Attitudes to health

Research undertaken by the Department of Health suggests that less than two-fifths of the population put a high value on their health and are motivated to adopt a healthy lifestyle.

The segmentation also shows a link between poor motivation and coming from a more deprived area.

Five core motivational segments

Attitudes.jpg

Source: Department of Health (2010). Toolkit. Healthy Foundations Life-stage Segmentation Model Toolkit. Version 1: April-June 2010

Summary of motivational differences between the motivation segments

attitudes-to-health-table.jpg

Source: Department of Health (2010). Toolkit. Healthy Foundations Life-stage Segmentation Model Toolkit. Version 1: April-June 2010

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