flamingo & weight watchers: uncovering our toxic environment

PowerPoint Presentation

Uncovering our toxic environment:

the cultural shifts which drive our urge to eat

Cultural intelligence

Why we commissioned Flamingo Cultural Intelligence

The PR Challenge: Achieve cut through new news to support our new weight loss plan from January Make Weight Watchers relevant, current and desirable Ensure consumers choose Weight Watchers

The Solution: Create engaging and ownable content for media via a simple effective formula:

Cultural Insights + New science around Hedonics = New ownable explanation and solution to obesity


What are the key changes in our world which affect our urge to eat?

From PEOPLE TO ENVIRONMENTFROM GUILT TO EMPOWERMENT

Cultural intelligence Weight Watchers partnered with Flamingo, to map the way we live in this toxic environment, explore the key changes in our world and crucially how it affects our urge to eat.

Fully explored were the internal drivers of over-eating.

Less explored were the societal and environmental factors which make it harder for us to make healthy choices.

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Cultural Intelligence Lens

THE CULTURAL LENS

8 universal and foundational themes which shape people and culture across the world. Helping us collect intelligence, thinking and source expert partnerships.

Cultural intelligence Our Approach.

Our cultural lens.the foundational themes which shape people and culture across the world.

No primary consumer research.we were trying to understand how environmental, social and cultural structures and changes are shaping behaviour. This was not an investigation of attitudes, perceptions, intentions from an internal consumer motivation perspective.4

6drivers that are breaking down our defences

INFORMALISATION & SNACKIFICATIONTHE HAPPINESS FAMINEROGUE FOODCITY-BESITYBOREDOM BUSTINGHYPERACTIVE CULTURE & ENERGY CRISIS

Cultural intelligence Powerful drivers of over eating.

Today we will focus on: - Rogue Food -- Hyper Active Culture - Informalisation5

Cultural Intelligence came up with 6drivers that are breaking down our defences and stimulating over-eating.

ROGUE FOOD

Cultural intelligence The spaces we live and work in are undergoing dramatic change and food has gone rogue within them.

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The kitchen invades the home

Cultural intelligence The cellular structure of the house is disintegrating. Technology allows for every room to be a media room, work room, game room or reading room,

The kitchen has become the emotional centre of the home, especially as it is being defined as a place where people can show their love for others.

It means food is never far from our grasp.

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The number of kitchen-diners has risen by almost 50 per cent in the past decade. One in three homes now features a kitchen-diner, and one in five Britons plans to blend their separate living room and cooking spaces into a single area.

Lloyds UK Home Insurance survey, 2012

Cultural intelligence The kitchen invades the office

Cultural intelligence As a counter-point to the lack of time spent together, and the fact we work longer hours, kitchens are in vogue with architects designing the future office spaces.

Positive social influence however can also drive snacking behaviours.

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Stealth occupation of all of our spaces

US consumers eat almost 20% of meals in the car (US culinary institute).

"Food" is one of the top 10 most used tags on Tumblr.

Food has become a cultural obsession, pervading all our spaces and conversations.

Cultural intelligence Liminal spaces, TV entertainment, food porn:

Food as cultural obsession pervading all our spaces and conversations.10

Cultural Intelligence came up with 6drivers that are breaking down our defences and stimulating over-eating.

HYPERACTIVECULTURE

Cultural intelligence Busyness is the new currency

Technology is fuelling a world where its almost impossible to disconnect and zone out.

A culture of presenteeism. Status associated with being busy.

INFO

72% check their smartphones every morning with in an hour of waking up.

Of 1600 managers and professional surveyed, 92% put in 50 or more hours of work a week.

SOURCE: Harvard Business School professor Leslie Perlow, Sleeping With Your Smart Phone: How to Break the 24/7 Habit and Change the Way You Work.

Cultural intelligence Economic squeeze is putting the pressure on us to do more than ever to feel secure in our jobs and family life.

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Sedentary Britain

We are kidding ourselves.

We have more leisure time than ever.

People are spending 17 hours and 30 minutes each day at home. 20 minutes longer than in 2010.UK IPA TouchPoints 4

64% say getting 30 mins of exercise a day is uncommon.Fatville

Whilst we talk about being busy as if we are being extremely physically active, we dont realize just how slow the fast lane really is.Fatville Report

We are less physically active than ever.

Cultural intelligence Tiredness epidemic fuels eating

We are confusing mental exhaustion with physical exertion.

Explosion of coffee shops on the High Street and energy drinks on the market.

INFO

In 2008, John Lewis sold 15 per cent fewer king-size beds than doubles. In 2010, the proportion has shifted dramatically, now selling 34 per cent more king-size than double beds.

Costa Coffee: sales in the past three months were 20 per cent up on the same period a year ago, December 2013.


INFORMALISATION OF CULTURE

Cultural intelligence Fluid and arrythmic lives

The structures of traditional families is rapidly changing.

Mobility and the increasing blend of cultures means life is more informal today, etiquette is relaxed, we have fewer rituals.

Professor Dale Southerton, Sociologist, Morgan Centre for the Study of Interpersonal Relationships

Were not synchronised with our loved ones 24 / 7 society means we have very fragmented routines.


British society has been undergoing a process of gradual informalisation in recent decades and is set to continue due to prevailing social and cultural trends.

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When the family does eat together, 40% start eating before others arrive, 38% use mobile phones and 10% think its OK to wear headphones.

Survey by Bisto 2011

Cultural intelligence Fertile environment for snackification

Death of routine eating is random, haphazard and driven by urge rather than timetable.

The traditional 3 meals a day evolves into a more tapas-style way of eating and sharing with friends and family.

Snacking will be so ubiquitous, the term snacking will cease to exist. It will just be eating.

Dr Morgaine Gaye, Food Futurologist

INFO

The number of menu items in restaurants listed as snacks jumped nearly 170% between 2007 and 2010. Items described as mini rose 400% over the same period.

(Mintel)

Cultural intelligence The resultant breakdown of routines and rituals has provided a fertile environment for a snacking mentality and set of occasions (snackification) which hold this lifestyle together.

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All of these trends shape our increasingly toxic environment They break down our defences and make it harder tomake healthy choices.

Heres how Weight Watchers harnessed this understanding.


How we harnessed this understanding to maximum effect .January news Food Mountain Move More

S.O.S

Department of Health & Responsibility Deal Food Network

Opening doors to key opinion formers Round Table EventWhite Paperx 4 PR campaigns spanning 12 months +


Were living in a challenging environment today. One in which we need to survive. We need to give people skills to do this. We need to get the message out that your environment is stacked against you.

Professor David Stensel


Shaping a new strategy



Extending breadth of the message

Slim Our Snacks coverage March 2014



Stand out results:

Best ever PR results: Editorial reach +500% versus 2012 (formerly most successful PR results)

Invited by Department of Health to brief their marketing team on our strategy and approach Approached by Professor Susan Jebb, University of Oxford and Chair of the Governments Public Health Responsibility Deal Food Network to offer her support for the Slim Our Snacks campaign



flamingo & weight watchers: uncovering our toxic environment

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