2015 Edelman American Well-Being Study

Edelman's "The American Well-Being Study" found companies and brands have an opportunity to support individual well-being. Those that do are rewarded through increased brand trial and advocacy. The Modern Well-Being Dilemma... AND HOW BRANDS CAN HELP SOLVE IT ACROSS GENERATIONS, WE VIEW WELL-BEING HOWEVER, WE ARE ALL APPROACHING WELL-BEING THE STRUGGLE OF TODAY'S HEALTH- MINDED CONSUMER DIFFERENTLY ALONE... AND IT SHOWS OUR DEFINITION OF WELL-BEING HAS CHANGED & IS MORE COMPLEX MILLENNIALS cite the most barriers to achieving their goals, even though they are the most motivated generation in their well-being pursuits 89% of people feel they are personally responsible for their own health and well-being 74% of us consider well-being to be more about our mental and 57% say they need more roadmaps & direction while GenXers (36) & Boomers (34%) rely less heavily on these tools of people don't turn to others for support NEARLY 1/2 emotional state AS A WE LACK CLARITY ON HOW TO REACH OUR TOP WELL-BEING GOALS SOCIETY, WE FEEL JUST "OKAY" 36% of Millennials and Boomers feel "very satisfied" with their GEN-XERS & BOOMERS face more practical or "functional" barriers in achieving well-being Less than half understand well-being 54% how to achieve mental and 53%of Boomers of Gen Xers struggle emotional well-being Gen-Xers trail behind with 27% feel held back by their with stress & 51% with not financial stability getting enough sleep reaching the "very satisfied" level In today's hyper-social world, we don't do anything alone. So, why are we approaching our health and well-being in isolation? 0% think companies and brands can do more in helping us on our well-being journey COMPANIES & BRANDS HAVE A ROLE IN 65% 85% say they are likely to buy products and services from companies that effectively engage in well-being PERSONAL WELL-BEING MOTIVATE AND FACILITATE IMPACT THE WELL-BEING 2 YOUR CUSTOMERS TO CONNECT OF OTHERS WITH OTHERS Take positive actions that affect the well-being of your consumers and society overall. Educate and engage consumers on healthy behaviors and around the positive actions your brand is taking to impact well-being. Connect your consumers to others like themselves who are faced 5 WAYS BRANDS CAN ENGAGE with similar goals and challenges. Encourage consumers to get support and encouragement from like-minded friends, family and loved ones. CONSUMERS EFFECTIVELY ON PERSONAL WELL-BEING TAKE AN ACTIVE INTEREST IN YOUR PERSONALIZE THE CARE ABOUT YOUR CUSTOMER 3 5. CONSUMER'S WELL-BEING WELL-BEING EXPERIENCE TODAY... AND TOMORROW Offer recommendations that Help customers navigate well- being with expertise, experiences and products that make them feel healthier. Explain the benefit of your products ingredients and sources. impact the physical, emotional and mental factors of well-being. Partner with your consumers to help them solve challenges and barriers they may encounter. Innovate to help your consumers get and stay on a healthy path and reward them when they reach their goals. Continue to engage your consumer on their well-being long after they purchase your product. Brands can join and participate in the consumer well-being journey and ultimately help us create a "Culture of Well-Being"- shaping the products we buy, the foods we eat and the brands we support. Edelman Wellness 360 Edelman Berland Research conducted by: About Edelman's"American Well-Being Study": Interviews were conducted among 1,053 respondents representative of the United States general population ages 18 years old and older. The survey wasconducted from November 11-26, 2014 with a marginof error of +/- 3.02%.