‘Fitspiration is content king right now’, says Urban List’s Damien Rossi

Millennials are the “trend leaders” behind the truth movement in health and “fitspo is content king”, Damien Rossi, The Urban List’s general manager said at Mumbrella’s Health & Wellness Marketing Summit this week.

Rossi told the audience data shows 80% of millennials read health related topics each week.

“Millennials are demanding leaner, cleaner, low sugar food. In fact 44% of them, are avoiding sugar altogether, and 38% are demanding clean eating – that just means little to no processing, and little to no handling.

“Fitspo is the new food porn. Fitspiration is content king right now – that’s where the millennial audience are consuming,” he said.