Episode 8 What is Social Identity Marketing (And How to Use It for Your Wellness Brand)

In this episode of Wellness Marketing 101, I break down social identity theory and how small health and wellness businesses can use it to build stronger, deeper connections with their ideal customers. Drawing from my academic background and real-world entrepreneurial experience, I explains how identities—like being a mom, an athlete, or an immigrant—influence buying behavior, and how businesses can align their messaging to resonate authentically with their ideal customers.

What You’ll Learn:

• What social identity theory is and why it matters in marketing
• How people form multiple identities throughout life
• How to uncover the identities that drive your customers' decisions
• Real-world brand example: how Bumbleride strollers speak to both eco-conscious and athletic moms
• The power of messaging: tailoring your language to the motivations behind your customer’s identity
• The importance of market research in understanding your audience's "buying identity"

Key Takeaways:

• Consumers buy through the lens of identity—learn which one your brand taps into.
• You can (and should) speak to overlapping identities (e.g., mom + athlete + environmentalist).
• Different customer motivations (want to look good/feel good vs. a medical problem) require distinct messaging strategies.