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Prosumer report iBody

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Image: Creative Commons/Asher [email protected]

For more than a decade, Havas Worldwide has been tracking the roughly

15‒20% of consumers who are influencing trends and shaping markets around

the globe

Key characteristics:

• Embrace innovation

• Constantly seek out information and experiences

• Enthusiastic adopters of new media and technologies

• “Human media” who transport attitudes and ideas

• Marketing savvy and demanding of brand partners

• Highly influential and sought-after for opinions and recommendations

20% of the 2015 sample qualify as Prosumers

WHO ARE PROSUMERS?

IN THIS STUDY, WE EXAMINE SHIFTING ATTITUDES

TOWARD THE BODY

Image: Creative Commons/Charlotte [email protected]

Including:

Perspectives on the body

and physical health

Attitudes toward beauty

Responses to

technological advances

The role of brands

HAVAS WORLDWIDE ● 2015 GLOBAL PROSUMER STUDY

28 markets

n=10,131

Australia ● Belgium ● Brazil ● Canada ● China ● Colombia ● Czech Republic ● Estonia ● France Germany ● India ● Ireland ● Italy ● Japan ● Latvia ● Lithuania ● Malaysia ● Mexico ● Netherlands

Poland ● Portugal ● Saudi Arabia ● Singapore ● South Africa ● Spain ● United Arab EmiratesUnited Kingdom ● United States

FOR CENTURIES, PEOPLE DIDN’T FULLY

OWN THEIR BODIES

Women’s bodies were intended for

birthing childrenMen’s bodies were used for labor of

another kind

Image: Creative Commons/Duncan [email protected]

IN RECENT DECADES, WE’VE SEE UNPRECEDENTED MOVEMENT

TOWARD BODY OWNERSHIP—PRIMARILY LED BY WOMEN

c. 1907: Annette Kellerman

was arrested for indecency for

promoting women's right to

wear a fitted bathing suit

Image: Creative Commons/[email protected]

Image: Creative Commons/Charlotte [email protected]

NOW MEN, TOO, ARE CLAIMING THEIR RIGHTS

Pushing back against limits on what’s acceptable for men

Who owns your body?

81%“Myself”

Image: Creative Commons/Matus Gul’[email protected]

Prosumer Mainstream

86% 80%

OUR BODIES BELONG TO US…

…AND HAVE BECOME A CANVAS FOR SELF-EXPRESSION

Image: Creative Commons/William [email protected]

DESPITE THE NEGATIVE HEADLINES, #WE♥OURBODIES

(ALBEIT WITH CLEAR CULTURAL DISTINCTIONS)

So, now that people

are taking ownership

of their bodies and

feel good about

them…

WHAT’S NEXT?

Image: Creative Commons/[email protected]

WE’LL EXPLORE 4 KEY FINDINGS:

A typology of body

perspectives

“Beauty fatigue” and

high-tech solutions

Sugar and fat as the new

tobacco

New frontiers of body

enhancement

Image: Creative Commons/Luke [email protected]

1A TYPOLOGY OF BODY

PERSPECTIVES

Our respective cultures influence how we

feel about our bodies

Image: Creative Commons/[email protected]

28 Countries, 3 Key Body Perspectives

Hybrids

LAID

-BA

CK

RELAXEDFUN

VALUE EXPERIENCE

EXCITEMENTADVENTURE

PLEASURE SEEKERS(BRAZIL, CANADA, FRANCE, ITALY, LITHUANIA, SPAIN)

SEEKING FUN, AMUSEMENT & EXCITEMENT

PLEASURE SEEKERS ARE MORE AT EASE WITH

THEIR BODIES

PLEASURE SEEKERS

GLOBAL TOTAL: 44%

I AM SATISFIED WITH MY LEVEL OF FITNESS% agree strongly/somewhat

OTHERS

51% 53%

46% 47%

36%

30%32%

24%

IT’S NOT SIMPLY A MATTER OF BEING FIT

“I am satisfied with my current weight” 50% 25%

% of population that is overweight 51% 23%

% agreeing strongly/somewhat

Source: http://www.forbes.com/2007/02/07/worlds-fattest-countries-forbeslife-cx_ls_0208worldfat.html

THEY’RE ALSO NOT OPPOSED TO ENHANCEMENTS (AS LONG AS THEY ALSO ENHANCE THE PLEASURE)

Source: International Society of Aesthetic Plastic Surgery, 2013

“First off, I do this for me.

These kinds of things you

need to do for yourself. And

second, there’s nothing

better than getting a

compliment, right? That

you’re good, that you’re

sexy.”

