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A look at the radically changed relationship between humans and their health, thanks to longer lifespans, increased knowledge, and new tools and technologies. The study incorporates findings from an online survey of 7,213 adults in 19 countries.
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U.S.
Canada
Mexico
Brazil
Colombia
ArgentinaSouth Africa
France
U.K.
Belgium
Netherlands
Germany
Poland
Australia
Hungary
Czech Republic
India
China
Ireland
19 countries
Combined population: 3.6 billion
n=7,213
Extensive online survey created by Havas Worldwide and fielded by Market Probe International
Health and Wellness 2011
an exploration of a universal human concern
In the past, physicians had a monopoly on medical knowledge
Today, medical knowledge and tools are widely
accessible
In the past, treatments were superstitious remedies and prayers
Today, medicine is based on rationalism and
technology
Today, concepts and practices are increasingly
standardized
In the past, medical concepts were dependent on cultural factors
Today, health is a major media theme all over the
world
In the past, health was a taboo, a sign of God
In the past:
−Physicians had a monopoly on medical knowledge
−Treatments were superstitious remedies and prayers
−Medical concepts were tied to culture
−Health was a taboo, a sign of God’s pleasure or wrath
Today:
−Medical knowledge and tools are widely accessible
−Medicine is based on rationalism and technology
−Concepts and practices are increasingly standardized
−Health is a media major theme all over the world
WHAT’S THE NEXT MAJOR SHIFT?
Growing sense of control
A new tension is driving a revolution in how consumers think about health and wellness…
Growing sensitivity to financial cost
Growing sense of control
the new tension
Growing sensitivity to financial cost
Prosumers are changing the healthcare equation—becoming increasingly informed and proactive in matters related to health and wellness
shifting balance of power away from medical authorities and toward themselves
what started with obesity is expanding to other diseases
feelings of personal responsibility stem from sense of control
Majority of survey respondents agree they have some/a lot of control over illness in general—reflecting understanding of role of lifestyles in modern maladies (people less apt to die of disasters or communicable disease in their youth, but of malfunctioning and decay of body systems over time)
% saying they have a lot of/some control over whether they contract these diseases/ailments
In just about every instance, Prosumers are more confident in their ability to control whether they get sick
Brain tumor
Blood cancer
Degenerative brain disease
Mental disorders
Body cancer
Pandemic
Heart disease
Depression
Illness in general
Diabetes
Sexually transmitted disease
Obesity
0 10 20 30 40 50 60 70 80
17
19
21
28
32
37
51
52
54
55
70
70
17
20
21
31
36
42
59
60
66
63
80
80
ProsumersMainstream
Belgium
Netherlands
France
Ireland
Germany
Brazil
China
Czech Republic
Canada
GLOBAL
U.S.
U.K.
Poland
Hungary
Australia
Argentina
India
South Africa
Colombia
Mexico
0 10 20 30 40 50 60 70 80
No ControlControl
Sense of control over illness in general also influenced by cultural factors
disease is no longer considered just bad luck but also bad management
under these new circumstances, how is the modern consumer exerting control over his/her health?
we can’t change heredity or chance, but we can control behaviors and lifestyle
factors that help or harm our health
Growing sense of control
Growing sensitivity to financial cost
the new tension
pharmaceuticals
even as we feel more empowered to take control of our health, we are increasingly mindful of financial perils of succumbing to illness
insurance rate hikes
lost wages doctor visits
hospitalization
tests and procedures
growing awareness of individual lifestyle choices contributing to collective burden
Graphic by Joel Hrubesch; source: http://www.insideec.com
governments overwhelmed by rising costs = reduced confidence in state-provided safety net
as a consequence, more pressure on individuals to reduce financial burden they represent
4 in 10 say companies should not be required to
pay for health coverage for
employees who smoke
how did New York City choose to spend $31.1MM received in grants under Recovery Act?
on anti-obesity and anti-smoking “interventions”
prevention is cheaper than cure—adding to pressure on individuals to “live right”
Growing sense of control
the new tension
Growing sensitivity to financial cost
new sense of power over health brings with it anxiety…
Am I making the right decisions?
What more could I be doing?
Which sources of information should I trust?
…and, often, leads to counterproductive feelings (e.g., guilt, embarrassment, shame, frustration)
creating new typologies of fear
How can I protect myself and my family from things outside my control—e.g., cell-phone waves?
How do I reduce the feelings of anxiety and stress that I know are bad for my body?
Growing sense of control
how to resolve the tension?
Growing sensitivity to financial cost
1. Change your lifestyle
2. Change your relationship with your physician
Growing sense of control
how to resolve the tension?
