Women On the Verge of
Health & Wellness

Johanna Skilling
Chief Strategy Officer
Saatchi & 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
   ...
It’s a cultural
shift and
big business
opportunity
Wellness is constantly shifting priorities




     Read anews?
     Online now?
      Spend book?
    HourTarget?
       ...
“Wellness is an active, lifelong
process … involving choices about
    our lives and our priorities.”


                Ar...
We’re having a moment
9/11
Women’s earnings fell 2% in 2008,
twice as much as men’s.

Women, on average, bring
home 78 cents on the male
dollar
  •Al...
1 in 84 homes foreclosed in 2009
  Women are 32% more likely than men to
      have subprime mortgages




            Hig...
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.




        ...
Wellness used
    to mean feeling
      comfortable
     within my own
          skin.


     Now it’s the
    peace of mi...
I used to believe in
taking care of myself
     proactively.


 Now I’m trying to
maintain my mental
 heath and stress
  l...
We’re actually becoming more
           UNwell
I eat less, go out     Losing weight is
less, and buy less.    harder - which
The food I do buy is   doesn't help the
not ...
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
Renewed emphasis on personal values

     % who say __ describes them very well/perfectly


  Hard-Working                ...
A dramatic shift in “Trust in a person like me”



                 +53


                              73%


           2...
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 wellnes...
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 pro...
How did we put this into
       action…
For An Allergy Reliever?

             What’s her story? In a busy life, she plans
             for everything… Except all...
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...
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
fe...
There’s One More Thing …
Illness
Illness

Wellness
Illness

Wellness
Illness

Wellness
Wellness
We-ness
Thank you!
Follow us at SaatchiWellness
  on Facebook & Twitter!
Women on the verge of wellness  - ssw at m2w-hc 2009
Women on the verge of wellness  - ssw at m2w-hc 2009
Women on the verge of wellness  - ssw at m2w-hc 2009
Women on the verge of wellness  - ssw at m2w-hc 2009
Women on the verge of wellness  - ssw at m2w-hc 2009
Women on the verge of wellness  - ssw at m2w-hc 2009
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Women on the verge of wellness - ssw at m2w-hc 2009

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Trends on women and wellness, and how these affect marketers, based on SSW's first annual survey on wellness and the economy. Presented at the Marketing Healthcare to Women Conference (M2W-HC), in Washington DC, Oct. 2009.

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

  1. 1. Women On the Verge of Health & Wellness Johanna Skilling Chief Strategy Officer Saatchi & Saatchi Wellness
  2. 2. Our Mission: Inspire Wellness
  3. 3. “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
  4. 4. It’s a cultural shift and big business opportunity
  5. 5. Wellness is constantly shifting priorities Read anews? Online now? Spend book? HourTarget? Donut? Connect? at the gym? Old-school paper? CatchSpendMarcus? up on later? Neiman Blackberry? Fat-free yogurt? Extra Cocoon? hour of sleep?
  6. 6. “Wellness is an active, lifelong process … involving choices about our lives and our priorities.” Arizona State University, 2009
  7. 7. We’re having a moment
  8. 8. 9/11
  9. 9. Women’s earnings fell 2% in 2008, twice as much as men’s. 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%) * Sources: RockefellerTime Magazine 2009 Study, Center for American Progress
  10. 10. 1 in 84 homes foreclosed in 2009 Women are 32% more likely than men to have subprime mortgages High Low * Sources: RockefellerTime Magazine 2009 Stud, RealtyTrac, US News
  11. 11. And just as our lives are no longer the same, neither is our idea of Wellness. Findings from SSW 2009 Survey on Wellness
  12. 12. What does wellness mean to you?
  13. 13. 2008 BEING HEALTHY FEELING GOOD INSIDE AND OUT BEING BALANCED BEING PHYSICALLY FIT EATING WELL
  14. 14. 2009 TRYING TO CHANGE SURVIVING SLEEPING WELL HOLDING ON TO WHAT I HAVE
  15. 15. Before, wellness meant eating right and exercising. Now it means being sane in a desperate world. Source: SSW Survey “Wellness & The Economy”
  16. 16. 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”
  17. 17. 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”
  18. 18. We’re actually becoming more UNwell
  19. 19. I eat less, go out Losing weight is less, and buy less. harder - which The food I do buy is doesn't help the not the best either, whole self-esteem since cheaper food aspect. I have no tends to be less money and extra healthful. pounds. Great.
  20. 20. I've been working more and working out less – I feel more pressure to perform from a work perspective.
  21. 21. I run 6 miles every Saturday morning but lately I "need" to do it as a stress reliever, not just as exercise.
  22. 22. But something deeper is happening
  23. 23. We’re learning to face reality Goodbye, magical thinking If it seems too good to be true… you’re right.
  24. 24. • A sense of shared pain • Banding together • Strength in community Source: DYG
  25. 25. #1 Stress Reliever? Talking With Friends Source: SSW Wellness Survey
  26. 26. Renewed emphasis on personal values % who say __ describes them very well/perfectly Hard-Working 85 Ethical 79 Smart 59 Self-Reliant 56 Resourceful 53 Confident in myself 52 Source: DYG Scan
  27. 27. A dramatic shift in “Trust in a person like me” +53 73% 20% 2003 2008 Source: Edelman Trust Barometer
  28. 28. The New Definition of Wellness: Re-invention. Responsibility. Respect.
  29. 29. But there’s a little disconnect with us marketers
  30. 30. 1923
  31. 31. “ I – It “
  32. 32. I - Thou
  33. 33. Marketing has been I-It
  34. 34. We use the language of war
  35. 35. Officers lead us
  36. 36. Our consumers are targets
  37. 37. We launch campaigns
  38. 38. We capture their attention
  39. 39. So how can we align better with the new wellness zeitgeist? How can we support women in their quest for wellness?
  40. 40. 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
  41. 41. How did we put this into action…
  42. 42. 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.
  43. 43. 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
  44. 44. 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
  45. 45. There’s One More Thing …
  46. 46. Illness
  47. 47. Illness Wellness
  48. 48. Illness Wellness
  49. 49. Illness Wellness
  50. 50. Wellness
  51. 51. We-ness
  52. 52. Thank you! Follow us at SaatchiWellness on Facebook & Twitter!

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