Health Management Trends - US - January 2020

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Top takeaways
The issues
Too many goals challenge success
Figure 1: 2020 health and wellness goals – Any do (net), November 2019
Efforts are small and difficult to measure
Figure 2: Small changes and big changes to improve health, November 2019
Older adults are less open to brand intervention
Figure 3: I don’t need help to achieve my goals, by age, November 2019
The opportunities
Keep the goals going year round
Figure 4: 2020 health and wellness goals, November 2019
Make it fun and supportive
Figure 5: Ways to support health and wellness goals, November 2019
Build communities
Figure 6: Tools used to achieve health and wellness goals – Used/interested in using (net), by age and parental status, November 2019
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Health continues to be Americans’ top focus
What’s in a number? Insight into 2020 health and wellness goals
Mental health hotline could be the tipping point
MARKET PERSPECTIVE
Health is wealth
Figure 7: Top 2019 goals, February 2019
Healthy eating is already on people’s radar; but it’s complicated
Figure 8: Eating habits, September 2019
Figure 9: Select attitudes on healthy diets, September 2019
Everybody exercises, but not everybody works up a sweat
Figure 10: Exercise frequency, September 2018
MARKET FACTORS 
Age influences 2020 health and wellness goals
Figure 11: 2020 health and wellness goals – Any do (net), by age, November 2019
Mental health is getting three-digit support; more accessible care still needed
Figure 12: Online searches of mental health, 2015-19
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Kids, pets and getaways keep people healthy
Dream goals
More personality please
A healthy lifestyle isn’t attainable for all
Hi, my name is . . .
Digital tools predict feelings and push efforts
WHAT’S WORKING
Kids and pets keep people healthy and engaged in wellness
Figure 13: Children/grandchildren and pets’ impact on health and wellbeing, November 2019
Getaways offer respite, but that’s not all people want on vacation
Figure 14: Four Seasons creative, Four Seasons Hotels and Resorts, April-June 2019
Figure 15: State of Michigan creative, Pure Michigan campaign, June-August 2019
Sleep health gets the New Year push
Figure 16: Casper Facebook post, December 2019-January 2020
Figure 17: 2020 health and wellness goals – Start doing, November 2019
WHAT’S STRUGGLING
Can health and wellness branding be fun?
Figure 18: Hims erectile dysfunction Instagram post, January 2020
Access to health and wellness isn’t equal or reflective of a diverse US
Figure 19: More money to achieve health and wellness goals, by household income, November 2019
WHAT TO WATCH
Support groups need new life
Figure 20: Interested in using support groups to achieve health and wellness goals, by age, November 2019
Alexa, tell me how I’m feeling
Accountability chatbots are the future wellness coaches
Figure 21: Health technology attitudes and behaviors, by generation, November 2018
THE CONSUMER – WHAT YOU NEED TO KNOW 
New year, new decade, lots of goals
Health is the basis for setting resolutions
Familiar, low-cost tools are preferred to help reach goals
Fun is essential
Health and wellness market doesn’t exist in a vacuum
Taking control of health through small steps forward
2020 HEALTH AND WELLNESS GOALS
Adults are ambitious in their goal setting
2020 goals focus on optimizing the good
Figure 22: 2020 health and wellness goals – Any do (net), November 2019
Current efforts will need a refresh in 2020
Figure 23: 2020 health and wellness goals, November 2019
Parents need a push to jumpstart their goals
Figure 24: 2020 health and wellness goals – Start doing, by parental status, November 2019
Figure 25: Sleep deprivation is not a badge of honor, April 2019
Learning from their elders
Figure 26: Quit/limit alcohol, quit smoking/vaping and reduce use of technology – Start doing, by age, November 2019
REASONS FOR SETTING GOALS
Health is the basis for goal setting, but tap into happiness
Figure 27: Advocate Health Care Connect to Your Health – Anytime, Anywhere, January 2019
Figure 28: Olly Nutrition #Happyinsideout, January 2019
Figure 29: Reasons for goal setting, November 2019
Young adults want a push and a payout
Figure 30: Reasons for goal setting, by age, November 2019
Black consumers have more specific drivers
Figure 31: Reasons for goal setting, by Black, non-Hispanic, November 2019
TOOLS USED TO ACHIEVE HEALTH AND WELLNESS GOALS
Familiar, low-cost tools the go-tos to achieve health and wellness goals
Figure 32: Tools used to achieve health and wellness goals, November 2019
Younger adults are still figuring it out and turning to tools to help
Figure 33: Tools to achieve health and wellness goals – Used/interested in using (net), by age, November 2019
Parents rely on their village and technology
Figure 34: Tools to achieve health and wellness goals – Used/interested in using (net), by parental status, November 2019
WAYS TO SUPPORT GOALS
Make it fun, but encouraging
Figure 35: Ways to support health and wellness goals, November 2019
Seniors rely least on external support
Figure 36: I don’t need help to achieve my goals, by age, November 2019
Young adults will take all the support they can get
Figure 37: Ways to support health and wellness goals, by age, November 2019
HEALTH CULTURE
Health and wellness isn’t just an industry, it’s a culture
Figure 38: Impact on health and wellbeing, November 2019
Kids and pets positively impact consumers
Getting away can provide a boost in more ways than one
Figure 39: Hilton Worldwide Keep Wellness on the Agenda creative, October 2019-January 2020
Status and media have more positive impact on young men
Figure 40: Impact of select categories on health and wellbeing, by age and gender, November 2019
HEALTH IDENTITY
In control of your own destiny
Figure 41: Health identity, November 2019
Figure 42: Agree health is a luxury and being healthy is trendy, by gender and age, and race and Hispanic origin, November 2019
People are making small and obtainable changes
Figure 43: Made changes to improve health, November 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET
Figure 44: Population aged 18 or older, by age, 2014-24