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BEHAVIOURS IMPACTING HEALTH AND BEAUTY

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A highlight of four emerging behaviours that are impacting the way we look after ourselves, both

mentally and physically.

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1. UNCENSORED SELVES

2. SADNESS SOCIETY

3. CLEAN RELIEF 4. TALKING SENSE

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1. UNCENSORED SELVESPeople want to see real bodies

While body positivity and female empowerment has seen plus-size more broadly celebrated, it’s had far wider implications, impacting the way women talk about everything from breastfeeding to periods. In a new era of openness, brands are demystifying and de-shaming bodies.

OF WOMEN FEEL A STIGMA EXISTS AROUND PERIODSWater Aid, 2015

70%

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1. UNCENSORED SELVESIn practice

Bodyform’s 'Blood' spot is the first to tackle the physical manifestation of having a period. Vials of blue liquid and grinning, rollerblading models have been replaced with the blood of powerful sportswomen. It’s an ad attempting to represent real women’s attitudes to menstruation.

Bodyform – ‘Blood’

OF WOMEN FEEL A STIGMA EXISTS AROUND PERIODSWater Aid, 2015

70%

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Mental health was once a subject for behind closed doors, but the stigma is subsiding. While Gen Y women embrace the Sad Girl aesthetic – proudly displaying their tears on social media – Drake is proof that rappers no longer have to limit their lyrics to ‘bitches and money’.

THE INCREASE IN REFERRALS TO COMMUNITY MENTAL HEALTH SERVICES BETWEEN 2010 AND 2015Community Care, 2015

19%

2. SADNESS SOCIETYPeople are embracing mental illness

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In practice

Memes are part of the fabric of internet culture. But at a time when there’s such a disparity between reality and social media perfection, the subversion of the classic meme format reflects a shift in how people express themselves digitally. Nihilist Memes show the silver lining of sadness.

2. SADNESS SOCIETY

Nihilist Memes

2. SADNESS SOCIETYIn practice

THE INCREASE IN REFERRALS TO COMMUNITY MENTAL HEALTH SERVICES BETWEEN 2010 AND 2015Community Care, 2015

19%

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People want to know exactly what’s going into the food they’re eating, the products they’re putting on their skin and the medicine they’re taking. It’s why sales of vitamins now outpace painkillers and why coconut oil is being used for a range of medicinal purposes.

OF GEN YERS REGULARLY TAKE SUPPLEMENTSMintel, 2015

73%

3. CLEAN RELIEFPeople want transparent medication

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In practice

We can’t get enough of supplements – half of Americans take them regularly – but with little evidence to support health claims and worries over their contents, people are looking for transparency. Ritual delivers on this, providing ‘clean label’ vitamins for the wellness movement.

3. CLEAN RELIEF

Ritual

OF GEN YERS REGULARLY TAKE SUPPLEMENTSMintel, 2015

73%

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While speaking up online is increasingly celebrated, tech can also dehumanise healthcare and mental care. With more internet-only options available, it’s easy to get swept up in anxiety and algorithms. But when it comes down to it, sometimes, nothing can beat a good natter.

OF AMERICAS PREFER TAKING ADVICE FROM A HUMAN, RATHER THAN A DIGITISED CHANNEL

Accenture, 2016

77%

4. TALKING SENSEPeople take comfort in conversation

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In practice

Celebrities and brands may champion trans issues in the public eye, but fear and discrimination are still prevalent in the lives of many transgender individuals. Through her project Nail Transphobia, Charlie Craggs is fighting prejudice through free manicures and a friendly chat.

4. TALKING SENSE

Charlie Craggs

4. TALKING SENSEIn practice

OF AMERICAS PREFER TAKING ADVICE FROM A HUMAN, RATHER THAN A DIGITISED CHANNEL

Accenture, 2016

77%

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