A perception exists among women that it's become harder and harder to find a simple and effective way to live a healthy lifestyle. This is especially true when it comes to nutrition. Women struggle to separate fact from fiction in the various nutritional messages they see shown in the media, and because one single definition of what it means to "live or eat healthy" does not exist, women seek clarity from perceived topic experts, personal success stories, and other trusted resources.
Examples of trusted experts in this space that the women we interviewed as part of the POPSUGAR Insights 2014 Healthy Living Report included Michael Pollan, Robb Wolf, Kimberly Snyder, Gwyneth Paltrow, and Alicia Silverstone. Examples of trusted resources include brands like Whole Foods, Jenny Craig, and Arbonne and publishers like Cooking Light.
The notion of "living clean" is connected to the topic of mindfulness. It represents a conscious, planned and persistent state of mind. A process with measurable results along the journey. Women want to nurture their bodies in the best way possible, but they feel there is far too much controversy over how best to do so. A significant opportunity exists for brands to wade into this topic and offer clear and precise information to help cut through the clutter and connect women with trusted resources, influencers, and other expert-driven content that can help women on their journey toward clean living.