30 Jan 2019

VEGANUARY – THE MONTH VEGAN HIT THE BIG TIME

There was absolutely nothing niche, leftfield or down right hippy about Veganuary 2019.  Marks & Spencer, the patron saint of middle England, landed Plant Kitchen, its Vegan range. The Greggs vegan sausage roll was a bigger hit than last Christmas’ pork-based baby Jesus offering. Even MacDonald’s got in on the act with a vegan burger, and let’s not forget the highly contentious Great British Bake Off vegan week.   Plant-based, vegan, field grown eating has gone from geeky to edgy to mainstream and beyond.

As with many big deal consumer trends, plant-based eating has for some time attained a certain hipster cache. Showbiz magazines and websites are more than happy to reflect the green glow of vegan celebrities from Arianna Grande to Beyoncé.  To mark Veganuary 2019 celebrity nutritionist Rosemary Ferguson and TV chef Gizzi Erskine launched Filth a vegan burger pop up in East London.

Plant based living is now both current and mainstream.  Vegan innovation has hit epic proportions including a plethora of faux meat and fish substitutes to delivery services like All Plants offering delicious frozen vegan meals that look after ‘you and the planet’.  A measure of the golden glow of plant based living is the number of existing non animal based products, from bed sheets to kitchen wear, that now badges themselves as Vegan or plant based.

But why is Veganuary so popular now?

It seems it is not one single cause, but a perfect storm of plant-based factors. Animal welfare, environmental concerns and personal health all made aspirational by a line up of currents influencers, blogs, films and magazines.  

In 2018, 84% of Veganuary participants were female, while 60% were aged under 35.   Not surprising when you consider that plant based eating reflects many of the values supported by Millennials and older health lifestyle adopters.  A growing group of the population are becoming more ‘woke’ to the effect their food has on the planet and their health. 

Richard Branson, who is investing in Memphis Meats a lab-grown meat start up, recently said:

“In 30 years or so, I believe we will be shocked that we killed animals en masse for food”. 

Richard Branson

It is very much looking like he has a point.

At SuperHuman we believe this is far from a moment in time and that the shift in the plant-based/vegan image has much to do with this.  In our Fierce Vegan influencer campaign for client Udo’s Oil we set out to show vegans are rocking their fitness goals leaving old ‘pale and weak’ perceptions for dead.  

Kip Andersen of the now infamous documentary Cowspiracy sums it up nicely.  

“Whereas before, veganism may have been viewed like your were giving up something, now its been reframed as what you gain.”  

Kip Anderson



If you’d like to find out more about our work during Veganuary or about our wellness practice please, get in touch here.

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18 Jan 2019

HOT WELLNESS TRENDS FOR BRANDS TO EMBRACE IN 2019

We shortlist the 2019 wellness trends that lifestyle brands need to know.

Financial wellness 

It’s official: Financial stress takes a major toll on our well-being. According to Amanda Clayman, a financial wellness advocate and certified financial therapist, concerns about money can actually send the body into a fight-or-flight response, which only makes things worse. This year both wellness experts and financial brands will start to approach personal financial management from a holistic perspective. 

Conscious spending 

The environmental impact of consumerism is well known and this year it’s time to tackle the thirst for ‘throw away fashion’ with the trend for sustainable brands set to be huge in 2019. For example, 69b Boutique is London’s first store dedicated to a better fashion industry. Savvy shoppers everywhere are resolving to invest in fewer clothes, opting for those that will stand the test of time, offer great ‘cost per wear’ value and reduce waste. 

Plant based everything including meat

2019 will see the plant-based meat market explode, with sales surging 23% in 2018 thanks to sustainability led companies like Beyond Meat and Impossible Foods. The rise of the fake meat is ever increasing with big brands such as McDonalds bringing in their own meat alternative. In a world where nearly 90% of the world’s marine fish stocks are overexploited, there is room to grow in this space – as long as you’re putting out a product that tastes great.

Healthy Wine?

This year your evening glass of red wine can be guilt free too. 2019 will see the rise in natural and organic wine with it set to become the center of the new vineyard-to-table movement. Organic wine is being pitched as not only better for our bodies but for the environment.  New alcohol free brands and NPDs from existing alcohol beverage companies are set to boom in 2019.

Wearable tech

In 2019 wearable tech gets stylish.  We will see beautiful pieces of jewelry that function as both ornaments and tracking devices. Bellabeat Leaf, one of the first wearable pieces of smart jewellery aimed specifically at women now tracks sleep, stress, steps, calorie burn and your menstrual cycle. 

