The latest billboards from upstart healthcare company Ro show a young woman in a crop top, hoop earrings and leggings. It looks straight out of the playbook of modern apparel brands — only Ro isn’t selling activewear; it’s selling a weight loss treatment. In another image, the model injects herself with a pen.
As the world obsesses about the impact of artificial intelligence, GLP-1s have been quietly disrupting just about every industry.
Morgan Stanley expects the market for GLP-1s to be worth a staggering $105 billion by 2030. Long-term, the opportunity looks increasingly limitless. There are more than 880 million adults with obesity today, and by 2035, that number is expected to increase to more than half of the world’s population.
Ro’s campaign is just one example of how marketers are adapting to the likes of Ozempic, Wegovy and Zepbound, drugs that are set to not only radically reduce BMIs but also treat a range of co-morbidities in their wake.
No weight loss drug — or drug period — has arguably had so much potential to change lives at scale. But they are also shifting the dialogue around medicine and marketing, too — to one where weight loss is a lifestyle, a cultural phenomenon, a meme and more. In many ways, this is the Viagra effect on steroids.
Havas’ latest Prosumer Report — conducted with Market Probe International in May 2024 among GLP-1 users and non-users ages 18+ across the U.S. — reveals that 89% of U.S. consumers are already aware of these drugs. The core GLP-1 consumers, so far, are overwhelmingly young, urban and affluent, and they see these drugs as a major priority and luxury. Little surprise, perhaps, given the price of these medications. Seventeen percent say they even consider their spending on GLP-1s much more important than other expenses. And while women have historically been targets for weight loss messaging, our survey shows that men are, in fact, currently bigger GLP-1 consumers.
Many GLP-1 users are cutting back on alcoholic beverages and sugary drinks such as soda and increasing consumption of protein drinks, tea and milk instead. They are also increasing consumption of vegetables, fruits and protein-based foods. Almost 15% have quit drinking alcohol, which could have a huge impact if GLP-1 use goes mainstream. Users also seem happier: Compared to non-users, our survey showed they have increased participation in activities such as exercising, socializing, shopping and engaging on social media. Taken together, GLP-1s present a big lifestyle upgrade for many.
What does all this mean for marketers?
Shape-shifters: Get a GLP-1 plan
Just as the COVID-19 pandemic created seismic changes in the way products were marketed and sold and created new verticals, GLP-1s will too, and these changes are here to stay. All early indicators suggest that nearly every market vertical could be impacted by these new drugs. The adjacent markets of near-term importance — diet, health, foods, beverages, well-being and fitness — need a GLP-1 strategy, yesterday. What long-term implications will this have for your business and your relationships with customers? Equinox is already shifting its strategy to reframe exercise around GLP-1-related rapid weight loss and muscle density. Entire categories may need to reframe their propositions.
CPG and lifestyle categories are set to transform
GLP-1s will create a whole new relationship with companies creating health products, foods, travel, fashion and more. Companies in these categories must act fast to anticipate the adjacent demands that come with rapid weight loss and management. Prepare for a new era of body and beauty standards
Both users and non-users of GLP-1s agree that obesity is one of the most concerning health issues of our time, but they also told us they generally feel overweight people are discriminated against in society. Marketers have already had to radically rethink how they talk about body and beauty standards, and now GLP-1s are tearing up the rulebook. What does inclusion look like when thinness is a viable product — not just an aspiration — for those with the financial means?
Cue new product verticals, pricing and accessibility
We will see a reduction in obesity-linked diseases such as heart failure, type- 2 diabetes and sleep apnea, which will have a negative impact on sales and market opportunities for these conditions. Pharma companies will develop separate business units focusing on GLP-1s and other related platforms, such as new health insurance packages that reward consumer participation.
Uberization of health: Consumers take the reins
The rise of direct-to-consumer services offering access to this medicine reflects a growing power shift where consumers are more empowered to take control of their health. Healthcare providers will need to reframe their tone and services to suit a more confident consumer.
Meet tomorrow’s health metrics
Today, the BMI is a universal marker of health. But as consumers lose weight en masse, metrics on muscle mass and tone, organ health and general fitness will come to the fore. Nutrition labels will also need to adapt to help people with reduced appetites nourish themselves.
Learn the new language of health
GLP-1s are prescribed for obesity or diabetes, but they also give patients the opportunity to upgrade their lives more broadly. This health technology enables, rather than corrects, and allows people to expand their lifestyles. It could also lead to a new definition of “metabolism.” Health marketing will focus on the possibilities these new drugs can provide.
Weight loss drugs are tomorrow’s health technologies
This group of drugs is developing at the same warp speed as big tech and AI. Pills may replace injections, and in a number of likely scenarios, their cost will come down. Don’t think of these drugs as one-off medications, but rather as part of a new daily regimen.
Inclusivity will be the next focus
Currently, GLP-1s are at the disposal of affluent consumers. As the far-reaching health benefits become more established and recognized, access will expand. Affordability could yet become a key focus.
Brian S. Robinson is global chief strategy officer and head of growth for Havas Health Network leveraging his expertise to drive the development of modern health brands and navigate the evolving landscape of health-related cultural shifts. With over two decades of experience in various facets of healthcare marketing and strategy, Robinson has demonstrated his corporate and commercial strategic expertise and capabilities as a thought leader in evolving philosophies and models to branding, culture of health evolution and data-led brand go to market planning. His experience spans engagements with clients and brands of all sizes, across diverse healthcare verticals.
Mark Sinnock leads the strategic, data and innovation practice at Havas. He has over 25 years of experience working across every aspect of brand marketing — from the creation and launch, to building, sustaining, relaunching and reimagining brands across a wide variety of sectors and industries. At Havas Creative Network, he is responsible for bringing together creative and media strategy teams into one community. Sinnock also leads strategy for key clients within the group. He’s passionate about what’s going on at the intersection of culture, consumers, technology and business — in particular, the new twin challenges of sustainability and AI.
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