The Importance of Knowing Your Customers

Headspace has a very loyal fan base for those who don't know what the Headspace offering is. When we decided to go deep on investigating who it was, we served well and who we weren't serving a few years back, we collected demographic information that we hadn't had historically about our customers. What we found was they skewed quite white. They skewed very female. They skewedvery affluent. On a, you know, better kind of diversity bench, we actually were positively indexed around LGBTQIA+. But there's a huge tranche of folks who we fundamentally believe could be benefiting from practices of mindfulness and meditation, who we were failing to reach. That I just focused on the demographic dimensions