Women on the verge of wellness - ssw at m2w-hc 2009
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Transcript of Women on the verge of wellness - ssw at m2w-hc 2009
Women On the Verge of Health & Wellness
Johanna SkillingChief Strategy OfficerSaatchi & Saatchi Wellness
Our Mission:
Inspire Wellness
“Wellness is not a fad or trend.
It's infused into the way we eat, exercise,
sleep, work, save, age and almost every
other aspect of our lives”
Economist Paul Zane Pilzer, 2009
It’s a cultural
shift and
big business
opportunity
Hour at the gym? Extra hour of sleep?Spend now? Spend later?Donut? Fat-free yogurt?Target? Neiman Marcus?Online news? Old-school paper?Read a book? Catch up on Blackberry?Connect? Cocoon?
Wellness is constantly shifting priorities
“Wellness is an active, lifelong
process … involving choices about
our lives and our priorities.”
Arizona State University, 2009
We’re having a moment
9/11
Women’s earnings fell 2% in 2008,
twice as much as men’s.
* Sources: Rockefeller\Time Magazine 2009 Study, Center for American Progress
Women, on average, bring
home 78 cents on the male
dollar
•Almost 40% of women are the
primary breadwinner in their household
•Women’s unemployment is at a 26-
year high (7.8%)
High Low
1 in 84 homes foreclosed in 2009
* Sources: Rockefeller\Time Magazine 2009 Stud, RealtyTrac, US News
Women are 32% more likely than men to have subprime mortgages
And just as our lives are no longer the same, neither is our idea of Wellness.
Findings from SSW 2009 Survey on Wellness
What does
wellness mean to
you?
2008
BEING HEALTHY
FEELING GOOD
INSIDE AND OUT
BEING BALANCED
BEING PHYSICALLY FIT
EATING WELL
2009
TRYING TO CHANGE
SURVIVING
SLEEPING WELL
HOLDING ON
TO WHAT I HAVE
Before,
wellness
meant eating
right and
exercising.
Now it means
being sane in
a desperate
world.
Source: SSW Survey “Wellness & The Economy”
Wellness used
to mean feeling
comfortable
within my own
skin.
Now it’s the
peace of mind
that comes
with knowing I
can pay the
rent.
Source: SSW Survey “Wellness & The Economy”
I used to believe in
taking care of myself
proactively.
Now I’m trying to
maintain my mental
heath and stress
levels so I can
function daily.
Source: SSW Survey “Wellness & The Economy”
We’re actually becoming more UNwell
I eat less, go out
less, and buy less.
The food I do buy is
not the best either,
since cheaper food
tends to be less
healthful.
Losing weight is
harder - which
doesn't help the
whole self-esteem
aspect. I have no
money and extra
pounds. Great.
I've been working more and working out less – I feel more pressure to perform from a work perspective.
I run 6 miles every
Saturday morning
but lately I "need"
to do it as a stress
reliever, not just
as exercise.
But something deeper is happening
We’re learning to face reality
Goodbye, magical thinking
If it seems too good to be true… you’re right.
• A sense of shared pain
• Banding together
• Strength in community
Source: DYG
#1 Stress Reliever? Talking With Friends
Source: SSW Wellness Survey
Source: DYG Scan
Hard-Working 85
Ethical 79
Smart 59
Self-Reliant 56
Resourceful 53
Confident in myself 52
% who say __ describes them very well/perfectly
Renewed emphasis on personal values
A dramatic shift in “Trust in a person like me”
20%
73%
2003 2008
+53
Source: Edelman Trust Barometer
The New Definition of Wellness:
Re-invention. Responsibility. Respect.
But there’s a little disconnect
with us marketers
1923
“ I – It “
I - Thou
Marketing
has been
I-It
We use the language
of war
Officers lead us
Our consumers are targets
We launch campaigns
We capture their attention
So how can we align better with the new wellness zeitgeist?
How can we support women in their quest for wellness?
A few guiding principles
Don’t think of her as a patient (aka “victim””)
She’s the hero of her own story
Look at her problem realistically
We may think it’s dire… She doesn’t
Figure out where we fit in her life
Not the other way around
Don’t try to capture
Try to connect
How did we put this into action…
For An Allergy Reliever?
What’s her story? In a busy life, she plans
for everything… Except allergy relief
But she happens to like our product ..when
she remembers to buy it
So we weren’t worried about convincing
her the product works
We just needed to remind her that she
already knows what to do
It’s a no-brainer.
A Sleep Aid …
What’s her story? She knows what it
feels like to have a bad night’s sleep
But when she’s watching TV, what
she’s thinking about is how wiped out
she is… and all the bad choices she
makes when she’s tired
So we didn’t have to talk about a bad
night …
We did need to show her that her life is
more in her control with a good night’s
sleep.
It’s not about quality of
sleep, it’s about quality of
life
An Anti-Aging Product
What’s her story? She’s no dummy… she knows the years are passing
But the truth is, she doesn’t feel as old as she thought she might have at this age
She’s not necessarily ashamed of being 40+…or 50+ … or 60+… or more!
She just wants to look as young as she feels
There’s One More Thing …
Illness
Illness
Wellness
Illness
Wellness
Illness
Wellness
Wellness
We-ness
Thank you!
Follow us at SaatchiWellness
on Facebook & Twitter!