1. Cultural intelligence Uncovering our toxic environment: the cultural shifts which drive our urge to eat

2. Cultural intelligence Why we commissioned Flamingo Cultural Intelligence The PR Challenge: Achieve cut through new news to support our new weight loss plan from January Make Weight Watchers relevant, current and desirable Ensure consumers choose Weight Watchers The Solution: Create engaging and ownable content for media via a simple effective formula: Cultural Insights + New science around Hedonics = New ownable explanation and solution to obesity 3. Cultural intelligence WHAT ARE THE KEY CHANGES IN OUR WORLD WHICH AFFECT OUR URGE TO EAT? FROM PEOPLE TO ENVIRONMENT FROM GUILT TO EMPOWERMENT 4. Cultural intelligenceCultural Intelligence Lens THE CULTURAL LENS 8 universal and foundational themes which shape people and culture across the world. Helping us collect intelligence, thinking and source expert partnerships. 5. Cultural intelligence6 drivers that are breaking down our defences INFORMALISATION & SNACKIFICATION THE HAPPINESS FAMINE ROGUE FOOD CITY-BESITYBOREDOM BUSTING HYPERACTIVE CULTURE & ENERGY CRISIS 6. Cultural intelligenceCultural Intelligence came up with 6 drivers that are breaking down our defences and stimulating over-eating. ROGUE FOOD 7. Cultural intelligence The kitchen invades the home 8. Cultural intelligence The number of kitchen-diners has risen by almost 50 per cent in the past decade. One in three homes now features a kitchen-diner, and one in five Britons plans to blend their separate living room and cooking spaces into a single area. Lloyds UK Home Insurance survey, 2012 9. Cultural intelligenceThe kitchen invades the office 10. Cultural intelligenceStealth occupation of all of our spaces US consumers eat almost 20% of meals in the car (US culinary institute). "Food" is one of the top 10 most used tags on Tumblr. Food has become a cultural obsession, pervading all our spaces and conversations. 11. Cultural intelligenceCultural Intelligence came up with 6 drivers that are breaking down our defences and stimulating over-eating. HYPERACTIVE CULTURE 12. Cultural intelligenceBusyness is the new currency Technology is fuelling a world where its almost impossible to disconnect and zone out. A culture of presenteeism. Status associated with being busy. INFO 72% check their smartphones every morning with in an hour of waking up. Of 1600 managers and professional surveyed, 92% put in 50 or more hours of work a week. SOURCE: Harvard Business School professor Leslie Perlow, Sleeping With Your Smart Phone: How to Break the 24/7 Habit and Change the Way You Work. 13. Cultural intelligenceSedentary Britain We are kidding ourselves. We have more leisure time than ever. People are spending 17 hours and 30 minutes each day at home. 20 minutes longer than in 2010. UK IPA TouchPoints 4 64% say getting 30 mins of exercise a day is uncommon. Fatville Whilst we talk about being busy as if we are being extremely physically active, we dont realize just how slow the fast lane really is. Fatville Report We are less physically active than ever. 14. Cultural intelligenceTiredness epidemic fuels eating We are confusing mental exhaustion with physical exertion. Explosion of coffee shops on the High Street and energy drinks on the market. INFO In 2008, John Lewis sold 15 per cent fewer king-size beds than doubles. In 2010, the proportion has shifted dramatically, now selling 34 per cent more king-size than double beds. Costa Coffee: sales in the past three months were 20 per cent up on the same period a year ago, December 2013. 15. Cultural intelligence INFORMALISATION OF CULTURE 16. Cultural intelligenceFluid and arrythmic lives The structures of traditional families is rapidly changing. Mobility and the increasing blend of cultures means life is more informal today, etiquette is relaxed, we have fewer rituals. Professor Dale Southerton, Sociologist, Morgan Centre for the Study of Interpersonal Relationships Were not synchronised with our loved ones 24 / 7 society means we have very fragmented routines. 17. Cultural intelligence When the family does eat together, 40% start eating before others arrive, 38% use mobile phones and 10% think its OK to wear headphones. Survey by Bisto 2011 18. Cultural intelligenceFertile environment for snackification Death of routine eating is random, haphazard and driven by urge rather than timetable. The traditional 3 meals a day evolves into a more tapas-style way of eating and sharing with friends and family. Snacking will be so ubiquitous, the term snacking will cease to exist. It will just be eating. Dr Morgaine Gaye, Food Futurologist INFO The number of menu items in restaurants listed as snacks jumped nearly 170% between 2007 and 2010. Items described as mini rose 400% over the same period. (Mintel) 19. Cultural intelligence All of these trends shape our increasingly toxic environment They break down our defences and make it harder to make healthy choices. Heres how Weight Watchers harnessed this understanding. 20. Cultural intelligence How we harnessed this understanding to maximum effect . Opening doors to key opinion formers x 4 PR campaigns spanning 12 months + 21. Cultural intelligence Were living in a challenging environment today. One in which we need to survive. We need to give people skills to do this. We need to get the message out that your environment is stacked against you. Professor David Stensel 22. Cultural intelligence Shaping a new strategy 23. Cultural intelligence 24. Cultural intelligence Extending breadth of the message Slim Our Snacks coverage March 2014 25. Cultural intelligence 26. Cultural intelligence Stand out results: Best ever PR results: Editorial reach +500% versus 2012 (formerly most successful PR results) Invited by Department of Health to brief their marketing team on our strategy and approach Approached by Professor Susan Jebb, University of Oxford and Chair of the Governments Public Health Responsibility Deal Food Network to offer her support for the Slim Our Snacks campaign 27. Cultural intelligence