RACHEL FOX

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Modern Lives Are Impacting Our Health

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As part of my second module, we were presented a brief that involved creating a perfume for a brand or creating a sub brand based on fragrance. I chose House of Hackney due to their focus on bold colour and positive ethics. As part of this, I researched and came up with some insights that relate to our modern lives, society and also the future of healthcare. I have shared this new knowledge below.

Health Care

According to the Frost & Sullivan analysis, ‘World’s Top Global Mega Trends To 2025 and Implications to Business, Society and Cultures (2014 Edition)’: ‘If we follow the logic of the Kondratieff cycle, this is the next biggest mega cycle stretching all the way to 2050 and beyond. The definition of healthcare will change as economies struggle to afford healthcare costs, which will affect 20 percent of a nation’s GDP in a developed world.

Brexit may have a negative impact on the economy and further reduce the funding available for health and social care. Ultimately, this could lead to a purely private health system.

Lifestyles Impacting Health

Modern lifestyles are taking their toll on stress levels, seriously impacting physical and mental health.

‘Constant stress experienced over a prolonged period of time can increase the risk for hypertension, heart attack or stroke.’ (APA, 2016)

‘85% of people report suffering from anxiety or stress at least sometimes, three in 10 at least three times a week and 15% every day.’ (Mintel, Managing a Healthy Lifestyle, UK, November 2017)

‘Unmanaged stress correlated with 75 - 90% of all medical visits.’ (Nexis UK Global Data Point, 2017)

Increase in Work Load

‘47% of those in employment typically work longer hours than they are contracted for, with a further 43% typically checking/answering work emails in their own time.’ (Technavio Working Life Report, UK, December 2015)

This has had a negative impact on work life balance and is a major contributor to rising stress levels.

Rise of the Gig Economy

The TUC found that the amount of people remote working has increased by 241,000 over a decade. Projections show that by 2020, 43% of the UK workforce will be freelancers. (Nasdaq, 2017)

Importance of Rest

‘In a society that encourages overwork, science now shows us that we can all work better, be more productive, and have happier lives if we learn how to balance work and rest.’ (Dr. Alex Pang)

Self-care and overall health are often foregone in order to keep on top of workloads. However, huge benefits can be gained by restoring the work/home balance.

Demand for Added Benefits

I attended the FIT Fragrance Talk in New York and Virginia stated, “Consumers don’t just want it to smell good, they want it to make them feel something or have another benefit.”

The Natural Story

The growing consumer lifestyle trend towards nature and holistic living (Board Bia, 2016) has caused sectors from architecture to fragrance to highlight the ‘natural story’ within their brands.

A recent aromatherapy trend towards mindfulness and detox (Mintel, 2016) offers an innovative take on the natural story, using essences to ‘balance, harmonise and promote the health of body, mind and spirt in line with the current social concern for positive mental health.’

All of my insights come back to stress and how our modern lives are impacting our health and wellbeing. When I conducted primary research in this subject matter, my results deeply supported this. 78% of women stated that in a typical week they often feel stressed and 39% of women stated that they worry or feel anxious every day with 67% stating they worry or feel anxious every other day. The majority of respondents stated that their stress was caused by a work related issue, such as long working hours, pressure and lack of work-life balance.

Rachel