Social Marketing Mechanisms to Guide a Lifestyle Intervention for Young Adults

Theoretical Background and research questions/hypothesis: Recent findings of the health benefits of eating more fruits and vegetables (FV) have prompted increases in recommended daily FV servings, however national averages indicate that young adults, the “GenY” generation born after 1980, have less than ideal dietary habits. The principles of Social Marketing theory and the use of social media offer mechanisms to investigate strategies through which interventions may better appeal to this tech-savvy generation. The purpose of this mixed-method study was to assess preferences and methods for engaging and retaining young adults in lifestyle change related to dietary change and disease prevention.

Methods:  We conducted formative research to assess the attitudes and behaviors of an under studied population, young adults ages 21- 30. Using a snowball recruitment approach, we invited a convenience sample of young adults to participate in either an online survey, a focus group stratified by gender, or an in-depth interview.  Responses were collected first via an online survey or later by questions within a script.   

Results: Survey participants (n=59) were 63% women, most were living in a group or family style (46%) or living with a partner (34%), and were working full time (59%) or were full or part-time students (32%). Most (66%) preferred a web-based program from a respected source to help them change, compared to a “video program on diet and health” (50% helpful). Some men reported social stigma, saying it was not “manly” and “more acceptable for a girl to eat fruit and vegetables”. Key motivation for changing dietary intake was “after some type of personal health problem.”   Interviews (n=5) and focus groups (n=23, 55% women) named trusted information sources as their health plan and “hearing it from peers”. They requested tailored lifestyle messages, “keep it brief”, chance for interactivity, and having a partner or support person. The preferred contact method during an intervention was email (including the website link), followed by texting, and social networking sites. Respondents preferred seeking information on their own and the ability to comment via blogs and discussion boards on information offered by peers and experts. 

Conclusions:  Application of Social Marketing theory to our  target group revealed that interactive and targeted marketing will increase effectiveness of programs for GenY by addressing important differences and receptivity points in this audience segment, and appealing to GenY values and preferences for technology use.  Identifying unanticipated barriers to behavior change can guide tailoring of lifestyle change information for GenY.  Future intervention approaches should include user contributed comments and self-navigated content, guided by experts, to address GenY identified topics of interest.

Implications for research and/or practice: This study opens the investigation of ways to guide age-specific and theory supported approaches to engage young adults in health behavior change, specifically making dietary improvements as they negotiate a more independent and self-sufficient stage of life. To engage young adults, future studies should employ social marketing theory to establish appropriate channels of communication.