Key findings from Euro RSCG Worldwide's 2011 Health and Wellness study. 7,213 respondents in 19 countries.

1. 1

2. Health and Wellness 2011
U.K.
Ireland Netherlands
Canada Belgium Poland
France Germany Czech Republic
U.S. Hungary
China
Mexico India
Colombia
19 countries
Brazil
Combined
population: Australia
South
3.6 billion Argentina Africa
n=7,213
Extensive online survey created by Euro RSCG
and fielded by Market Probe International
2

3. an exploration of a universal
human concern
3

4. In the past, physicians had a Today, medical knowledge
monopoly on medical and tools are widely
knowledge accessible
4

5. In the past, treatments were Today, medicine is based on
superstitious remedies and rationalism and technology
prayers
5

6. In the past, medical concepts Today, concepts and
were dependent on cultural practices are increasingly
factors standardized
6

7. In the past, health was a Today, health is a major
taboo, a sign of God media theme all over the
world
7

8. In the past: Today:
_ Physicians had a monopoly on _ Medical knowledge and tools are
medical knowledge widely accessible
_ Treatments were superstitious _ Medicine is based on rationalism
remedies and prayers and technology
_ Medical concepts were tied to _ Concepts and practices are
culture increasingly standardized
_ Health was a taboo, a sign of _ Health is a media major theme all
God’s pleasure or wrath over the world
8

9. WHAT’S THE NEXT MAJOR
SHIFT?
9

10. A new tension is driving a revolution in how consumers think
about health and wellness…
Growing sense of Growing sensitivity to
control financial cost
10

11. the new tension
Growing sense of Growing sensitivity to
control financial cost
11

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
12

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)
13

14. In just about every instance, Prosumers are more confident
in their ability to control whether they get sick
80
Obesity 70
80
Sexually transmitted disease 70
63
Diabetes 55
66
Illness in general 54
60
Depression 52
Heart disease 51
59 Prosumers
42
Pandemic 37 Mainstream
36
Body cancer 32
31 % saying they
Mental disorders 28
21
have a lot of/some
Degenerative brain disease 21 control over
Blood cancer 20
19
whether they
contract these
17
Brain tumor 17 diseases/ailments
0 20 40 60 80
14

15. Mexico
Colombia
South Africa
India
Argentina
Australia
Hungary
Poland
U.K.
U.S.
No Control
GLOBAL
Control
Canada
Czech Republic
China
Brazil
Germany
Ireland
Sense of control over
France illness in general also
Netherlands
influenced by cultural
Belgium
0 10 20 30 40 50
factors 70
60 80
15

16. disease is no longer considered just
bad luck but also bad management
16

17. under these new circumstances, how
is the modern consumer exerting
control over his/her health?
17

18. we can’t change heredity or chance, but we
can control behaviors and lifestyle
factors that help or harm our health
18

19. the new tension
Growing sense of Growing sensitivity to
control financial cost
19

20. even as we feel more empowered to take control
of our health, we are increasingly mindful of
financial perils of succumbing to illness
lost wages doctor visits
insurance rate hikes
tests and
procedures
hospitalization
pharmaceuticals
20

21. growing awareness of
individual lifestyle
choices contributing
to collective burden
Graphic by Joel Hrubesch; source: http://www.insideec.com
21

22. governments overwhelmed by
rising costs = reduced confidence
in state-provided safety net
22

23. as a consequence, more 4 in 10 say
pressure on individuals to companies should
not be required to
reduce financial burden they pay for health
represent coverage for
employees who
smoke
23

24. how did New York City choose to spend $31.1MM
received in grants under Recovery Act?
on anti-obesity and anti-smoking “interventions”
24

25. prevention is cheaper than cure—
adding to pressure on individuals
to “live right”
25

26. the new tension
Growing sense of Growing sensitivity to
control financial cost
26

27. new sense of power over health
brings with it anxiety…
Am I making the right decisions?
Which sources of information should I trust?
What more could I be doing?
27

28. …and, often, leads to counterproductive feelings
(e.g., guilt, embarrassment, shame, frustration)
28

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?
29

30. how to resolve the tension?
Growing sense of Growing sensitivity to
control financial cost
1. Change your lifestyle
2. Change your relationship with your physician
30

31. how to resolve the tension?
Growing sense of Growing sensitivity to
control financial cost
1. Change your lifestyle
2. Change your relationship with your physician
31

