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WHO is The Health and Wellness Company for the Future inspired by? who is it listening to, and who does it aspire to serve? WHAT intelligence is it working with?
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The Health and Wellness Company for the Future [Euro RSCG].pdf
WHO is The Health and Wellness Company for the Future inspired by? who is it listening to, and who does it aspire to serve? WHAT intelligence is it working with?
WHO is The Health and Wellness Company for the Future inspired by? who is it listening to, and who does it aspire to serve? WHAT intelligence is it working with?
June 2005 The Health and Wellness Company for the Future _We ask ourselves 3 big questions and then set out to find answers WHO is the Health and Wellness Company for the Future inspired by? WHO is it listening to, and WHO does it aspire to serve? HOW does the Health and Wellness Company for the Future behave? HOW does it communicate? WHAT does the Health and Wellness Company for the Future know? WHAT intelligence is it working with? Input into Our Process Category data from Euro RSCG Prosumer Pulse Study (20042005) Secondary syndicated research from Yankelovich, Nexis, Mintel Category research from Euro RSCG Globesity Study (2003) S.T.A.R. proprietary studies The Future of Men Examines shifts in mens attitudes, behaviors, and aspirations, and includes sightings related to the rise of metrosexuality. Based on an online survey of 1,058 American adults, and qualitative focus groups in three cities. Similar studies were conducted in the U.K. and Netherlands. Globesity A revealing look at the global epidemic of overweight and obesity. Based on an online survey of 1,162 Americans commissioned to get a better sense of peoples attitudes toward this growing problem and of their health-related behaviors. This report looks into causative factors, the issue of blame, the impact on children, and the modern state of dieting. 1:1 interviews with health and wellness experts Global trendscout on H&W products and habits around world75 countries surveyed, 150 responses Pop-culture exploration of current trends shaping H&W landscape WHO WHO is the Health and Wellness Company for the Future inspired by? WHO is it listening to? WHO does it aspire to serve? Follow the Leading Edge _ In The Tipping Point, Malcolm Gladwell points to Connectors, or people who are highly influential within and across communities _ Connectors are capable of driving the spread of specific products and trends, leading to word-of-mouth epidemics _ Connectors are valuable as conduits _ To generate buzz for Listerine PocketPaks, Pfizer placed free samples in hip hair salons, modeling agencies, and green rooms of hip TV shows; 2 months post launch, PocketPaks was #1 in its category, with net sales of $186MM _ And also as creators of trends _ Gladwell points to case of Hush Puppies, which went from moribund brand (Wolverine sold 30,000 in 94 and decided to stop production) to must-have accessory; once downtown NYC trendsetters picked them up, sales reached 430,000 in 95 (tipping point) and then 1.7MM in 96 _ Euro RSCG identifies these socially infectious early adopters as prosumers In This Fast-Evolving World of Tastes and Desires, Prosumers Matter Most _ The men and women who are most active in seeking out information, opinions, and new experiences _ They are ahead-of-the-curve in their attitudes and behaviors _ They are social connectors who influence the brand choices and behaviors of others _ Quick to form an opinion _ Active in sharing their views and experiences Prosumers are the men and women who make and break marketsin every category and every geography WHO the HWCfF Aspires to Serve Prosumers Are the Ultimate Influentials Prosumers are 2.5X more likely to be extroverts Prosumers are 2.3X more likely to regard themselves as leaders Prosumers are 1.5X more likely to entertain friends and family at home several times a month Prosumers are most influenced by each other WHO the HWCfF Aspires to Serve % Consumers 2030% 618 months PROSUMERS Prosumer Power WHO the HWCfF Aspires to Serve Euro RSCGs Prosumer Studies _ Series of benchmarks worldwide since 2002 _ In 2003, Globesity (U.S.) _ In 2004: _ China (n=2,079) _ France (n=2,000) _ Germany (n=3,158) _ Russia (n=2,099) _ India (n=2,016) _ Japan (n=1,994) _ Mexico (n=2,000) _ Spain (n=2,040) _ United Kingdom (n=2,127) _ United States (n=1,982) _ A battery of attitude