Edelman Wellness Trends to Watch
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Last year, Edelman’s Wellness360 launched the Edelman Well-Being Study. The multi-generational study aimed to uncover how people define well-being, what they need to achieve well-being, the barriers they face in their well-being pursuits and the role brands play in helping consumers achieve their well-being goals. Using the findings as a launch-point, Wellness360 conducted secondary research to further explore several behaviors that surfaced based on both the qualitative and quantitative results – stress, community, sleep, finances and personal care. This research exposed several rising wellness trends across the United States.
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Edelman Wellness Trends to Watch
- 2. Millennial Dilemma: Most Connected Generation and Yet, Still Most Well-Being Challenged Methodology & Launch Wellness Trends to Watch Presentation Implications for Business & Brands Discussion WELCOME Email your questions to Julia.Cohen@edelman.com
- 3. Millennial Dilemma: Most Connected Generation and Yet, Still Most Well-Being Challenged PRESENTING TODAY… JEN HAUSER Director Wellness 360 AMY HYTOWITZ Executive Vice President Southern California Healthcare JEFF BURNETT Executive Vice President Chicago Consumer
- 4. Culture Value Systems, Behaviors, Norms Consumers Influences & Influencers Context Tipping Point Trends METHODOLOGY
- 5. Our Hub & Content Engine: Medium.com/@Edelman Check out our new stories series that will bring each trend to life on Edelman’s Medium page (Medium.com/@Edelman) Starting immediately following the webcast By Award-Winning Journalist & Edelman Colleague, Deborah Copaken
- 7. MEDITATION NATION The Edelman American Well-Being Study found that people prioritize mental and emotional health, often times over the physical. Increasingly, new scientific studies illustrate both the mental and physical benefits of meditation – and people are paying attention. INSIGHT Mindfulness-Based Stress Reduction (MBSR) programs exist at 70+ hospitals such as Duke Studies show that meditation may reduce artery blockage and the risk of heart attack and stroke 1 A pilot study in NeuroReport from Harvard suggests meditation activates specific regions of the brain that may influence heart and breathing rates 2 According to the National Institutes of Health, 8.0% of U.S. adults (18 million) use meditation 3
- 8. PERSONALIZED MEDICINE = PROACTIVE HEALTH DECISION-MAKING Consumers are recognizing the benefits of personalized medicine and are using genetic testing to predict/prevent disease. This trend was fueled by the media frenzy that occurred when Angelina Jolie had a proactive double mastectomy after tests showed she carried BRCA1. INSIGHT According to Grand View Research, global personalized medicine market size will reach $2,452.5 billion by 2022 from $1,007.9 billion in 2014 5 President Obama announced during his 2015 State of the Union Address that he is launching a new “precision” or personalized medicine initiative to advance personalized, effective therapies for the American public 6 23andMe developed the first and only genetic service where subscribers receive an overview of their DNA through detailed reports, tools and more; as of June 2015, they announced they have genotyped their 1,000,000th customer According to the University of Chicago, 66% of people would prefer to follow a personalized health care regimen which considers their genetic or biological profile4
- 9. DIGITAL DETOX A break from digital communication can refresh us, enabling us to become more productive. This break clears our life from noise and allows us the space to reconnect with ourselves, relax and return to the digital world recharged. INSIGHT The “Be Unplugged” option at the Quincy Hotel in downtown Washington, D.C., provides guests the ability to surrender their laptops, tablets and smartphones at check-in 7 Daimler introduced an out-of-office auto-delete option, where all emails that arrive in our inboxes while we’re on holiday are automatically deleted and must be resent on our return An estimated 13,000 people nationwide officially pledged online to unplug on National Day of Unplugging 8 St. Vincent and the Grenadines asked travelers to leave their technology at home as part of their digital-detox vacation package; included in the package is a pre-mailed guidebook explaining how to function on a trip without technology 9
