Why Women Set Goals & How Brands Can Inform and Inspire

Life is a marathon, not a sprint, and women on a healthy living journey seek inspiration and support along the way. Of course, it's hard to know how you're doing unless you're setting goals. As part of the POPSUGAR Insights 2014 Healthy Living Report, we wanted to check in with women to understand why women set goals and how brands can help inform and inspire women to keep achieving.

Living a healthy lifestyle is a broad goal that's shared by nearly all women. It's truly life's golden ring. However, it's much harder to attain as life grows busier, fuller, and more complex. And it's complicated to achieve a healthy mind, body, and spirit along with keeping fit, eating well, and having a successful relationship and a thriving career. Only 22% of women think they are as healthy as they should be, and there are still only 24 hours in every day, so choices and trade-offs are made daily.

Women see goal setting as necessary to help define success, especially in those areas that are less measurable. Women we spoke to shared that goals are important because "without personal goals, a person can lose their way." Goals are seen as "fascinating," because regardless of whether they are big or small, they are "extremely important" and deeply personal. Some women confess to being "afraid to write down their goals," but having someone who supported their goals was seen as the second best thing about being in a relationship.

There's no magical elixir for living a healthy life and achieving every goal, but an opportunity exists for brands to help prioritize, organize, and provide content that informs and inspires. If a brand is trusted, the opportunity exists for that brand to become a trusted resource, a confidant, and a cheerleader to help women set and achieve their goals. However, in order to attain this status, brands must be knowledgeable or align with trusted topic experts, "be there" for women, be reliable, and help women make the right choices along the way.