statements allow us identify each respondent as a traditional consumer or more proactive prosumer, using our proprietary algorithm WHO the HWCfF Aspires to Serve Prosumers Tend to Be More Health-Minded Than Others WHO the HWCfF Aspires to Serve I am health-minded (pay above- average attention to health issues) % Agreeing Completely/Somewhat 0 10 20 30 40 50 60 70 80 90 100 U.S. U.K. France Germany China India Japan Russia Mexico Spain Prosumers Others Exceptions: India and Mexico They Actively Seek Out Health Information WHO the HWCfF Aspires to Serve 0 10 20 30 40 50 60 70 80 90 100 I pay a lot of attention to health issues, and I consider myself well informed in this area % Agreeing Completely/Somewhat U.S. U.K. France Germany China India Japan Russia Mexico Spain U.S. U.K. France Germany China India Japan Russia Mexico Spain 0 10 20 30 40 50 60 70 80 90 100 Prosumers Others I search for medical information online Prosumers Others Are More Likely to Eat Healthfully WHO the HWCfF Aspires to Serve 0 10 20 30 40 50 60 70 80 90 100 Overall, I eat a healthy and balanced diet % Agreeing Completely/Somewhat U.S. U.K. France Germany China India Japan Russia Mexico Spain U.S. U.K. France Germany China India Japan Russia Mexico Spain 0 10 20 30 40 50 60 70 80 90 100 Prosumers Others I dont have the time or energy to eat properly Prosumers Others And Take Better Care of Their Bodies WHO the HWCfF Aspires to Serve I exercise regularly (at least 3 times a week) % Agreeing Completely/Somewhat U.S. U.K. France Germany China India Japan Russia Mexico Spain I take good care of my body 0 10 20 30 40 50 60 70 80 90 100 Prosumers Others 0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100 Prosumers Others Prosumers Others I am physically fit Whos Influencing the Influencers Prosumer Influencer: Doctor Brands _ Overall professionalization of health and beauty categoriesbecoming more scientific _ Prosumers actively seeking advice in midst of complexity _ In 1997, 28% of consumers would rather listen to experts than follow own instincts; by 2002, figure increased to 38%* _ In skincare: _ New active ingredients in realm of biochemistry _ At-home treatments mimicking in-office treatments _ In health and weight loss: _ Diets customized to individual body chemistry (e.g., Dr. Peter DAdamos blood-type diet) _ Wellness regimes that include spiritual component and alternative therapies Dr. Perricone Dr. Comenge Dr. Weil *Yankelovich MONITOR Minute, Feb. 2, 2003; www.warc.com; DMA (U.S.), ECHO Awards Prosumers Are More Likely Than Others to Take Health Supplements % Agreeing Completely/Somewhat I take vitamins and/or other dietary supplements 0 10 20 30 40 50 60 70 80 90 100 U.S. U.K. France Germany China India Japan Russia Mexico Spain Prosumers Others Prosumer Influencer: Deepak Chopra _ A pioneer in bringing Eastern/alternative medicines and therapies to the West _ Citied by Time magazine as one of 100 heroes and icons of 20th centurystill going strong in 21st _ Chopra Center for Well Being in Calif. offers training programs in mind-body medicine _ Author of 35+ books and 100 audio, video, and CD-ROM titles, which have been translated into 35 languages, with 20MM+ copies sold worldwide _ Best-sellers include How to Know God: The Souls Journey into the Mystery of Mysteries; Perfect Health; Ageless Body, Timeless Mind; The Seven Spiritual Laws of Success; Grow Younger, Live Longer: 10 Steps to Reverse Aging; and The Path to Love _ Books have also tackled weight loss and sleep disorders Prosumers Are More Receptive to Alternative Medicines % Agreeing Completely/Somewhat I use homeopathic and/or other alternative medicines 0 10 20 30 40 50 60 70 80 90 100 U.S. U.K. France Germany China India Japan Russia Mexico Spain Prosumers Others Exceptions: France, China, Russia, Spain They Are More Intent on Self-Improvement and More Likely to Actively Seek a Balanced Life 0 10 20 30 40 50 60 70 80 90 100 I am a self-improver (take courses, buy self-help books/audio) % Agreeing Completely/Somewhat U.S. U.K. France Germany China India Japan Russia Mexico Spain U.S. U.K. France Germany China India Japan Russia Mexico Spain 0 10 20 30 40 50 60 70 80 90 100 Prosumers Others My work and the rest of my life are nicely balanced Prosumers Others Prosumer Influencers: Crusaders _ Fresh off success of Bowling for Columbine and Fahrenheit 9/11, Michael Moore has a new target: U.S. healthcare industry _ Tentatively titled Sicko, upcoming film explores