1.
PROSUMER REPORT – iBODY: THE NEW FRONTIER
Jun. 2015

2.
2
About Prosumers
For more than a decade, Havas Worldwide has been tracking the roughly 15 – 25 % of consumers (not early
adopters) who are influencing trends and shaping mainstream markets around the globe.
%Consumers
15–25% 6–18 months
Mainstream market trend
Key Characteristics:
• Embrace innovation
• Constantly seek out information and experiences
• Enthusiastic adopters of new media and technologies
• “Human media” who transport attitudes and ideas
• Marketing savvy and demanding of brand partners
• Highly influential and sought-after for opinions and
recommendations

3.
3
Research Design
Prosumer report is a series of publications based on the result of Havas’ global surveys. Our newest report
aims to examine shifting attitudes towards the body. Topics includes: perspectives on the body and physical
health, attitudes toward beauty, responses to technological advances and etc.
Survey
Scope
Objec.ve
To
examine
shi,ing
a.tudes
towards
the
body
Methodology
Online
survey
Target
respondents
•
Total
10,131
people
•
ages
18+
•
in
28
markets
(Australia,
Belgium,
Brazil,
Canada,
China,
Colombia,
Czech
Republic,
Estonia,
France,
Germany,
India,
Ireland,
Italy,
Japan,
Latvia,
Lithuania,
Malaysia,
Mexico,
Netherlands,
Poland,
Portugal,
Saudi
Arabia,
Singapore,
South
Africa,
Spain,
UAE,
UK,
US)
Japan
sample
Total:
250
Gender
Age
Prosumer/Mainstream
Have/No
children
Male:
130
Female:
120
Age
18-­‐34:
113
Age
35-­‐54:
116
Age
55+:
21
Prosumer:
18*
Mainstream:
232
Have
children:
48
No
children:
202
Fieldwork
.ming
February
2015
Report
available
at
h_p://www.prosumer-­‐report.com/blog/
* small base

4.
4
1
2
3
4
Body Ownership
Body Perspectives
Emerging Trends
Moving into Hi-tech Age
5 Implication for Brands

5.
5
Body Ownership1
My Parents
My Self
My Country
GodThe Universe

6.
6
Body Ownership1
Total
Prosumer Mainstream
1 Myself 79% 83% 78%
2 My
parents
6%
6%
6%
3 The
universe
3%
0%
3%
4 God
3%
6%
3%
5 My
country
2%
0%
2%
6 Science
0%
0%
0%
7 None
of
these
8%
6%
8%
Who owns your body?
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Japan

7.
7
Body Ownership1
1 Power 28%
2 None
of
these 24%
3 Anxiety
/worry 23%
4 Pleasure 14%
5 Happiness 13%
In Japan, Body is considered a
source of power
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Global

8.
8
Body Perspectives2
Brazil Italy
Canada Lithuania
France Spain
Belgium China
Germany India
Poland UAE
Australia Japan
Malaysia Netherlands
Singapore UK
US
Czech
Republic Latvia
Portugal
Saudi
Arabia Estonia
Colombia Ireland
Mexico
• We were able to identify three segmentations about how we view our individual body:The pleasure seekers,
The holistic enthusiasts,The functionalists.
• How we feel about our physical selves depends to some extent on cultural background, and it is important
to note that every country contains a mix of the three perspectives.
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Global

9.
9
Body Perspectives2
HOW
TO
TAKE
CARE
OF
THE
BODY
Body
is
to
be
fueled,
fixed,
and
perfected
ATTITUDES
TOWARDS
THE
BODY
• Make
an
effort
to
a_ain
peak
performance
• Looking
for
a
“miracle”
to
obtain
the
ideal
body,
and
rarely
sagsfied
with
the
outcome
• Prefer
to
hide
as
much
as
possible
when
their
body
ideal
is
not
achieved
• Emphasize
on
self-­‐responsibility
THE FUNCTIONALISTSTHE HOLISTIC ENTHUSIASTSTHE PLEASURE SEEKERS
Body as a MachineBody as an Adventure Body as a Sacred Vessel
HOW
TO
TAKE
CARE
OF
THE
BODY
Body
is
to
be
fed,
cared,
and
nurtured
ATTITUDES
TOWARDS
THE
BODY
• Take
a
more
holisgc
and
balanced
approach
in
life
• Pay
a_engon
to
body’s
natural
cycle
and
are
generally
at
ease
with
their
bodies
• Prefer
to
show
off
the
body
in
its
natural
state
• Focused
on
prevengng
illness
rather
than
reacgng
to
theme
HOW
TO
TAKE
CARE
OF
THE
BODY
Body
is
to
relaxed,
pleased
and
celebrated
ATTITUDES
TOWARDS
THE
BODY
• Value
pleasure
the
body
can
bring
above
all
else
• Enjoy
acgviges
that
provide
fun,
amusement
and
excitement
for
body
and
mind
• Appear
highly
sagsfied
with
their
bodies
no
ma_er
what
condigon
they
happen
to
be
• No
t
afraid
to
gnker
with
nature
as
long
as
they
enhance
the
pleasure
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Global

10.
10
Body Perspectives – Japan2
Effort for attaining peak performance is highly encouraged.

