experience/action/intervention

Incentivize healthier choices, rewarding milestones that truly matter.

Foster loyalty through communities focused on shared well-being goals.

And the impact??

Transformative ROI that’s about more than just dollars—it’s about relationships, trust, and sustained growth; ^human connection = ^customer LTV

The technology is here to transform your brand from transaction to true connection. The question isn’t whether your brand can afford to embrace well-being; it’s whether you can afford not to.?