Prosumer report iBody
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Transcript of Prosumer report iBody
Image: Creative Commons/Asher [email protected]
For more than a decade, Havas Worldwide has been tracking the roughly
15‒20% of consumers who are influencing trends and shaping markets around
the globe
Key characteristics:
• Embrace innovation
• Constantly seek out information and experiences
• Enthusiastic adopters of new media and technologies
• “Human media” who transport attitudes and ideas
• Marketing savvy and demanding of brand partners
• Highly influential and sought-after for opinions and recommendations
20% of the 2015 sample qualify as Prosumers
WHO ARE PROSUMERS?
IN THIS STUDY, WE EXAMINE SHIFTING ATTITUDES
TOWARD THE BODY
Image: Creative Commons/Charlotte [email protected]
Including:
Perspectives on the body
and physical health
Attitudes toward beauty
Responses to
technological advances
The role of brands
HAVAS WORLDWIDE ● 2015 GLOBAL PROSUMER STUDY
28 markets
n=10,131
Australia ● Belgium ● Brazil ● Canada ● China ● Colombia ● Czech Republic ● Estonia ● France Germany ● India ● Ireland ● Italy ● Japan ● Latvia ● Lithuania ● Malaysia ● Mexico ● Netherlands
Poland ● Portugal ● Saudi Arabia ● Singapore ● South Africa ● Spain ● United Arab EmiratesUnited Kingdom ● United States
FOR CENTURIES, PEOPLE DIDN’T FULLY
OWN THEIR BODIES
Women’s bodies were intended for
birthing childrenMen’s bodies were used for labor of
another kind
Image: Creative Commons/Duncan [email protected]
IN RECENT DECADES, WE’VE SEE UNPRECEDENTED MOVEMENT
TOWARD BODY OWNERSHIP—PRIMARILY LED BY WOMEN
c. 1907: Annette Kellerman
was arrested for indecency for
promoting women's right to
wear a fitted bathing suit
Image: Creative Commons/[email protected]
Image: Creative Commons/Charlotte [email protected]
Who owns your body?
81%“Myself”
Image: Creative Commons/Matus Gul’[email protected]
Prosumer Mainstream
86% 80%
OUR BODIES BELONG TO US…
So, now that people
are taking ownership
of their bodies and
feel good about
them…
WHAT’S NEXT?
Image: Creative Commons/[email protected]
WE’LL EXPLORE 4 KEY FINDINGS:
A typology of body
perspectives
“Beauty fatigue” and
high-tech solutions
Sugar and fat as the new
tobacco
New frontiers of body
enhancement
Our respective cultures influence how we
feel about our bodies
Image: Creative Commons/[email protected]
LAID
-BA
CK
RELAXEDFUN
VALUE EXPERIENCE
EXCITEMENTADVENTURE
PLEASURE SEEKERS(BRAZIL, CANADA, FRANCE, ITALY, LITHUANIA, SPAIN)
PLEASURE SEEKERS ARE MORE AT EASE WITH
THEIR BODIES
PLEASURE SEEKERS
GLOBAL TOTAL: 44%
I AM SATISFIED WITH MY LEVEL OF FITNESS% agree strongly/somewhat
OTHERS
51% 53%
46% 47%
36%
30%32%
24%
IT’S NOT SIMPLY A MATTER OF BEING FIT
“I am satisfied with my current weight” 50% 25%
% of population that is overweight 51% 23%
% agreeing strongly/somewhat
Source: http://www.forbes.com/2007/02/07/worlds-fattest-countries-forbeslife-cx_ls_0208worldfat.html
THEY’RE ALSO NOT OPPOSED TO ENHANCEMENTS (AS LONG AS THEY ALSO ENHANCE THE PLEASURE)
Source: International Society of Aesthetic Plastic Surgery, 2013
“First off, I do this for me.
These kinds of things you
need to do for yourself. And
second, there’s nothing
better than getting a
compliment, right? That
you’re good, that you’re
sexy.”
