Vitality pledges to make people 20% more active by 2025

A behavioural change study, conducted by RAND Europe, showing the impact of wearable technology on physical activity, was unveiled in London today. Described as the ‘largest behaviour tech study based on verified data', the Incentives and Physical Activity report estimated the behaviours of over 400,000 people in the UK, US and South Africa. The study, which found activity levels for participants using Vitality Activity Rewards rose an average 34% compared to those without incentives, has compelled the insurance brand to commit to making 100m people 20% more active by 2025 as part of ...