Growing sensitivity to financial cost
1. Change your lifestyle
2. Change your relationship with your physician
32
75% of
Prosumers and
63% of
mainstream try to “listen” to their bodies more than they used to
connect to natural rhythms
embrace ancient practices and philosophies
Around 40% of American adults swear by some form of complementary and alternative medicine [U.S. News & World Report]
In U.K., sales of complementary meds expected to shoot up 60% between 2011 and 2016 [Mintel]
protect and promote brain health
the brain functions as body’s “control center”: what we think plays vital role in how we feel
4 in 10 believe “most illness is psychosomatic—it’s all in your head”
6 in 10 believe “powerful thoughts can help heal a person”
brain health seen as particularly vulnerable to modern life
bad for brain good for brain
worst best
focus on brain health intensifying as populations age
intelligence no longer considered “fixed” for life (brain as muscle to be “pumped up”)
1 in 4 believe computer games have positive impact on brain health
diet also growing in perceived importance as weapon in fight for lasting health
era of “superfoods” has elevated diet as a means to a longer, healthier life
76% of Prosumers and 63% of mainstream are much more aware of nutritional/health value of
the food they eat than they used to be
78% of Prosumers and 66% of the mainstream believe “food is as effective as medicine in maintaining one’s overall health”
91% of Prosumers and
77% of mainstream
believe eating a healthful diet has a positive
impact on brain health
…only 37% trust the food industry to provide consumers with healthful food…
And yet…
44 lack of trust in food industry is particularly evident in Europe
…and 7 in 10 are moderately to extremely concerned about food safety
67% of Prosumers and 58% of the mainstream worry about the health impact of the artificial ingredients and coloring agents they eat and drink
Growing sense of control
Growing sensitivity to financial cost
1. Change your lifestyle
2. Change your relationship with your physician
how to resolve the tension?
67% of Prosumers and 52% of mainstream pay a lot of attention to health issues and consider themselves well informed in this area
seek out additional sources of health information
question authority
60% of Prosumers and 42% of mainstream are more apt to ask for a second medical opinion than they used to be*
62% of Prosumers and 44% of mainstream no longer automatically accept what their doctors tell them*
*Havas Worldwide, The New Consumer (2010)—U.S. sample
find or create supportive health-centered communities
75% of Prosumers and 62% of mainstream say the Internet is a good source of information and support for people with health problems*
*Havas Worldwide, The New Consumer (2010)—U.S. sample
get empowered with new diagnostic tools, at-home medical equipment, monitors, etc.
be a smarter health consumer
act as your own primary care specialist
KEY TAKEAWAYS FOR MARKETERS
consumers are looking for brand partners to serve as wellness advocates and make it easier to live more healthfully
“Promise Keeper” app allows people to share when they go for a run and tweets when person fails to exercise
Apple’s Design + Health kit is intended to help designers exercise, keep proper ergonomic posture at keyboard, and eat right
Swiss Life online health dashboard permits consumers to evaluate allergy levels and receive alerts about local air pollution
individualized products and programs fit modern lifestyles
food for (improved) thought
bringing age-old health benefits to 21st century
Tracking quantity and quality of sleep and daily water intake
Old = scoldNew = affirmation
consumers looking for brands offering a sense of protectedness and peace of mind
Ford Sync lets drivers monitor health on the go, including glucose and allergen levels
technology for healthier living
a need for clarity and reassurance
Conflicting and ever-changing recommendations have built up confusion around health—especially with regard to health values of specific foods
consumers long to reconnect with nature, in a holistic approach to life
reminders of simpler, more “authentic” times and places
“Every patient carries her or his own doctor inside.”
–Albert Schweitzer
For more insights from Havas Worldwide research, including the Health and Wellness white paper, visit www.havasworldwide.com/prosumer-report or contact Ann O’Reilly (ann.oreilly@havasww.com) or Emily Rosen (emily.rosen@havasww.com)
And follow us on Twitter (@prosumer_report)
Images courtesy of Creative Commons @flickr.com
− 4: xtopher42 (plague doctor)
− 5: Truthout.org (voodoo doll); Rosie O’Beirne (MRI)
− 6: rperlin83 (Vietnamese medicine)
− 7: Realistic Imaginations (will of God)
− 11: Korean Resource Center (“For Health” poster)
− 12: Cougar-Studio (crosswalk)
− 14: marymactavish (superheroes)
− 15: ToastyKen (globe)
− 16: DrewOtt (Chaos sculpture)
− 17: Jason Pier in DC (man flexing)
− 18: David Feltkamp (Fitness First)
− 19: stevendamron (bills)
− 20: urbanbohemian (medical bills)
− 27: sleepy.demon (anxiety)
− 28: artfulblogger (dieting note)
− 29: stuant63 (fear)
− 32: thekellyscope (meditation)
− 33: CeeKay’s Pix (Chinese health balls)
− 34: Digital Shotgun (brain)
− 35: dontcallmeikke (eye)
− 39: Ron Dressel (onions)
− 40: Bonita Sarita (honey)
− 41: tantek (itsu)
− 45: Microbe World (E. coli)
− 48: Neighborhood Centers (health fair)
− 54: Polycart (shopping carts)
− 64: welshkaren (baby and dog)
− 65: LoopZilla (Boots Health Club)
− 68: DWinton (kayaker)
− 71: Loving Earth (self hug)
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