Euro RSCG Prosumer Report Health & Wellness

Humans and Health The New Deal Everything about how we regard, prevent, and treat illness is changing, thanks to new tools and technologies; more informed, proactive, and empowered consumers; longer life spans; and the globalization of health thinking. Prosumer Nation: A Subculture of Proactive Health Consumers Just as Prosumers shifting the balance of power at retail, so, too, are they siphoning power away from the medical community and toward themselves. 67 66 52 54 I pay a lot of attention to health issues and consider myself well informed in this area. I have some or a lot of control over illness in general. Mainstream Prosumers % agreeing strongly/somewhat Sense of Control Changes Everything Armed with unprecedented access to healthcare information, products, and services, modern consumers feel a heightened sense of control-and responsibility. 56 56 52 44 33 23 23 27 Illness in general Diabetes Heart disease Body cancer % feeling some/a lot of control % feeling little/no control The Brain: A Key Weapon in the Fight for Good Health 63% The brain-once regarded as mysterious and outside our control-is increasingly perceived as an important tool in the battle for long-term health. Modern consumers are embracing the ancient notion of a mind-body link and are paying more attention to lifestyle and other factors that could potentially impact brain health. Think powerful thoughts can help heal a person 410 RESPONDENTS BELIEVE AT LEAST SOMEWHAT THAT MOST ILLNESS IS PSYCHOSOMATIC Factors respondents deemed best and worst for the brain: Recreational/ Illegal Drugs Air and Water Pollution Exercise Sleep Love Tobacco O Good for the brain O Bad for the brain Fortifying Body and Mind with Food 65% believe eating a healthful diet has a positive impact on the brain. are much more aware of the 68% believe food is as effective as medicine in maintaining one's overall health. 79% nutritional/health vatue of the food they eat than they used to be. YET trust the food industry to provide them with 37% HEALTHFUL FOOD As consumers have come to feel more responsible for their health, food has become an even more important weapon in the health-maintenance arsenal. AND are moderately to extremely worried about 70%FOOD SAFETY Source: Prosumer Report-My Body, Myself, Our Problem: Health and Wellness in Modern Times, drawing on survey responses from 7,213 adults in 19 countries. All data shown is global. Download the white paper at prosumer-report.com. A EURO RSCG WORLDWIDE