Highmark Speech 091606 Final for Website

7/30/2019 Highmark Speech 091606 Final for Website

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prepared for: Highmark Childhood Obesity Summit9.16.06

Perspective on the Health Attitudes ofParents and Kids


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Yankelovich 2006 2

Who We Are

For over 30 years, the Yankelovich MONITOR has tracked and

forecasted consumer value and lifestyle trends, while the

Yankelovich Youth MONITOR has measured the attitudes and

values of kids and their parents since 1987.

Yankelovich delivers measurable breakthroughs in marketingproductivity for our clients. Unique database and

segmentation solutions, plus unparalleled information-based

insights into consumer motivations and lifestyles, identify

specific, tangible opportunities for competitive advantage bymoving clients from simplistic targeting to advanced

productivity solutions.


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Yankelovich 2006 3

Where Were Going Today

Methodology of Referenced Studies

Baseline Understanding of Kids and Parents Today

Attitudinal Challenges

Finding the Solutions

How We Can Make a Difference


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Yankelovich 2006 4

Yankelovich MONITOR Methodology

Nationally representative, 4,110 interviews with

adults age 16+

Fielded in-person (n=1000+), by phone(n=1500+), and via the Internet (n=1500+) in

2006

Parents of kids age 6-17 used in analysis unlessotherwise noted (n=1053)


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Yankelovich 2006 5

Youth MONITOR Methodology

Nationally representative, 1,458 in home

interviews with children age 6-17 and theirparents

Content and time sensitive questionnaires for

three age groups: 6-8, 9-11, 12-17

Body Mass Index (BMI) calculated by measuringheight and using respondent/parent-reported

weight


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Yankelovich 2006 6

Food for Life and Preventative

Healthcare Studies Methodology

Preventative Healthcare Study

Nationwide cross-sectional sample of over 6,000 adults age18+

Web-based survey with 2263 parents of kids age 7-17

Food for Life Study Nationwide cross-sectional sample of over 2,200 adults age

18+

Recontact sample from the Preventative Healthcare Study

Web-based survey with 830 parents of kids age 7-17


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Yankelovich 2006 7

Baseline Understanding of Kids and

Parents Today


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Yankelovich 2006 8

High on Themselves

Friendly 88% 87% 92%

Happy 80 83 88

Funny 69 75 79

Smart 72 74 76Responsible 67 72 75

Self-Descriptors: 2001 2003 2005

* 2005 Yankelovich Youth MONITOR

Among 9-17s:


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Yankelovich 2006 9

Impressive Personal Aspirations

I t hink I wi l l

- become rich during my lifetime 64% 59% 69%

- be smarter than my parentswhen I am their age 59 56 62

- become famous during my lifetime 41 na 41

Total 6-11 12-17



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Yankelovich 2006 10

Changing Face of Parenting

Echo Boomers (age 16-27) 1% 7%

Xers (age 28-41) 31 46

Boomers (age 42-60) 63 43

Matures (age 61+) 5 4

2000

Generation Proportions of Parents

2006

* 2006 Yankelovich MONITOR


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Yankelovich 2006 11

Getting Closer

Things very important to me:

Having a great relationship

with my parents (#1 response)84%

Among kids 9-17

Im closer to my kidsthan most other

parents are to theirs86%

Among parents



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Yankelovich 2006 12

Communication Extends to Health

and Food

Your weight 27 32 37

Things you discuss with your parents: 2001 2003 2005

often consult with their child aboutwhat the child wants to eat at mealtime

76% of Parents


Among 9-17s:


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Yankelovich 2006 13

Parents Confident in Parenting

66% I dont care at all what other people think about meand the choices I make for my family (2005)1

1 2006 Yankelovich MONITOR2 2005 Yankelovich Youth MONITOR

2003

61% 53%2005

I sometimes doubt the decisions I make

as a parent2


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Yankelovich 2006 14

Summary of the Baseline

Understanding

Kids today are see themselves in an increasingly

positive light and have big aspirations for thefuture, including altruistic ambitions

Demographic changes in parenting haveaccompanied attitudinal changes. Parents and

kids feel closer and are communicating moreopenly

Parents are more confident in parenting today

There is a link between the attitudes andbehavior of parents and kids today when itcomes to health and wellness


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Yankelovich 2006 16

Rise in Proportion of Overweight Children


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Yankelovich 2006 17

Challenge: Health Confusion

Weve been told that childhood obesity is a

problem and that there will be consequences fornot addressing the issue, but many are left with

a feeling of now what?

