Health. The new green?

This is what we've found in Edelman's second Health Engagement Barometer. Nearly three quarters (72 per cent) of the 15,000 respondents to this survey said that they would trust a company more that is effectively engaged in health and two thirds (65 per cent) would either recommend or buy products from these companies. While globally 65 per cent say that sustainability is as much about the health of people as it is about the health of the planet, this figure was far higher in China (89 per cent) and India (70 per cent).

Now, I've planted my fair share of trees as part of a company's environmental commitment over the years. Heck, I've organised these events myself. But I'm pleased, especially as we have a looming health crisis on our doorstep with an ageing population and rise in chronic diseases, that the public is sending a clear message to business to get on board or pay the price.

Health Actionists.

According to the study, which was conducted in 11 countries including China, India and Japan, respondents naturally cluster into various groups reflecting their own personal interests and involvement in health. The group that stood out in my mind was the group dubbed the Health Actionists. This group (roughly one sixth of respondents) is highly engaged and interested in health; and, unlike other segments, these people persuade others to take action. What's more important for marketers to note is that 70 per cent of this group is active in social media; 65 per cent regularly use Google or other search engines; and almost half (49 per cent) frequent consumer health web sites.

Marketing implications across Industries.

Is this data only a message for the pharmaceutical industry and other healthcare companies? Well, no actually.

Sure, the pharmaceutical industry should sit up and listen - and for an industry typically shy of social media because of legal and regulatory issues, it's refreshing to have a defined group of people who are proponents of spreading health information online. However, this research has a more far-reaching message that cuts across industries, but the expectations vary by industry.

So, what does this all really mean for marketers in the region?

For the food and beverage industry, people want to know the health risks of your products and services (51 per cent) and they also think you have a role to play in educating the public on health topics related to your products and services (50 per cent).

For the media and entertainment industry, you need to play a role in educating the public on health topics, as well as support the health of your local community.

The final question is: how are we doing? Well, not as well as you'd like to hope. A little over half (56 per cent) said that in general, business is only doing a fair or poor job in this area, and only one third (36 per cent) even trust business to fulfill its role in addressing health.

Hopefully companies will take lessons learnt from the environmental phenomenon and get on board early. Some clearly already have, but what surprises me is that many businesses have a market-by-market approach when it comes to health. However, consumers expect to see a consistent approach each time they interact with a company, and the respondents to the Health Engagement Barometer are saying that loud and clear.

Rachael Bylykbashi is director of health for Edelman Asia-Pacific, the world's largest independent public relations firm. For more information contact Rachel at [email protected].