32. 75% of
Prosumers and
63% of
mainstream try to
“listen” to their
bodies more than
they used to
connect to natural rhythms
32
32

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]
33

34. protect and promote
brain health
34

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”
35

36. 6 in 10
believe “powerful
thoughts can help
heal a person”
36

37. brain health seen
as particularly worst best
vulnerable to
modern life
bad for brain good for brain
37

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
38

39. diet also growing in perceived
importance as weapon in fight for
lasting health
39

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
40

41. 78% of Prosumers and 66% of the mainstream
believe “food is as effective as medicine in
maintaining one’s overall health”
41

42. 91% of
Prosumers and
77% of
mainstream
believe eating a
healthful diet has
a positive impact
on brain health
42

43. And yet…
…only 37% trust the food industry to provide
consumers with healthful food…
43

44. lack of trust in food industry is particularly evident in Europe
44
44

45. …and 7 in 10 are moderately to extremely
concerned about food safety
45

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
46

47. how to resolve the tension?
Growing sense of Growing sensitivity to
control financial cost
1. Change your lifestyle
2. Change your relationship with your physician
47

48. seek out additional sources of
health information
67% of Prosumers and 52% of mainstream pay a lot of
attention to health issues and consider themselves well
informed in this area
48

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
49

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
50

51. get empowered with new
diagnostic tools, at-home medical
equipment, monitors, etc.
51

52. be a smarter health
consumer
52

53. act as your own primary
care specialist
53

54. KEY TAKEWAYS FOR MARKETERS
54

55. consumers are looking for brand
partners to serve as wellness
advocates and make it easier to live
more healthfully
55

56. “Promise Keeper” app allows people to
share when they go for a run and tweets
when person fails to exercise
56

57. Apple’s Design + Health kit is intended to help designers
exercise, keep proper ergonomic posture at keyboard, and
eat right
57

58. Swiss Life online health dashboard permits
consumers to evaluate allergy levels and receive
alerts about local air pollution
58

59. consumers are looking for
products and services that
stave off mental effects of
aging
59

60. individualized products
and programs fit modern
lifestyles
60

61. food for (improved) thought
61

62. bringing age-old health
benefits to 21st century
Tracking quantity and quality of sleep and daily water intake
62

63. Old = scold
New = affirmation
63

64. consumers looking for brands offering a sense
of protectedness and peace of mind
64

65. 65

66. Ford Sync lets drivers monitor health on the go, including glucose and
allergen levels
technology for healthier
living
66

67. Conflicting and ever-changing recommendations have built up confusion
around health—especially with regard to health values of specific foods
a need for clarity
and reassurance
67

68. consumers long to reconnect with nature,
in a holistic approach to life
68

69. 69

70. reminders of simpler, more “authentic”
times and places
70

71. “Every patient carries
her or his own doctor
inside.”
–Albert Schweitzer
71

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)
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73. Images courtesy of Creative Commons @flickr.com
_ 4: xtopher42 (plague doctor) _ 29: stuant63 (fear)
_ 5: Truthout.org (voodoo doll); Rosie O’Beirne (MRI) _ 32: thekellyscope (meditation)
_ 6: rperlin83 (Vietnamese medicine) _ 33: CeeKay’s Pix (Chinese health balls)
_ 7: Realistic Imaginations (will of God) _ 34: Digital Shotgun (brain)
_ 11: Korean Resource Center (“For Health” poster) _ 35: dontcallmeikke (eye)
_ 12: Cougar-Studio (crosswalk) _ 39: Ron Dressel (onions)
_ 14: marymactavish (superheroes) _ 40: Bonita Sarita (honey)
_ 15: ToastyKen (globe) _ 41: tantek (itsu)
_ 16: DrewOtt (Chaos sculpture) _ 45: Microbe World (E. coli)
_ 17: Jason Pier in DC (man flexing) _ 48: Neighborhood Centers (health fair)
_ 18: David Feltkamp (Fitness First) _ 54: Polycart (shopping carts)
_ 19: stevendamron (bills) _ 64: welshkaren (baby and dog)
_ 20: urbanbohemian (medical bills) _ 65: LoopZilla (Boots Health Club)
_ 27: sleepy.demon (anxiety) _ 68: DWinton (kayaker)
_ 28: artfulblogger (dieting note) _ 71: Loving Earth (self hug)
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