White Paper: Running Brands, Sustainability & Consumer Preference

By , Creative Director, Hanson Dodge

Now more than ever, consumers care — about eating the right foods, monitoring their health and the health of their families and stewarding the environment. And the brands that are helping them do all of this — and more — are the ones winning the constant battle for consumer mindshare.

Running Brands White Paper Cover

This white paper is the fourth in a series of AHAS™-focused, research-based Active Insights. In prior installments of the AHAS series, we shared initial insights as well as our defining research on the unique consumer segment known as the AHAS™ (consumers who are passionate about being active, healthy and sustainable).

Then we turned our focus to runners, the group of consumers that make up the most popular active pursuit in America. In the third installment, we looked at how runners today think, decide and spend, and how a runner who falls into the AHAS category differs from the rest of the pack. View the first three white papers of the AHAS™ series:

As a follow up to Today’s Runner & the AHAS Runner, we take a deeper look at how runners think about the brands in the space, and how differences in the runners’ ages, running styles and values play a role in the the brands they ultimately choose.

The following key insights from our latest white paper, Running Brands & Consumer Preference, can be applied to the active lifestyle industry as a whole:

  • Brands with a strong belief system typically outperform brands that are focused on product performance alone.
  • Brand awareness does not necessarily equal brand preference.
  • Although some brands have begun to scratch the surface, the loyalty of the AHAS™ (active, healthy and sustainable) consumer group — an audience that spends more and cares more — is still very much up for grabs.


Joe Ciccarelli, Creative Director, Hanson Dodge

A brand strategist turned creative director, Joe Ciccarelli blends his background in understanding people, culture and trends with an ability to get the most meaningful ideas used in the most creative ways. Otherwise, he’s a writer, storyteller, avid reader (of both treasure and trash), a musician, a learner and a teacher. Holding degrees in Communication and Sociology as well as Master’s degree from Marquette University, Joe also serves as an adjunct professor in the school’s Advertising Department.

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