REDEFINING HEALTH
DECLARATION I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project. This submission is the result of my own work. All help and support received has been acknowledged appropriately. Name Olivia Thomas _______________________________ Signed OT _______________________________
OLIVIA KATE THOMAS N0733317 word count: 3298
date 8/11/19 _______________________________
CONTENT PAGE 1 introduction 2 aims & objectives 3 methodology 7 the trend 8 origins & evolution 10 key drivers 16 debates around the trend 20 micro trendS
24 the consumer 26 industry implications 32 the future & conclusion 34 reference list 37 image references 39 bibliography 41 appendix
INTRODUCTION
This report explores the development and growth of the macrotrend Health and Wellbeing. The report reflects in depth secondary research on the macro-trend and underpins how Health and Wellbeing impacts industries and how brands and consumers are responding to the trend. Firstly, this report will support the meaning of redefining health and debate whether or not it is leading consumers to live an anxious life. The question is raised of “Why do consumers have such an obsession with being completely and perfectly healthy?” and debates are discussed in order to answer this question by analysing subjective and objective health, this will also help carry forward the idea of driving trends. Other topics throughout this report will include is the trends origins, development, micro trends such as self-optimisation and democratised wellbeing and world issues that are driving the trend to continuously grow. This report will successfully reflect consumer opinions, ideas and implicate ideas for the trend’s future developments.
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METHODOLOGY
AIMS & OBJECTIVES
The research conducted for this report has been collected from secondary research sources. The research consists of gathering information from online journals, books, articles, reports and websites such as WGSN, LS:N global, Trend Hunter and Euromonitor.
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Identify why Health and Wellbeing is influencing society and what are the issues surrounding it.
Advantages and Disadvanatages
Unveil consumer attitudes towards the trend and what is causing certain attitudes.
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Discuss industry implications.
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Highlight debates
Recommend for the future.
Build and assist a strong platform for idea generation to help stage one.
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An advantage of using secondary research is that it is accessible from almost anywhere nowadays. It is low cost if not free and there are masses of information available on any desired topic. A limitation faced from using secondary research sources exhibited that there was often contradicting information from various sources showing multiple different interpretations. This meant that there was difficulty finding accurate statistics and factual information used for analysis. Another limitation was that the lack of primary research meant there was limited information gathered on consumer insights, thoughts and needs on Health and Wellbeing. This would have helped support the future recommendations for the trend and to help validate points raised throughout the report.
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“Collectively, we aren’t exercising or dieting more and we’re not losing more weight. We are embracing a lifestyle centered on health and wellness and future well-being.” (PORTALATIN, 2017)
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WHAT IS THE TREND? Health and Wellbeing as a trend is recognising that health is not only about disease or illness but the physical and mental state of a person too. It is about how well people are as individuals and as large demographics including to understand the potential threats to health. (Department of Health, HM, 2010) According to the World Health Organisation; “Health is a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity.� (WHO, 2019) which comply with the 10 dimensions of wellness: the environment, personal wellbeing, our relationships, health, what we do, where we live, personal finance, the economy, education and skills and governance (ONS, 2013). The trend of Health and Wellbeing has been introduced into industry from the shifts in consumer attitudes and lifestyle driven from the constant desire to be healthy and the best version of ourselves, majorly influenced from Generation Z and Millennials.
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The wellness market grew an extra 12.8% in 2018 to reach a market of $4.2 trillion which majorly derived from the 330% growth in fitness apps in the past three years (netimperative, 2019). Additionally, the rise of mental health issues has intensified concern for businesses and brands and is now at the forefront of minds when considering Health and Wellbeing. 1 in 4 people in the UK will experience a mental health problem every year and 1 in 6 will experience a mental health issue now classified as common, which is anxiety or depression. (H,McManus, 2017). Additionally, the government and political movements strongly guides and supports the wide spec of Health and Wellbeing and offers help to change current issues.
ORIGINS AND EVOLUTION 19th century -
1983
- Mental Health Act: defines the rights of people with mental health problems after hospital treatments.
