Weight loss remains one of the most common wellness goals—but what’s motivating people today has shifted.
It’s no longer just about looking better. It’s about feeling better, living longer, and staying healthy for the people around them.
Nextdoor’s latest research reveals how Neighbors are approaching weight loss in 2025—and what brands in health, wellness, and pharma need to know to connect with this growing, health-conscious audience.
Weight loss intent is rising—driven by health, not vanity
More than half of Neighbors (52%) are setting weight loss goals this year—13% more than in 2024 and 12% higher than the general population.
What’s driving this trend? It’s not just appearance. Neighbors cite improving overall health and preventing future complications as their top reasons for pursuing weight loss—signaling a shift toward more health-first, preventive thinking.
For health brands, this opens the door to reframing weight loss support as a proactive step toward long-term wellness.
Most Neighbors have short timelines—and concrete goals
Neighbors aren’t just casually thinking about change. They’re setting specific targets—like reaching a certain weight or clothing size—and most plan to get there within six months.
This presents a key opportunity for brands to support fast-start wins while reinforcing long-term habits. Whether it’s medication, lifestyle coaching, or digital support tools, solutions that deliver early progress without compromising sustainability are more likely to gain traction.
Support systems matter—and 1 in 2 will turn to Nextdoor
The weight loss journey isn’t a solo endeavor. One in two Neighbors say they’ll turn to Nextdoor for support—leaning on their communities for encouragement, accountability, and shared advice.
Because real change doesn’t happen in isolation—it happens through everyday connection. In sidewalk conversations, high-fives after a group workout, a neighbor’s tip on a healthy local restaurant.
These moments turn big goals into sustainable habits.
And the connection runs even deeper: Neighbors who feel comfortable leaning on their community are significantly more confident in achieving their goals.
Beyond weight loss, our data shows that frequent neighbor interactions are strongly linked to better physical and mental health—underscoring the vital role local connections play in overall well-being.
For brands, this means showing up in trusted community spaces isn’t just a media choice—it’s a chance to be part of the support system that makes real health outcomes possible.
Messaging matters: small wins > big promises
When it comes to brand messaging, Neighbors are clear:
They’re motivated by small, attainable steps, not lofty transformations. The most inspiring messages focus on feeling better, maintaining progress, and sharing real stories from real people—not just showcasing dramatic weight loss results.
That said, 45% of Neighbors still find before-and-after imagery inspiring—especially when it’s paired with realistic, relatable journeys rather than unattainable extremes.
For brands, the opportunity is to strike a balance:
Lean into empathetic, health-first storytelling that celebrates real progress, reinforces sustainable habits, and encourages long-term commitment—while using visual inspiration thoughtfully and authentically.
How brands can show up for Neighbors
Align with health-first motivations. Position your products as tools for prevention, empowerment, and sustainable well-being.
Embrace community-driven messaging. Acknowledge that progress is often fueled by neighborly encouragement, local trust, and shared journeys.
Highlight small wins and ongoing support. Help people start—and more importantly, stick—with solutions that meet them where they are.
To learn more about how your brand can convert neighbors into customers contact us to get started.