industry practices, including managed care and pharmaceutical cos. _ Morgan Spurlocks award-winning Supersize Me took on McDonalds and Americas fast-food culture _ Jose Bove is leading force in European opposition to GMO and Frances opposition to mallbouffe (bad food) Prosumer Influencer: Jamie Oliver _ The Naked Chef, Jamie Oliver has emerged as a force in battle against childhood obesity and poor diet _ Feed Me Better campaign led to increased govt funding for U.K. school lunches, ban on junk foods and increased availability of fresh foods _ Parents: Emphasize fresh foods and home cooking Prosumers Taking Responsibility for More Healthful Food Choices % Agreeing Completely/Somewhat When I go to a fast-food restaurant, I try to make healthy choices 0 10 20 30 40 50 60 70 80 90 100 U.S. U.K. France Germany China India Japan Russia Mexico Spain Prosumers Others Prosumer Parents Tend to Be More Concerned About Their Childrens Diets Lower levels of agreement in obesity-plagued U.S. and U.K. may indicate sense among respondents that their children are at least eating better than average U.S./U.K. childs diet. % Agreeing Completely/Somewhat Im concerned about my childrens diets 0 10 20 30 40 50 60 70 80 90 100 U.S. U.K. France Germany China India Japan Russia Mexico Spain Prosumers Others WHO: What It Means for Companies _ Prosumers are signaling a clear shift in thinking about health and wellness _ Prosumers expect their H&W partners to provide in-depth product information, opportunities for interactive feedback, and topnotch customer service _ The globesity epidemic is top of mind for many prosumers and nonprosumers, with childhood obesity the most serious cause for concern _ Growing impatience with corporate buck-passing and inaction _ Prosumers seeking advice offers opportunity to engage and educate unbiased sources preferred _ Prosumers in the West opening up to holistic health and alternative therapies for preventative and curative medicine _ For prosumers, control (real or imagined) is paramount; they want tools and information that will allow them to take steps toward their key objectivesslowing down the aging process, losing weight, maintaining a healthy digestive system, or controlling chronic illness HOW HOW does the Health and Wellness Company for the Future behave? HOW does it communicate? The Health and Wellness Company for the Future Has Absolute Clarity on What the Brand Stands For HOW the HWCfF Behaves Volvo: Daddy Loves Me daddy HOW the HWCfF Behaves Volvo: Survivors surv HOW the HWCfF Behaves Things are going to change tomorrow, so either you can be the one who changes them or somebody will change them for you. Sergio Zyman HOW the HWCfF Behaves The Health and Wellness Company for the Future Takes Risks and Tries New Things Evian: Waterboy Waterboy HOW the HWCfF Behaves Polaroid: Shake It Like a Polaroid Picture Burger King: Subservient Chicken HOW the HWCfF Behaves The Health and Wellness Company for the Future Taps into the Buzz Power of Prosumers Look for early warning signals _ jetBlue emerged like breath of fresh air in stale world of airline travel; took notion of individualized service to a new level by treating everyone like a VIP _ Apple Computer became a leader in the entertainment sector by rethinking the model with its iPod and 99-cent songs on iTunes Understand the power of context _ The term metrosexual was originally coined in 1994 but went nowhere till we relaunched it in 2003 in context of David Beckham, Queer Eye, et al. HOW the HWCfF Behaves Why the Time Was Right for Atkins Buzz Celebrity Culture Customization Search for Quick Fixes Need for Convenience Aging Population No-Blame Culture Globesity Search for Community Stressful Living Need to Achieve Nutraceuticals/ Alternative Medicines Personal Empowerment The Health and Wellness Company for the Future Understands and Drives Its Brands Momentum Euro RSCG Momentum Polling, Jan. 24, 2003 HOW the HWCfF Behaves Microsoft 162 AOL 152 Dont know/not sure 87 Yahoo! 74 Google 30 Q: What company or brand has made the greatest contribution to making the Internet more useful to us? A Dramatic Example of Momentum HOW the HWCfF Behaves Euro RSCG Momentum Polling, Jan. 24, 2003 Microsoft 162 AOL 152 Dont know/not sure 87 Yahoo! 74 Google 30 Q: What company or brand has made the greatest contribution to making the Internet more useful to us? Q: For each of the companies or brands listed below, please indicate whether you think the company or brandis gaining ground, losing ground, or just standing still in terms of making the Internet more useful to us. A Dramatic Example of Momentum Microsoft 162 AOL 152 Dont know/not sure 87 Yahoo! 