1999
- National Service Framework: workplace supports mental health and quality requirements for major medical conditions
2005
- Health, Work and Wellbeing: start of research into wellbeing in the workplace.
2007
Intellectual medical movements were researched and introduced. Healthcare methods that focus on self healing, holistic approaches were founded and gained popularity.
20th century -
mental health
2011 -
“No health without mental health” dedication and funding into mental health strategies
Wellness institutes were founded in the US and Government movements were put in place to spread awareness and promote healthier lifestyles.
2012
21st century -
2014
Concept of health and wellness became a tipping point where the trend is now a part of people’s daily habits.
- official department of health boosts the funding spent on
- Health and Social Care Act: NHS legal responsibility to
achieve parity between physical and mental health - NHS five year forward plan: five year strategy plan nationwide for mental health
2017 -
Theresa May health speech: announcement of official plans to support mental health
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(World health organization, 2019) (Deloitte, 2019)
KEY DRIVERS
DIGITAL DISRUPTION “The ‘digital detox’ isn’t recommended so much as a means of fulfillment or engagement with life but as a management strategy for maintaining productive focus. The demonization of distraction functions as an alibi for the employer cooptation of attention”. (Beattie, 2018).
One of the key drivers of Health and Wellbeing is digitalisation and the growing use of technology. The advancements in the digital age has significantly driven lower standards of mental health, with Instagram being officially voted as ‘the worst app for mental health’ in 2017 in a teen survey by RSPH according to the NHS (nhs.uk, 2019). The impacts of technology have been thoroughly researched into and why there is a desire to begin a ‘digital detox’ among the demographic who are referred to as digital natives, people who have never lived in a world without the internet. It has become apparent that there is a very close relationship between technology and physiological issues that are suggesting certain human changes such as cognitive losses, developing narcissistic attitudes and mental health issues regarding rising levels of anxieties from social media accounts that has developed the need of instant gratification [refer to appendix 1].
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According to a journal focusing on the impacts that mobile technology has on adolescents, a total of 7.5 hours is the average that adolescents spend on consuming electronic media just in a day (George and Odgers, 2015) and is resulting in shorter and worse night’s sleep, affecting people’s health drastically. An adolescent on average needs 8.5 to 10 hours sleep, however since the rise of technology consumers on average now are getting 7 hours (Emsellem, 2014) and lower standards of sleep habits can lead to poor physical and mental health.
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Information gathered from Professor Larry Rosen from the California State University has examined consumers behaviour and understands that certain people would actually be diagnosed with that he calls ‘iDisorder’. The Professor explained that the disorder exhibits symptoms of mental health changes where one has developed psychiatric disorders such as OCD, narcissism, addiction or even ADHD, which have unfortunately been manifested through the overuse of technology (Rosen, 2017). It has become evident that due to changes in behaviours, there is no doubt that technology is influencing changes in health and wellbeing, mainly impacting the health of our brains.
THE EMOTIONAL ECONOMY Another key driver of the macro trend heavily influencing industry is the emotional economy and the newfound freedom for individuals to make decisions based on emotions and values rather than economics (Raconteur, 2019). Consequently, this has led to an increase in consumer’s selfoptimization and the desire to be the best version of themselves, physically and mentally. Leading to an increase in interest of healthy eating and exercise, pushing Health and Wellbeing to become a tipping point of a macro trend by it becoming an everyday habitual lifestyle. Emotions are beginning to impact economic behaviour and has resulted to EQ’s taking over IQ’s therefore companies are becoming vastly aware of this change and tailoring their missions to meeting customers emotional needs. In terms of Health and Wellbeing this means that customers are buying into brands products and services that are guaranteed to improve their personal wellness but through their emotional outputs.
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NHS CUTBACKS The mental health services for children in the NHS has been reported as vastly underfunded and has been presented as the “biggest area of weakness� according to Jeremy Hunt, the ex-health secretary (Hunt, 2016). In addition to that, during a Ted Talk by Sangu Delle he admitted that over 75% of mental health issues are found in low income countries however the governments are spending less than 1% covering mental health (Delle, 2017). The lack of funding and research going into the mental health sector in the NHS is encouraging consumers to find new and alternative ways to remain healthy. The NHS trusts have experienced a 21% drop in their capital funding and as a result have had to cut funds on equipment and medication (Mulla, 2015).
