The Changing Shape of Wellness: Understanding Consumer Interest in GLP-1s
Over the past few years, consumers have been taking more control of the way they engage with health and wellness by tracking sleep, logging steps, swapping ingredients, and, increasingly, considering clinical pathways to feel better. Conversations around well-being, metabolic health, and long-term weight care have surged into the mainstream, with interest in GLP-1s growing amongst consumers as well.
As curiosity rises and new trends emerge, the real story isn’t only what consumers are doing—it’s why. Understanding motivations is the difference between broad awareness and meaningful engagement. That’s where Alliant’s blend of cognitive psychology and data science comes in.
To better understand this trend, Alliant’s Department of Cognitive Sciences conducted research to understand consumers most likely to have an interest in using GLP-1s in the next six months.
The goal? To help marketers, healthcare brands, and wellness organizations see not just who these consumers are, but why they’re making the choices they are.
A Closer Look into Potential GLP-1 Users
Our team’s research paints a clear picture. According to their findings, a desire to lose weight (78%) emerged as the leading reason behind wanting to get a prescription amongst respondents who stated they were considering taking a GLP-1 medication within the next since months. Many respondents also cited broader goals, including improving physical health (30%), supporting mental well-being (15%), and even sustaining balance and vitality in everyday life.
Additionally, these likely future GLP-1 users reported exercising multiple times a week to support their overall health.
In other words, individuals likely to be considering GLP-1s are thinking beyond the mirror, looking to redefine what it means to feel well and are seeking a solution that complements an already active lifestyle.
From Insights to Activation
Beyond the findings themselves, marketers can action on this research with our new GLP-1 Intent variable that predicts which consumers are most likely to have an interest in using GLP-1 in the next 6-months. With our predictive data, health and wellness marketers can better understand, reach, and support today’s health-conscious consumers.
- It moves you from audience to intent: Two people can look identical demographically yet be motivated by completely different outcomes. Motivation signals help you prioritize likelihood to engage and tailor value propositions accordingly.
- It upgrades creative and care navigation: Knowing why lets you align messaging with the consumer’s self-defined goal—whether that’s weight loss or sustaining balance.
- It respects privacy while increasing relevance: Our attributes are inferred and modeled using compliant processes—no need to rely on sensitive data to deliver comms that feel personal, not invasive.
- It scales beyond a single brand: Motivation-based engagement isn’t just for GLP-1 makers. Payers, providers, digital health apps, wellness programs, nutrition and fitness brands, even retailers can apply these insights to engage with individuals throughout their wellness journey.
This brand-new data point can be activated and used for marketing across channels including direct mail, digital, CTV, and more. Discover the Full Story.
GLP-1 interest is part of a broader evolution in how people pursue health: more proactive, more outcome-oriented, and more willing to consider clinical options if the path aligns with their motivations. If you’re a healthcare marketer, now is the time to bring motivation data into your strategy, creative, and measurement. You’ll serve consumers better and improve performance while doing it.
Want the details?
We put our findings into a concise overview you can share with your team including our methodology, key motivation insights, and how to activate the new GLP-1 interest attribute.
→ Download the Research Overview and let us know if you’d like to explore a test, check out a sample, or strategize with our team.
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November 18, 2025
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