‘My Body, Myself, Our Problem: Health and Wellness in Modern Times.’
Prosumer Report—‘My Body, Myself, Our Problem: Health and Wellness in Modern Times.’ Based on our global survey of 7,213 adults in 19 countries around the world, our study has uncovered a revolution in attitudes toward health, led by Prosumers, that holds important implications for brands and marketers.
In recent decades the relationship between people and their health has evolved at an astounding rate. Our findings confirm that healthcare around the globe is moving out of the sole control of medical authorities and into the hands of individuals. Increased access to knowledge and new tools and technologies are enabling each of us to assess, monitor, and better preserve our own health and that of our families. Simultaneously, medical advances and longer lifespans mean dying is increasingly perceived less as a fate to be accepted than as a failure of disease management. In the case of many of the most common diseases, how we choose to live our lives plays at least as great a role as heredity or chance. And that changes everything about how people regard, prevent, and treat physical disorders.
Highlights of our study include:
- Heightened Sense of Control: A majority of the global sample (56%)—and two-thirds of Prosumers—believe they have some or even a lot of control over illness in general.
- A New Notion of Responsibility: The perceived ability to control many disorders brings with it a greater sense of responsibility. This is exacerbated by the escalating financial burden of healthcare on individuals, communities, and governments. As healthcare costs continue to rise, wellness is no longer judged solely as a personal matter but also as a communal concern.
- Intensified Focus on Brain Health: Consumers are showing increased interest in the care, exercise, and feeding of their brains, not least because the ancient notion of a link between mind and body is enjoying a comeback.
Download the white paper hereto read more about the changing attitudes toward health and wellness and implications for brands both within and outside the healthcare arena.