Due to the medical recession and lack of funds for the NHS, the rise of CBD treatments, meditation retreats and healthy eating such as veganism have drastically increased. CBD is a non-hallucinogenic marijuana plant extract that can come in the form of oil, skin care and creams to help treat pain and anxiety and is the new upcoming treatment that does not need to be prescribed by doctors. In April alone there were 6.4 million searches for CBD (Shah, 2019). The lack of funding into the NHS becoming common knowledge is driving the macro trend of Health and Wellbeing.
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DEBATES
OBJECTIVE VS SUBJECTIVE HEALTH The constant idea and reminder to be healthy is often causing unrealistic expectations to consumers. With the digital age taking over, consumers are permanently attached to their devices reading about what is no longer acceptable to eat or drink. Exposing confusion on how to exactly be healthy. A debate that has been highlighted throughout this topic is that few, if any people will have a complete state of health, physical, mental and social well-being (Godlee, 2011). So why do consumers have such an obsession to be completely and perfectly healthy? In fact, a new definition was created by the World Health Organisation stating health as “the ability to adapt and self-manage� (WHO, 2016) which indicates one adapting their lifestyle and existing health situations to the best level of health for that individual. Additionally, it creates subjective health and elevates the debate of what Health and Wellbeing means from one person to the next, depending on their specific needs (Health Knowledge, 2019). This creates the discussion around wellbeing not being measurable nor objective so will consumers ever be content with their wellbeing?
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In retrospect health is actually beginning to redefine itself due to the argument surrounding subjective or objective health. This shift in opinion also has greatly developed since the masses of sources available online to initiate self-diagnosis. Websites such as WEBMD and symptom checkers have increasingly caused consumers unnecessary stress and paranoia. This problem has risen in demographics such as Gen Z and Millennials from the extensive digital influence they are surrounded, however generations born before the rise of the internet do not suffer these stresses.
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HEALTHY BODY, HEALTHY MIND
THE BIG CHANGES On a wider and larger scale, the uncertainty of political changes, hate crimes on minorities and socioeconomic factors have all raised the levels of stress and anxiety among people. Until the final outcome of Brexit, uncertainty remains about accessing health care and the implications that people will face. UK citizens may face difficult barriers after Brexit and as a result will have to provide proof of residency or even take out private insurance just to ensure they will have access to healthcare when they need it (Holmes, Baird and McKenna, 2019). The UK is currently lagging behind on their medical research and investing in EU funding. Therefore, going forward the UK risks falling further behind if they have no access to EU funding resulting from Brexit (Holmes, Baird and McKenna, 2019). Not only will this be a financial struggle, the thought and stress of it on consumers is causing mental health complications.
In addition to this, the World Health Organisation suggests that there are some serious detriments to health from economic, environmental and social factors that influence consumer behaviours. Additionally, there has been an extensive association between income and mortality. Unhealthy habits such as smoking tend to be more prevalent in low-income groups whereas wealthy groups tend to follow a healthier and more nutritious lifestyle (Woolf and Aron, 2013). After close analysis, data and research has proven that the relationship between unfavourable economic situations and mortality will continue for as long as consumers receiving low incomes have limited access to education, healthcare and good employment. Thus, showing how the uncertainty of political impacts has on the Health and Wellbeing trend.
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Employment and the workplace environment can shape health in many ways. Low status manual labour jobs are more likely to detriment physical health due to the exposure to physical hazards, toxic chemicals and injury (Woolf and Aron, 2013). However, the heavy stress levels from high paying office jobs has been found detrimental to mental health, with 12.8 million working days lost due to work related stress, depression and anxiety in the UK in 2018 (Hse. Gov.UK, 2018). Employment has experienced a rise in speedy work schedules, unmanageable workloads and consequently has experienced growth in stigma around mental health at work. With 1 in 5 (21%) admitting they ring in sick to avoid opening up about their mental health resulting from stressful work environments (Hanson, 2019). According to recent findings only 25% of people with mental health problems actually receive support and treatment each year. It is imperative that employment managers invest in various approaches to wellbeing (Hanson, 2019) and thereby improving employers health.