74 Google 30 Net Momentum Losers AT&T - 2% Earthlink - 3% Monster -10% Netscape -14% Blackberry -16% AOL -18% Net Momentum Gainers Google 53% eBay 48% Microsoft 40% Yahoo! 32% Amazon 31% Sony 16% Verizon 16% Palm 5% Q: What company or brand has made the greatest contribution to making the Internet more useful to us? Q: For each of the companies or brands listed below, please indicate whether you think the company or brandis gaining ground, losing ground, or just standing still in terms of making the Internet more useful to us. AOLs paying subscribers were down to 21.7MM in May 2005, from 26.7MM in Sept. 2002, despite explosion in Internets popularity during that time HOW the HWCfF Behaves Euro RSCG Momentum Polling, Jan. 24, 2003 The Health and Wellness Company for the Future Adopts a Consumer-Centric Approach _ Consumer-centric companies go out of their way to revolve their processes around the consumer _ Continually mining consumer insights _ Listeningand respondingto customer feedback _ Letting the consumer know how highly prized he or she is _ The HWCfF is consumer-centric across all disciplines: _ Product development _ Researchtapping into trends and inflection points _ Distributionexploring nontraditional channels _ Packaging _ PRmaking consumers part of the conversation _ Advertising and marketingincluding person-to-person buzz Absolutely everyone at every level of the organization must feel connected toand responsible forthe end user HOW the HWCfF Behaves Brands That Get It: Acting on Consumer Insights Green Giant Maisette Strainer Lid Sephora Plastic strainer that fits over top of can so water can be strained easily and sanitarily; increased corn consumption, generated buzz, and improved perception of the brand in France High-end beauty emporium offers shoppers alternative to drugstores (low-end, nonexperiential) and department stores (limited brands, biased/pushy clerks) Sephora offers multiple brands, unbiased advice, access to testers and samples, convenience Redesigned pill bottle makes life easier for consumer with easy-to- read label, color-coded rings for each family member, and slot for product info Target ClearRx Pill Bottle HOW the HWCfF Behaves The Health and Wellness Company for the Future Serves as a Consumer Ally _ The HWCfF recognizes we are living in an age of activism; people are demanding more from the companies they keep HOW the HWCfF Behaves 0 10 20 30 40 50 60 70 80 90 100 In General, Very Little Trust in Industry *Prosumer percentages are 0 in markets in which question was part of prosumer algorithm. HOW the HWCfF Behaves I trust the food industry to provide consumers with healthful food % Agreeing Completely/Somewhat U.S. U.K. France Germany China India Japan Russia Mexico Spain I trust what I read in newspapers and magazines, and believe what I hear on television and radio* Prosumers Others 0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100 Prosumers Others Prosumers Others I am basically distrustful of advertising and the claims ads make Lack of Consumer/Citizen Trust Pervades Modern Society Politics Big Business Religion Sports Media HOW the HWCfF Behaves In recent ICM poll, 79% agreed food manufacturers are irresponsible in the way they advertise to kids Consumers No Longer Trust Big Food HOW the HWCfF Behaves Even the Medical Community Cant Be Trusted HOW the HWCfF Behaves _9 out of 10 respondents to American College of Physician Executives survey (2005) were either very concerned or moderately concerned about what they perceive to be rampant instances of dishonesty, financial conflicts, and unethical behavior in U.S. healthcare system The Health and Wellness Company for the Future Stands for Something Big and Meaningful to Its Target From soap to Champions of Real Beauty HOW the HWCfF Behaves And Express Yourself Directly A Brand That Gets It: Carrefour Consume better, its urgent HOW the HWCfF Behaves The Health and Wellness Company for the Future Has the Courage to Be a Leader _ The HWCfF doesnt wait around until its sure a market existsit creates markets _ It is proactive in combating potential problems (why wait for the regulators?) _ It identifies and acts upon triggers before the competition _ It constantly queries whether theres a new answer to the question: What business