—46-year-old cosmetic
surgery devotee (via NPR)
BA
LAN
CED
NATURALHOLISTIC
ADAPTIVE
LISTEN TO THE BODY
HOLISTIC ENTHUSIASTS(BELGIUM, CHINA, GERMANY, INDIA, POLAND, UNITED ARAB EMIRATES)
HOLISTIC ENTHUSIASTS ARE MORE TUNED IN TO NATURE
In China and India, respondents were 2X as
likely to have undergone a juice cleanse or
“detox” in past year (vs. global average)
FOCUSED ON PREVENTING ILLNESSES RATHER
THAN REACTING TO THEM
57% of Indians are making a point to get
more sleep (vs. 36% global average)
NATURE IS NOT JUST RESPECTED BUT REVERED
I LIKE TO SHOW OFF MY BODY IN ITS NATURAL STATE
PLEASURE
SEEKERSHOLISTIC
ENTHUSIASTS
57%
50% 50%
41%
GLOBAL
49% 42%
ProsumersMainstream
vs. There are parts of my body that I like to
hide/disguise as much as possible
Image: Creative Commons/Ying [email protected]
THE FUNCTIONALISTS(AUSTRALIA, JAPAN, MALAYSIA, NETHERLANDS, SINGAPORE, UK, US)
POWERFUL
STR
ON
G
MA
CH
INE
PEAK PERFORMANCE PERFECTIONFIT
THEY’RE ASHAMED WHEN THEIR
IDEAL IS NOT ACHIEVED
THERE ARE PARTS OF MY BODY THAT I LIKE TO
HIDE/DISGUISE AS MUCH AS POSSIBLE
ProsumersMainstream
62%
PLEASURE
SEEKERSFUNCTIONALISTSHOLISTIC
ENTHUSIASTS
66%
50% 50%
59%
43%
vs. I like to show off my body in its natural state
WHILE EACH PERSPECTIVE OFFERS A DIFFERENT
APPROACH TO THE CARE OF THE BODY,
ONE CONSENSUS IS CLEAR:
THERE IS AN INCREASING SENSE OF PERSONAL
RESPONSIBILITY FOR THE SELF
Image: Creative Commons/Joe [email protected]
ONLY 1/2 THE GLOBAL SAMPLE THINK IT WOULD BE GOOD TO HAVE
A PILL THAT LETS PEOPLE LOSE WEIGHT QUICKLY AND SAFELY
(If you’re going to eat your cake, you should have to work it off, too…)
FEWER PEOPLE ARE IGNORING THE BENEFITS OF AN ACTIVE
LIFESTYLE AND HEALTHY DIET
Image: Creative Commons/Stevie Spiers [email protected]
17%
Prosumer Mainstream
9% 18%
54%
Prosumer Mainstream
62% 53%
“I don’t exercise” “Compared with a couple of years ago,
I am overeating less often”
EXERCISING MORE FOR HOW IT MAKES YOU FEEL— RATHER
THAN JUST FOR OUTWARD APPEARANCE
6862
45 43 3826
48 4536 33
22 19
0
20
40
60
80
Get inshape/be fit
Feelgood/reduce
stress
I enjoy it Lose weight Be moreattactive
Feel younger
Prosumer Mainstream
Why do you exercise?
TAKING LESSONS FROM THE EAST
75% of Prosumers
and 63% of
mainstream try to
“listen” to their bodies
more than they used to*
Image: Creative Commons/Take back your health [email protected]
*Havas Worldwide 2012 Prosumer Report:
“My Body, Myself, Our Problem: Health and Wellness in Modern Times”
Image: Creative Commons/Sarah [email protected]
THE PROMISE OF A LIFESTYLE OVERHAUL
RATHER THAN A QUICK FIX
Prosumer Mainstream
46% 34%
Prosumer Mainstream
45% 34%
Stick to a prescribed exercise regimen for the rest of my life
Avoid all unhealthful foods for the rest of my life
TO ENSURE MY BODY STAYS AT ITS BEST, I
AM WILLING TO…
While the aspiration of sticking to a strict exercise or nutrition
regimen for the rest of one’s life may not be realistic…
Tech can lend a helping hand
Image: Creative Commons/Vincenzo [email protected]
MY IDEAL BODY IS ENHANCED BY SCIENCE TO ALWAYS BE AT PEAK FITNESS/PERFORMANCE
18‒34 35‒54 55+
26% 17% 8%
Prosumer Mainstream
26% 19%
Image: Creative Commons/Simon [email protected]
THE YOUNGEST AND MORE
PROGRESSIVE CONSUMERS ARE MORE
WILLING TO TINKER WITH NATURE
vs. My ideal body is the
one nature gave me
and that I keep at its
best through natural
means
18‒34 35‒54 55+
25% 18% 13%
Male Female
25% 16%
Prosumer Mainstream
19% 21%
IF I HAD THE OPTION, I WOULD CHOOSE TO BE A CYBORG
Image: Creative Commons/Donald [email protected]% agreeing strongly/somewhat
MOST PEOPLE AREN’T QUITE THERE YET…BUT SEE TECH AS AN
AID TO MAINTAINING EVERYDAY HEALTH
DIGITAL DEVICES THAT MONITOR EVERY ASPECT OF ONE’S PHYSICAL HEALTH WOULD BE GOOD FOR SOCIETY
Prosumer Mainstream
45% 28%
Prosumer Mainstream
69% 51%
I USE AT LEAST ONE DIGITAL APP/DEVICE TO MONITOR MY PHYSICAL HEALTH
% agreeing strongly/somewhat
WITH ALL THE MIXED MESSAGES OUT THERE, IT’S LITTLE WONDER THAT AROUND 1/2 THE MAINSTREAM AND 2/3 OF PROSUMERS ARE
RESEARCHING HEALTH MATTERS ONLINE MORE OFTEN THESE DAYS
COFFEE EGGS
Does it elevate blood pressure? Or reduce the risk of diabetes and cirrhosis of the liver?