It is being seen as an integral part of a company if they have good and supportive mental health strategies, however there is a necessity to shift the taboo and recognise ways to improve and collectively take action. An example of a successful company recognising and implementing Health and Wellbeing strategies is Deloitte. Deloitte works closely with Mind to gain insight into mental health issues to help their people and participated in the ‘This Is Me’ campaign to help reduce the stigma. They also are a member of the City Mental Health Alliance and in 2016 hosted a discussion on the mental health within minority communities (Deloitte ,2019). This is a great example of companies successfully showing interest in their employee’s mental health state and helping to change and lower the amounts of issues that arise from workplace stress.
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“If you’re not optimizing your life for the benefit of your work (whether or not that work helps anyone other than your employer) you are dead weight” — (Real Life, 2018)
MICRO TRENDS 20.
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SELF OPTIMISATION Self-optimization is a growing micro trend which indicates the desire for self-improvement and is driving proactivity in humanity. It has created a constant growing pressure for individuals to be fitter, smarter, healthier and more productive. Self-optimization has developed specifically from the trend’s negative outcomes. For example, the lower funds for medical help and the negative impacts the digital age has caused for people’s health; hence the trend of digital detoxing. Research taken from Deloitte’s consumer survey in 2018 shows that more consumers nowadays are taking their health more seriously and investing into wearable technology for their fitness, this doubling since 2013 (Betts and Korenda, 2018). The results show that consumers are much more willing to share their data collected from their health apps and technology in order to improve their health and quality of life. Since the growth of self-optimization consumers are much more open to investigating and trying out new channels of care, whether this is home testing diagnostics or engaging in better personal wellbeing by healthier eating and exercising.
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DEMOCRATISED WELLBEING In terms of future thinking the idea of democratised wellbeing is due to continuous consumerization. Healthcare will eventually become democratised from data sharing and the growth of disruptive technologies (Rapolu, 2019). Consumers are becoming more aware and invested into holistic approaches to healthcare, showing that consumers are beginning to take their own initiative into increasing health. These may include attending retreats, spa’s, having gym memberships and using organic treatments. Similarly, and linking to selfoptimisation - democratised wellbeing is how one will become their optimised self. Artificial intelligence and the growth of technology is aiding how people are investing into bettering themselves. Research is showing that there is a growing responsibility for individuals to improve their own health and lower the times they visit doctors. To argue to this, there is a danger that consumers may experience being spoon-fed advice on how to live healthier and therefore fear that consumers will become sheep and lose their individuality (Evans, 2011).
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THE CONSUMERS
GEN Z Gen Z compromise for 32% of the global population (The Independent, 2019). Often unnoticeably this generation seamlessly slips in and out of real life and digital behaviour (Forbes, 2015) and are highly important consumers in the Health and Wellbeing trend. Gen Z believe that leading a balanced life is vital and tend to use exercise as an illness prevention and more so than other generations. Gen Z is the most likely generation to look to technology for advice on health, eating and exercising. This is due to the digital disruption and overuse of social platforms being engraved into consumers brains and the mass of information available on the internet.
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BABY BOOMERS Baby boomers have increased their population percentage from 21% in the 1990’s to 31% in the current day (Benenden Health, 2019). Consumers in this age bracket have much higher chances of certain illnesses and health defects than Gen Z. For example, women approaching the fifties are affected by the menopause and will likely affect the workplace, to support this there was a survey conducted in 2016 that stated a staggering 25% of women said they have considering leaving due to their experience (HR News, 2016). Conversely, baby boomers are less likely to rush to the doctors. This is because of their more traditional education and believing in natural remedies due to the recent improvements in modern medicine.
