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Prosumer Reports

iBody: The New Frontier

iBody: The New Frontier

Havas Global Comms

Havas Global Comms

May 11, 2015

If given the option, 1 in 4 millennials would choose to be a cyborg.

People are hungry for smart tools and a helping hand as they work toward improving their physical health and fitness—but they are leery of technological “advances” that tinker with Mother Nature. Perhaps as a pushback against our high-tech world, the emphasis now is on natural solutions, including ways to get more sleep and avoid artificial ingredients in food and beverages. There is also a great demand for sociability components in health regimens. People want peer support and a healthy dose of fun and competition as they work toward their fitness goals.

Snapshot:

People around the world, almost universally, report a positive relationship with their bodies—calling them a source of happiness, pleasure, pride, and power. This is not to suggest that most are satisfied with the current state of their bodies or don’t struggle to maintain their preferred state. Drawing on an online survey of 10,131 people aged 18+ in 28 markets, this study explores the abundant opportunities for brands in the health, beauty, and fitness spaces to truly become partners to consumers on their journeys to wellness.

Key findings include:

A new body pressure linked to responsibility. With knowledge comes power—and a responsibility to act according to the most trusted information. A majority of those surveyed are spending more time online these days researching health matters. This is influencing not just what they do with their own bodies, but also how they judge the actions of others.

A pushback against unrealistic standards of beauty. Around the world, people are tired of being bombarded by messages saying that being beautiful means being “perfect” according to a narrowly defined set of dictates. A majority believe that, as a society, we have actually lost sight of what true beauty is.

Hungry for data. With apps and devices already on the market to measure everything from the quality of our sleep to how much water we consume, people have gotten used to the idea of using technology to monitor and improve their bodies’ health and performance. Privacy remains a serious concern, however: More than 4 in 10 global respondents are concerned about the loss of privacy that new health-monitoring technologies may bring.

Sugar is the new enemy. Fat has long been the bogeyman in the healthfulness narrative, but it is getting increased competition from sweeteners as people grow more concerned about the sharp rise in diabetes and childhood obesity. Marketers already are responding to this shift with reduced-sugar versions of their mainstay brands.

Tracking good, tinkering bad. While most people are excited about the potential of wearables and other wellness tools, they tend to be very uncomfortable with the notion of genetic modification, especially in relation to human reproduction.

Havas is one of the world’s largest global communications groups, and committed to creating meaningful connections between people and brands.

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