"More investment in technology to support women's health is needed, particularly addressing the menopause and other age-related changes."
Nikita Shergill, Technology and Media Analyst
Consumers are the CEOs of their own health, with tools like smartwatches and health apps giving users detailed metrics, empowering them to take control and make informed decisions. However, older women, who are most likely to want to improve their weight, are also most likely to express dissatisfaction with health apps. This highlights the lack of investment and recognition of women’s unique health needs, such as menopause and age-related changes. Brands need to prioritise women’s health by developing apps or devices to track menopausal symptoms and offer personalised solutions for weight management.
Social media is the go-to source for young people searching for health-related information. However, it is flooded with misinformation, which can lead to harmful outcomes. Brands can build trust in their products by creating content that directly calls out and debunks false claims, and highlights evidence-based product solutions.
Few consumers are interested in using an AI therapist. Sharing struggles with a ‘machine’ and lack of human connection may feel too impersonal. Instead, tools that are not purposely built for therapy, such as ChatGPT and Character.ai, have unintentionally become a space for mental health support. For consumers to adopt AI therapy tools, brands will need to build an entertainment-first platform that resonates with more informal ways of communicating and self-expression.
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