Superheroes encourage superfoods
Over the last decades, the prevalence of childhood obesity has seen a dramatical rise, making it one of the most important issues in global health. In fact, 18% of kids and teens aged 5-19 across the world were overweight or obese in 20161. According to the World Health Organization (WHO), the key drivers are the lack of physical activity among kids and the changing food systems.
Children who worry about obesity are less likely to feel happy and confident than their peers, which can challenge them daily2. Furthermore, our recent Consumer Scan has shown that 77% of European parents indicate they would like their child to learn more about living a healthy life3. Superheroes are here to help! Children who fancy superheroes make healthier lifestyle choices, eat healthier foods, indulge in sports and exercise, wishing to be as strong as their favourite heroes.
The new heroes of society
Globally, COVID-19 caused fundamental disruption. Frontline healthcare workers have been critical in response to combating the corona crisis. These - often undervalued – healthcare workers became the real heroes of society, making humanity more aware of their privileges and the importance of health. Clearly, kids’ behaviour altered too. Saving the world has taken a totally different perspective, and research has shown a growth in kids’ inspiring to be a scientist, doctor, healthcare worker, or any other profession that has pulled us through the crisis. For kids, it is no longer enough to just be a persona; role models need to have a purpose too2.
1 World Health Organization
2 KidsInsights, 2020
3 Consumer Scan Europe by BrandLoyalty & Kantar, 2020