Hormones are everything

With a new wave of startups offering at-home hormone testing, which was once only available at a doctor’s office, consumers can now have direct access to the health clues their hormones are providing. The mobile do it yourself trend means there are less excuses to opt out of checking your hormone health. It is much less intimidating and can be done in the privacy of your own home. 

Vagina’s out and proud

Feminine Hygiene and vaginal health will continue to take over the beauty world in 2019. 

“The entire vaginal care category has become wildly popular.”

– Annie Jackson, co-founder and COO of Credo Beauty

As vaginal-health-focused brands infiltrate beauty shelves, it’s becoming clear that self-care has become about more than the décolletage and up, no matter how you chose to groom.  From grooming to pH-balanced, wipes, cleansers, vaginal microbiome, this previously neglected area is hot.

13 Dec 2018

Time to Speak Up: Men as Champions of Mental Health

Today ultimate wellbeing is seen as achieving whole-person wellness. It requires a multi-faceted, integrated approach, one that acknowledges the interconnected relationship between the body, the mind and spirit.

Self-care and wellness have been predominantly pioneered and dominated by women who have “created their own alternative healthcare system, a direct response to a mainstream medical establishment that frequently dismisses and dehumanizes them.” Carolee Friedlander, CEO of Access Circles.

The YouGov survey, the largest of its kind, polling more than 2,500 people who have had mental health problems, showed 28% of men admitted that they had not sought medical help, compared with 19% of women.

So, with mental health problems rising amongst men is there more they can be doing to support each other?

 

It’s important to talk about gender when we talk about mental health. It is more accepted for men to deal with stress, emotions and situations with anger. Anything else is interpreted as vulnerability and shut down.” – Jamie Doward, The Guardian.

 

With ‘male heroes’ in the media showing no weakness, it is not surprising men opt for the strong and silent approach. Following recent campaign work for health brand Udo’s Choice we met Ben Bidwell, aka The Naked Professor, influencer and life coach, turning the tide for men and their mental health.

With UK men three times as likely to take their own lives than women, and in the Republic of Ireland four times more likely, Ben is on a mission to encourage his followers – men in particular – to become more connected with themselves and look after their mental health as much as they do their physical health.

 

“I want my audience to remove their masks that hides their true personality and instead to embrace the spirit they have within and the values they stand for, to become their own person, creative and inspired.”

 

He hopes that by sharing his own challenges and vulnerabilities, he is addressing and exposing the stigma, resulting in healthier and happier men.

Like The Naked Professor, we all need to learn from the revolutionary changes women have brought to the wellness industry. We applaud the male champions facing mental health head on and recognise that when men are encouraged to open up about their emotional challenges, everyone benefits, including women.

To watch the full interview with The Naked Professor click on the video below.

 

 

If you want to see more of what The Naked Professor is up to, you can also check out Ben’s new podcast with  presenter, Matt Johnson on iTunes. Aptly named ‘The Naked Professors‘, the podcast aims to strip down the perceptions of mental health and bares all with very special guests. It has kicked off with a bang and a great first episode with Davina McCall.

1 May 2018

SuperHuman Insight: Attitudes to menopause are changing

Attitudes to menopause are changing and there’s a group of women who are leading the way. 

We live in a world where 40+ women are at the vanguard to challenging stereotypes in all areas of life – from politics to culture to business to relationships.

Changing society’s attitude to the menopause is no exception. In SuperHuman’s menopause study, we asked over 1,000 women about their associations and attitudes to the menopause. While there is much work to be done in changing associations, the report did suggest that attitudes are evolving.

There’s an opportunity for brands and the media to facilitate this change. 46% agreed that attitudes to the menopause were changing, and nearly 70% said that they admire individuals and businesses that are trying to change these attitudes.

“Peri-menopause and menopause should be treated as the rites of passage that they are. If not celebrated, then at least accepted and acknowledged and honoured.”
Gillian Anderson

There are some great examples of women who are challenging the stereotypes of what women are supposed to be like in their menopausal years. Such as Fiona Bulger, Athlete and Founder of Endurance Women, a running community established to show the world that older women can be as physically dynamic and powerful as ever.

Other women are making it their mission to open the floodgates to information surrounding the menopause (which is often perceived to be complex and confusing). These include Meg Matthews, Founder of Meg’s Menopause; Deborah Garlick, Author of a new book about Menopause and the workplace; and Katie Phillips, Founder of the School of Self Love, who is running the My Menopause content series to help women approach the menopause with a positive frame of reference.

What role can brands and the media play in changing attitudes to menopause?