are we in? HOW the HWCfF Behaves HOW: What It Means for Companies _ Prosumers have high expectations _ Prosumers want their brand partners to be as they are: proactive, informed, innovative leaders _ They can be a brands most influential evangelistsor worst enemies _ Prosumers expect quid pro quo from their brand partners; if they give a little (information, custom), they expect something in return (personalized approaches, VIP treatment, special offers, etc.) _ They are marketing savvy and are willing to play the game, but only if theyre being accorded due respect or reward _ They seek innovation and newsconstancy is seen as complacency WHAT WHAT does the Health and Wellness Company for the Future know? WHAT intelligence is it working with? Whats Happening? CUSTOMIZATION Affinity Products _ Feels personalized _ Less expensive than custom Customizable Products _ Custom process _ Custom delivery and engagement Addressable Media/TV _ Specific messages and segments _ Easily delivered _ Measurable Personalized Service _ Enabled by technology _ Part of value exchange (give info in exchange for convenience/relevance) Smart Billboards _ A new opportunity for targeted messaging on mass scale Affinity Communities and Publications _ Political/social _ Ethnic/cultural _ Geographic _ Lifestyle WHAT the HWCfF Knows Whats Happening? CONTROL TiVo/DVR _ Time-shifting content _ Ad skipping Pop-up Blockers and Spam Filters Kazaa, iTunes _ Free or paid for content _ Micro payment _ Mix and match VOD _ On-demand content _ New advertising models Satellite Radio _ Subscription-based radio programming _ Advertising-free Games _ The ultimate medium of control _ A new opportunity for brand building WHAT the HWCfF Knows Whats Happening? CONSIDERATION Blogs, WIKIs, Message Boards, E-mail _ Lower cost of entry Subject-Matter Expertise _ Deep content _ Expert opinion Assistance in Choice _ Recommendations _ Ratings Consumer Websites _ Ratings _ Complaints _ Opinions Comparison Shoppers _ Price _ Features TV/Cross-Media How Tos _ Entertainment _ Awareness _ Consideration WHAT the HWCfF Knows Key Trends Affecting the Health and Wellness Category Trend: Dr. Me Description: _ Consumersand prosumers in particularare taking greater control over and responsibility for their own healthcare Drivers: _ Increased access to info and advice (expert and peer recommendations) _ Dissatisfaction with HMOs/managed care _ New focus on Brand Mebeing best you can be at every age, in every way _ Greater understanding of mind-body link (e.g., exercise to stave off depression) _ Growing incidence of chronic illness (e.g., diabetes) Implications for HWCfF: _ Online presence increasingly essential _ Need to educate consumers, not just medical personnel _ Growing market for preventative/health maintenance products (e.g., nutraceuticals, supplements, alternative therapies) WHAT the HWCfF Knows Brands That Get It: Helping Consumers Doctor Themselves Unilevers pro.activ cholesterol- lowering spread is Europes most successful heart-health brand, partly because it builds on legacy of trust established by Flora line of spreads since 1960s. Launched in U.K. in 2000, pro.activ achieved sales of $68.6MM+ 1 year later. Backed by Flora Project, a marketing effort that educates consumers about heart-disease prevention, including diet, smoking cessation, lifestyle habits, and exercise. _ Symptom checker _ Medical library _ Newsletter _ Alerts _ WebMD University (Caregiver UniversityLearning to Help Someone You Love) _ My WebMD _ Physician finder _ Health tools _ Clinical trials A Safe Solution to Every Problem; e.g., _ Calms Fort 4 Kids: all natural, non-sedative, non- habit forming medicine that offers children temporary relief of nervous tension and restlessness that lead to occasional sleeplessness _ Hyland's Menopause: a traditional homeopathic formula for the relief of symptoms of hot flashes, moodiness and irritability from the onset of menopause Hylands Homeopathic Medicines Unilever WebMD WHAT the HWCfF Knows Trend: Holistic Wellness _ Description: Greater awareness of mind-body-spirit link; move toward purity (pure foods, pure body, pure planet)respect for Mother Nature _ Drivers: _ Recognition of balance as ultimate form of wellness (response to stress-filled times, multitasking, overwork, 24/7 access) _ Fear of chemicals in food/water/atmosphere, GMO/irradiation, tainted foods _ Consumers around world are craving safer, non- chemical-based toothpastes, deodorants, anti-aging