By Remy Raitt

Havas chief strategy officer, Lou Boxall-Davies delivered the report saying their findings from the study show great news for the beauty and health industries. Twenty percent of the sample qualified as prosumers. A prosumer is defined as the 15 to 20% of consumers who influence trends and shape markets around the globe. These enthusiastic adopters’ thoughts and behaviours were measured against others across the world. In her report Boxall-Davies also compared global trends to South African ones.

Twenty-eight countries were included in the study, with people of all ages and backgrounds sampled. Boxall-Davies says the report shows that “there are shifting perspective towards the body and technology”. For many years people didn’t fully own their bodies; they were simply seen as vehicles for labour or childbearing. The report states; “In recent decades, we’ve seen unprecedented movement towards body ownership – primarily lead by women.”

Globally 81% of people believe they own their bodies. In South Africa 60% of people do, with the difference citing ownership to entities like God. When asked about things like tattoos, the prosumers believe more firmly that the body is a canvas for self-expression; 28% of South Africa consumers believe this with 53% of local prosumers agreeing.

The study asked people what they feel their body is a source of. Globally the respondents replied positively. With happiness, pleasure, pride and power ranking in the top spots respectively. In South Africa happiness took the top spot with pride only slightly behind.

Havas divided the study into four key findings; A typology of body perspectives, Beauty fatigue and high-tech solutions, Sugar and fat as the new tobacco and New frontiers of body enhancement.

Culture strongly influences how people feel about their bodies. Boxall-Davies explained how they have divided these views into three key body perspective groups; pleasure seekers, holistic enthusiasts and functionalists. South Africa falls into both the functionalist and pleasure seekers categories.

Pleasure seekers are seen as more satisfied with their bodies, with 44% of global and 38% of local respondents stating they are satisfied with their levels of fitness and 50% of South Africans claiming they are satisfied with their current weight. Pleasure seekers are also partial to body enhancements, Boxall-Davies explained that in these countries plastic surgery is no longer frowned upon.

Functionalists; countries like Australia, Japan, the UK and USA see the body as a machine – something to be used and perfected. Boxall-Davies said that these types of people feel ashamed if their bodies aren’t perfect. In South Africa 64% of mainstream consumers try and hide or disguise body parts they feel ashamed of, with only 26% or prosumers saying the same.

Boxall-Davies says from these different perspectives there is still one clear consensus; that there is an increasing sense of personal responsibility for the self.

Across the globe nine out of 10 people see something wrong with traditional beauty standards. Boxall-Davies says the report shows tension, that consumers are worried that we have bought into beauty ideals that can’t be achieved. “People are making their own changes,” she says. “And it’s not because the media is telling them too, but because they want to see changes in their own lives.”

South Africans believe that their ideal body is the one nature gave them, with very few agreeing that science can enhance their bodies. Globally more people are exercising with 60% of consumers and 62% of prosumers in South Africa exercising more than they did a few years ago. In the study sources said they are eating healthier, researching health matters online, exercising, getting more sleep and taking vitamins to benefit their health.

With that said young consumers are globally more progressive when it comes to body enhancements. South Africa is generally less progressive when it comes to technological body enhancements, with only 19% of prosumers and 21% of the mainstream claiming they would choose to become a cyborg. However, South Africa does stand out from the rest of the world when it comes to believing that digital devices that monitor every aspect of one’s physical health would be good for society. Compared to the global 69% of prosumers and 51% of mainstream, South Africa clocked in at 93% and 64% respectively.

What this means for brands is that they now have new ways to engage. They can provide experiences and products that make people feel healthier, motivate and facilitate connections between people facing similar challenges, personalise well-being, educate and engage and continue customer support through their healthy journeys. There are South African brands doing this, Boxall-Davies saluted Kauai, Life Bake, Discovery Vitality, Cross Fit, Park Run, Dove and Weigh-Less.

She asked if other brands are acting quickly enough. She said that consumers are questioning and brands that aren’t radical enough might miss out. She says the enlightened brands are moving forward and tapping into health trends. Question is; is yours?

For more information and the full-report visit www.prosumer-report.com/blog and www.havas.co.za. Alternatively, connect with them on Facebook or on Twitter.