Healthline Media has debuted Healthline Nutrition, a platform aimed at empowering individuals to make healthier choices. It arrives in the wake of the company’s Wellness Intent and Landscape Segmentation studies, which revealed a host of insights about nutritional habits – many of which suggest that more and better information around nutrition is needed.
For instance, the survey revealed that while a vast majority of respondents consider “eating healthy and nutritious foods” their top wellness goal, less than a third said they eat very or extremely healthfully and more than half said it would be difficult to change their habits.
To that end, Healthline Nutrition attempts to provide a host of easy-to-execute solutions. Clearly there’s no shortage of online information around nutrition and wellness; even the U.S. Department of Agriculture is in on the act, courtesy of the recently upgraded Nutrition.gov. So what makes Healthline believe its offering will thrive where others have sagged?
According to Healthline SVP of content and brand strategy Dria Barnes, Healthline’s goal is to “democratize wellness” in the face of nutritional advice that tends to be more aspirational and presents accessibility problems in terms of time or money.
Does this mean the information that currently exists in the nutrition space is misguided? Not necessarily. Barnes said the problem is that readers simply “don’t know what to do with it, so they don’t do anything at all.”
That’s why Healthline aims to bridge the gap between healthy intentions and less-than-healthy actions by providing a host of actionable content. Take the “just one thing” takeaways at the end of most Healthline Nutrition content, which shares one small change readers can implement in their daily lives, or the “Fresh Food Fast” franchise, which offers quick and diverse recipes.
“When it comes to true behavior change, it’s the small, incremental steps that ultimately add up to create a big impact on peoples’ well being,” Barnes said.
Central to Healthline Nutrition’s approach is an acknowledgment that not every reader has access to the same level of resources, owing to what Barnes characterized as “biases and inequities in the U.S. food system.” Through a diverse mix of writers and experts, Healthline hopes to offer advice and recommendations that emphasize “access, diversity and inclusion,” Barnes added.
Paired with other research Healthline has conducted over the course of the last 18 months, the Wellness Intent and Landscape Segmentation studies establish a baseline of sorts around individuals’ habits and ideas about nutrition. The company plans to follow up with similar measurement of Healthline Nutrition itself, both in terms of the behavior change it effects and the overall changes in sentiment surrounding nutrition and healthy eating.
With this, Barnes said, the company will better understand “the impact our work on Healthline Nutrition is having for our diverse audiences.”