The medication that enables easy weight loss by injection for all consumers changes lifestyle, thinking and consumer behavior of a total generation of buyers. The Havas Health Network starts global GLP-1 advice for companies and presents a study on the influence of health, society and consumption behavior at the start.
Weight reduction away from zero diets, which promises a new generation of medication that falls below the term GLP-1. The GLP-1 active ingredients developed as diabetes medication, such as Ozempic, Wegovy or Mounjaro, could fundamentally change society and have massive consequences for companies in the long term. After an already recognizable change in consumer behavior in the United States, the GLP-1 Revolution is now also arriving in Austria.
With the presentation of his first international GLP 1 study and the official start of the GLP-1 Consultancy in Paris, Havas Health Network heralds a new era in dealing with one of the most relevant health trends in the present. The aim is to support brands, companies and institutions to understand and strategically understand the social and economic effects of the GLP-1 revolution.
“We are at a central turning point in the debate about health, weight loss and well-being. With the GLP-1 consultation, we as Hava’s companies accompany companies in the proactive design of a social change that will affect the entire lifestyle market and many consumer areas,” says Heidi Hauer, Managing Director Brand Advisory at Havas Switzerland & Austria.
New study illuminated consequences for Austria
Havas published with the report „Welcome to the GLP-1 Revolution“ For the first time an international study on the use, perception and effect of this new medication class. The data show: 81 % of the respondents see obesity as one of the greatest challenges of our time. 91 % of GLP-1 users: Inside report a significantly improved quality of life, many of a healthier self-image and changed consumption habits.
GLP-1 medication work far beyond weight reduction: they influence eating behavior, shopping behavior, movement, mental health-and thus open up new markets for nutrition, fitness, insurance, pharmaceutical, fashion and media.
Austria in focus
In Austria, too, perception for the possibilities of GLP-1 medication begins: According to Statistics Austria, the obesity rate in Austria is around 17 %. Around 35 %are overweight, and the trend is rising. With increasing access to GLP-1, the health picture of the population could change dramatically. This goes hand in hand with completely new challenges for brands and companies:
- How do brands shape communication on body pictures in the future?
- How does society ensure fair access to expensive medication?
- How do the requirements for health insurance companies, food producers or tourism companies change?
“We are at the beginning of a profound change – health, economical and cultural. Brands, politics and society in Austria must now set the course,” emphasizes Heidi Hauer, who has been dealing with the megatrend Health and now Longevity, the increase in life expectancy for many years.
Dr. Susanne Steindl, General Medicine and Expert for Longevity, Healthy Aing and Prevention Medicine, sees a similar upheaval: “GLP-1 can look like a reset button: It helps to lose the first kilos and thus create a motivating entry into weight reduction. However, it is crucial to accompany these impulse with sustainable changes; A balanced diet, sufficiently relaxing sleep and a supporting social environment.
New roles for brands
Brand companies have to face this environment comprehensively, competently and promptly: The new advice from the Havas GLP-1 Consultancy is also open to Austrian companies, with tailor-made analyzes, scenarios and recommendations for action. One thing is certain: the GLP-1 revolution is not just a medical, but a social phenomenon.
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