Monday 24 October 2016

Welcome to DIY adaptable world of the prosumer

What on earth is a prosumer? Well, ad agency Havas Worldwide tells us a prosumer is a consumer who designs or adapts products for personal needs.

Havas has a new report out explaining consumer attitudes and behaviours about healthy living after 10,000 men and women from 28 countries, including Ireland, were asked questions.

Havas Worldwide Dublin's client service director Tony Caravousanos, says they identified three consumer types.

First, the pleasure-seeker, who values the pleasure the body gives above all else. Then there's the holistic enthusiast, someone who believes the body is at one with nature. A functionalist sees the human body as something to be tweaked.

Two out of three prosumers and one in two consumers spend more time online researching health issues.

Millennials are the least satisfied age group with what nature has given them - 40pc of under-35s wish they were taller. At least one in three shy away from doing things they'd enjoy because of their body and 22pc avoid looking in full-length mirrors.

One in three would happily switch bodies with someone else, while 82pc worry that outer beauty is more important than what's in a person's heart or mind. Almost 80pc say Photoshopping celebs harms society and we've lost sight of what true beauty is all about.

Half of prosumers and one in four consumers use an app to keep up with physical health.

Most people believe physical and mental health are linked. They warn against 'miracle' pills and messing with nature.

A loss of privacy and confidentiality is a worry for 43pc of interviewees.

People are scaling back on dieting, eating healthier foods and getting more sleep.

Sugar is the new enemy and marketers are responding with reduced-sugar versions of popular brands.

Michael Cullen is editor of marketing.ie; cullen@marketing.ie

Glynnis Shaw, the marketing manager at Office Depot Ireland, answers our five quick questions.

1 Who has been the biggest influence on your career?

Watching the likes of Lidl Ireland making a global brand local.

2 What tops your current bucket list?

To go and see the Northern Lights.

3 Do you like gadgets?

Gadgets are a big part of my job. I bought a portable battery pack from our catalogue and it's great for keeping me connected.

4 Favourite restaurant?

Stoop Your Head in Skerries.

5 What makes you laugh?

People. Life's so much better when everyone's happy.

Gail Banim (inset) is online savings bank Rabo-Direct's new head of marketing. She joins from sports betting com- pany Betdaq where she was marketing manager. She began her career as a designer and worked in Austra- lia and Ireland, including a stint with Paddy Power. She has a BA from UCC and a certificate in multimedia and website design from City & Guilds.

Ad watchdog the Advertising Standards Authority of Ireland (ASAI) is on the lookout for a new CEO to replace Frank Goodman who retires in December. Mr Goodman took on the job 10 years ago, having run the Legal Aid Board. Chaired by former agency boss Sean O'Meara (right), the ASAI investigates complaints to ensure ads are legal, decent and truthful.

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