Health is the new wealth. So said ad agency DDB in their 2009 report. But, if health is rising up the hierarchy, it is important to understand its new dimensions - its new definitions, even.
Most evidence points to rapidly changing relationships. For example, between health and death (look
at the increasing demand for assisted death); between health and leisure; health and nature; health and intelligence (there are over 40 cognitive enhancement drugs under trial).
The subject is deep and fascinating. In fact, I've just written a 150 page report on: Consumer Trends in Health, 2009-2015 available here
But, let's focus on the British and look at 10 ways that they are evolving their attitudes and behaviours concerning health as the 21st Century gets going.
1. The British are re-evaluating who they trust for their health. 30% trust pharmaceutical companies less today than 5 years ago. Meanwhile, almost a quarter trust online patient communities for information.
2. Another sign that traditional hierarchies are breaking down, the majority of British (53%) prefer generic medicines over brands.
3. Talk of fitness crazes (hot yoga, pilates etc) are clearly overdone. 69% of British over 15 play no sport at all.
4. British youth is in trouble. 20% of schoolkids suffer depression, there are 30,000 regular users of Ritalin and cocaine use amongst young adults has quadrupled.
5. Stressful lifestyles are also taking their toll. Alcoholism is up, obesity is up (Britons are the fattest in Europe) and 12 million take anti-depressants. Stress is seen by 60% as the worst thing for their health (versus, for example, unprotected sex at 15%)
6. Britons increasingly reach for superficial solutions. The cosmetic surgery market is worth over half a billion pounds and grew by 47% in one year.
7. More people fear cancer more than any other disease. Almost three-quarters fear that they might die from it.
8. Meanwhile,15% fear death from a lethal epidemic - a figure set to rise dramatically if Swine Flu takes hold.
9. Despite all these negatives, 74% look for ways to improve their health: it's on their daily agenda.
10. One of the key reasons for this is that good health is seen as essential for a good life. For example, 55% reckon that being healthy is a precondition for success.
Health is a complex issue and there are many, many paradoxes. Britons are trying to improve their health but are falling well short due to many everyday bad habits.
And if health is the new wealth, many Britons today are lower-middle class, and, in alot of cases, very poor indeed.
The financial crisis has caused many to re-evaluate their saving and spending patterns. I would be curious to study whether this is provoking a reappraisal of how much individuals have removed from their good health 'savings account'. If hedonism is being reigned in, surely the health of the British nation will benefit?