preps, makeup, medicines, etc. _ Implications for HWCfF: Gaining in interest: _ Detoxification foods and systems/regimes _ Boosters (immune system, energy, mental alertness) _ Antioxidants for cardiovascular health _ Probiotics, prebiotics, synbiotics _ Health systems (packaged supplements taken at scheduled intervals over period of a few days/weeks) _ General desire to know provenance of goods WHAT the HWCfF Knows Holistic Wellness: Brands That Get It Gaiam Whole Foods Market A provider of information, goods and services to customers who value the environment, a sustainable economy, healthy lifestyles, alternative healthcare and personal development Worlds Leading Organic and Natural Foods Supermarket Food unadulterated by artificial additives, sweeteners, colorings and preservatives A respectful workplace Give min. of 5% of profits to community and nonprofit organizations WHAT the HWCfF Knows U.S.s leading brand of nontoxic and environmentally safe household products Name derived from Iroquois belief that In our every deliberation, we must consider the impact of our decisions on the next seven generations Seventh Generation A Mass Brand That Gets It Introducing new Olay beauty and wellness vitaminsfrom Olay, the skin care and beauty experts. Olay vitamins have been specially designed by doctors and nutritional specialists to meet a woman's specific needs and bring her inside beauty out, making her look and feel great. By combining Olay vitamins with an Olay skin care regime, women can now seek a new level of enhancement to their beauty and help to diminish the signs of aging. Source: www.olayvitamins.com WHAT the HWCfF Knows Trend: Cross-Aging _ Description: Todays blurring of boundaries makes demographics significantly less meaningful; we are living out of sequence and playing by a different set of rules _ Drivers: _ Societal expectations of whats normal morphing _ Technology and access are breeding a generation of adults before their timekids just KNOW more these days _ Barriers have blurred between parent and kid, giving way to collaborative parenting _ Implications for HWCfF: _ Expansion of target market _ Need to speak to younger consumers about prevention of aging and age-related illnesses _ Find ways to appeal to the ageless consumer _ Assess and know the real user of your products WHAT the HWCfF Knows Cross-Aging Cross-Aging: Brands That Get It Walt Disney Co. Apple Theme parks hold obvious appeal for children and teens, but increasingly are destination for weddings, retirees, empty nesterscombining elements of magic, nostalgia, fun, and safety Apparel and collectibles appeal to all ages Pixar films as popular with adults as with kids With iPod, brand moved beyond techie/artsy loyalists and crossed into world of kids and teensinstantly took on now-ness of popular music iTunes encourages crossover of kid/adult genres Design innovations (e.g., translucent colors, shapes) makes computing cool, funky, and funemotional and sensory appeal crosses ages With babyGap, GapKids, and Gap Body, extends adult lifestyle downward to tots and teens Staples can be worn across ageswho in the family wouldnt wear a Gap polo? Gap WHAT the HWCfF Knows Trend: Community-Minded _ Description: People are looking to be a part of a community again _ Drivers: _ New technologies (from PCs to video games, to BlackBerries) are limiting face-to-face interaction, leading to sense of isolation/detachment _ Yin of globalization meets yang of desire for hyperlocal ties (community groups, book clubs, PTA) _ Growing recognition of value of supporting local businesses (Wal-Mart backlash) _ Implications for HWCfF: _ Return to idea of actually interacting with neighbors, pharmacists, patronizing local businesses (Ill have the usual) _ People want a sense of connectedness and rootedness; they want to see local manifestations of global companies WHAT the HWCfF Knows A Brand That Gets It: Sanitarium Sanitarium (100% Australian Owned) _ Australian food manufacturer Sanitarium (Weet-Bix, So Good soymilk) has emphasized nutrition and health education in Australia and NZ for 100+ years _ Despite overseas sales, maintains local community service and involvement as key component of corporate culture and brand identity Good Start Breakfast Club program, in partnership with Australian Red Cross, provides breakfast to kids at school in areas of most need, leading to increased school attendance and reduced crime rates Sanitarium Weet-Bix Kids