Health is the New Wealth

Empowering people is key

SOURCE: DDB Worldwide

Against a background of economic uncertainty, people across the globe are feeling vulnerable, not only in terms of their wealth but also their health, according to a study by DDB Health, the global healthcare practice of DDB Worldwide Communications Group Inc.

The study compares perceptions about individual health among more than 1,800 consumers and physicians in 11 countries, including the U.S., Canada, Mexico, Brazil, UK, France, Germany, China, India, Australia and Singapore.

The research revealed that as household income decreases, the value people place on their health and the amount of time they spend thinking about it increase.

It appears that individuals globally are turning their attention away from that which they believe is beyond their control, like the economy, to that which they believe is mostly controllable. For example, 42% of those surveyed ranked health as a major preoccupation while 31% made “living without illness” their first health priority. Conversely, only 9% ranked “achieving my potential” as a priority.

Without a doubt people are recognizing they must be healthy in order to make things go their way again. The findings indicate that people are regressing to the fundamental, specifically what they need and not necessarily what they want, which has huge implications for both purchasing and motivation.

Maria Tender, DDB Director of Brand Planning, notes, “Consumers are not going to be as motivated to take action based solely on higher-order, emotional-end benefits in the pharmaceutical or even in the well-being space. Today, more than ever, they will need to see tangible benefits ascribed to brands.”

Published in Your Workplace magazine issue 11-6