1. Everything about how we regard, prevent, and treat illness is changing, thanks to new tools and technologies; more
informed, proactive, and empowered consumers; longer life spans; and the globalization of health thinking.
Prosumer Nation:
A Subculture of Proactive Health Consumers
Just as Prosumers are shiſting the balance
of power at retail, so, too, are they
siphoning power away from the medical
community and toward themselves.
52
I pay a lot of attention to health I have some or a lot of control
issues and consider myself well over illness in general.
informed in this area.
Mainstream Prosumers % agreeing strongly/somewhat
Sense of Control Changes Everything
Armed with unprecedented
access to healthcare
information, products, and
services, modern consumers
feel a heightened sense of
control—and responsibility. 56 56 52 44
23 23 27 33
Illness in general Diabetes Heart disease Body cancer
% feeling some/a lot of control % feeling little/no control
The Brain: A Key Weapon in the Fight for Good Health
The brain—once regarded as mysterious and
63%
outside our control—is increasingly perceived as
an important tool in the battle for long-term
health. Modern consumers are embracing the
ancient notion of a mind-body link and are
paying more attention to lifestyle and other
factors that could potentially impact brain health.
4 10
RESPONDENTS BELIEVE
IN AT LEAST SOMEWHAT
THAT MOST ILLNESS IS
PSYCHOSOMATIC
Factors respondents deemed best and worst for the brain:
Recreational/ Air and Water
Exercise Sleep Love Illegal Drugs Tobacco
Pollution
Good for the brain Bad for the brain
Fortifying Body and Mind with Food
65% 68% 79%
are much more aware of the believe food is as effective believe eating a healthful diet has
nutritional/health value of the as medicine in maintaining a positive impact on the brain.
food they eat than they used to be. one’s overall health.
YET
37%
ONLY
As consumers have come to feel more
responsible for their health, food has
become an even more important weapon
in the health-maintenance arsenal.
70%
Source: Prosumer Report—My Body, Myself, Our Problem: Health and Wellness in Modern Times, drawing on survey
responses from 7,213 adults in 19 countries. All data shown is global. Download the white paper at prosumer-report.com.