GLOBAL, JANUARY 24, 2013 – Technology may be related with sedentary lifestyles that can lead to obesity and most diseases. But an online study done by McCann Truth Central, the global intelligence unity of McCann Erickson, “The Truth About Wellness” surveyed 7,000 respondents in the US, UK, Brazil, China, Japan, South Africa and Turkey and supplemented qualitatively in the US, UK, Japan, Peru and Brazil.
“There is an exciting technological revolution in the wellness arena today which is empowering consumers, and transforming our health,” said Daryl Lee, McCann’s global chief strategy officer. “However, with obesity seen as the number one threat to future health, there are also concerns that technology is encouraging bad behaviors, The good news is that 94% of consumers say brands have a role in supporting their wellness needs. There has never been a better time for brands to lead positive change.”
Amar Urhekar, executive vice president, McCann Health Asia Pacific commented, “The definition of wellness has evolved – wellness is no longer aspirational, it’s the norm of the day. Like all things associated with technology and social media, I believe consumers expect brands to be honest and upfront with them, and want to see the efforts taken to ‘keep them well’.
“In the healthcare space in particular, wellness is a potent global trend. It’s a time of transition for healthcare professionals and the majority (66%) of people are looking for doctors to focus on prevention as well as curing illness. The choice for marketeers is if they will constructively and conclusively offer wellness engagement – be it mental, physical, spiritual or even financial. The true opportunity for wellness now substantially lies far over and above the standard health and fitness companies.”
Dave McCaughan, director of Truth Central for Asia highlighted the unique health culture across the region; “Asian cultures are imbued with a strong belief in ‘balance in health’. A similar McCann study in 2000 revealed that Asian people were the most likely to say that the best way to obtain wellness is through a combination of traditional and modern medical care and a healthy preventative lifestyle. Again in 2013, this more balanced expectation prevails, particularly with many people now expecting to live longer.
“Throughout our study, people in Asia were the most inclined to believe that they will live longer lives, but recognized they will need a balance of technology and human care to achieve a happy, well life. They are also more inclined to believe that wellness needs to be physical as much, or more so, than mental. In markets from Japan to Thailand, we heard that physical wellness is fundamental to maintaining mental strength. While many Asian markets have aging populations, respondents believe there is no shortage of mental stimulus in our fast-changing world, but are concerned that unless they can maintain their physical wellbeing, they will become a burden and fall behind.”
Here are the top findings from the survey:
1. Young men worry more than women that Facebook is making them fat.
2. Chinese consumers are terrified of aging.
3. Depression is #1 diagnosis for “Cyberchondriacs.”
4. Brazilians are obsessed with happiness.
5. Death by cancer is our greatest fear but 20% of Brazilians think that urban violence will get them first.
6. 21% think doctors will be obsolete in the future
7. Only 5% of humanity would like to have a clone.
8. 49% of people regularly do brain exercises.
9. If you’re 34 it’s all downhill (unless you’re Japanese).
10. The average person thinks they’ll live to 79 (but hopes to live to 87).
For more information or to download the executive summary of the study, click here.
