women on the verge of wellness - ssw at m2w-hc 2009

Women On the Verge of Health & Wellness

Johanna SkillingChief Strategy OfficerSaatchi & Saatchi Wellness

Our Mission:

Inspire Wellness

“Wellness is not a fad or trend.

It's infused into the way we eat, exercise,

sleep, work, save, age and almost every

other aspect of our lives”

Economist Paul Zane Pilzer, 2009

It’s a cultural

shift and

big business

opportunity

Hour at the gym? Extra hour of sleep?Spend now? Spend later?Donut? Fat-free yogurt?Target? Neiman Marcus?Online news? Old-school paper?Read a book? Catch up on Blackberry?Connect? Cocoon?

Wellness is constantly shifting priorities

“Wellness is an active, lifelong

process … involving choices about

our lives and our priorities.”

Arizona State University, 2009

We’re having a moment

9/11

Women’s earnings fell 2% in 2008,

twice as much as men’s.

* Sources: Rockefeller\Time Magazine 2009 Study, Center for American Progress

Women, on average, bring

home 78 cents on the male

dollar

•Almost 40% of women are the

primary breadwinner in their household

•Women’s unemployment is at a 26-

year high (7.8%)

High Low

1 in 84 homes foreclosed in 2009

* Sources: Rockefeller\Time Magazine 2009 Stud, RealtyTrac, US News

Women are 32% more likely than men to have subprime mortgages

And just as our lives are no longer the same, neither is our idea of Wellness.

Findings from SSW 2009 Survey on Wellness

What does

wellness mean to

you?

2008

BEING HEALTHY

FEELING GOOD

INSIDE AND OUT

BEING BALANCED

BEING PHYSICALLY FIT

EATING WELL

2009

TRYING TO CHANGE

SURVIVING

SLEEPING WELL

HOLDING ON

TO WHAT I HAVE

Before,

wellness

meant eating

right and

exercising.

Now it means

being sane in

a desperate

world.

Source: SSW Survey “Wellness & The Economy”

Wellness used

to mean feeling

comfortable

within my own

skin.

Now it’s the

peace of mind

that comes

with knowing I

can pay the

rent.

Source: SSW Survey “Wellness & The Economy”

I used to believe in

taking care of myself

proactively.

Now I’m trying to

maintain my mental

heath and stress

levels so I can

function daily.

Source: SSW Survey “Wellness & The Economy”

We’re actually becoming more UNwell

I eat less, go out

less, and buy less.

The food I do buy is

not the best either,

since cheaper food

tends to be less

healthful.

Losing weight is

harder - which

doesn't help the

whole self-esteem

aspect. I have no

money and extra

pounds. Great.

I've been working more and working out less – I feel more pressure to perform from a work perspective.

I run 6 miles every

Saturday morning

but lately I "need"

to do it as a stress

reliever, not just

as exercise.

But something deeper is happening

We’re learning to face reality

Goodbye, magical thinking

If it seems too good to be true… you’re right.

• A sense of shared pain

• Banding together

• Strength in community

Source: DYG

#1 Stress Reliever? Talking With Friends

Source: SSW Wellness Survey

Source: DYG Scan

Hard-Working 85

Ethical 79

Smart 59

Self-Reliant 56

Resourceful 53

Confident in myself 52

% who say __ describes them very well/perfectly

Renewed emphasis on personal values

A dramatic shift in “Trust in a person like me”

20%

73%

2003 2008

+53

Source: Edelman Trust Barometer

The New Definition of Wellness:

Re-invention. Responsibility. Respect.

But there’s a little disconnect

with us marketers

1923

“ I – It “

I - Thou

Marketing

has been

I-It

We use the language

of war

Officers lead us

Our consumers are targets

We launch campaigns

We capture their attention

So how can we align better with the new wellness zeitgeist?

How can we support women in their quest for wellness?

A few guiding principles

Don’t think of her as a patient (aka “victim””)

She’s the hero of her own story

Look at her problem realistically

We may think it’s dire… She doesn’t

Figure out where we fit in her life

Not the other way around

Don’t try to capture

Try to connect

How did we put this into action…

For An Allergy Reliever?

What’s her story? In a busy life, she plans

for everything… Except allergy relief

But she happens to like our product ..when

she remembers to buy it

So we weren’t worried about convincing

her the product works

We just needed to remind her that she

already knows what to do

It’s a no-brainer.

A Sleep Aid …

What’s her story? She knows what it

feels like to have a bad night’s sleep

But when she’s watching TV, what

she’s thinking about is how wiped out

she is… and all the bad choices she

makes when she’s tired

So we didn’t have to talk about a bad

night …

We did need to show her that her life is

more in her control with a good night’s

sleep.

It’s not about quality of

sleep, it’s about quality of

life

An Anti-Aging Product

What’s her story? She’s no dummy… she knows the years are passing

But the truth is, she doesn’t feel as old as she thought she might have at this age

She’s not necessarily ashamed of being 40+…or 50+ … or 60+… or more!

She just wants to look as young as she feels

There’s One More Thing …

Illness

Illness

Wellness

Illness

Wellness

Illness

Wellness

Wellness

We-ness

Thank you!

Follow us at SaatchiWellness

on Facebook & Twitter!