| I’m responding to your article “Britain’s battle with the bulge” (Trends Insight, MW January 8). Since the Wanless report of 2004 there has been a significant social awareness change by brands, but could marketers and brand owners be doing more to change eating habits and encourage healthier lifestyles?
Health might not be everyone’s top priority in the current economic climate, where spend, home and basic requirements are the primary focus, but it is an ideal time for brand owners and marketers to educate consumers about health and encourage healthy lifestyles through the effective use of promotional and incentive campaigns.
Unmissable, the prize and incentive specialists, have over the past year seen a consistent increase in the number of brands looking to use health and healthy lifestyle themes and prizes in their campaigns. Concepts range from organic food hampers delivered to your door, to family cycling holidays, personal trainers and gym membership giveaways.
The sales promotion industry needs to continue its creativity to ensure “healthy” themed prizes and incentives are appealing and aspirational to consumers, for example breaks to exclusive spa destinations such as Chiva Som in Thailand and Ananda in the Himalayas, a lifestyle coaching weekend in the Sierra Nevada and bikini bootcamp in southern France.
In the current difficult times brands should not forget their social responsibility and should continue to use their huge influence with their target markets to help Brits in their battle with the bulge.
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