Do they increase cholesterol? Or protect against certain types of stroke?
WHOLE WHEAT
Is it “heart healthy”? Or does it increase the risk of cardiovascular disease?
Following a rush of negative media
surrounding the high sugar and calorie
content of its breakfast cereals, Kellogg’s
cuts sugar
GROWING EVIDENCE OF A LINK TO OBESITY
90% of general
practitioners
surveyed in US,
Europe, and Asia
believe excess sugar
consumption is tied
to sharp growth in
health problems
Credit Suisse Group: Global Trends: Is Sugar Turning the Economy Sour?
WHILE MOST RESPONDENTS WERE DIVIDED ON THEIR FEELINGS
TOWARD THE OVERWEIGHT…
MOST FAT PEOPLE ARE LAZY
Agree: Disagree:
Neither agree
nor disagree:
34% 38% 29%
Image: Creative Commons/[email protected]
“Most fat people are lazy”
18‒34 35‒54 55+
41% 30% 21%
MILLENNIALS WERE
SIGNIFICANTLY MORE APT
TO EQUATE OBESITY WITH
LAZINESS
% agreeing strongly/somewhatImage: Creative Commons/luc de [email protected]
AND CERTAIN MARKETS, INCLUDING INDIA AND CHINA, ARE
LESS WILLING TO ASSOCIATE WITH THE OVERWEIGHT
Image: Creative Commons/runar [email protected]
“I prefer to spend time with people who are
physically fit rather than overweight”
Global
58% 51% 28%
% agreeing strongly/somewhat
WITH SO MUCH INFO AVAILABLE, CONSUMERS NO
LONGER CAN CLAIM A LACK OF COMPLICITY; THEREFORE,
THERE ARE #NOEXCUSES
ONLY 3 “ADVANCES” GARNERED MAJORITY APPROVAL
A test that measures an unborn child’s risk of developing a serious
illness
Digital devices that monitor every aspect of one’s physical health*
A pill that lets people lose weight quickly and safely
*Shown earlier
Agreeing it would be good for society:
59%
50%
54%
See full chart on slides 60/61 for data on bad, no effect, and not sure
See full chart on slides 60/61 for data on good, no effect, and not sureImage: Creative Commons/epsos [email protected]
WHEN IT COMES TO HUMAN
CREATION, RESPONDENTS ARE CLEARLY AGAINST TINKERING
Agreeing it would be bad for society:
A pill that lets couples choose their baby’s physical characteristics
A test that measures an unborn baby’s intelligence
A pill that lets couples choose the sex of their baby
A pill that boosts the IQ of a baby prior to birth
53%
57%
42%
40%
POST-BIRTH TRANSFORMATIONS ARE NOT WELL RECEIVED EITHER
A pill that lets people change
genders permanently would be
bad for society
51% 52%
A pill that allows people to
completely transform how they
look would be bad for society
Image: Creative Commons/robson#@flickr.com
WE SEE DISTINCT DIFFERENCES AMONG COUNTRIES
of Chinese respondents
(compared with just 13% of
Dutch) approve of a pill
that would boost a baby’s
IQ prior to birth
40%Only 1 in 10 German
respondents (versus 1/3 of
Indian respondents ) agree that
the ability to “grow” babies
outside a woman’s body would
be good for society
10%
Image: Creative Commons/[email protected] Image: Creative Commons/[email protected]
HELP PEOPLE CATCH BETTER ZZZZs
In addition to providing soothing
music to help lull the listener into
a good night’s sleep, this
machine also emits sonic pulses
that mimic those of healthy
sleepers. After a few nights with
Sleep Infuser, those healthybrainwaves become a habit.
f.lux is a computer app that gradually adjusts the
LED lights on one’s computer screen to mimic the
light at various times of day. It’s intended to
address the issue of brains being tricked into
thinking it’s daytime as the electronics user is
preparing to call it a night.
