Food + Drink, Beauty, Tech + Innovation, Retail, Lifestyle…JWT pulls out their crystal ball for 2016, and I see health, everywhere.
The Future 100 – Trends and Change to Watch in 2016 is J. Walter Thompson Intelligence Innovation Group’s annual trend forecast, which I highly value and mine each year to help THINK-Health continue to hone our own environmental analyses for health and healthcare. [Here’s what I wrote one year ago about JWT’s 2015 forecast].
Health is baked into JWT’s 2016 trendscape, well beyond their “Health” chapter.
Even the report’s introduction is health-flavored: “As forecasters, we’re watching the rapid metabolism of trends from food to beauty to tech as they move in a heartbeat from new to nearly new to over.”
In a nutshell, JWT finds that, “Wellbeing and future-proofing our bodies is also becoming nothing short of a global movement. As consumers, we’re investing in wearable tech, athleisure wear, wellness pursuits, mindfulness, buying farm-to-table, bean-to-bar, seed-to-skin, organic, fermented, probiotic, cold-pressed everything to ensure our continued good health….consumers are exchanging previously trusted products and brands for New Natural alternatives, from feminine care to fertility.”
Some of the high-level themes and insights impacting health/care in 2016 include:
- Un-tabooing womanhood
- Online universities (think MOOCs for health education and peer-to-peer healthcare)
- Self-healing materials
- Sportspitality (the new-new gym)
- Neuromarketing (for behavior change)
- Instagram stories (for peer-to-peer healthcare)
- Ageless society
- Natural junk (food)
- New omnivores and flexitarian eating regimens
- Algae as a sustainable food (if it can overcome the “ick” factor)
- Ancient ingredients
- Beauty foods (see my Health Populi post on Helena Rubinstein’s concept of food for beauty here)
- New natural beauty
- Metabolism boosters
- Food temples in retail
- Next-level geo-targeting (with public health implications)
- Community stores
- Sound healing
- Stool banking
- Gamethletes (THINK: games for health bolstering self-care and health efficacy)
- and a host of Health-specific topics.
Health Populi’s Hot Points: Social determinants like food and housing and lifestyle directly and profoundly influence health more than healthcare services.
We know from our own project portfolio at THINK-Health the shift from healthcare to health that the health/care ecosystem is broadening well beyond the legacy healthcare players — hospitals, physicians, suppliers (especially pharma, biotech and medical devices). Look for collaborations and alliances between these organizations with trusted partners in food, technology, financial services, consumer electronics and retailers. The new-new pharmacy, in particular, will play an important bridging role in this expanding ecosystem.
2016 will usher in this new meaning of consumer-driven health/care.