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  • More than 6 in 10 global respondents believe that the lifestyle habits they maintain today will determine whether they develop cancer, Alzheimer’s, or other diseases as they get older
  • 8 in 10 Prosumers believe brands have a responsibility to help them adopt healthful habits
  • More than 7 in 10 global respondents are willing to take a DNA test to evaluate potential health risks

Core Insight:

We have entered an era in which people are becoming increasingly focused on their health and intent on establishing good daily habits that will ward off disease and allow them to maintain mobility and independence as they age. Savvy brands are establishing themselves as critical allies along people’s individualized health journeys, whether that means placing lumbar supports in cars, embedding health monitors in clothing, or adding superfood ingredients to packaged snacks. In exchange, health components are creating brand value and providing opportunities for brands to forge more meaningful connections with consumers in just about every category.


Health is no longer something we think about only when we fall ill. In this century, it has invaded virtually every aspect of our lives, influencing what we eat, what products we buy, how marketers communicate, what benefits and perks employers offer, how people spend their leisure hours, and more. Health is no longer about illness; it is about wellness. And that is a 24/7 job.

In this latest study, Havas Group surveyed 9,447 men and women in 27 countries so as to better understand consumers’ evolving relationship with their personal health, the expanding role of data, and the implications of both for healthcare providers and brands. Key findings include:

A focus on tomorrow. People feel a sense of control—and responsibility—over their health. Most believe that what they do today will determine how well they will live as they age. More than 6 in 10 feel they can stave off major diseases by making good nutrition and lifestyle choices now.

Data is the new doctor. More than 3 in 4 Prosumers believe that data mining will allow scientists to accurately predict and prevent diseases. A slight majority believe that supercomputers will ultimately cure all diseases.

Optimism for the future of healthcare is linked to technophilia. Citizens of countries that have fully embraced this century’s digital revolution are significantly more hopeful about the direction in which healthcare is moving. These are the markets most open to advances such as robotic doctors and DNA hacking.

Tech companies are taking over the health industry. Two-thirds of Prosumers think technology startups will push aside pharmaceutical companies to become the major players in healthcare. For most, this is a welcome scenario, as tech firms hold the promise of unlocking innovations that put patients over profits.

Pharmaceutical companies must shift from cash to care. Barely half our global respondents trust drugmakers to provide them with safe medications. And only around a third trust healthcare companies in general to do the right thing. If they are to compete with the tech giants, drugmakers will need to demonstrate that they are putting people over profits.

Healthcare providers need to embrace the future. The modern healthcare consumer demands accessibility, convenience, and speed. Already, three-quarters of Prosumers would like to connect with their doctors digitally. And 4 in 10 believe healthcare providers will soon be competing with in-home robotic alternatives.

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