—46-year-old cosmetic

surgery devotee (via NPR)

BA

LAN

CED

NATURALHOLISTIC

ADAPTIVE

LISTEN TO THE BODY

HOLISTIC ENTHUSIASTS(BELGIUM, CHINA, GERMANY, INDIA, POLAND, UNITED ARAB EMIRATES)

HOLISTIC ENTHUSIASTS ARE MORE TUNED IN TO NATURE

In China and India, respondents were 2X as

likely to have undergone a juice cleanse or

“detox” in past year (vs. global average)

FOCUSED ON PREVENTING ILLNESSES RATHER

THAN REACTING TO THEM

57% of Indians are making a point to get

more sleep (vs. 36% global average)

NATURE IS NOT JUST RESPECTED BUT REVERED

I LIKE TO SHOW OFF MY BODY IN ITS NATURAL STATE

PLEASURE

SEEKERSHOLISTIC

ENTHUSIASTS

57%

50% 50%

41%

GLOBAL

49% 42%

ProsumersMainstream

vs. There are parts of my body that I like to

hide/disguise as much as possible

Image: Creative Commons/Ying [email protected]

THE FUNCTIONALISTS(AUSTRALIA, JAPAN, MALAYSIA, NETHERLANDS, SINGAPORE, UK, US)

POWERFUL

STR

ON

G

MA

CH

INE

PEAK PERFORMANCE PERFECTIONFIT

FUNCTIONALISTS SEE THE BODY AS A MACHINE—

SOMETHING TO BE USED & PERFECTED

THEY’RE ASHAMED WHEN THEIR

IDEAL IS NOT ACHIEVED

THERE ARE PARTS OF MY BODY THAT I LIKE TO

HIDE/DISGUISE AS MUCH AS POSSIBLE

ProsumersMainstream

62%

PLEASURE

SEEKERSFUNCTIONALISTSHOLISTIC

ENTHUSIASTS

66%

50% 50%

59%

43%

vs. I like to show off my body in its natural state

LOOKING FOR A “MIRACLE” TO OBTAIN THIS

IDEAL BODY

RARELY SATISFIED WITH THE OUTCOME

MY BODY IS A

SOURCE OF PRIDE 11% 20% 22% 29%

WHILE EACH PERSPECTIVE OFFERS A DIFFERENT

APPROACH TO THE CARE OF THE BODY,

ONE CONSENSUS IS CLEAR:

THERE IS AN INCREASING SENSE OF PERSONAL

RESPONSIBILITY FOR THE SELF

Image: Creative Commons/Joe [email protected]

ONLY 1/2 THE GLOBAL SAMPLE THINK IT WOULD BE GOOD TO HAVE

A PILL THAT LETS PEOPLE LOSE WEIGHT QUICKLY AND SAFELY

(If you’re going to eat your cake, you should have to work it off, too…)

2“BEAUTY FATIGUE”

& HIGH-TECH SOLUTIONS

Image: Creative Commons/[email protected]

PEOPLE HAVE GROWN WEARY OF

STRICT STANDARDS OF BEAUTY

DOES ANYONE EVEN KNOW WHAT

“TRUE BEAUTY” IS ANYMORE?

% agreeing strongly/somewhat

MAKING WAY FOR A MORE NATURAL PATH TO

BEAUTY (AND LIVING)

FEWER PEOPLE ARE IGNORING THE BENEFITS OF AN ACTIVE

LIFESTYLE AND HEALTHY DIET

Image: Creative Commons/Stevie Spiers [email protected]

17%

Prosumer Mainstream

9% 18%

54%

Prosumer Mainstream

62% 53%

“I don’t exercise” “Compared with a couple of years ago,

I am overeating less often”

EXERCISING MORE FOR HOW IT MAKES YOU FEEL— RATHER

THAN JUST FOR OUTWARD APPEARANCE

6862

45 43 3826

48 4536 33

22 19

0

20

40

60

80

Get inshape/be fit

Feelgood/reduce

stress

I enjoy it Lose weight Be moreattactive

Feel younger

Prosumer Mainstream

Why do you exercise?

STRONG

IS THE NEW SKINNY

TAKING LESSONS FROM THE EAST

75% of Prosumers

and 63% of

mainstream try to

“listen” to their bodies

more than they used to*

Image: Creative Commons/Take back your health [email protected]

*Havas Worldwide 2012 Prosumer Report:

“My Body, Myself, Our Problem: Health and Wellness in Modern Times”

A MORE NATURAL & SUSTAINABLE APPROACH TO HEALTH

Image: Creative Commons/MATT [email protected]

Image: Creative Commons/Sarah [email protected]

THE PROMISE OF A LIFESTYLE OVERHAUL

RATHER THAN A QUICK FIX

Prosumer Mainstream

46% 34%

Prosumer Mainstream

45% 34%

Stick to a prescribed exercise regimen for the rest of my life

Avoid all unhealthful foods for the rest of my life

TO ENSURE MY BODY STAYS AT ITS BEST, I

AM WILLING TO…

While the aspiration of sticking to a strict exercise or nutrition

regimen for the rest of one’s life may not be realistic…

Tech can lend a helping hand

Image: Creative Commons/Vincenzo [email protected]