We have little clarity on what constitutes ahealthy lifestyle beyond the proverbial Ill know

it when I see it


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Yankelovich 2006 18

Confusion Over the Basics

Most adults can determine at what age their child

should get vaccinated or discern from a label whento take their medicine, but they still need help

understanding many basic health instructions, a

new study shows.

The study showed that few people less than one

in six are proficient when it comes to health

literacy.

* Study: Medical Instructions Stump Many, AP, 9/6/06


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Yankelovich 2006 19

Top 10 Health Activities? No Diet and

ExerciseMost Important Health-Related Behaviors1

12. Eating a well-balanced diet 43%

17. Exercising regularly 37

9,10 on a

10-pt. scale

1 Yankelovich Preventative Healthcare Study, Parents of kids age 7-172 2005 Yankelovich Youth MONITOR

Very important that

child is a healthy

eater66%

Among parents2:

Very important that

child knows how to

defend himself/herself69%


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Yankelovich 2006 20

Kids Priorities In-step with Parents

Things Important to You in Deciding Which Foods to Ask

For or Eat (Among kids)

1. Is something you have a good time

eating 70%

2. Is easy to prepare 593. Is something you can easily take

with you wherever you go 56

4. Is a healthy food 56

* 2005 Yankelovich Youth MONITOR, Partial list


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Yankelovich 2006 21

Labeling Concerns

Importance in Improving KidsHealth: Labeling on Foods and

Beverages Being More

Straightforward and Easier to

Understand1(6,7 on a 7-point scale) 57%

Among parents:

Before I eat certain foods, I often

check the label to see whats in it1 38%Among 9-17s:

1 2005 Yankelovich Youth MONITOR2 Yankelovich Food for Life Study, Parents of kids age 7-17


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Yankelovich 2006 22

Parents Increasingly Info-Savvy, but

Confused about Health

2001

67% 79%2006

I always know how to get the

information I need to make decisions

* 2006 Yankelovich MONITOR

There is so much being written

about health these days that it is

difficult to know what you should

and should not believe (2005)

81%


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Yankelovich 2006 23

Trust Doctors, but Many Dont Get

the Attention They Want

Medical community (including doctors) 42%Trust completely for nutritional information

1

:

1 Yankelovich Food for Life Study, Parents of kids age 7-17, Partial list2 2005 Yankelovich MONITOR

My doctor or health care provider

does not spend enough time with

me (2005)2

40%

Amongparents


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Yankelovich 2006 24

Summary of the Challenges

Children are increasingly overweight, and many

parents and children are confused about what itmeans to live a healthy lifestyle

Health priorities tend toward easy solutions andemotional health rather than diet and exercise

Parents have misperceptions of how healthytheir children are

Nutritional information is a black box to most

consumers today. Consumers look to themedical community for answers, but dontalways feel they get all that they need


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Yankelovich 2006 25

Finding the Solutions


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Yankelovich 2006 26

Weight is More Top of Mind for Kids

200126% 40%

2005 Things you worry about happening toyou as you get older: Gaining weight

(12-17)

1999

35% 49%2005

Ever tried to lose weight (9-17)



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Yankelovich 2006 27

Wake-Up Call for Parents

ChildrenAge 0-5

42% 48%

ChildrenAge 12-17

I often worry that at least one

of my children is, or will

become, overweight (Parents)

ChildrenAge 6-11

43%

* 2006 Youth MONITOR


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Yankelovich 2006 28

However, the Wake-Up Call Needs

to Be Sooner

Pudgy toddlers face a good chance of becomingoverweight 12-year-olds, according to government

research that shoots down the notion that kids justnaturally outgrow early chubbiness.

