Table of Contents
Executive Summary
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- The issues
- Despite evidence to the contrary, most rate themselves as healthy, overall
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- Figure 1: Self-perceptions of overall health, by BMI categorization, December 2015
- Blacks disproportionately impacted by obesity and other chronic diseases
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- Figure 2: 10 leading causes of death for the total population, Black to White age-adjusted ratio, 2013
- Some obstacles to wellness more prevalent in the Black community
- Costs of wellness – Time and money – May not be affordable
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- Figure 3: Role money and time have on achieving diet goals, by gender, December 2015
- The opportunities
- Focus on the positive, benefits, offer encouragement to motivate healthy changes
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- Figure 4: Basing health on how they feel, living longer as motivation for health, December 2015, July 2015
- Recognizing messages that resonate…
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- Figure 5: Emotional factors that contribute to wellness and appearance as an indicator of health, by gender, December 2015
- …and delivering that message through the right channels
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- Figure 6: Sources Blacks use to learn about diet and wellness – Online vs doctor, December 2015
- Provide a starting point and help to map out goals
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- Figure 7: Challenges to achieving diet and wellness goals – Needing guidance, December 2015
- What it means
The Market – What You Need to Know
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- Blacks’ “live in the moment” attitude brings challenges
- Health issues related to weight more prevalent in the Black community
- Challenges of urban living and social issues impact health
Market Factors
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- Urban environments can lead to health issues
- Unemployment improves, though still relatively high versus the total
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- Figure 8: Unemployment – All and Black, January 2007-December 2015
- Obesity and other chronic diseases remain an issue
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- Figure 9: 15 leading causes of death for the total population, Black to White age-adjusted ratio, 2013
Market Perspective
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- Blacks have a joie de vivre attitude toward life
- Racial tension and discrimination can impact overall health
Key Trends – What You Need to Know
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- Highlighting diversity, positively recognizing what makes them unique
- Adopting healthy habits, lack of resources are a challenge
- Wellness a goal for all aspects of life, tech may help
What’s Working?
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- Celebrating differences
- Tapping into positive self-perceptions
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- Figure 10: Blacks’ self-perceptions of overall health – Indexed to total population, by BMI, July-December 2015
What’s Challenging?
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- Bad habits are hard to break
- Snacking convenience and desire to indulge
- Favored activities are often sedentary, include eating
- External factors present challenges to overall wellness
- Food deserts and lack of healthy options
- Urban environments and lack of green spaces
What’s Next?
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- Wellness expands beyond diet and physical fitness
- Wearable tech to track wellness, help consumers reach goals
- Coming to a TV near you … 24-hour “fitness centers”
The Consumer – What You Need to Know
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- As with beauty, “health” is in the eye of the beholder
- Physical health not exclusively tied to exercise and fitness
- Blacks maintain a positive perception of their emotional health
- Dietary health is a challenge
- Distinct segments require different strategies and messages
Self-Perceptions of Overall Health
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- Majority of Blacks believe they are healthy, even if it’s not the reality
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- Figure 11: Self-perceptions of overall health, December 2015
- Baby Boomers just as likely as Millennials to say they’re healthy
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- Figure 12: Self-perceptions of overall health, by generation, December 2015
- Lower-income Blacks significantly less likely to say they’re healthy
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- Figure 13: Self-perceptions of overall health, by household income, December 2015
- Two thirds of obese Blacks say they’re healthy
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- Figure 14: Self-perceptions of overall health, by BMI categorization, December 2015
- Blacks are less likely than the average to say they’re healthy
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- Figure 15: Blacks’ self-perceptions of overall health – Indexed to total population, by gender, July-December 2015
- Being healthy is a state of mind, and it’s personal
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- Figure 16: Blacks’ motivations for living a healthy lifestyle – Indexed to total population, July 2015
- The sky’s the limit when it comes to looking and feeling healthy
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- Figure 17: Blacks’ attitudes toward diet and wellness – Indexed to total population, July 2014-September 2015
Physical Health
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- Physical health weighs heavily on overall health
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- Figure 18: Self-perceptions of physical health and overall health, December 2015
- Beauty rest is key to physical health, especially for Black women
