What's Next for the Wellness Movement
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In this webinar, we deep dive into the Wellness Movement, from the new space it creates for brands and marketers to the implications and importance of why it now exists.
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What's Next for the Wellness Movement
- 1. FOR Powered by THE WELLNESS MOVEMENT
- 2. Hello! Brian McCarter Head of Planning, EMEA Ogilvy & Mather Advertising Thomas Crampton Global Consulting Principal, Marketing Transformation OgilvyRED Gareth Ellis Planning Partner, Ogilvy & Mather Advertising
- 3. What’s the weather like in your city? Tell us where you’re dialing in from!
- 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
- 5. An awakening
- 6. Methodology A brief history of healing
- 8. 70% of US adults take a Rx drug +60% risk of heart attack from overwork 80% of adolescents insufficiently active globally 2 billion overweight 1 in 3 is sleep deprived
- 9. The problem is us
- 10. A life well lived A life well lived Fauja Singh, Britain’s oldest marathon runner, aged 101
- 11. P E R M A Positive emotions Engagement Positive relationships Meaning Accomplishment The art of flourishing
- 12. Our 5 Wellness themes • Radical compassion • Embodied wisdom • Social fitness • Somatic spaces • Biohacking
- 14. Pioneer 1 Renaissance College, Hong Kong
- 15. Jumana Al Darwish, The Happy Box
- 16. Embodied wisdom Embodied wisdom Danish Wounded Warriors Project
- 17. Pioneer 2
- 18. Havening
- 19. Somatic spaces
- 20. DEMENTIA VILLAGE
- 22. Social fitness
- 24. Biohacking
- 26. Pioneer 2
- 28. 1. Understand Wellness as a dynamic process of change and growth Design to integrate mind, body & spirit Think about the whole social organism 3 ways to go well
- 29. Questions? Brian McCarter Head of Planning, EMEA Ogilvy & Mather Advertising Thomas Crampton Global Consulting Principal, Marketing Transformation OgilvyRED Gareth Ellis Planning Partner, Ogilvy & Mather Advertising
- 30. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
Notes de l'éditeur
- For the next thirty minutes or so, Gareth & I have the pleasure of introducing you to some of the insights from our research into the Wellness Movement and the Pioneers whose ideas are shaping it. You’ll receive the full report at the end of the conference tomorrow. So this is just a taster, a brief 30-minute romp through the main themes. It’s a qualitative study, based on spending time with a number of thought leaders on four continents this past summer. And experiencing many of these new Wellness treatments and practices for ourselves. Don’t expect lots of numbers of graphs. It’s very much a cultural enquiry offering an insight into where we think this burgeoning movement is headed. It’s our belief that culture is created at the fringes, and it’s there you have to go to understand how it will change.
- Let’s start with a question as old as we are: How do we heal ourselves? Do we need faith, wisdom or science? In the past you could ask the shaman to speak to the spirits. Or a priest to absolve you of sin. Or you could turn to a healer. Like Hippocrates, who talked about balancing the four humours. Nowadays you speak to a doctor, labouring in our industrial complex healthcare system. And whilst, doctors are therapeutically potent, people complain something is missing. The human is forgotten. The Wellness Movement is bringing together these three great traditions. To unite mind, body and spirit. To heal the human.
- Why Wellness? Why now? We are a sick society. For the first time in history, NCDs kill more people than infectious diseases. Strokes + heart attacks + cancer (the lifestyle diseases) account for 2/3 of deaths. Our modern lifestyles are making us unwell.
- Obese: globally 2+ billion overweight Inactive: 80%+ of the world’s population is insufficiently active Stressed: working 11+ hours a day increases the risk of heart attack +60% Sleep-deprived: link between sleep deprivation and ADHD Over-medicated: 70% of Americans on one prescription drug; 1 in 6 take a psychiatric drug
- The problem lies with us. With our neurobiology. Our modern world is fundamentally at odds with the way we have evolved. The ‘ape within us’ - our ancient brain that once kept us alive - cannot cope with its new environment. We evolved to live in small groups. Now we live in a global village. We evolved to gorge on ripe fruit. Now we indulge our primates’ taste for sweet treats. We evolved to hunt in daylight hours. Now we stare at screens, lazy and myopic. We evolved to rely on our sense of smell. Now air pollution hides nature from us. Our cardio vascular system cannot cope with fatty foods, low exercise and relentless stimulation. We must help the ape within us adapt. Wellness is ape training, if you like.
