Everything about how we regard, prevent, and treat illness is changing, thanks to new tools and technologies; more informed, proactive, and empowered consumers; longer life spans; and the globalization of health thinking.

Source: Prosumer Report—My Body, Myself, Our Problem: Health and Wellness in Modern Times, drawing on survey responses from 7,213 adults in 19 countries. All data shown is global. Download the white paper at prosumer-report.com.

Just as Prosumers are shisting the balance of power at retail, so, too, are they siphoning power away from the medical community and toward themselves.

Prosumers % agreeing strongly/somewhatMainstream

52

I have some or a lot of control over illness in general.

I pay a lot of attention to health issues and consider myself well informed in this area.

Prosumer Nation: A Subculture of Proactive Health Consumers

Armed with unprecedented access to healthcare information, products, and services, modern consumers feel a heightened sense of control—and responsibility.

% feeling some/a lot of control % feeling little/no control

Sense of Control Changes Everything

2752

Heart disease Body cancer33

4423

56

DiabetesIllness in general

2356

are much more aware of thenutritional/health value of the food they eat than they used to be.65%

believe food is as effective as medicine in maintaining one’s overall health.68%

believe eating a healthful diet has a positive impact on the brain.79%

Fortifying Body and Mind with Food

70%70%As consumers have come to feel more responsible for their health, food has become an even more important weapon in the health-maintenance arsenal.

The brain—once regarded as mysterious and outside our control—is increasingly perceived as an important tool in the battle for long-term health. Modern consumers are embracing the ancient notion of a mind-body link and are paying more attention to lifestyle and other factors that could potentially impact brain health.

The Brain: A Key Weapon in the Fight for Good Health

Factors respondents deemed best and worst for the brain:

RESPONDENTS BELIEVEAT LEAST SOMEWHATTHAT MOST ILLNESS ISPSYCHOSOMATIC4 10IN

63%

Recreational/Illegal Drugs

Air and WaterPollutionExercise LoveSleep Tobacco

Good for the brain Bad for the brain

37%ONLY

YET