Participants:
- Donna Murphy, Global CEO, Havas Health and Havas Creative Networks
- Brian Robinson, Global Chief Strategy Officer and Head of Growth, Havas Health
- Oodaye Shukla, Chief AI, Analytics, and Data Officer, Havas
- Chloé Depiesse, EVP, Head of Digital Strategy, Havas NOW
- Moderator: Alison Weissbrot, Editor-in-Chief, Campaign US
As breakthrough semaglutides (GLP-1s) usher in a new wave of behaviors in healthcare, fashion, travel, fitness, CPGs and more, marketers are navigating how to communicate with a new group of consumers who are less hungry, less impulsive and increasingly dialed in to how they present themselves.
During this Havas-sponsored roundtable at Cannes, “Strategic Imperative: Navigating Consumer Behaviors in the Age of Ozempic,” panelists reflected on the GLP-1 revolution and its impact on brand communications.
Based on a Prosumer Report Havas published last week, GLP-1 awareness is gaining across the board — among users and non-users alike.
“Over 85% of consumers [in the U.S.] are aware of GLP-1s,” noted Havas Health’s Brian Robinson. “As with any newer-entry health technology, accessibility is largely relegated to people with good commercial insurance and high socio-economic brackets.”
The impact will only increase
By 2030, as these drugs become more widely used, it’s predicted that more than 9% of the U.S. will be using GLP-1s (representing sales north of $100 billion).
“The impact across economies around the world is going to be massive, particularly with increased accessibility,” offered Donna Murphy, global CEO of Havas Health and Havas Creative Networks. Oral formulations are already in development, which will bring down costs and lead to more widespread availability.
The rise of GLP-1s will impact healthcare in myriad ways. For instance, cities with a significant incidence of diabetes will likely require fewer cardiologists as cases drop. “This will affect how they do business, their expenditures, how they treat people,” pointed out Havas’ Oodaye Shukla.
“Obesity is a driver of many chronic health conditions over time, so we're going to see a reduction in those health events, too,” suggested Robinson.
He also believes the popularity of the drug will boost acceptance of diverse administration methods, fostering self-reliance and transforming medication practices.
“Traditionally, only people with chronic health conditions would learn how to self-inject,” said Robinson. “Now everybody's learning how easy it is.”
While that growth will positively impact people’s health, it will also affect other sectors. Adjacent, seemingly non-related brands will also feel the ripple effects of increased GLP-1 use.
“Our research demonstrates that people using GLP-1s are shifting over to a healthier, cleaner lifestyle,” reported Murphy. “As they lose weight quickly, these consumers are more likely to reduce alcohol intake, increase consumption of healthier foods and gravitate to smaller protein-rich meals.”
“We have to look at the big picture. It's not just about weight loss,” asserted Murphy. “It's about a lifestyle change.”
An empowering message
As these consumers become “better versions of themselves,” marketers should be thinking about how to reach them with custom messaging that anticipates what their future needs will be.
“As marketers, we want to empower this audience to live fully,” advised Havas NOW’s Chloé Depiesse. “It’s a great opportunity to deliver inspiring messages through new formats and platforms, such as immersive VR or AR experiences.”
Havas has already worked in partnership with influencers on AI-powered custom educational content on the topic.
Panelists agreed that AI can help marketers uncover patterns and emerging behaviors of consumers across categories. In turn, marketers must be prepared to monitor this nuanced market on an ongoing basis so they can remain agile, creative and innovative.
Another unanimous belief is that brands should begin to imagine a world in which GLP-1s are ubiquitous.
“We're working with clients on nutrition products for GLP-1 users,” shared Murphy. “Nestlé just came out with a new line of foods intended to be a companion for GLP-1 users. Equinox has a whole gym section focused on increasing muscle mass for GLP-1 users.”
She also sees the entertainment and travel sectors becoming more influenced by the growing popularity of GLP-1s.
“This group of users is going to change very quickly and at scale,” concluded Depiesse. “Sustaining innovation will not be enough. Brands need to anticipate this shift to stay ahead of cultural conversations and make sure they remain relevant to consumers.”
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