Signal PwC splits consumers into five archetypes led by data-driven optimisers at 20%

Summary

PwC segmented global consumers into five proprietary archetypes based on their interest in future wellness products and services, then linked these to behaviours, attitudes, and influences. Data-driven optimisers, at 20 percent, want to measure and improve their health through wearables, diagnostics, personalised coaching, and expert-backed solutions. Value-seeking optimisers, at 17 percent, engage when the return is clear, whether through incentives, insurance, or measurable outcomes. Social wellness seekers make up 14 percent and holistic harmonisers 13 percent, focusing respectively on community and on building wellbeing into daily environments. Low-engagement consumers, the largest group at 35 percent, tend to be older and are most receptive to offers that are simple, affordable, and trustworthy.