Category
Lifestyle
Assisted Choices
Trend cluster
Category
Pragmatic
Prevention
Ads turn to realistic obesity imagery to incite consumer action.
4.1
Trend score
Trend
What is the Pragmatic Prevention trend?
Pragmatic Prevention: Despite the onslaught of PSAs that seek to encourage healthier lifestyles, the accessibility of fast food has resulted in consumers frequently disregarding the need for nourishment. As a method to incite greater urgency into consumer behavior, marketers are turning to methods of foreshadowing to demonstrate what lack of action can result in. The use of grim precautionary imagery reflects the need for marketing approaches that dive deeper into consumers’ psychologically inherent fears.
Trend themes
Themes within the Pragmatic Prevention trend
Three behaviours holding the trend together01
Preventative Imagery
Marketers are utilizing cautionary and realistic imagery to prompt consumers to take preventative measures when it comes to health concerns.
02
Realism in Advertising
Marketing campaigns that focus on authenticity and realism are proving successful in garnering attention and driving action.
03
Mental Health Awareness
Advertising campaigns that focus on emotional eating and the mental health aspects of weight management are becoming more prevalent.
Industry implications
What the Pragmatic Prevention trend means for industry
Where the trend changes the playbookFor
Health & Wellness
Opportunities for disruptive innovation exist in the development of lifestyle management tools and services, as well as the marketing of healthy food alternatives and preventative care.
For
Marketing & Advertising
Businesses can look to explore creative avenues to produce more realistic and psychologically impactful advertising campaigns.
For
Mental Health Services
Opportunities exist for the development and marketing of mental health resources geared towards managing and promoting a healthy relationship with food and overall wellness.
Trend signals
Trend signals for Pragmatic Prevention
Trend score 4.1 out of 10, from popularity 63%, activity 53%, freshness 8%.
Popularity63%
Activity53%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Pragmatic Prevention trend
4 featured examples from Mar 23, 2014 to Sep 28, 2015CategoryFashion
Intimate Body Image Photography
Jen Davis Explores Intimacy and Obesity in 11 Years
Disruptive innovation opportunities exist in redefining traditional notions of beauty, representation, and body image through creative expression and visual mediums.
CategoryMarketing
Belly Ice Cream Ads
The French Ministry of Health Campaign Addresses Child Obesity Concerns
Partnering with governments and organizations to develop campaigns and programs aimed at reducing child obesity and promoting healthy living.
CategoryLifestyle
Realistic Weightloss Ads
The Weight Watchers "If You're Happy" Campaign Showcases Emotional Eating
The weight loss industry can benefit from creating ads that focus on emotional eating and promote balanced eating habits.
CategoryLifestyle
Cautionary Obesity Advertisements
The Children's Healthcare of Atlanta Video Paints a Grim Picture
Healthcare providers can leverage cautionary advertising campaigns to educate patients about the detrimental effects of unhealthy lifestyles and increase patient awareness.