- 10. ADULT PLAY Adults are re-exposing their inner child to create mindfulness and de-stress. Experts have found that the practice of coloring generates wellness, quietness and also stimulates brain areas related to motor skills, the senses and creativity. INSIGHT According to the Associated Press, in July 2015, eight of the top 20 books on Amazon’s best-seller list have been adult coloring books 11 Hashtags such as #adultcoloringbook and #adultcoloring have tens of thousands of associated images on Instagram 12 The relaxation that coloring provides lowers the activity of the amygdala, a basic part of our brain involved in controlling emotion that is affected by stress 10 ~1 million adults sent themselves away to camp last year 13 While kids' camp attendance has declined, the number of camps for grown- ups has swelled, totaling 800 camps – a 10% increase a year over the past 10 years 13
- 11. THE QUANTIFIED SELF COMMUNITY We are all living by the numbers, but we are moving from tracking ourselves alone to sharing our data and relying on one another to keep each other going. INSIGHT Forbes states that “long-term winners” will be companies that create functional ecosystems and communities 16 App designers are embedding “connection” and social elements into app tracking abilities: • FitBit – Friends can communicate with short messages or send each other a "Cheer" or "Taunt“ • RunKeeper – Users compare activity levels with friends. Users motivate each other to stay active There are 40,000 health-related smartphone apps 14 and more than 60% of U.S. adults track their weight, diet or exercise 15
- 12. SLEEP IS HEALTH Lack of sleep can lead to heart disease, high blood pressure, stroke, weight gain and diabetes. Three-fourths of adults whose sleep is affected by stress or anxiety say that their sleep problems have also increased their stress and anxiety.17 INSIGHT According to the CDC, ~70 million Americans suffer from chronic sleep problems 18 The National Institutes of Health states that sleeplessness creates $16 billion in annual health care expenses and $50 billion in lost productivity 19 75% of people said getting a full night sleep was very important to wellbeing yet nearly 50% of people say they aren’t getting enough sleep 20 The U.S. is the single largest market for sleep aids such as mattresses, sleep apnea devices, sleep laboratories and medications with a major share of 65.7% of the global market21
- 13. FOOD IS MEDICINE The concept of “food as medicine” is on the rise with the intake of specific foods – and not others – associated with helping to avoid and/or reverse chronic disease, which will account for over 50 million deaths by 2030.22 INSIGHT Dr. Mark Hyman preaches, “what you put at the end of your fork is more powerful medicine than anything you will find at the bottom of a pill bottle.”23 In New Orleans, the Goldring Center for Culinary Medicine at Tulane University is opening the first dedicated teaching kitchen at a medical school 24 The CIA, Harvard School of Public Health and Samueli Institute host the “Healthy Kitchens/Healthy Lives” conference which brings together doctors, registered dietitians and nutritionists, educators, sustainability experts and chefs to study and share how certain foods can prevent diseases or help manage them 25
- 14. VEGAN-ISH Once veganism was widely associated with animal rights activists, the health conscious and the religious. But now, more and more people are dabbling with a vegan diet. INSIGHT According to the Vegan Society, more people are pledging to go vegan for seven or 30 days26 36% of U.S. consumers either prefer milk alternatives and use meat alternatives, which is more than those who claim to be vegan27 26% of Americans said they ate less meat in the last 12 months26 Beyonce and Jay-Z went vegan for 22 days as part of a spiritual and physical cleanse26 New York Times columnist, Mark Bittman developed a “Vegan Before 6” program
- 15. FINANCIAL WELLNESS = HEALTH Financial wellness across the globe has shown to be a critical factor when assessing overall health and well-being and is closely tied to productivity, sleep and stress. INSIGHT A CNN study declared that money worries are the world’s greatest cause of stress 28 82% of people said having daily/monthly financial stability is the most important when achieving their ideal state of health and well-being 29 92% of Americans are losing sleep over their finances 30 Companies that offer "financial wellness" programs could save $3 for each dollar they spend 31
