Be Active Your Way
The Be Active Your Way Blog is the official blog of the Physical Activity Guidelines for Americans. Follow the blog for updates about the development of the second edition of the Guidelines and insights from health and physical activity professionals about translating the Guidelines into practice.
In his book, Microtrends, famed pollster Mark Penn concludes, “The power of individual choice has never been greater, and the reasons and patterns for those choices never harder to understand and analyze. The skill of microtargeting—identifying small, intense subgroups and communicating with them about their individual needs and wants—has never been more critical in marketing or in political campaigns.”
Penn identifies these subgroups as “microtrends,” which he describes as “an intense identity group, that is growing, which has needs and wants unmet by the current crop of companies, marketers, policymakers, and others who would influence society’s behavior.”
The concept of microtrends naturally makes me wonder: Are there microtrends in America that could, if fully appreciated by fitness marketers and programmers, decrease the high rates of leisure-time inactivity of Americans?…
Physical activity is important for all ages. Our Recommended Guidelines suggest 150 minutes of physical activity per week for adults, and 60 minutes per day for children. Inactivity resulting from increased screen time in this digital age is on the rise, so it is more important than ever to stay active.…
Some adults think kids have it easy. It’s easier and generally acceptable for kids to be outside playing, whether it be shooting hoops, playing ball, riding a bike, throwing a Frisbee, making up games, or just messing around. For most kids, getting outside to play is fun, easy, inexpensive, and something they can do every day with their friends.…