Middle-aged women are healthier, more educated and up for adventure. More than ever before they are running the world and working for longer. And currently, the menopause is an obstacle at this important life stage, rather than a right of passage. Today’s ageless women need better information, more support at home and at work and to feel a whole lot better about the inevitable.

The menopause is a time to pause for thought. A time when some women contemplate their goals, take stock and reset their wellness goals and protect their health. The menopause needs a rebrand. Last Moon party anyone?

WHAT DID WE DO?

SuperHuman conducted a UK wide ‘Menopause’ survey with 1000 + women from February 2018 to April 2018.  To qualify for the study women had to be 35 years old and above.

 


 

Intrigued? Want to know more? This just touches on the fascinating insights from our survey. If you are a brand that wants to know more about how women REALLY feel about the menopause and how you can make the most of this opportunity, please get in touch today.

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19 Apr 2018

Menopause. It’s time for a rebrand

The portrayal of the menopause is bang out of date

New research, commissioned by SuperHuman, exploring how the menopause really impacts the lives of women (35+) has revealed that the cultural, medical and societal portrayal of the menopause is out of touch with how women live their lives today. Negative imagery and conflicting information associated with this universal life stage leave many confused and quite literally hot and bothered.

There is an unhealthy paradox at play. At a time when middle youth is rolling into many women’s 7th decade the perception that the menopause is the gateway to old age is bang out of date.

Here are just some of the insights.

Menopause is a dirty word, a dirty secret and leaves women feeling dazed and confused:

– 54% agreed that society sees women as “past it” when they enter menopause

– 71% don’t feel comfortable talking about the menopause

– 61% don’t know how to manage the symptoms

“It is a nightmare, an absolute nightmare. It’s horrible. And I don’t look like that kind of person, you don’t put menopause on top of my head, it doesn’t associate with me.”
Tracy Emin

And no wonder, when 72% say that they see very little or no coverage around the menopause in the mainstream media. And when they do it is overwhelmingly depressing.

Quite simply, the portrayal of the menopause is bang out of date. 81% feel that society’s assumptions about middle-aged menopausal women do not represent how they live their life. Middle-aged women are healthier, more educated, sexier and up for adventure. Over 90% consider themselves to have a much younger style and attitude than their own mother’s generation at the same age.

The good news is that the change is changing. Attitudes are evolving and there’s an opportunity for brands, the media and medics to facilitate this. In fact, 69% of women admire those who are trying to change attitudes to the menopause.

The menopause needs a rebrand – don’t you think?

 


 

Intrigued? Want to know more? This just touches on the fascinating insights from our survey. If you are a brand that wants to know more about how women REALLY feel about the menopause and how you can make the most of this opportunity, please get in touch today.

Get in touch


 

22 Jan 2018

The SuperHuman Women Series: Renée Elliott, Founder of Planet Organic and Beluga Bean

“Women get so into what they are doing, they forget that they need to be going to the gym, doing yoga, eating well and taking care of themselves. They need to create their life so they are enjoying every minute now. Because now is all we have. It’s living in the moment.”

Renée Elliott, Founder of Planet Organic and Beluga Bean

 

Hello and welcome to SuperHuman Women, your monthly dose of insight from SuperHuman, the strategic marketing agency that helps brands to connect with women.

Each month we focus on a different female-focused topic. This month is a topic close to my heart – wellness. Looking after your physical, mental or spiritual wellbeing is definitely a priority for women, and as we’ve seen in our research, is particularly important to women over 40.

But this comes at a cost and, for many women, a sense of frustration. This is a generation that finds themselves stretched in every direction, juggling multiple responsibilities including their career and looking after children, their parents and their home life. This can make it incredibly difficult for these women to stay on track with any wellness goals or habits.

Today’s SuperHuman Woman is Renée Elliott, a woman who knows all too well the pressures we face when it comes to our own wellness. Renée has created not one, but two successful business that address the tension between wellness and our real lives – Planet Organic, the first upmarket organic supermarket in the UK and more recently Beluga Bean, an academy offering positive, effective and powerful coaching courses that help women to live a thoughtful, abundant and vibrant lives.

In this Podcast episode, we talk to Renée about her journey to creating two successful brands in the wellness space, how she manages her own wellbeing and what she thinks the future will look like for women and wellness.

You can listen to the episode below, or over on iTunes.

 

 


Thank you toRenée Elliott for sharing her story with us.

Find out more about our work in disrupting the way brands and society think about women at www.wearesuperhuman.co.uk.

And, make sure you don’t miss another podcast episode by subscribing over on iTunes.


 

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