- Some of us are better at staying well than others. This is Fauja Singh. Britain’s oldest marathon runner, aged 102 Holds a world record for the over 90 category at 4 hours. Singh is also a perfect poster child for our ageing population. By 2050 a ¼ of us will be over 60. As we grow older, so the wellness movement will become more popular. Wellness is a way to keep doing what we love. So we can all enjoy a well lived life.
- But living and thriving are two different things. Wellbeing is a way to flourish. To feel great. To have great relationships. Live a meaningful life. Take pride in accomplishments. Thing is, global surveys show that not many of us say we are flourishing. People complain they are stuck on a hedonic treadmill. Chasing money doesn’t make them happy. Why don’t we stop? Our primal brain worries about scarcity. Enough is never enough. The wellness movement is to way to stop fretting about modern life. And start flourishing.
- So let’s look at the big wellness themes we observed in our study. And some of the pioneers championing them. Together they show how people are trying to heal themselves. In mind, body and spirit. So despite the pressures of modern life, people not just survive, they thrive.
- As we said earlier, emergent cultural ideas by definition challenge or reject accepted wisdom. Radical compassion is a rejection of the idea that something is broken that needs to be fixed. Radical compassion is about adopting a kinder, more compassionate view of oneself in order to facilitate health & healing. Not new; dates back to Buddah. So why are we so hard on ourselves? Throughout history people have wondered what causes suffering and happiness in the mind. Now we know why: our primitive brains are hard-wired to worry about stuff. To seek out bad news and danger. We have an inherent negative bias. Radical compassion is about a new relationship between the mind and the self. We can rewire ourselves for happiness. It’s the space of such emergent concepts as: - Headspace (quiet time). - Mindfulness - Gratitude - Havening
- Our colleagues in Hong Kong visited Renaissance College, a school that is pioneering mindfulness as part of the core curriculum. Education in HK is a bit of a pressure cooker:. Students spend most of their time studying: on average 62 hours per week. After 6 hours of school, 5 hours of homework HK suffers and epidemic of student suicide. Harry Brown & Stephanie Howdle-Lang wanted to change this. Students at Renaissance College practice 20 mins mindfulness per day. They avoided a top down approach, as this would only add to the stress. Instead they encouraged (and paid for) staff to practice mindfulness in their own time. Gradually, it seeped into the curriculum. The school expected parental resistance. But the opposite occurred: parents complained that not all children received the programme. Because academic results flourished.
- Turning now to the Middle East, where our colleagues met Jumana Al Darwish, founder of The Happy Box. A recent survey in Dubai showed that 50% of parents don’t spend enough time with their children Jumana and her sister-in-law Linda knew this problem first-hand and set out to change it. One Happy Box at a time. The Happy Box is a subscription service. You order a different box each month. Each box contains mindful activities customised to child’s age and gender (including Big Kids!) It helps families reconnect with one another in simple ways. Later they established Happy Studio, a community space for families to reconnect and bond.
- This theme is called Embodied wisdom. A new relationship between mind and body. Since Descartes we have split the mind and body, prioritising reason. But we now know the body isn’t dumb. It’s rather smart. It sees through deception faster than the mind. It remembers traumatic events. Somatic practitioners want us get body smart. Feldenkrais makes us aware through movement. Peter Levine releases the body from everyday trauma. Here’s an example from the world of dance. Dancers have been using Pilates as a rehabilitation method for decades. However, Pilates was actually originally created during World War 1. The founder of the system, Joseph Pilates, used his method to rehabilitate injured soldiers. The Danish Wounded Warriors Project uses Pilates and dancers to help soldiers overcome their trauma. Conducted a clinical trial to evidence the improvement in quality of life.
- Here’s an interesting example of embodied wisdom in action. The Philips Mother and Child team have developed a breast pump that connects mind and body. Philips has designed a breast pump that avoids stress on the back, helping mum relax. The posture engenders more oxytocin – the love hormone. Oxytocin is amazing. It is a wonder drug. It helps mum bond deeply with baby. And it enables her to produce more breast milk. The product gets the mind and body working together for the good of baby.
- An example from Ogilvy New York. One of pioneers is Dr Ruden. He is a neuroscientist. He has developed a treatment called havening. Havening aims to treat anxiety caused by traumatic events. He uses touch to alter thoughts, mood and behaviour. He asks patients to recall stressful events. And applies a gentle touch to the forearms. This process increases the levels of serotonin, Breaking the link between the event and the distress.
