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Image: Creative Commons/Asher firstname.lastname@example.org 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
IN THIS STUDY, WE EXAMINE SHIFTING ATTITUDES TOWARD THE BODY Image: Creative Commons/Charlotte Astrid@flickr.com 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 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 Emirates United Kingdom ? United States
FOR CENTURIES, PEOPLE DIDN’T FULLY OWN THEIR BODIES Women’s bodies were intended for birthing children Men’s bodies were used for labor of another kind Image: Creative Commons/Duncan C@flickr.com
IN RECENT DECADES, WE’VE SEE UNPRECEDENTED MOVEMENT TOWARD BODY OWNERSHIP—PRIMARILY LED BY WOMEN Image: Creative Commonsemail@example.com Image: Creative Commons/Charlotte Cooper@flickr.com
NOW MEN, TOO, ARE CLAIMING THEIR RIGHTS Pushing back against limits on what’s acceptable for men
Who owns your body? 81% “Myself” Image: Creative Commons/Matus Gul’firstname.lastname@example.org OUR BODIES BELONG TO US…
…AND HAVE BECOME A CANVAS FOR SELF-EXPRESSION Image: Creative Commons/William Cho@flickr.com
DESPITE THE NEGATIVE HEADLINES, #WE¦OURBODIES
(ALBEIT WITH CLEAR CULTURAL DISTINCTIONS)
So, now that people are taking ownership of their bodies and feel good about them…WHAT’S NEXT? Image: Creative Commons/Martin@flickr.com
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
Image: Creative Commons/Luke Larsson@flickr.com 1 A TYPOLOGY OF BODY PERSPECTIVES
Our respective cultures influence how we feel about our bodies Image: Creative Commons/Herbalizer@flickr.com
28 Countries, 3 Key Body Perspectives Hybrids
LAID-BACK RELAXED FUN VALUE EXPERIENCE EXCITEMENT ADVENTURE PLEASURE SEEKERS (BRAZIL, CANADA, FRANCE, ITALY, LITHUANIA, SPAIN)
SEEKING FUN, AMUSEMENT & EXCITEMENT
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
IT’S NOT SIMPLY A MATTER OF BEING FIT “I am satisfied with my current weight” % of population that is overweight % 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)
BALANCED NATURAL HOLISTIC 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 vs. There are parts of my body that I like to hide/disguise as much as possible Image: Creative Commons/Ying ZHANG@flickr.com
THE FUNCTIONALISTS (AUSTRALIA, JAPAN, MALAYSIA, NETHERLANDS, SINGAPORE, UK, US) POWERFUL STRONG MACHINE PEAK PERFORMANCE PERFECTION FIT
FUNCTIONALISTS SEE THE BODY AS A MACHINE— SOMETHING TO BE USED & PERFECTED
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 vs. I like to show off my body in its natural state
LOOKING FOR A “MIRACLE” TO OBTAIN THIS IDEAL BODY
RARELY SATISFIED WITH THE OUTCOME MY BODY IS A SOURCE OF PRIDE
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@example.com 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…)
2 “BEAUTY FATIGUE” & HIGH-TECH SOLUTIONS Image: Creative Commons/P-J-Trash@flickr.com
PEOPLE HAVE GROWN WEARY OF STRICT STANDARDS OF BEAUTY
DOES ANYONE EVEN KNOW WHAT “TRUE BEAUTY” IS ANYMORE? % agreeing strongly/somewhat
MAKING WAY FOR A MORE NATURAL PATH TO BEAUTY (AND LIVING)
FEWER PEOPLE ARE IGNORING THE BENEFITS OF AN ACTIVE LIFESTYLE AND HEALTHY DIET Image: Creative Commons/Stevie Spiers Photography@flickr.com 17% 54% “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 Why do you exercise?
STRONG IS THE NEW SKINNY
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 firstname.lastname@example.org *Havas Worldwide 2012 Prosumer Report: “My Body, Myself, Our Problem: Health and Wellness in Modern Times”
A MORE NATURAL & SUSTAINABLE APPROACH TO HEALTH Image: Creative Commons/MATT GIBSON@flickr.com
Image: Creative Commons/Sarah Joy@flickr.com THE PROMISE OF A LIFESTYLE OVERHAUL RATHER THAN A QUICK FIX 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 Fiore@flickr.com
MY IDEAL BODY IS ENHANCED BY SCIENCE TO ALWAYS BE AT PEAK FITNESS/PERFORMANCE Image: Creative Commons/Simon Abrams@flickr.com 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
IF I HAD THE OPTION, I WOULD CHOOSE TO BE A CYBORG Image: Creative Commons/Donald Jusa@flickr.com % 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 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?