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ALPHA AGE The alpha age (born in 2010 and onwards) are the first generation born fully into the 21st century and are heavily centred around technology. Alphas will be at the forefront of wellbeing with artificial intelligence being their norm (Employee Benefits, 2019). It is likely that by the time alphas are fully employed and, in the workplace, society will begin to lose human contact and relationships in terms of wellness. Sophisticated technologies will be so easy to access and digest that alphas will become extremely comfortable with taking ownership and responsibility for their own physical and mental wellbeing, entering into democratised wellbeing (Employee Benefits, 2019).
THE FASHION SIDE “These products, marketed to adolescents and young adults through celebrity endorsements and social media for weight loss and wellness, are ineffective at best and dangerous at worst,” (PORTALATIN, 2017)
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The celebrity influence economy has experienced an extreme influx promoting products and services. Health and Wellbeing products such as detox teas hit the scene a few years ago and was an extremely popular thing for celebrities to endorse, however has suffered from backlash due to the unhealthy and dangerous outcomes the tea actually gives. US Senator Richard Blumenthal got involved by sending a letter to the chairman of the Federal Trade Commission calling for federal investigations into “misleading, predatory marketing practises” that celebrities are posting about detox teas (Business of Fashion, 2019). Companies such as Fit Tea, Flat Tummy Co and Lyf Tea all heavily rely on celebrities to promote their products through social media. Kim Kardashian is often criticised and been found guilty for marketing to “vulnerable teenagers and young adults” (Business of Fashion, 2019). Celebrities as such also are falsely advertising the results of the tea and exaggerating the weight loss, which encourages consumers to purchase the products that are proving to be bad for your health. Detox teas contain laxatives that don’t aid weight loss in the long term but instead just dehydrate you (Healthline, 2019). Therefore, in certain aspects Health and Wellbeing is impacting the fashion industry from a negative angle in terms of the desire to be overly healthy and ‘perfect’. Each few years there appears to be a new expectation on body shapes, they become unhealthy trends to society and products that promote weight loss only allows consumers to believe that trendy body shape is a must. Consequently, this is how self-optimisation can be dangerous. During a Ted Talk by Macklin discussing ‘Are Models, Role Models’, she analyses the ethics of models and their associated diets (Macklin, 2019). The argument discusses whether or not their health is genuine or completely unethical to gain a body shape that is unachievable naturally. This not only is a possible detriment to people’s bodies if they decide to follow the fake diets of models, it is a detriment to their mental health in believing they will never look or feel the same, after products such as detox teas do not work.
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Additionally, the fashion industry endures major issues regarding mental health. The fashion industry is often perceived as glamorous and extravagant. However, it has become evident that this is not the case to the inside of the industry affecting designers and models. Research from Victoria Tishcler from the University of West London has shown that individuals working within the fashion industry can be especially in danger of developing mental health issues due to the pressure of original and innovative work (Fashion United, 2018). The somewhat still taboo topic of mental health has been brought to the surface recently as Kate Spade took her own. Tischler also researched into the impact the fashion industry has on the intake of self-medicating with drugs and alcohol. Results show that industries like fashion and film has a much higher rate of this, an example being Marc Jacobs being checked into rehab twice for his struggles with alcohol due to stress and anxiety (Fashion United, 2019).
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FOOD AND BEVERAGE The progressiveness of Health and Wellbeing has increased the influence of redefining food culture. Consumers are becoming more aware of the importance of following healthier lifestyles within eating. Therefore, consumers are discovering more interest into better quality food, positive nutrition and this means moving away from processed foods (Forbes, 2019). According to The Economist, veganism was a minority within a minority by only 0.4% consumers being vegan until it became a trend (Parker, 2019) however nowadays, there are over 360,000 lifestyle vegans in the world (Jones, 2019). Veganism is being adapted into consumers lifestyles partly for the planet but also for health benefits and has quadrupled in 5 years between 2012 and 2017 (The Vegan Society, 2019). Moreover, to support this there is a consumer demand for plant based food and the need for transparency when purchasing food (the need to know what is going into food). As consumer needs rapidly evolve it means that food companies must work on redeveloping the ingredients going into the food (Forbes, 2019). In addition to this, the first thing that consumers drop when wanting a healthier lifestyle is alcohol consumption, according to a trend wellness report (Better For You, 2019). Even alcohol companies are diving into the health trend and now creating “light� beers and wine that has significantly less sugar and sulfites. Companies have had to resort to this even though it is arguable that this is contradictory and an unnatural extension to their brands.