TRYathlon promotes healthy lifestyles for Kiwi kids Chief sponsor of StormCo, a youth initiative of South Pacific Division of Seventh-day Adventist Church; works with Outback communities in need Project K, for kids aged 13-15, promotes good health, life skills, and goal setting (wilderness adventure + community challenge + 12 months of mentoring); developed line of breakfast cereals as fundraising opportunity24/box donated to Project K WHAT the HWCfF Knows Trend: Slow Down _ Description: View that life in the fast lane is not always life in the best lane _ Drivers: _ Life at hyperspeeddesire for a better balance of work/play _ Sense that children are growing up too quickly today; want to hit the breaks and enjoy simple things while still can _ Pushback against 24/7 connectivity and high- tech, stainless-steel world _ Implications for HWCfF: _ Interest in old-world methods _ Value placed on ingredients and recipes that have a long history of efficacy (not just latest clinical trials) _ Desire for ingredients, methodologies, packaging connected to more authentic cultures WHAT the HWCfF Knows Slow Down: Brands That Get It Bach Flower Essences Quaker Oats A system of 38 flower essences that corrects emotional imbalances: negative emotions are replaced with positive 100% safe and natural and work in conjunction with herbs, homeopathy, and medications Old-fashioned logo and emphasis on health/ nourishment make Quaker Oats stand out as a brand thats steady and true to its roots Quaker Oat Bran Hot Cereal: made from a single ingredient, oat bran. This smooth hot cereal is an excellent source of fiber, is cholesterol and sodium-free, and is a low fat food. In their trademark elegant and simple packaging, Diptyque candles come in 53 scents (in herbal, floral, spicy, woody, and fruity ranges); also available in room sprays The ultimate simple but luxurious indulgence Diptyque WHAT the HWCfF Knows Trend: Going Pro at Home _ Description: As prosumers become more proactive in healthcare and anti-aging, products and treatments once reserved for professionals (e.g., dermatologists, paramedics) are moving into the home _ Drivers: _ Greater availability/affordability of medical technologies _ Increased access to information online _ Trend toward proactive patients (first seen in 1980s, as AIDS patients increasingly realized they needed to actively battle to get the best care available) _ Aging population of boomers unwilling to go gently into that good night _ Increased incidence of chronic illness (e.g., diabetes, asthma) _ Implications for HWCfF: _ Products and procedures mimicking treatments available in doctors offices (at-home Botox, dermabrasion, peels, etc.) _ Hospital equipment from beds and bed pans to defibrillators available for home market _ More at-home testing and monitoring (glucose levels, blood pressure, etc.) WHAT the HWCfF Knows A Brand That Gets It: Philips Heart Start (At-Home Defibrillator) Easy to Use _ Uses clear, natural voice instructions that talk you through each step _ Senses and adapts to your actions _ Coaches you through CPR _ Training video included Safe _ Based on industry-leading technology _ Uses a highly accurate algorithm to determine whether the patients heart requires a shock _ Designed to only deliver a shock if one is needed Reliable _ Performs comprehensive daily self tests _ Ready to use when you need it _ Check its status at a glance Source: www.heartstarthome.com Philips Cardiac Resuscitation SolutionsWe design and produce every defibrillator as if the life of someone we love depends on it WHAT the HWCfF Knows WHAT: What It Means for Companies _ Todays prosumers are pushing back against the 24/7, high-tech, high-stress world _ Turning to brands that provide escape, a sense of connectedness to something beyond their immediate spheres, and a deeper bond with the natural world _ In H&W, prosumers want products that speak to the mind-body-spirit linkmoving beyond healing to nurturing, beyond healthcare to care of the total person _ They want to feel and look the best they can for the age they areforget numeric age, play to real age _ When selecting products and brand partners, they look for cues and clues in packaging, in ingredients, in messaging, and in customer service _ Prosumers want to work with brands that empower them and recognize them as individuals _ They want health and wellness on their own terms Getting to the Future First Living HOW Exploring WHAT Knowing WHO Thank YOU!