11.
11
Body Perspectives – Japan2
Japanese are rarely happy regardless of their fitness level in reality.
Global Japan Australia UK Germany France
44% 25% 30% 32% 36% 47%
I’m satisfied with my current weight
% of population that is overweight or obese
Global
Japan Australia UK Germany France
29% 23% 67% 64% 60% 40%
Source 1: Havas Prosumer Report – iBody:The New Frontier 2015 – Global
Source 2: http://www.forbes.com/2007/02/07/worlds-fattest-countries-forbeslife-cx_ls_0208worldfat.html

12.
12
Body Perspectives – Japan2
The desire to become the CEO of your own health has grown considerably over the years.
1 in 5 Japanese says they are willing to have DNA analyzed
to ensure their body stay at its best.
30%
Prosumer Mainstream
28% 19%
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Japan

13.
13
Emerging Trends3
Emerging Trends

14.
14
Emerging Trends – Fitness, Beauty, Simple Living3
We identified 3 trends that are rising around the globe, and they appear equally relevant for Japan.
Obsessed with being
physically fit
Becoming more vulnerable
to beauty stress
Prefer a natural & sustainable
approach to living

15.
15
3 Emerging Trends – Fitness, Beauty and Simple Living
“Most fat people are lazy”
“I prefer to spend time with people who are
physically fit rather than overweight”
In Japan, millennials tend to have negative opinions about people who are overweight.
Total Age
18
-­‐
34 Age
35
-­‐
54 Age
55+
52% 58% 50% 38%
Total Age
18
-­‐
34 Age
35
-­‐
54 Age
55+
31% 39% 28% 5%
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Japan

16.
16
3 Emerging Trends – Fitness, Beauty and Simple Living
The benefit of “perfect” body ! Confidence!
Total Prosumer Mainstream Male Female
Be
more
ac.ve
34% 39% 34% 33% 36%
Be
more
outgoing 32% 39% 32% 29% 36%
How would your life be different if you had the “perfect body and looks”?
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Japan

17.
17
3 Emerging Trends – Fitness, Beauty and Simple Living
If you could change one part of your body, which one would it be?
My Face 16%
My tummy 12%
My legs 24%
My breasts 10%
My bottom 4%
My feet 4%
My back 2%
My Face 19%
My tummy 22%
My legs 5%
My feet 2%
My shoulders 5%
My hips 3%
My arms 2%
“I wouldn’t change any part of my body”
Male : 29% Female 18%
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Japan

18.
Total Male Female Age
18
-­‐
34 Age
35
-­‐
54 Age
55+
40% 35% 47% 46% 39% 19%
Total Male Female Age
18
-­‐
34 Age
35
-­‐
54 Age
55+
32% 29% 34% 33% 32% 24%
18
3 Emerging Trends – Fitness, Beauty, Simple Living
“The world would be a happier place if people weren't so
obsessed with physical beauty”
“As a society, we have lost sight of what true beauty is ”
People have grown weary of strict standards on beauty.
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Japan

19.
19
3 Emerging Trends – Fitness, Beauty, Simple Living
With the influence of Hollywood celebrities and the advancement of technologies, people fear that
“true beauty” is becoming standardized.
Total Prosumer Mainstream Male Female
32% 56% 30% 29% 35%
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Japan

20.
20
3 Emerging Trends – Fitness, Beauty, Simple Living
Although Japanese are not satisfied with how they look, they are unlikely to consider cosmetic surgery.
Total Prosumer Mainstream
57% 67% 57%
Total Prosumer Mainstream
60% 67% 59%
37% 64%
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Japan

21.
21
3 Emerging Trends – Fitness, Beauty, Back-to-basics
Getting a good
night of sleep
23%
Exercising
22%
Eating healthfully
30%
Researching health matters online
40%
Overall Japanese prefer a simpler and more natural approach to health.
However, adding internet into the mix, a large percentage of the sample is more proactive in searching health
matters online – meaning that they have encountered conflicting advice about how to take care of their health.
22%
Taking vitamins
or supplements
21%
Body building
to gain muscles
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Japan
Compared with a couple of years ago, are you doing each of these things more often?