Sleep Number x12 bed monitors the quality of the
user’s sleep, tracking average breathing and heart
rates, as well as movement.
Getting a good night’s sleep is being credited for everything from improved memory to smaller waistlines, but it continues to be an elusive goal for many in our modern-day mile-a-minute culture.
TRAIN THE BRAINAs noted in our 2012 report on health and wellness, people increasingly regard the brain as a vital weapon in the fight against illness and aging—and so they’re always on the lookout for ways to protect and fortify it.
There’s a burgeoning market for “brain games”and “brain training” software and apps, such asLumosity (“Discover what your brain can do”)and Happify (“Happiness. It’s winnable.”).
Subscription boxes are all the rage these days, and so it’s nosurprise to see the launch of one that’s brain focused. Themonthly Better Brain Health Box delivers foods and drinks thatpromise to improve concentration and mental acuity.
Muse is a headband
that helps people
exercise their brains
and increase their
attention spans. The
product promises to
improve the user’s
sense of control
stress avoidance,
and emotional
state.
Thync products use neurosignaling in the form of electrical pulses delivered through programs called Vibes. Thync Calm Vibes help the brain relax, while Thync Energy Vibes offer an energy boost. You can select your preferred Vibe via a smartphone app.
Atlanta-based startup BrainChild Technologiesis developing a wearable for the newbornmarket: a pacifier that measures braindevelopment by tracking the infant’s suckingreflex. It’s based on the premise that the morea baby sucks, the more engaged it is with aperson or activity. Parents can use thatinformation to determine how best to interactwith their budding Einsteins.
MAKE IT EASIER TO GET FITVirtually everyone wants to be physically fit—whether because they want to look good, feel good, or do
more—but rising obesity rates offer ample evidence that not everyone can accomplish it on their own. More
companies, governmental agencies, and NGOs are trying to lend a hand.
As part of its efforts to reduce obesity, the Mexicangovernment has installed at some subway stations motion-sensitive machines that dispense a free ticket to anyonewho completes 10 squats. It’s an easier deal than thatoffered at a station in Moscow prior to the Sochi Olympics,which required that patrons complete 30 squats in twominutes to qualify for a free ride.
Audi has unveiled a concept car that combines luxury
and physical fitness. The car’s wellness mode (including“piloted driving technology”) lets the driver andpassengers perform isometric exercises to get a completeupper- and lower-body workout while on the road.
International fitness
chain Gold’s Gym has
introduced Cardio
Cinema, inviting
members to watch full-
length films while on
treadmills rather than
while reclining in chairs.
More often than not, the major impediment to exercise is a lack of motivation. Enter Charity Miles—a tracking app that donates $0.25 for every mile walked and $0.10 per mile biked to the charity of one’s choice.
Through its VitalityHealth program, UK medicalinsurance company PruHealth offers discountsand other rewards to policyholders who exercise.
HELP PEOPLE EAT RIGHTMore and more people are taking the “You are what you eat” maxim to heart, but it can be tough to stick to a strict diet—and sometimes unclear which foods will help versus hinder one’s fitness plan.
The HAPIfork is an
electronic fork that
monitors and tracks
eating habits to
assist with digestion
and weight control.
Eating too fast? The
gentle vibrations
will let you know.
Fooducate is an app that lets you
scan food items to find out if they’re a
healthy option.
Founded in Germany in 2011, HelloFresh is one of
a rapidly growing number of companies that
deliver a weekly box of meal ingredients to one’s
door. Each meal takes no more than 30 minutes
to prepare and includes plenty of fresh produce
and protein.
Developed by scientists at the University of California, the WearSens necklace
uses sensors triggered by vibrations in the throat to monitor what the user eats
and drinks. It will even tell you when you’ve exceeded your targeted calorie limit.
The Fresh 20 helps busy households plan a week’s worth of nutritious
dinners at a time. Each week, users create a meal plan online that
features 20 fresh, in-season ingredients. Add pantry staples, and
you’ve got dinner covered without using
anything that’s processed or frozen.
Momoko Hair Shapingtechnology employs thermal heat and a chemical solution to break the hair’s structural bonds and reestablish them in a new form—permitting wavy hair to be permanently straightened and vice versa.
OFFER BEAUTY (AND ANTI-AGING) BOOSTERS This isn’t anything brands haven’t been trying to do for ages—only now it’s apt to have a scientific twist.
LightStim uses LED light therapy to
“stimulate the body’s natural
process to build new proteins and
regenerate cells.” The company
offers treatments that claim to
reduce fine lines and wrinkles, treat
and prevent acne breakouts, and
temporarily relieve arthritis, muscle,
and joint pain.
