My Body, Myself, Our Problem: Health and Wellness in Modern Times
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Transcript of My Body, Myself, Our Problem: Health and Wellness in Modern Times
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U.S.
Canada
Mexico
Brazil
Colombia
Argentina South
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 Euro RSCG
and fielded by Market Probe International
Health and Wellness 2011
3
an exploration of a universal
human concern
4
In the past, physicians had a
monopoly on medical
knowledge
Today, medical knowledge
and tools are widely
accessible
5
In the past, treatments were
superstitious remedies and
prayers
Today, medicine is based on
rationalism and technology
6
Today, concepts and
practices are increasingly
standardized
In the past, medical concepts
were dependent on cultural
factors
7
Today, health is a major
media theme all over the
world
In the past, health was a
taboo, a sign of God
8
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
9
WHAT’S THE NEXT MAJOR SHIFT?
10
Growing sense of
control
A new tension is driving a revolution in how consumers think
about health and wellness…
Growing sensitivity to
financial cost
11
Growing sense of
control
the new tension
Growing sensitivity to
financial cost
12
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
13
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)
14
% 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
0 20 40 60 80
Brain tumor
Blood cancer
Degenerative brain disease
Mental disorders
Body cancer
Pandemic
Heart disease
Depression
Illness in general
Diabetes
Sexually transmitted disease
Obesity
17
19
21
28
32
37
51
52
54
55
70
70
17
20
21
31
36
42
59
60
66
63
80
80
Prosumers
Mainstream
15
0 10 20 30 40 50 60 70 80
Belgium
Netherlands
France
Ireland
Germany
Brazil
China
Czech Republic
Canada
GLOBAL
U.S.
U.K.
Poland
Hungary
Australia
Argentina
India
South Africa
Colombia
Mexico
No Control
Control
Sense of control over
illness in general also
influenced by cultural
factors
16
disease is no longer considered just
bad luck but also bad management
17
under these new circumstances, how
is the modern consumer exerting
control over his/her health?
18
we can’t change heredity or chance, but we
can control behaviors and lifestyle
factors that help or harm our health
19
Growing sense of
control
Growing sensitivity to
financial cost
the new tension
20
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
21
growing awareness of
individual lifestyle
choices contributing
to collective burden
Graphic by Joel Hrubesch; source: http://www.insideec.com
22
governments overwhelmed by
rising costs = reduced confidence
in state-provided safety net
23
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
24
how did New York City choose to spend $31.1MM
received in grants under Recovery Act?
on anti-obesity and anti-smoking “interventions”
25
prevention is cheaper than cure—
adding to pressure on individuals
to “live right”
26
Growing sense of
control
the new tension
Growing sensitivity to
financial cost
27
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?
28
…and, often, leads to counterproductive feelings
(e.g., guilt, embarrassment, shame, frustration)
29
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?
30
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
31
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?
32
32
75% of
Prosumers and
63% of
mainstream try to
“listen” to their
bodies more than
they used to
connect to natural rhythms
33
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]
34
protect and promote
brain health
35
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”
36
6 in 10 believe “powerful
thoughts can help
heal a person”
37
brain health seen
as particularly
vulnerable to
modern life
bad for brain good for brain
worst best
38
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
39
diet also growing in perceived
importance as weapon in fight for
lasting health
40
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
41
78% of Prosumers and 66% of the mainstream
believe “food is as effective as medicine in
maintaining one’s overall health”
42
91% of
Prosumers and
77% of
mainstream
believe eating a
healthful diet has
a positive impact
on brain health
43
…only 37% trust the food industry to provide
consumers with healthful food…
And yet…
44
44 lack of trust in food industry is particularly evident in Europe
45
…and 7 in 10 are moderately to extremely
concerned about food safety
46
67% of Prosumers and 58% of the mainstream worry about
the health impact of the artificial ingredients and coloring
agents they eat and drink
47
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?
48
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
49
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*
*Euro RSCG Worldwide, The New Consumer (2010)—U.S. sample
50
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*
*Euro RSCG Worldwide, The New Consumer (2010)—U.S. sample
51
get empowered with new
diagnostic tools, at-home medical
equipment, monitors, etc.
52
be a smarter health
consumer
53
act as your own primary
care specialist
54
KEY TAKEWAYS FOR MARKETERS
55
consumers are looking for brand
partners to serve as wellness
advocates and make it easier to live
more healthfully
56
“Promise Keeper” app allows people to
share when they go for a run and tweets
when person fails to exercise
57
Apple’s Design + Health kit is intended to help designers
exercise, keep proper ergonomic posture at keyboard, and
eat right
58
Swiss Life online health dashboard permits
consumers to evaluate allergy levels and receive
alerts about local air pollution
59
consumers are looking for
products and services that
stave off mental effects of
aging
60
individualized products
and programs fit modern
lifestyles
61
food for (improved) thought
62
bringing age-old health
benefits to 21st century
Tracking quantity and quality of sleep and daily water intake
63
Old = scold
New = affirmation
64
consumers looking for brands offering a sense
of protectedness and peace of mind
65
66
Ford Sync lets drivers monitor health on the go, including glucose and
allergen levels
technology for healthier
living
67
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
68
consumers long to reconnect with nature,
in a holistic approach to life
69
70
reminders of simpler, more “authentic”
times and places
71
“Every patient carries
her or his own doctor
inside.”
–Albert Schweitzer
72
For more insights from Euro RSCG research, including the Health and
Wellness white paper, visit www.prosumer-report.com
And follow us on Twitter (@prosumer_report)
73
_ 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)
Images courtesy of Creative Commons @flickr.com