If your organization serves healthcare consumers, patients, and caregivers, and you’re asking them to spend money on your services or products, you’d do well to be clear about your values and purpose.
In the latest Ipsos Future of Purpose study, we find that consumers look most to healthcare and pharmaceutical companies for shared values, compared to other people-sponsored sectors such as food and grocery, technology and banks.
To understand where Ipsos is coming from on this aspect of ESG, we’ll start with their map of the area of various factors driving the future of purpose.
A honeycomb diagram shows those driving forces that emanate from a central goal; the six immediate macro factors are politics and polarization, corporate interests, the environment, social change, technological progress, and health.
Each of these six corresponds to several other micro considerations. for health these include healthier lifestyles, mental wellbeing and brand support. We can think of additional effects for health, but we must also include the other five factors and micro-effects in our thinking about the health/care goal.
For example, at this point we may need to consider future scenarios for the role of AI in Healthcare and Medicine in the context of driver, technological advancements. In the chart, Ipsos calls out “AI and disinformation” and “Communication”. Both will be central to how we think today about the role of AI in health/care and building trusting relationships with patients and consumers “tomorrow” (which is actually today).
Ipsos asked people to think about choosing a product or service and rate how important it would be for each to share their values. A line chart plots granular data about the industry categories where a company’s values are most important to consumers.
Healthcare and pharmaceuticals top the list, cited by 36% of global consumers. Next come food and beverage manufacturers (for 32% of consumers), supermarkets and grocery stores (for 28%), and technology and financial services companies (for 22%).
Cars and home/home care companies are lowest on this list of ten consumer-facing industries that people spend money on in everyday life.
Most people agree that they want companies and consumers to live and shop with purpose, Ipsos found. The most sought-after values that consumers are looking for, with significant gaps between what they want and what companies are likely to deliver, are reducing waste, trying to solve local and global problems by focusing on sustainable products that last.
Hot spots of Health Populi. “Most people want products built to last, but also need ‘instant’ gratification,” concluded Ipsos, discussing the “tension” that will drive change.
They ask the important question. “As long as the polycrisis continues, will this tension change, that we need more moments of joy?”
A multi-crisis is this moment of many moving parts/challenges and emotions; because the latest Gallup poll (March 2023) on what Americans say are the most important issues facing the United States in March 2023 were:
- Government/bad leadership (20% of US adults)
- High cost of living/inflation (12%)
- Economy in general (12%), and
- Immigration (11%).
To add to the crisis mix, we can point to global unrest (particularly the invasion of Ukraine and the ongoing defense of democracy around the world), the public health crises of guns and mass shootings, and deaths of despair (due to accidents, overdoses). and firearms), and the lack of social cohesion, what Ipsos calls polarization in the Cells Future Map under Policy Driver.
Thus, “Happiness” is becoming an increasingly important factor that people seek as part of their personal, family and social stability.
I will talk about it Joyconomy: (created by Wunderman Thompson) at the Virgin Thrive Summit on April 11, 2022, included in “Drivers of Health: in my discussion on yesterday, today and tomorrow. Stay tuned for my recap of the 12th speech here Health Populi...