Audiences want sleep content that addresses holistic health and wellness and gives them a clear path toward better sleep. The Healthline Sleep team reveals how these sleep insights are prevalent in their own lived experiences.
With the pandemic’s disruptions, sleep has naturally become a top focus for wellness audiences. Nearly half (48%) of Healthline users who are interested in health and wellness information say that getting quality sleep is an important goal for them.
We spoke with members of the Healthline Sleep team ahead of our Healthline Sleep campaign launch to get their perspectives on the rising audience trends in sleep health and wellness, and to hear how these trends have manifested in their own experiences.
Talking About Sleep Means Talking About More Than Just Sleep
Sleep can affect a person’s mood, cognitive ability, body function, immunity, and even relationships. It only makes sense to offer audiences content that addresses the interconnected nature of sleep to health and wellness.
We asked members of the Healthline Sleep team if they see a connection between sleep and wellness in their own lives. Here’s what they had to say:
“Sleep is an absolute necessity for me in terms of wellness… in fact, if I’m not getting enough sleep, I notice immediate effects in my ability to think clearly, my ability to regulate emotions, my athletic performance, and even my food intake. ” — Brooke Mathe, MS, CSCS, Wellness Integrity Manager, Healthline Media
“A night of little or unsteady sleep really affects my mood and mental health, as well as healthy skin and a good diet. I've come to learn it's just as important as nutrition and exercise and deserves the same kind of habit-building to feel healthy!” — Tom Martin, Special Projects Manager
Innovative Products Are the Future of Improving Sleep
Our Future of Wellness report shows that across all types of health and wellness innovations, the biggest gap between interest and adoption is in the sleep category, with 22% of U.S. adults having adopted one of the sleep-related technologies asked versus 34% who are interested in trying them.
This means there is strong consumer demand and an opportunity to encourage adoption as sleep technologies continue to develop. Content that guides audiences toward the latest and greatest sleep technologies can help them easily identify the products that will provide tangible benefits to their sleep quality.
The Healthline Sleep team has found that the sleep products they use make a major difference — not just for their own sleep quality, but in some cases for their loved ones as well.
“Having a sound machine for our kids has been game-changing, from infant age to their current toddler state. I also love the sleep tracking that my Fitbit can do, as it provides a really detailed overview of time spent in various sleep stages. I use that data to make future sleep decisions for myself, such as knowing when I need to adjust my own routines to prioritize sleep better.” — Aubrey Wood, Editorial Director, Sleep
Addressing the Relationship Between Stress and Sleep
Nearly 60% of U.S. adults lead a stressful lifestyle, and the pandemic has only served to exacerbate the problem. Mental health and sleep are inherently linked, with the Anxiety and Depression Association of America stating that over 50% of adults say their anxiety levels affect their ability to get to sleep at night. Audiences are looking to find a balance between managing their stress so they can get to sleep and improving their sleep to reduce stress.
We asked the Healthline Sleep team what they see as the biggest challenges for healthy sleep, particularly in today’s pandemic landscape, and how changes in their work-life balance have affected their sleep.
“For me, because the pandemic has me working from home, I started staying up later because I didn’t have to commute at all. This led to me doing more stuff later at night — working on my laptop, reading on my phone, playing video games, watching TV — far past times that I should be doing so. This has been a bit of a difficult habit to reverse, but I’m aware of the problem and working on it.” — Alex Burton, Senior Director, Audience Development
“While working from home, it's easy to lose the boundary between where work happens and where sleep happens, especially if it's within the same room. I try to get a change of scenery and work in a space other than my bedroom to establish boundaries.” — Juhie Rathor, Manager, Influencer Marketing
Personalizing the Sleep Routine, One Step at a Time
Different lifestyles, jobs, relationships, and more can all influence how an individual approaches sleep, and there’s no one-size-fits-all strategy to improving sleep quality. By providing small steps that allow audiences to build up their own sleep routine, we are able to engage with them deeply through every point of their health and wellness journeys.
The Healthline Sleep team gave us a closer look into the tips, tricks, and small steps they make a part of their daily or nightly routine to improve their sleep.
“This year, I have been intentional about not using my phone in bed past 9:30 p.m. — or at all. Instead, I have been journaling and reading a book every night before sleeping. It’s quite amazing how much more relaxed I feel when I go to sleep now.” — Natalie Rinehard, Assistant Manager, Consumer Brand Marketing
“I’m the lightest side sleeper imaginable. My formula to get Zzz’s: Breathe Right over my nose, wax earplugs in each ear, blackout sleep mask, white noise machine, and a wall of pillows surrounding me.” — Max Leader, Corporate Marketing and Events Manager
How Dreams Affect Waking Life
Dreams have sway over our physical and emotional health, whether we fully understand the effects or not. From nightmares to incredibly vivid dreams to lucid dreams, these subconscious journeys can help audiences address real stressors and challenges in their lives, such as tragedy, anxiety, and more. Acknowledging this impact can allow audiences to dramatically improve their waking lives with the insights they gain while sleeping.
The Healthline Sleep team spoke to the power of dreams in their own lives.
“When I dream about my dad, who passed away years ago, there's this incredible, heart-stopping explosion of joy when I discover in my dream that somehow, he is still alive. When I wake up, it's bittersweet because I feel like I had him with me again just for a blip.” — Lynn Prowitt, Editorial Director, Content Marketing
“My dreams and real life are inextricably linked. I have vivid dreams that pull from small aspects of my day, and I find it an intriguing clue into how my brain processes my life.” — Carly Christensen, Manager, Consumer Brand Marketing
How Healthline Is Engaging Audiences to Build Better Sleep Habits
Healthline Sleep is leading the charge in providing content and health information that encompasses these audience trends and addresses the overarching effects sleep has on health and wellness. Healthline’s insights and rigorous health information are here to give audiences confidence in achieving their sleep-related goals.
Healthline Sleep is also dedicated to making high-quality sleep attainable for all, emphasizing personalized sleep routines and addressing how each person can manage the unique hurdles and challenges for sleep that they face in their daily lives. Audiences seeking to transform their sleep in 2022 and beyond can rely on Healthline to be by their side through every step of their journey.
To learn more about Healthline Sleep and how we are empowering audiences for better sleep, contact your Healthline Media representative or email us today.
SOURCES: Healthline Media Health and Wellness On-site Survey, April 2020. N=49; Healthline Media Future of Wellness Study, Aug 2021. N=1,500 consumers representative of US adults; Healthline Media Landscape Segmentation Study, Dec 2020. N=1,577 US consumers representative of US adults.