Signal The four engaged archetypes skew younger, wealthier, and more data-willing

Summary

PwC's segmentation shows that four of its five consumer archetypes share several traits. Data-driven optimisers, value-seeking optimisers, social wellness seekers, and holistic harmonisers tend to be younger and more financially secure. They also show higher engagement with health technology than low-engagement consumers. These four groups are more willing to share health data in exchange for personalisation. They also express greater concern about external factors affecting their health, in contrast to the older, more cautious low-engagement group.