- 16. WELLNESS WHERE YOU ARE The market is responding to consumers pursuit of wellness by creating new and often unexpected touch points to help people live well wherever they are. INSIGHT On The Road The global wellness tourism market is worth $439 billion 32 At Work A meta-analysis of corporate wellness studies found a 25% reduction in absenteeism and sick leave, a 25% reduction in health costs and a 32% reduction in workers compensation and disability costs in corporations with wellness programs 33 In the Neighborhood Community well-being initiatives are rising, such as Blue Zones – a well-being improvement initiative designed to make healthy choices easier through permanent changes to environment, policy and social networks LAX features a farmers market; Burlington International Airport features Evolution Yoga, where jetsetters can relax, unwind and stretch before a long flight Resorts such as Hilton and Marriott have added services to their properties that include everything from yoga classes and in-room fitness videos to locally sourced food offerings and expanded gyms and spas
- 17. FOR BUSINESSES AND BRANDS WHAT THIS MEANS
- 18. WHAT THIS MEANS FOR YOU… Reconsider your corporate purpose Articulate it fully Walk the talk WHAT THIS MEANS FOR BUSINESS Explore new consumer need states Drive connection & community Allow for personalization WHAT THIS MEANS FOR BRANDS
- 19. DISCUSSION 19
- 20. SEE THE TREND SLIDES: SLIDESHARE.NET/EDELMANINSIGHT S SEE OUR CONTENT STORIES: MEDIUM.COM/@EDELMAN
- 21. FOR FURTHER INFORMATION, PLEASE CONTACT: JENNIFER HAUSER JENNIFER.HAUSER@EDELMAN.COM (212)704-8115 ROBYN VELARDO ROBYN.VELARDO@EDELMAN.COM (212)819-4837 AMYSCHNEIDERMAN AMY.SCHNEIDERMAN@EDELMAN.COM (212)642-7729
- 22. SOURCES MEDITATION NATION: 1. “Can Meditation Curb Heart Attacks?,” New York Times Well Blog (November 20, 2009). 2. “Meditation as Medicine on the Rise,” ABC News (July 2015). 3. “Use of Complementary Health Approaches in the U.S.,” National Center for Complementary and Integrative Health, National Health Interview Survey (2012). PERSONALIZED MEDICINE = PROACTIVE HEALTH DECISION-MAKING: 4. “Global Study Finds Majority Believe Traditional Hospitals Will Be Obsolete In The Near Future,” Forbes (December 9, 2013). 5. “Personalized Medicine Market By Product (PM Diagnostics, PM Therapeutics, Personalized Medical Care, Personalized Nutrition & Wellness) Is Expected To Reach $2,452.5 Billion In 2022: New Report By Grand View Research, Inc.,” Global Research View (June 23, 2015). 6. “FACT SHEET: President Obama’s Precision Medicine Initiative,” WhiteHouse.gov (January 30, 2015). DIGITAL DETOX: 7. “The Rise of Digital Detox,” Forbes (May 15, 2012). 8. “Be Device Free on National Day of Unplugging,” NBC Bay Area (March 5, 2015). 9. “The Rise of Digital Detox,” Forbes (May 15, 2012). 22
- 23. SOURCES ADULT PLAY: 10. “Coloring Isn’t Just For Kids. It Can Actually Help Adults Combat Stress.,” Huffington Post (October 14, 2015). 11. “Trendy but calm: Adult coloring books selling like crazy,” Associated Press (July 15, 2015). 12. Forget video games and tech in general, adult coloring books are the latest way to relax,” DitigalTrends.com (July 17, 2015). 13. GrownUpCamps.com. THE QUANTIFIED SELF THE QUANTIFIED COMMUNITY: 14. “National Survey of Americans’ Health App Use Shows Technology's Promise and Weakness,” NYU Langone Medical Center (November 3, 2015). 15. Health Fact Sheet, Pew Research Center. 16. “Nike, FitBit, Or Jawbone: Who Is Best Positioned To Win In Fitness Wearables?’, Forbes (November 19, 2013). SLEEP IS HEALTH: 17. “Stress and Anxiety Interfere With Sleep,” Anxiety and Depression Association of America. 18. Centers for Disease Control and Prevention, Sleep and Sleep Disorders. 19. “The Sleep Racket,” Forbes (February 27, 2006). 20. “American Well-Being Study,” Edelman (April 8, 2015). 21. “Global Market for Sleep Aids to Reach $76.7 Billion in 2019; Sleep Apnea Segment Growing at 11.3% CAGR”, BCC Research (July 8, 2014). 23
- 24. SOURCES FOOD IS MEDICINE: 22. “9 Ways to Use Superfoods to Help Yourself Get Healthy,” Alternet.org (June 4, 2015). 23. “Eat Your Medicine: Food as Pharmacology,” DrHyman.com (April 3, 2013). 24. The Goldring Center for Culinary Medicine, Tulane.edu. 25. “Healthy Kitchens, Healthy Lives,” HealthyKitchens.org. VEGAN-ISH: 26. “The Rise Of The Part-time Vegans,” BBC News Magazine (February 17, 2014). 27. “Vegan is Going Mainstream, Trend Data Suggests,” Food Navigator (March 17, 2015). FINANCIAL WELLNESS = HEALTH: 28. “Poll: Money Worries World's Greatest Cause Of Stress,” CNN (September 30, 2009). 29. “American Well-Being Study,” Edelman (April 8, 2015). 30. “Experts Say Financial Wellness has A Significant Impact on Employee Productivity,” FinWell Group. 31. “More Companies Offer Financial Wellness Programs,” USA Today (September 27, 2014). 24
- 25. SOURCES WELLNESS WHERE YOU ARE: 32. “Europe Ranks No. 1 for Wellness Tourism Trips: Generates 203 Million Annually,” Global Wellness Summit (March 6, 2014). 33. “Do Corporate Wellness Programs Really Boost Productivity?,” Fast Company (July 24, 2014). 25