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Home > By DEPARTMENTS > Sales and Marketing > Marketing Management > Branding for Marketing Impact

Health is the NEW Symbol of Success

Survey shows that health is more important as gauge of success than wealth or fashion.

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Americans View Health as Success

The tides change, and with new awareness of healthy food vs. unhealthy foods, health care dangers, chemistry in the water...etc., etc., etc. -- people are taking health more seriously. This speaks to a company's ability to attract top talent, maintain a healthy workforce, and provide incentives that are meaningful for employees.

Green Offices and Green Behaviors are Meaningful

Green offices are healthier workplaces; organic foods are healthier, availability of fresh water and exercise are healthier in the workplace -- and employees will value these features of a green business strategy.

72% of Americans say that being physically healthy is a major symbol of success for them personally.

“Health has become the new status symbol for Americans across all age groups, income brackets and ethnicities,” according to a new Manning Selvage & Lee (MS&L) survey conducted by Opinion Research Corporation.

72 percent of Americans say that being physically healthy is a major symbol of success for them personally. The survey, which polled 1,010 adults age 18 and over, is a comprehensive look at Americans’ beliefs related to their health and self-esteem.

  • The survey also revealed that 91 percent of survey respondents said they would rather be talked about as someone who is “healthy” than as someone who is “wealthy”
  • 71 percent of Americans say they would prefer to be described as someone who “looks really healthy” than as someone who looks “put together or well-dressed”
  • Two-thirds of Americans say they would prefer to be talked about as someone with inner peace and emotional well-being rather than as someone who is socially outgoing and well-liked (31%)
  • 58 percent of respondents prefer not to socialize with people who lead unhealthy lifestyles
  • Eight in ten (80%) of Americans say that being emotionally healthy is a “major” symbol of success

“Beyond leading healthy lifestyles, our research shows that 82 percent of Americans agree that it makes them feel good about themselves if other people see them as healthy,” said Holly Jarrell, SVP, director of Insight Creation for MS&L and the lead researcher on the study. “The MS&L’s HealthEsteem model provides us with an insight-driven approach to help our clients understand the new consumer psyche for both consumer and prescription products.”

Health Valued Across all Age Groups, Incomes and Ethnicities

“Health has become the new status symbol for Americans across all age groups, income brackets and ethnicities,” said Anita Bose, senior vice president and director of MS&L’s Consumer Wellness practice. “MS&L’s research shows that today we place even more value on striving for good health than we do on achieving financial and professional success in our lives. Based on this research, we are thrilled to offer MS&L’s HealthEsteem approach to help our clients leverage this passion for wellness.”

MS&L HealthEsteem

In response to these findings, MS&L created MS&L HealthEsteem, a proprietary research-based assessment tool designed to analyze and identify the intersection where personal motivations, aspirations and perceptions (MAP) of health make an impact on consumers’ brand preferences and purchasing decisions.

By holistically integrating consumer marketing with emerging trends in health and wellness, MS&L’s model allows clients to layer a consumer segment’s HealthEsteem MAP over demographic and psychographic data to extract a deeper marketing insight.

MS&L’s dedicated Consumer Wellness team helps clients tailor communications strategies that connect to their target consumers’ HealthEsteem MAP at every critical life stage. The team builds on the agency’s best-in-class healthcare and consumer practices by leveraging deep scientific expertise, experience in developing integrated campaigns that maximize the impact of DTC advertising, and innovative approaches to consumer activation for clients across the spectrum of the consumer health and wellness arena.

MS&L’s New York office provides strategic public relations, communications and marketing support in the healthcare, consumer and corporate areas. All practices focus on building and sustaining successful brand relationships for clients, as well as strategic planning, corporate reputation, crisis management, stakeholder challenges, media relations and digital communications.

Opinion Research Corporation conducted the survey in October 2007 for MS&L’s Consumer Wellness and Insights Creation teams. Findings were based on a nationally representative telephone survey fielded among 1,010 adults age 18 and over.

About Manning Selvage & Lee

MS&L is one of the world's leading global communications firms. Headquartered in New York, MS&L has 54 offices throughout North America, Latin America, EMEA and Asia-Pacific, as well as an extensive global affiliate network. The agency meets the needs of global and local clients by providing best-in-class services in consumer marketing PR, healthcare PR, corporate communications and technology communications, as well as industry-leading work in digital communications. MS&L won PRWeek's Best Use of Internet/New Media Award in both 2006 and 2007.

MS&L is a member of the Publicis Groupe (Euronext Paris: FR0000130577), the world’s fourth largest communications group, and a global leader in digital and online advertising, media consulting, and healthcare communications. With some 42,000 professionals in 104 countries, the Groupe's activities cover advertising through three global advertising networks: Leo Burnett, Publicis, Saatchi & Saatchi, as well as through its two multi-hub networks Fallon Worldwide and 49%-owned Bartle Bogle Hegarty; media agencies with two worldwide networks ZenithOptimedia and Starcom MediaVest Group; and marketing services, including digital and interactive communications through Digitas, relationship and direct marketing, public and media relations, corporate and financial communications, multicultural communications, and event communications. The Groupe is also the world leader in healthcare communications. Web site: www.publicisgroupe.com.

For more information, contact:
Sara Donaldson
212-468-3893
www.mslpr.com
Headquarters: 1675 Broadway,
New York, NY 10019
T: 212-468-4200



Edited by Carolyn Allen, owner/editor of California Green Solutions
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