Discovery’s Vitality wellness program is a clever way of incentivising people to live more healthily.
That’s the simplest way of putting what has become the gold standard for health-related initiatives. To call it a loyalty system is to miss how deeply and potentially life-changing its impetus can be. From the original offerings of cheaper gym contracts and movie tickets, Vitality has evolved into a remarkable service into a great example of behavioural economics, which incorporates how psychology has evolved people’s decision-making.
Dinesh Govender, the long-time CEO of Discovery Vitality, tells Stuff editor-in-chief Toby Shapshak – a self-confessed non-practising health fanatic – about how this “behaviour-change platform encourages and rewards healthy behaviour”.