
MAZ marks the second phase of its 2023 Superbrand research process
The unveiling of the Top 200 brands by the Marketers Association of Zimbabwe culminates in the Superbrand Awards at year-end.
CONSUMER WELL-BEING
By our News Team | 2021
But, on the positive side, Africa ranks higher in physical and social well-being than the global average.
With consumer positivity and higher levels well-being proving an important barometer of the way people are likely to consume products and services, African marketers will be at least partially cheered by the results of the latest 360° Well-Being Index compiled by the Cigna Corporation, an international health services business.
In the study conducted in March-April 2021, Africa’s physical well-being index was at 62.4, and ranked higher than the global average of 58.2. Similarly, Africa ranked higher in the social well-being index at 64, compared with the global average of 61.6.
The encouraging physical and social well-being indices came amid increasing stress levels in Africa. While stress incidences were found to be very high on the African continent at 91%, in comparison with a global average of 83%, the researchers say the response from African survey participants reinforces that stress is, at least, becoming less stigmatised on the continent.
Photo by Uncoveredlens from Pexels
Another encouraging trend emerging in Africa was that 57% of office-based workers preferred the work-from-home option compared to 34% in global markets. However, the study also found that 50% of the work-from-home employees in Africa are spending longer hours working, compared with 39% globally.
“Mirroring global trends, Africa is witnessing an increase in incidences of stress, overwork, gaps in workplace wellness, and overall well-being. It is time to work cohesively to raise awareness and drive positive change on this front,” said Leah Cotterill, Chief Distribution Officer, MEA at Cigna.
The top trends from the survey include:
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