An online survey of more than 10,000 adults from 28 countries revealed that beauty standards, health behaviors and feeling towards emerging, wearable technologies for health tracking all vary between country and region.
Nearly three-quarters of U.S. consumers believe the world would be a happier place if people were not so consumed with physical beauty, and 79% say image editing and airbrushing of celebrities is harmful to society, as is the obsession with slimness and eternal youth.
Millennials were more likely to equate obesity with laziness at 41%.
The Havas Worldwide survey classified consumers in Brazil, France and Spain as “Pleasure Seekers,” those who see the body as a source of pleasure, through food, sex or simply self-celebration. A high value is placed on physical attractiveness: 40% of Brazilians, for example, believe cosmetic surgery is a “smart choice” for those looking to be more attractive.
“Holistic Enthusiasts” are those who place high priority on eating and sleeping well. They take a natural approach to health and attractiveness and respect the body’s natural rhythms. These consumers are likely to be in China, Germany and India, where 79% say that both men and women who age naturally are most attractive.
“Functionalists” regard their bodies as machines that can be fueled and tinkered with. These consumers strive for peak fitness and are success-driven, but not always grounded in reality, according to the press release. These countries include United States, United Kingdom and Australia, which also have some of the highest obesity rates.
Forty-five percent of U.S. consumers prefer digital devices that monitor every aspect of one’s physical health. However, four of 10 global respondents are concerned with the loss of privacy from health-monitoring devices.
The survey was created by Havas Worldwide and fielded by Market Probe International in March 2015.