This week we’re launching Havas Worldwide’s latest Prosumer Report—“My Body, Myself, Our Problem: Health and Wellness in Modern Times”—offering valuable insights to marketers looking to understand emerging consumer attitudes and behaviors in health-related categories. The study incorporates findings from an online survey of 7,213 adults in 19 countries.
Why is Havas Worldwide studying Health and Wellness?
Over the past few decades, the relationship between humans and their health has evolved dramatically. In part, that’s because increased knowledge and new tools and technologies have removed some of the mystery and unthinking acquiescence from the healthcare equation. We know more about how to take care of our bodies today, and we have more opportunities to make decisions related to our health.
Our changing relationship with health also has to do with the nature of today’s ailments. As medical science advances, dying is increasingly perceived less as a fate to be accepted than as a failure of disease management. As communities live longer, death increasingly comes from the malfunctioning and decay of body systems: cardiovascular disease, cancer, autoimmune conditions, and degenerative diseases. In a number of these cases, lifestyle plays at least as great a role as heredity or chance. And that changes everything about how people regard, prevent, and treat physical disorders.
A third important shift influencing the healthcare landscape is globalization. Though there continue to be local variations on notions of what constitutes good health, how it can be fostered, and how illness should be treated, thinking about health is moving closer to standardization in every country.
We undertook this study to help our clients better understand emerging health behaviors, and what we uncovered is a revolution in attitudes toward health—led by Prosumers and with important implications for brands both within and outside the healthcare arena.
What topics are covered in the white paper and presentation deck?
•Humans and Health: The New Deal
•Prosumer Nation: A Subculture of Proactive Health Consumers
•A New Relationship to Health: Three Pillars
•Global Wellness Scorecard
•Sense of Control Changes Everything
•The New Notion of Health Solidarity: Factoring in Finance
•Brains and Diet: Key Weapons in the Fight for Good Health
•Good/Bad for the Brain
•Fortifying Body and Mind with Food
•Concerns Over Food Safety
•A Need for Clarity
Who are Prosumers?
In all of its global surveys, Havas Worldwide (formerly known as Euro RSCG Worldwide) uses a proprietary algorithm to break the sample into two groups: mainstream consumers (which, in the case of this study, made up 84 percent of the sample) and Prosumers (16 percent). These breakouts are included in the report and presentation. Why do Prosumers matter? These proactive and informed consumers are today’s leading influencers and market drivers. They have always been important, but they have grown even more powerful thanks to their skillful embrace of new technologies and, especially, social media. Havas Worldwide has been tracking Prosumers for more than a decade and in that time has interviewed thousands of them. They are important to us because, beyond their own economic impact, they influence the brand choices and consumption behaviors of others. Simply put, what Prosumers are doing today, mainstream consumers are likely to be doing six to 18 months from now. We invite you to learn more about Prosumers and our Prosumer studies at www.havasworldwide.com/prosumer-report and by following us on Twitter (@prosumer_report).
Who created the study?
Prosumer Reports is a series of thought leadership publications by Havas Worldwide —part of a global initiative to share information and insights, including our own proprietary research, across the Euro RSCG network of agencies and client companies. Havas Worldwide is a leading integrated marketing communications agency and was the first agency to be named Global Agency of the Year by both Advertising Age and Campaign in the same year. Euro RSCG is made up of 233 offices in 75 countries and provides advertising, marketing, corporate communications, and digital and social media solutions to clients, including Air France, BNP Paribas, Charles Schwab, Citigroup, Danone Group, Heineken USA, IBM, Kraft Foods, Lacoste, L’Oréal, Merck, PSA Peugeot Citroën, Pernod Ricard, Reckitt Benckiser, Sanofi, and Volvo. Headquartered in New York, Euro RSCG Worldwide is the largest unit of Havas, a world leader in communications (Euronext Paris SA:HAV.PA).
For more information, please visit www.havasworldwide.com
How was the Health and Wellness study fielded?
Working with our research partners at Market Probe International, Havas Worldwide fielded an online survey in 19 countries—Argentina, Australia, Belgium, Brazil, Canada, China, Colombia, Czech Republic, France, Germany, Hungary, India, Ireland, Mexico, Netherlands, Poland, South Africa, the United Kingdom, and the United States—in summer 2011. These 19 markets represent a combined population of 3.6 billion people. Our respondent base is made up of 7,213 men and women age 18 or older.
Where can I get complete findings?
Complete findings of Health and Wellness and all our earlier studies—including data for each market—are available to employees and clients of Havas Worldwide by contacting firstname.lastname@example.org. Key findings from our most recent studies, along with select data, are available to the public on this site.
I want to learn more about how Havas Worldwide can help my brand.
Global Chief Insights & Analytics Officer
I am a member of the media. How can I get more information?Yvonne Bond
Chief Network Initiatives & Communications Officer
M+1 646 643 8824
Latest News: “My Body, Myself, Our Problem: Health and Wellness in Modern Times”
This week we’re launching Havas Worldwide’s latest Prosumer Report—“My Body, Myself, Our Problem: Health and Wellness in Modern Times”—offering valuable insights to marketers looking to understand emerging consumer attitudes and behaviors in health-related categories. The study incorporates findings from an online survey of 7,213 adults in 19 countries. Key findings include the following:
Humans and Health: The New Deal
– Thanks to greater knowledge, new tools and technologies, longer lifespans, and the standardization of health thinking across the globe, everything about how people regard, prevent, and treat physical ailments is changing.
– One important shift is the deepening connection between health and finance. Consumers are now focusing not just on the physical impact of illness but also on the financial consequences it has for themselves, their families, and their communities.
Prosumer Nation: A Subculture of Proactive Health Consumers
– Healthcare is moving out of the sole control of medical authorities and into the hands of individuals—and leading-edge Prosumers are at the forefront of this trend. Two-thirds of Prosumers in the global sample (vs. 52% of mainstream consumers) pay a lot of attention to health issues and consider themselves well informed in this area.
– Prosumers are also significantly more likely to believe they wield at least some measure of control over whether they get sick. Two-thirds of Prosumers (vs. 54% of the mainstream) believe they have some or a lot of a control over illness in general, and Prosumers were also significantly more likely than their mainstream counterparts to think they could ward off a number of other diseases, including STDs, diabetes, and heart disease.
A New Focus on Brain Health
– New medical understandings, aging populations, and fears related to the potential harm of modern technologies have raised public awareness of and interest in the brain.
– Consumers are showing increased interest in the care, exercise, and feeding of this most vital organ, not least because the ancient notion of a link between mind and body is enjoying a comeback. More than 6 in 10 global respondents believe “powerful thoughts can help heal a person.”
Diet as a Key Weapon in the Fight for Good Health
– As we have come to feel more control over our health—and, hence, more responsible for it—food has become an important weapon in our health-maintenance arsenals.
– More than two-thirds of the global sample (78% of Prosumers vs. 66% of the mainstream) believe “food is as effective as medicine in maintaining one’s overall health.”
Three Lessons for Marketers
1. Serve as health advocates: As consumers become more proactive with regard to issues of health and wellness, they are looking to brand partners to offer support, including products that make sticking with health resolutions easier.
2. Help boost the brain: The increased focus on brain health means consumers will be looking for products and services that stave off the mental effects of aging, including supplements, devices, and targeted activities.
3. Sell certainty: A lack of consumer trust in product categories related to health and wellness—including food and beverage, pharmaceuticals, and insurance—offers great opportunity for businesses that operate on a model of transparency.
For complete findings from our Health and Wellness study, please go to www.havasworldwide.com/prosumer-report and get in touch if you’d like additional information.