3 SUGAR & FAT = THE NEW TOBACCO Amid all the confusion, some lessons are sticking…
SUGAR, SPICE & EVERYTHING TERRIBLE FOR YOU?
PEOPLE ARE BEING MADE MORE AWARE OF THE DANGERS OF EXCESSIVE SUGAR CONSUMPTION
…AND BRANDS ARE UNDER PRESSURE TO RESPOND
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 Commonsemail@example.com
“Most fat people are lazy” MILLENNIALS WERE SIGNIFICANTLY MORE APT TO EQUATE OBESITY WITH LAZINESS % agreeing strongly/somewhat Image: Creative Commons/luc de firstname.lastname@example.org
AND CERTAIN MARKETS, INCLUDING INDIA AND CHINA, ARE LESS WILLING TO ASSOCIATE WITH THE OVERWEIGHT Image: Creative Commons/runar email@example.com “I prefer to spend time with people who are physically fit rather than overweight” % agreeing strongly/somewhat
WITH SO MUCH INFO AVAILABLE, CONSUMERS NO LONGER CAN CLAIM A LACK OF COMPLICITY; THEREFORE, THERE ARE #NOEXCUSES
4 NEW FRONTIERS OF BODY ENHANCEMENT Image: Creative Commons/Lainy Voom@flickr.com
FEW ARE WILLING TO MESS WITH NATURE…
…ESPECIALLY WHEN IT INVOLVES PROCREATION
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: 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 sure Image: Creative Commons/epsos .firstname.lastname@example.org WHEN IT COMES TO HUMAN CREATION, RESPONDENTS ARE CLEARLY AGAINST TINKERING Agreeing it would be bad for society:
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 Commonsemail@example.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/TZA@flickr.com Image: Creative Commonsfirstname.lastname@example.org
REGARDLESS OF PEOPLE’S FEARS, SOME “FUTURISTIC” ADVANCES ARE ALREADY A REALITY
Image: Creative Commons/Gary Wilmore@flickr.com WHICH IS GOOD NEWS FOR THE 1:3 SEEKING IMMORTALITY
OPPORTUNITIES FOR BRANDS
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 healthy brainwaves 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 BRAIN As 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 as Lumosity (“Discover what your brain can do”) and Happify (“Happiness. It’s winnable.”). Subscription boxes are all the rage these days, and so it’s no surprise to see the launch of one that’s brain focused. The monthly Better Brain Health Box delivers foods and drinks that promise 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 Technologies is developing a wearable for the newborn market: a pacifier that measures brain development by tracking the infant’s sucking reflex. It’s based on the premise that the more a baby sucks, the more engaged it is with a person or activity. Parents can use that information to determine how best to interact with their budding Einsteins.
MAKE IT EASIER TO GET FIT Virtually 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 Mexican government has installed at some subway stations motion-sensitive machines that dispense a free ticket to anyone who completes 10 squats. It’s an easier deal than that offered at a station in Moscow prior to the Sochi Olympics, which required that patrons complete 30 squats in two minutes 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 and passengers perform isometric exercises to get a complete upper- 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 medical insurance company PruHealth offers discounts and other rewards to policyholders who exercise.
HELP PEOPLE EAT RIGHT More 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 Shaping technology 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’Oreal 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 an electrocardiogram (EKG or ECG) wherever and whenever you’d like. The device comes in the form of a smartphone case. Just touch the two metal strips with the fingers of each hand, and the app will measure your heart rate and electrical activity. It will let you know if it detects signs of an impending stroke or heart attack and allows you to share the results with your doctor. Designed by Swiss entrepreneur Yves Behar, Scanadu Scout is a scanner packed with sensors that read one’s vital signs and send them wirelessly to a smartphone. It’s part of a quest, in Behar’s words, to “make this the last generation to know so little about our health.” How interested are people in the device? In less than a month, a funding campaign with a goal of $100,000 on Indiegogo raised more than $1.6 million. The product began to ship earlier this 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 a saliva or nasal swab or blood sample into a cartridge and receiving a near-instant analysis via smartphone. A “deep health” tracker shares the data with a companion app, which makes lifestyle recommendations based on the findings.
BUILD SUPPORTIVE COMMUNITIES Exercise 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 who shares your level of fitness, your interests, and your schedule. To the rescue: Workout Buddies—an app that pairs users through such information as fitness level 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 has acquired Weilos, an online fitness and weight-loss community that allows users to post photos of their progress on the site and receive support and tips from fellow dieters and fitness 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)
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