Children who were overweight at age 2 or laterduring their preschool years faced a five timeshigher risk of being overweight at age 12 thanyoungsters who were not overweight early on, the

study found. Sixty percent of the children whowere overweight at any time during the preschool

period were overweight at age 12.

* Toddlers Dont Always Outgrow Chubbiness, AP, 9/5/06


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Yankelovich 2006 29

Shouldering the Load

Parents adopting healthier lifestylesthemselves 69%

Parents finding ways to make healthiermeals for their families 65

Families doing more healthy activitiestogether 64

Importance in Improving Kids Health:(6,7 on a 7-point scale)



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Yankelovich 2006 30

Parents and Kids Want Help from

Schools

Government making sure schools haveenough money so schools dont have torely on income from vending machinesor fast food companies 62%

Schools not making unhealthy itemsavailable to kids 57

Gym class being required at least threedays each week 54

Importance in Improving Kids Health:(6,7 on a 7-point scale)1

1 2005 Yankelovich Youth MONITOR2 Yankelovich Food for Life Study, Parents of 7-17


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Yankelovich 2006 31

Many Willing to Rock the Boat

Making stricter requirements for thenutritional content of school lunches 59%

Requiring students to take more

courses on health and nutrition 52

Support legislation:

* Yankelovich Food for Life Study, Parents of 7-17


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Yankelovich 2006 32

Running With It

PepsiCo offers Smart Choices Made Easy bynoting healthy products with the Smart Spot


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Yankelovich 2006 33

Summary of Finding the Solutions

Weight is more top of mind for kids today, as obesity canbe a hindrance to their dreams and aspirations. In manycases, kids are the ones being proactive in the familyabout health

Parents begin to worry about their children's health asthey move into the teen years, but obesity problems

begin much earlier. However, parents recognize theirimportant role in keeping their kids healthy

Its important to understand the motivations of parentsand kids as individuals

Parents expect changes from schools, food providers, andthe media and many are willing to advocate legislativesolutions


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Yankelovich 2006 34

How We Can Make a Difference


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Yankelovich 2006 35

Making a Difference in Schools and

the Community

Get them involved: Make weight loss a

campaign on which kids can feel they canmake an impact

How can kids be involved in the process for designinghealthy communities?

Tap into kids aspirations for themselves

Communicate how living a healthy lifestyle can preparethem for everything they have planned for themselves

Give them a reason or a motivation to stay on the righttrack


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Yankelovich 2006 36

Running With It


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Yankelovich 2006 37

Running With It


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Yankelovich 2006 38

What This Means for Schools and the

Community Give parents and kids alternatives for

activities they can do together to lose

weight. Encourage them to keep each otheraccountable

Find unconventional partners in the

community to reinforce efforts

Build exercise and healthy eating into partof the routine.

Can healthy activities be made homework?


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Yankelovich 2006 39

Running With It


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Yankelovich 2006 41

Running With It


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Yankelovich 2006 42

Running With It


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Yankelovich 2006 43

Making a Difference at the Doctors

Office Talk with parents about their childs weight,

but dont make it appear their parenting

skills are in question. Focus on how theyllfeel better knowing their child is healthy

Encourage parents to set an example with

eating and exercise habits

Join the conversation give parentsinformation to bring up at the dinner table

or in the car


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Yankelovich 2006 44

Running With It

M ki Diff tth D t


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Yankelovich 2006 45

Making a Difference at the Doctors

Office Give parents and kids trustworthy tools to

learn more about their health

Consider an electronic kiosk in the waiting room withapproved information on health

Simplify the story

Consider giving parents lists of websites with healthyrecipes

Provide parents and kids a prescription on how muchtheir child should be involved in active play

Provide lists of foods that parents can keep in the house assnacks that have health benefits and taste good to kids

Stay away from the yellow. Give parents a red or greenlight regarding their childs weight whenever possible


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Yankelovich 2006 46

Running With It


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Yankelovich 2006 48

Thank You!

For more information contact John Page at Yankelovich:

[email protected]; (919) 932-8602

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Highmark Speech 091606 Final for Website