Want to get rid of that double chin, but not keen on the idea of
a facelift? You may soon be in luck: It’s been reported that in
the US the FDA will soon approve ATX-101, an injection that
targets fat cells to erase double chins. Kythera
Biopharmaceuticals hopes to make the injections available in
the second half of 2015.
CREATE MORE INCLUSIVE NOTIONS OF BEAUTY
Society continues to battle over standards of beauty, now using all manner of hashtags in the effort, especially
with regard to weight: #fatshaming, #noexcuses, and #size0 in one corner; #losehatenotweight, #bodypositive,
and #Fatkini in the other. Smart brands are getting in on the conversation by embracing a broader definition of
beauty.
As reported in Adweek, brands
such as Kate Spade and L’Oréal
are tapping into the “silver
economy,” showcasing seniors in
their fashion spreads. There’s
even a blog celebrating
fashionable older women:
Advanced Style.
Plus-size retailer Lane Bryant has launched the
#ImNoAngel campaign to promote women feeling
beautiful, regardless of size. It’s a transparent jab at
Victoria’s Secret’s “Perfect Body” campaign,
which sparked a petition on Change.org asking
the retailer to publicly apologize for promoting an
“unhealthy and damaging message” with its
super-slim models.
Neon Moon is a feminist lingerie brand created to
“design and distribute nonconformist lingerie…for
women of all sizes, ethnicities, and body types,
including women who embrace pubic, leg, and
underarm hair.” Thanks to a successful Kickstarter
campaign, the company expects to start shipping
its undergarments in October 2015.
HELP PEOPLE MONITOR THEIR HEALTH
At a time when virtually everything we could want to know is available at our fingertips, people have grown
accustomed to wielding the power of that information at retail, in their jobs, and while traveling. Why would we
be willing to live in the dark when it comes to our own bodies? Increasingly, the answer is that we’re not. We
want to know what’s going on under our hoods—and more companies are stepping in to help.
California-based startup Cue is developing a “lab-in-a-box” that lets users track five key health
AliveCor’s AliveECG app lets you give yourself anelectrocardiogram (EKG or ECG) wherever and wheneveryou’d like. The device comes in the form of a smartphonecase. Just touch the two metal strips with the fingers of eachhand, and the app will measure your heart rate and electricalactivity. It will let you know if it detects signs of an impendingstroke or heart attack and allows you to share the results withyour doctor.
Designed by Swiss entrepreneur Yves Béhar, ScanaduScout is a scanner packed with sensors that readone’s vital signs and send them wirelessly to asmartphone. It’s part of a quest, in Béhar’s words, to“make this the last generation to know so little aboutour health.” How interested are people in thedevice? In less than a month, a funding campaignwith a goal of $100,000 on Indiegogo raised morethan $1.6 million. The product began to ship earlierthis year.
The Smart Body Analyzer by Withings looks like
an ordinary bathroom scale but measures body
composition, heart rate, and air quality, in
addition to weight.
molecules—testing for inflammation, vitamin D,fertility, influenza, and testosterone—by inserting asaliva or nasal swab or blood sample into acartridge and receiving a near-instant analysis viasmartphone. A “deep health” tracker shares thedata with a companion app, which makes lifestylerecommendations based on the findings.
BUILD SUPPORTIVE COMMUNITIESExercise is increasingly becoming about community, social currency, and shared experiences. Witness the
surge in popularity of almost cult-like fitness crazes such as Tough Mudder, SoulCycle, and CrossFit. Nike+ was
perhaps the first big brand to combine fitness and community, but it’s far from the only one now.
Garmin Connect lets people track their workout stats through their Garmin devices and then connect with
friends and strangers for feedback and encouragement and to create training groups.
It’s not always easy to find a workout partner whoshares your level of fitness, your interests, and yourschedule. To the rescue: Workout Buddies—an appthat pairs users through such information as fitnesslevel and body type, preferred activities and gym,and schedule. Users who “friend” each other can
chat to make arrangements for a joint workout.
Weight Watchers hasacquired Weilos, an onlinefitness and weight-losscommunity that allowsusers to post photos oftheir progress on the siteand receive support andtips from fellow dieters andfitness coaches.
For more insights from Havas Worldwide research—and to download the “iBody: The New
Frontier” white paper—visit http://www.prosumer-report.com/blog/
And follow us on Twitter (@prosumer_report)
HAVAS WORLDWIDE
To find out how Havas Worldwide can help your brand, please contact:Matt WeissGlobal Chief Marketing OfficerT +1 212 886 2043E [email protected]
For media inquiries, please contact:Yvonne BondGlobal Communications DirectorM +1 646 643 8824E [email protected]