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THE FUTURE
Whilst the future for Health and Wellbeing is still unpredictable and complex, the following recommendations are to aid consumers improve their quality of life. These areas have also been highlighted as ways to improve the trend for the future. For the unpredictable future it is vital that society redefines health by listening to technological advancements and the impacts it has on Gen Z’s demographic using it to self-diagnose. Therefore, redefining health into terms where it is based on individual subjectivity will significantly decrease levels of stress and anxiety. Additionally, it is important that mental health is brought to everyone’s attention, especially in the workplace. Employers must make employees feel valued and must take into consideration the state of one’s mental position; breaking the taboo topic of mental health issues and understanding mental state is as important as physical health. Moreover, the discussion of subjective versus objective health is vital to break to consumers. Health being subjective means it is no longer measurable unlike objective health. Therefore, society needs to break the stigma and develop own understanding of levels of health. This is apparent in the future of the alpha age and different industries will see this as a breakthrough. Using the emotional economy will help future subjective health as it allows brands to utilise attracting consumers through their emotions.
RECOMMENDATIONS 32.
Ultimately, this report has included concise research and information supporting the idea of redefining health and the impacts Health and Wellbeing has had on society and industries. However, due to the uncertainty of the future and developments in technology the next steps for what is to come for the alpha age remains uncertain. Although this report has aided further extensive research into developing this idea.
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Appendix
APPENDIX 1, PEST ANALYSIS - REFERENCES Chakrabortty, A. (2019). This NHS crisis is not economic. It’s political. [online] the Guardian. Available at: https://www.theguardian.com/society/2016/feb/08/this-nhs-crisis-is-not-economic-itspolitical [Accessed 7 Nov. 2019].
APPENDIX 1, PEST ANALYSIS POLITICAL
ECONOMIC
SOCIAL
TECHNOLOGICAL
Uncertainty of political changes may result in people feeling anxious and stressed about the future changes and how it will impact their lives, eg Brexit. 4 in 10 parents are concerned about their children becoming more anxious about the uncertainty of world events. (Mental Health Foundation, 2019). In terms of medical attention and health care, if and when Brexit occurs, there is worry bout the EU charter of fundamental rights will no longer be part of the domestic UK legislation. This creates major stress and possible mental health issues for the ethnic minorities which will be widely undermined (Mental Health Foundation, 2019).
The decline in economic activity due to the economic crisis, which started in 2007 has caused a rise in unemployment and increased the number of people living in poverty throughout the european union. In the future, economic support from employers such as job security (tenure), sense of control and medical benefits would highly improve the mental health of people. Technological advancements are impacting employment in terms of replacing jobs and making employees redundant.
Having good health means that demographics can take part in civic societal groups and clubs where as, poor health may hinder participation and therefore creates risk of loneliness and engagement can have a positive effect on social cohesion. A family member in better health condition is able to support other family members to thrive, mentally or physically. On the other hand, poor mental health or illnesses like child obesity can majorly affect family life and people’s ability to maintain healthy relationships. This will also impact education and work if they are not receiving the right kind of support. Population growth and age Press attitudes, opinions and taboos
Being overly connected and developing the need for instant gratification means that more and more people are starting to develop mental health issues. Even physical health is being detrimental by LED lights, computer screens and overusing phones before going to bed is causing worsen sleep and creating poor health. These health implications result to painful necks and vision problems. Increased use of smartphone has been proven to enhance the risk of anxiety 68% of people experience “phantom vibrations” from being unable to detach themselves from devices.
Socioeconomic: Alcohol consumption is a driver for suicide, especailly in young men. Socio economic deprivation causes higher Poor education and material disadvantage and unemployment. Role of stigma around topics such as mental health,
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APPENDIX 2, Table 1. Determinants of population mental health
Euro.who.int. (2019). [online] Available at: http://www.euro.who.int/__data/assets/pdf_file/0008/134999/ e94837.pdf [Accessed 7 Nov. 2019].