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- Figure 19: Importance of sleep and relaxation to physical health, by gender, December 2015
- Eating a balanced diet more important to women than to men
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- Figure 20: Importance of diet and exercise to physical health, by gender, December 2015
- Women more likely than men to believe in getting regular check-ups
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- Figure 21: Importance of medical check-ups, prescriptions, and herbal supplements to physical health, by gender, December 2015
- Black men work out three times/week on average, on par with other men
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- Figure 22: Average number of times Black men work out a week and where they work out, by race/Hispanic origin, July 2014-September 2015
- Black men significantly more likely than other men to play ball
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- Figure 23: Top 10 sports men participate in every chance they get, by race/Hispanic origin, July 2014-September 2015
- Black women work out at similar rate as other women, opportunity for fitness centers
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- Figure 24: Average number of times Black women work out a week and where they work out, by race/Hispanic origin, July 2014-September 2015
- Although less than other women, walking is the leading activity for Black women
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- Figure 25: Top 10 sports women participate in every chance they get, by race/Hispanic origin, July 2014-September 2015
Emotional Health
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- Majority of Blacks feel emotionally healthy
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- Figure 26: Self-perceptions of emotional health and overall health, December 2015
- Managing stress, prayer key to emotional health, especially for women
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- Figure 27: Emotional/mental factors that contribute to overall wellness, by gender, December 2015
- Comfortable with who they are, appearance speaks volumes for men
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- Figure 28: Attitudes toward confidence and appearance, by gender, December 2015
- Being healthy gives Blacks a sense of pride
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- Figure 29: Attitudes toward living a healthy lifestyle – Indexed to the total population, July-December 2015
- Being happy at work plays a part in overall wellness
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- Figure 30: Work-related contributors to overall wellness, by gender, December 2015
- Being social is important – But not as important as spending time alone
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- Figure 31: Social-related contributors to overall wellness, by gender, December 2015
- Issues in the Black community are taxing on emotional health
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- Figure 32: Attitudes toward social factors impacting wellness, by gender, December 2015
Dietary Health
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- Perception of dietary health less correlated to overall health
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- Figure 33: Self-perceptions of dietary health and overall health, December 2015
- Willpower, time, and money biggest challenges in achieving goals
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- Figure 34: Factors preventing achievement of diet and wellness goals, December 2015
- Food is a reward/treat, difficult to resist temptation
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- Figure 35: Attitudes toward diet, food, and cooking, by gender, December 2015
- Higher cost of more of a barrier than time required to prepare meals
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- Figure 36: Time and money as barriers to healthy eating, by gender, December 2015
Diet and Wellness Information Sources
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- Media – Especially health websites – Leading source for diet and wellness
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- Figure 37: Sources Blacks use to learn about diet and wellness, December 2015
- Women turn to media even more so than men
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- Figure 38: Sources Blacks use to learn about diet and wellness, by gender, December 2015
Diet and Wellness Segments
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- Different marketing messages required to reach each segment
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- Figure 39: Diet and wellness segments, December 2015
- Bare Minimalists – Doing the minimum paying off…at least for now
- Demographics
- Characteristics and opportunities
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- Figure 40: Bare Minimalists’ self-perceptions of health – Indexed against the total Black population, December 2015
- Conscious Health Seekers – True to themselves, seeking improvements
- Demographics
- Characteristics and opportunities
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- Figure 41: Conscious Health Seekers’ self-perceptions of health – Indexed against the total Black population, December 2015
- Healthy Mavens – Health experts who are a work in progress
- Demographics
- Characteristics and opportunities
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- Figure 42: Healthy Mavens’ self-perceptions of health – Indexed against the total Black population, December 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Consumer
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- Figure 43: Attitudes toward diet and wellness, by race/Hispanic origin, July 2014-September 2015
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- Figure 44: Sports men participate in every chance they get, by race/Hispanic origin, July 2014-September 2015
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- Figure 45: Sports women participate in every chance they get, by race/Hispanic origin, July 2014-September 2015
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