Report finds that access to internet and social media is empowering prosumers over healthcare and food industry
The internet and use of social media is influencing health and wellbeing amongst consumers, a new report has claimed. ‘My Body, Myself, Our Problem: Health and Wellness in Modern Times’ from Euro RSCG Manchester, was compiled by account director Claire Boyd, and claims that a ‘subculture of Proactive Health Consumers’ are becoming empowered through new tools and technologies. As a result of this shift in power, prosumers are said to be ‘siphoning away’ the power from the medical community towards themselves as they become more informed and are practically and emotionally able to improve their own lives. The report, which survey 7,213 adults from 19 countries, found that the prosumer now feels a heightened sense of control as they have more access to information that ever before. 65% of those surveyed said that they were much more aware of the nutritional/health value of the food that they eat, while 68% claimed that they believed that food was as effective as medicine in maintaining overall health. 79% were also said to believe that eating a healthy diet would also have a positive impact on the brain, a key factor in maintaining good health. It was also discovered that only 37% of respondents trusted the food industry to provide healthy food, and that 70% were concerned about food safety. The full report can be downloaded here.