22.
22
3 Emerging Trends – Fitness, Beauty, Back-to-basics
Japan
Total Global
Total
Reduced
my
fat
intake 19% 44%
Reduced
my
sugar
intake 18% 48%
Dieted
to
lose
weight 17% 28%
Changed
my
diet
to
improve
my
looks 14% 28%
Started
a
new
exercise
regimen
14% 35%
Which of these have you done in the past year?
Among all the healthy lifestyle methods, low fat and low sugar diet are the most popular and most
agreed-upon approaches.

23.
23
3 Emerging Trends – Fitness, Beauty , Back-to-basics
“My ideal body is the one nature gave
me and that I keep at its best through
natural means”
“My ideal body is enhanced by science
to always be at peak fitness/
performance”
Total Prosumer Mainstream
77% 61% 78%
Male Female
18
–
34 35
–
54
55+
72% 83% 69% 81% 100%
Total Mainstream
23% 22%
Male Female 35
ーー 54
55+
29% 17% 19% 0%
In terms of how to achieve their ”ideal body”, despite the overall trend of natural approaches,
prosumers and millennials have shown openness to scientific enhancement.
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Japan

24.
24
4 Moving into Hi-tech Age
Moving into Hi-tech Age

25.
25
4 Moving into Hi-tech Age
Some futuristic technologies are already a reality.
Three-person baby Drone-like nano particle

26.
26
4 Moving into Hi-tech Age
“If I had the option I
would chose to be a
Cyborg”
“I have had or am
considering cosmetic
surgery”
In Japan, millennials are the frontiers of body enhancement.
Total 18
-­‐
34
35
-­‐
54
55+
11% 15% 8% 0%
Total 18
-­‐
34
35
-­‐
54
55+
17% 23% 13% 9%
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Japan

27.
27
4 Moving into Hi-tech Age
Technologies that allow people to monitor and maintain health are well perceived.
“Digital devices that monitor every
aspect of our physical health”
“Digital devices that monitor every aspect
of our mental health”
“A pill that lets people lose weight
quickly and safely”
Total Prosumer Mainstream
38% 61% 45%
Total Prosumer Mainstream
38% 56% 37%
Total Prosumer Mainstream
36% 56% 35%
“A pill that lets people look 10
years younger”
Total Prosumer Mainstream
28% 44% 26%
Maintaining is goodMonitoring is good
In general, would each of these developments be good or bad for society?
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Japan

28.
28
4 Moving into Hi-tech Age
Although there are distinct differences among countries…
40%
“A pill that boosts the IQ of a fetus prior to birth”
42%
In general, would each of these developments be good or bad for society?
Good Bad

29.
29
4 Moving into Hi-tech Age
For most people, technologies that tinker with pre-birth human creation were not acceptable.
“The ability to “grow” babies outside a woman's body”
“A pill that lets a couple choose the sex of their baby prior to conception”
Total Prosumer Mainstream
48% 61% 47%
Total Prosumer Mainstream
44% 61% 42%
Total Prosumer Mainstream
40% 56% 39%
Pre-birth Creation is bad
Total
57%
Total
51%
Total
53%
In general, would each of these developments be good or bad for society?
“A pill that lets a couple choose their baby's physical characteristics”

30.
30
5 Implications for Brands
Implications for Brands

31.
31
5 Implications for Brands
" Deliver health & beauty information tailored for you.
DHC
DNA Testing for Optimal Diet Plan
FiNC
Online diet coach service based on genetic testing and
lifestyle consultation

32.
32
5 Implications for Brands
" Promote inclusive notion of beauty.
On y va
Fashion & lifestyle magazine targeting female 55+ year old
Pottya
Plus-size girl idol group

33.
33
5 Implications for Brands
" Help attain peak performance.
Thync
The wearable device that uses ultrasonic waves to calm
or stimulate your body and mind
94Fifty
Smart sensor basketball technology that allows you to
target their practice through personalized, quantifies skill
diagnostics

34.
34
5 Implications for Brands
" Make it easier to monitor your physical and mental fitness.
BitBite
The wearable earpiece that contains a microphone, blue
tooth chip, and other sensors that track and analyze your
eating habits
Pip
The biosensor technology that monitor changes in your
stress levels in real time through pulse rate, skin
temperature and skin moisture

35.
35
5 Implications for Brands
" Boost motivation for reaching fitness goals.
Charity Miles
An iPhone and Android app that tracks your distance and
enables you to earn money for charity while walking,
running and biking
kSafe
The smart phone connected lockable container that
turns temptation into motivation by locking them away
till you hit your activity goals

36.
36
5 Implications for Brands
" Build fitness community.
The Pursuit by Equinox
The cycling class featuring in-studio gaming with data
visualization.The real-time performance stats are displayed
on screen to encourage participants to both work together
and compete against their neighbor riders
Meet Metro
An iPhone app equipped with GPS function, designed to
help marathon supporters meet their favorite runners
during Tokyo marathon 2015

37.
37
Thank you