Changing the lifestyles of young adults
Abstract
Purpose
The purpose of this paper is to explore the costs and benefits that young adults perceive to be associated with adopting healthier food, alcohol and physical activity behaviours. Social marketing is used to identify and change behaviours within a segmented audience. The approach uses theoretical insights, and an appreciation of an individual’s environment, and a suite of methods to understand and suggest approaches to change behaviours.
Design/methodology/approach
Focus groups were conducted between April and August 2007 with a sample of 54 young adults aged 19-24 years, from the North East of England. Qualitative thematic analysis was undertaken using Nvivo software.
Findings
Young adults recognise future health benefits that they could gain from following healthier lifestyle behaviours; however, at their present age, their focus is on benefits such as weight regulation and improving one’s appearance. External competitive forces act against these benefits and result in time and effort costs associated with accepting the proposition of healthier lifestyle behaviours.
Originality/value
This paper adds to limited research which has been conducted at the time of “emerging adulthood”, the period of 18-25 years of age. This is despite this being an opportunistic moment in young adult’s lives to encourage them to adopt healthier lifestyle behaviours. Given these results, health messages may need to be reframed to better account for the benefits and costs that young adults associate with healthier lifestyles.
Keywords
Acknowledgements
This research was funded by the Food Standards Agency, as part of a PhD studentship (2006-2009) awarded to the research team. The research was completed while both authors were studying at (E.L.G.), and working for (M.B.), the School of Agriculture, Food and Rural Development at Newcastle University.
Citation
Giles, E.L. and Brennan, M. (2015), "Changing the lifestyles of young adults", Journal of Social Marketing, Vol. 5 No. 3, pp. 206-225. https://doi.org/10.1108/JSOCM-09-2014-0067
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited