NEW YORK, Nov. 17, 2021 /PRNewswire/ -- While Covid-19 has
focused the world on the risks and ravages of disease, the pandemic
has also less visibly had a major effect in reshaping people's
views and definitions of what it means to be well. In fact, 80% of
the world's population now say that their definition of wellness
has changed, with mental health surprisingly emerging as the #1
future health concern, ahead even of new cancer treatments and new
approaches to immunity.
These unexpected findings are among the many actionable insights
contained in new global research from McCann Worldgroup's Truth
Central global intelligence unit released and discussed at an
online global conference today themed "The Truth About a Well
World." The conference included a keynote speaker from the
United Nations and explored the findings of two new major global
Truth Central studies – "The Truth About Wellness" and "The Truth
About Sustainability" – with a particular focus in each on the
implications for brand marketers and businesses.
"Brands and businesses are at a crossroads in determining the
most meaningful actions they can take as the world recovers its
health and seeks a sustainable future," said Suzanne Powers, Global President and Chief
Strategy Officer of McCann Worldgroup. "Over the last year, we've
uncovered a wealth of valuable and actionable intelligence through
Truth Central's studies on Wellness and Sustainability that contain
somewhat surprising revelations about how people around the world
are thinking about two of the key global issues being faced as we
all start moving ahead."
Regarding the sustainability research, Powers noted that just as
the government leaders at the United Nations Climate Change
Conference in Glasgow are unsure
about what concrete climate change commitments to make, so are
individuals. While an overwhelming 90% of people globally say they
are willing to change their actions to be sustainable, the
percentages are much lower when specific actions are queried.
"People have views about what they can accomplish individually
that are sometimes at odds with what is possible because of
government and institutional factors," said Laura Simpson, McCann Worldgroup's Chief
Intelligence Officer and President of the Truth Central unit. She
noted also that the studies show significantly that the last two
years have shifted people's views about the role of medical
professionals. The research found that 43% of people globally
believe that at some point technology will eliminate the need for
doctors, a sharp increase from 20% in 2013 and 24% in 2015 who held
that view.
Hosted on Momentum's platform, MoMo VXi Whitebox, providing an
immersive, inclusive online experience, the content can be accessed
by registering here. In addition to Suzanne Powers, Laura
Simpson and other key strategy executives involved in
conducting and analyzing the research, the speakers include
keynoter Robert Skinner, Deputy
Director and Chief of Partnerships and Global Engagement Outreach
Division, Department of Global Communications of the United
Nations.
Methodology of the Studies
McCann Worldgroup's Truth
about Wellness 2021 study builds on 10 years of trended global data
and research about the shape, role, and meaning of wellness in
people's lives. Conducted by McCann Worldgroup Truth Central, the
organization's global intelligence unit, this large-scale
quantitative study surveyed more than 48,600 people in 26
countries* and builds on two prior editions of the study published
in 2013 and 2015. For the qualitative component of the research,
Truth Central built an online ethnographic community of over 1,000
respondents across 24 markets and also ran a Global Wellness Truth
Hunt across 9 markets.
The Truth About Sustainability study includes 32,000 Global
Interviews across 26 markets (Wave 1, 2019), 11,700 Global
Interviews across 18 markets (Wave 2, 2021), 1,000 Online
qualitative community interviews across 24 markets, 55 Interviews
across the global McCann Worldgroup network and 13 Expert
interviews across a range of geographies and disciplines.
About McCann Truth Central
MW Truth Central is McCann
Worldgroup's global intelligence unit dedicated to unearthing the
macro-level truths that drive people's attitudes and behaviors
about life, brands, and marketing. Our team of trend and insight
experts regularly author global studies packed with actionable
perspectives that are as creative as they are analytically sharp.
The unit has conducted over 25 global studies to date. These
studies have covered 60+ markets, interviewed over 300,000
consumers, and contain more than 30 million individual data points.
The research findings have been presented at conferences across the
globe and covered by the BBC, Time magazine, USA Today, Refinery 29, Forbes, PC Magazine,
Campaign, Adweek, and many others.
About McCann Worldgroup
McCann Worldgroup, part of the
Interpublic Group (NYSE: IPG), is a creatively driven global
marketing company whose professionals are united across 100+
countries by a single mission: To help brands earn a meaningful
role in people's lives. McCann Worldgroup was named "Global Agency
of The Year" by Adweek magazine, "Network of the Year" by the
Cannes Lions, the world's most creatively-effective marketing
services company by the Effie Awards (for three consecutive years),
"Global Network of the Year" by Campaign Magazine and "Network of
The Year" by The Webby Awards two years in a row. The network
comprises McCann (advertising), MRM
(science/technology/relationship marketing), Momentum Worldwide
(total brand experience), McCann Health (professional/dtc
communications), CRAFT (production), Weber Shandwick (public
relations) and FutureBrand (consulting/design).
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SOURCE McCann Worldgroup