New Havas Prosumer Report shows health is no longer about illness, it's about wellness
Havas has this week published our latest Prosumer Report: DIY+Data: Taking Healthcare to the next level. In this latest study, Havas Group surveyed 9,447 men and women in 27 countries, including 500 people in the UK, so as to better understand consumers’ evolving relationship with their personal health, the expanding role of data, and the implications of both for healthcare providers and brands. Our results found that:
- More than 6 in 10 global respondents believe that the lifestyle habits they maintain today will determine whether they develop cancer, Alzheimer’s, or other diseases as they get older
- 8 in 10 Prosumers believe brands have a responsibility to help them adopt healthful habits
- More than 7 in 10 global respondents are willing to take a DNA test to evaluate potential health risks
Our Prosumer Report shows that we've entered a new age in which people are increasingly focused on how their health and lifestyle habits can help them prevent diseases in the future and allow then to maintain mobility and independence in later life. Savvy brands are establishing themselves as critical allies along people’s individual health journeys, whether that means embedding health monitors in clothing, or adding superfood ingredients to snacks. In exchange, health components are creating brand value and providing opportunities for brands to forge more meaningful connections with consumers in just about every category.
The big shift in the UK is that health is no longer something we think about only when we fall ill. In this century, it has invaded virtually every aspect of our lives, influencing what we eat, what products we buy, how marketers communicate, what benefits and perks employers offer, how people spend their leisure hours, and more. Health is no longer about illness; it is about wellness. And that is a 24/7 job.
You can download the report here
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