Nearly two-thirds (63%) of consumers say products and services in the next five to ten years should be designed in a way that enhances health and wellbeing, according to a Dentsu Aegis Network survey of consumers across 22 markets in March and April.

This greater consumer focus on their health and wellbeing is particularly visible in China, where 83% agree that future products and services should enhance this. Additional research from Ipsos found that a ‘healthy configuration’ is the number one purchase consideration among car buyers in China.

Consumers in Brazil, South Africa and Mexico are also more likely to expect future products and services to enhance their health and wellbeing, with at least three-quarters of consumers agreeing. In comparison, just under one-half of consumers in Japan and Denmark say the same.

Any wellbeing-related communications from brands that aren’t native to the sector will need to be careful, although tapping into social listening will help. Linking actions and messaging to wider issues of sustainability and an economic recession may also prove useful.

For traditional health and wellbeing brands, creating personalised experiences and being proactive in community support is important. Understanding the local market is also vital – consumers in Australia, for example, are emphasising telemedicine while those in Saudi Arabia and India prefer wellness apps.

This article was published by WARC.