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