1

2

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