- This theme is about the rejection of harmful spaces. It promises a new relationship between the personal and the environmental. Our inner ape yearns to roam free on the plain. Yet Americans spend 90% of their time indoors. A kind of unhealthy hibernation. Endless summers (AC) and bad air. A life undercover disrupts our natural circadian rhythms. We must learn to create spaces with wellness in mind. Within healthcare architecture, hundreds of studies show how minor design interventions shorten hospital stays. Views of nature, art, single bedrooms, natural lighting and décor reduce stays by 25%. This picture shows Nottingham’s Maggie’s Centre, one of a number of similar centres around the UK. Maggie’s is a remarkable organisation that provides free practical, emotional and social support to people with cancer and their family and friends, following the ideas originally laid out by Maggie Keswick Jencks. Maggie believed that people should not “lose the joy of living in the fear of dying”. We predict that wellness architecture will move beyond healthcare. It will look beyond traditional constructs of form and function to create compassionate, sociable and purposeful spaces.
- Our Dutch team met Frank Van Dillen, who advises on and designs Dementia Villages. You will hear more about Dementia Villages later today when Frank/his colleague speaks. They help people with Alzheimer’s enjoy their final days in the company of loved ones and caregivers. This flagship village outside Amsterdam has 23 houses with 152 dementia-suffering seniors. Each house is styled around the period when the residents’ short-term memories stopped working, accurate down to the tablecloths. The residents manage their own households together with a team of staff members. 250 geriatric nurses and specialists hold different occupations in the village. The village has streets, squares, gardens and a park where the residents can roam. Frank believes the world is small for those with dementia. It’s the simple things that make their life worth living: your own home, a safe place, and doing what you like.
- Our poor, over-worked team in Hong Kong had the arduous task of travelling to this GOCO Wellness Resort Designed by Ingo Schweder & Josephine Leung, GOCO Resorts are “spaces that heal”. They blend Asian traditions and knowledge with contemporary western medicine. It’s an entirely different experience to a vacation resort. They are immersive and transformational. Guests spend almost all of their time in a wellness retreat. They journey through different spaces: from bathing pools, to treatment rooms, to library spaces, to clean eating, into outdoor gardens. More than that, they go on a journey of self-discovery, what Ingo and Josephine call “discovering a wellness way of life”.
- We call the next theme Social fitness. Social fitness is driven by the millennial. Who are life’s natural born sharers. And natural born exhibitionists. Love sharing what they do in parks or online. Millennials are getting back in touch with our inner ape. As mammals we are warm-blooded. We enjoy the company of others. At the heart of social fitness is a belief in healthy hedonism. If its more fun you keep it up. This is a shot from the Morning Glory rave scene. A modern way to dance yourself healthy. You don’t finish at 6 am. You start at it.
- Or this weekend you could have visited Victoria Park, a few miles for here. Wanderlust s the world’s largest holders of group yoga. They held a mindful triathlon. 5K. 90 minutes of Yoga. 39 minutes of meditation. Tickets started at 30 a head. Not including water and the mat.
- Biohackers believe technology was the dominant platform of the last century. The human body is the platform for the next one. Biohacking is about upgrading the human. Biohackers are citizen scientists. Biohacking is a systems-led approach. If we want better “outputs” from our systems then we need to improve our inputs. We can put chip implants into our bodies and connect to the internet of things. In the world of healthcare digital chips or implants already help the deaf here or the blind see. Now it’s entering wellness.
- Hannes is a Chief Disruption Officer and a biohacking activist. He does not step back from experimenting on his own body. Hannes pioneers smart human implants. You can connect them to a server to monitor you. This will give you you an early warning system if something might go wrong e.g. checking hormone levels; or vitamin levels; or changes in your heart rate patterns. Hannes promotes DNA tests. When individuals know their DNA they understand how different medicines, exercise and nutrition affects them. Interview with Hannes Sjoeblad, Faculty for Singularity and Diversity in Denmark; and Chief Disruption Officer at Epicentre
- Cryotherapy is a hyper-cooling treatment at -90C. Developed in Japan to reduce inflammation in arthritis sufferers. It’s now widely used by athletes. Cryo offers three whole minutes inside a sub-antarctic chamber. And now us. Especially by Brian who went last Friday to have a go. It leads to muscle relaxation, skin tightening and calorie burning (500-800 per session). You’ve been euphoric ever since.
- You can read more about the themes and pioneers in the book you will receive tomorrow.
- Meanwhile, here are 3 things we want wellness marketeers or those in the wellness industry to take away. Not about buying a crystal from goop… Thank you.