LONDON, Sept. 26, 2017 /PRNewswire/ -- Today,
Ogilvy's Health & Wellness Practice launches new research
report at Ogilvy on Wellness Conference, revealing industry
insights1 on the Wellness Movement and gathering data on
how society is shifting toward holistic healthcare in a world where
everyone is grappling with the stress of a 24/7 always on
culture2.
The findings emerge against a troubling modern health
context. More than 2 billion people are
overweight3. Over 80% of the world's teens aren't
physically active enough4. Working 11 hours a day
increases the chance of a heart attack by over 60%. However, it
isn't simply our physical health at risk5. Evidence
shows that stress can lead to physical ill health and early
death6. Research also shows that social media has
serious detrimental effects to our health7.
As the Ogilvy Health & Wellness practice delves deeper into the wellness
boom, a dichotomy forms:
- While modern healthcare is breaking into more specialisms,
consumers are actually seeking an ever more simple and holistic
experience – an integrated mind, body and spirit solution.
- As healthcare systems are slow to change and keep up with
consumers, a fast growing Wellness industry is booming, with new
pioneers understanding our needs and stepping into this
space.
- Five major themes emerge from the report: radical compassion,
mind and body becoming one, social fitness, somatic spaces and the
convergence of health and technology.
- We turn to a full spectrum of health solutions, both quirky and
conventional, to achieve the calm and holistic healthcare that
current health systems in our countries have not fulfilled. This
report reveals what pioneers are doing across the world as part of
the Wellness Movement.
- From a curriculum on mindfulness in Hong Kong, to a subscription service
encouraging family time, to dementia villages and human implants,
innovation is radically altering how we look after ourselves.
These unconventional methods have implications for brands and
marketers too. The reality is our brains are still hard-wired to
survive as we did 100,000 years ago. While communicators and
marketers can amass as much evidence and data as possible, focus
group participants are often guilty of making decisions without
really knowing why. "Marketing and communications can be far more
effective if we understand people from the inside out instead of
the outside in," said Christopher
Graves, President and Founder of the Ogilvy Centre for
Behavioural Science and Ogilvy on Wellness event participant.
"That means understanding human personality traits, cultural
cognition and deep-seated mindsets instead of sorting people by
demographic only."
Ultimately, the Wellness Movement is a coping strategy for life
in the 21st century. As demand for holistic health
grows, so does the industry around it. As a result, how we view and
look after our health is being transformed like never before.
Gloria Gibbons, Global
Practice Leader, Ogilvy Health &
Wellness:
"As healthcare systems find it slow to change
and adapt to what consumers want for their holistic health and
wellbeing, pioneers and innovators in the Wellness space have a
great opportunity to really deliver for consumers and their
health. There is massive disruption in the health
ecosystem. The Ogilvy Health & Wellness Practice has been
established to help brands and services better navigate these
marketing challenges and really make brands matter in this
sector."
Brian McCarter, Head of
Planning - EMEA, Ogilvy:
"The Wellness Movement is a
response to the pressure of modern life. The 24/7 always on norm is
making us sick. Despite advances in medicine, people feel that
something has been lost and are seeking ways to integrate a
healthy mind, body and spirit. As our research has shown, we
predict that we will become more self-compassionate; more
body-mindful; more communal; more spatially attuned; and more open
to augmenting ourselves with technology."
References:
- The Wellness Movement Pioneers: New Global Research
Findings by Gareth Ellis and
Brian McCarter, Ogilvy, September 2017
- American Psychological Association, Stress and Effects on
the Body, 2017
- The Independent, Mismatch Between the Way our Senses Evolved
and Modern World is Making us Ill, September
2017
- World Health Organisation, Physical Activity Fact Sheet,
2017
- The Atlantic, Have Smartphones Destroyed a Generation?,
September 2017
- The Telomere Effect: A Revolutionary Approach to Living
Younger, Healthier, Longer by Elizabeth Blackburn and Elissa Epel, Orion
Spring, 2017.
-
http://time.com/4793331/instagram-social-media-mental-health/,
http://www.independent.co.uk/news/uk/home-news/depression-girls-teenagers-quarter-stats-figures-research-a7956031.html
NOTES TO EDITOR
About Ogilvy
Ogilvy is one of the largest marketing
communications companies in the world. Through its specialty units,
the company provides a comprehensive range of marketing services
in-house including: brand advertising; direct marketing;
interactive; digital and targeted media; brand identity; retail and
in-store promotions; trade/event marketing, public relations; CRM
and loyalty marketing; fast-track, low-cost delivery; analytics and
research capabilities; strategic partnerships; branded content and
entertainment; multicultural marketing, and sustainability
marketing. Ogilvy services Fortune Global 500 companies as well as
local businesses through its network of more than 450 offices in
120 countries. It is a WPP company (NASDAQ: WPPGY).
Media Contact:
Tara Mullins
212-880-5243
tara.mullins@ogilvy.com
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SOURCE Ogilvy