MY IDEAL BODY IS ENHANCED BY SCIENCE TO ALWAYS BE AT PEAK FITNESS/PERFORMANCE

18‒34 35‒54 55+

26% 17% 8%

Prosumer Mainstream

26% 19%

Image: Creative Commons/Simon [email protected]

THE YOUNGEST AND MORE

PROGRESSIVE CONSUMERS ARE MORE

WILLING TO TINKER WITH NATURE

vs. My ideal body is the

one nature gave me

and that I keep at its

best through natural

means

18‒34 35‒54 55+

25% 18% 13%

Male Female

25% 16%

Prosumer Mainstream

19% 21%

IF I HAD THE OPTION, I WOULD CHOOSE TO BE A CYBORG

Image: Creative Commons/Donald [email protected]% agreeing strongly/somewhat

MOST PEOPLE AREN’T QUITE THERE YET…BUT SEE TECH AS AN

AID TO MAINTAINING EVERYDAY HEALTH

DIGITAL DEVICES THAT MONITOR EVERY ASPECT OF ONE’S PHYSICAL HEALTH WOULD BE GOOD FOR SOCIETY

Prosumer Mainstream

45% 28%

Prosumer Mainstream

69% 51%

I USE AT LEAST ONE DIGITAL APP/DEVICE TO MONITOR MY PHYSICAL HEALTH

% agreeing strongly/somewhat

WITH ALL THE MIXED MESSAGES OUT THERE, IT’S LITTLE WONDER THAT AROUND 1/2 THE MAINSTREAM AND 2/3 OF PROSUMERS ARE

RESEARCHING HEALTH MATTERS ONLINE MORE OFTEN THESE DAYS

COFFEE EGGS

Does it elevate blood pressure? Or reduce the risk of diabetes and cirrhosis of the liver?

Do they increase cholesterol? Or protect against certain types of stroke?

WHOLE WHEAT

Is it “heart healthy”? Or does it increase the risk of cardiovascular disease?

3 SUGAR & FAT

= THE NEW

TOBACCO

Amid all the confusion, some lessons are sticking…

SUGAR, SPICE & EVERYTHING TERRIBLE FOR YOU?

PEOPLE ARE BEING MADE MORE AWARE OF THE

DANGERS OF EXCESSIVE SUGAR CONSUMPTION

…AND BRANDS ARE UNDER PRESSURE TO RESPOND

Following a rush of negative media

surrounding the high sugar and calorie

content of its breakfast cereals, Kellogg’s

cuts sugar

GROWING EVIDENCE OF A LINK TO OBESITY

90% of general

practitioners

surveyed in US,

Europe, and Asia

believe excess sugar

consumption is tied

to sharp growth in

health problems

Credit Suisse Group: Global Trends: Is Sugar Turning the Economy Sour?

WHILE MOST RESPONDENTS WERE DIVIDED ON THEIR FEELINGS

TOWARD THE OVERWEIGHT…

MOST FAT PEOPLE ARE LAZY

Agree: Disagree:

Neither agree

nor disagree:

34% 38% 29%

Image: Creative Commons/[email protected]

“Most fat people are lazy”

18‒34 35‒54 55+

41% 30% 21%

MILLENNIALS WERE

SIGNIFICANTLY MORE APT

TO EQUATE OBESITY WITH

LAZINESS

% agreeing strongly/somewhatImage: Creative Commons/luc de [email protected]

AND CERTAIN MARKETS, INCLUDING INDIA AND CHINA, ARE

LESS WILLING TO ASSOCIATE WITH THE OVERWEIGHT

Image: Creative Commons/runar [email protected]

“I prefer to spend time with people who are

physically fit rather than overweight”

Global

58% 51% 28%

% agreeing strongly/somewhat

WITH SO MUCH INFO AVAILABLE, CONSUMERS NO

LONGER CAN CLAIM A LACK OF COMPLICITY; THEREFORE,

THERE ARE #NOEXCUSES

4NEW FRONTIERS OF BODY

ENHANCEMENT

Image: Creative Commons/Lainy [email protected]

FEW ARE WILLING TO MESS WITH NATURE…

…ESPECIALLY WHEN IT INVOLVES PROCREATION

ONLY 3 “ADVANCES” GARNERED MAJORITY APPROVAL

A test that measures an unborn child’s risk of developing a serious

illness

Digital devices that monitor every aspect of one’s physical health*

A pill that lets people lose weight quickly and safely

*Shown earlier

Agreeing it would be good for society:

59%

50%

54%

See full chart on slides 60/61 for data on bad, no effect, and not sure

See full chart on slides 60/61 for data on good, no effect, and not sureImage: Creative Commons/epsos [email protected]

WHEN IT COMES TO HUMAN

CREATION, RESPONDENTS ARE CLEARLY AGAINST TINKERING

Agreeing it would be bad for society:

A pill that lets couples choose their baby’s physical characteristics

A test that measures an unborn baby’s intelligence

A pill that lets couples choose the sex of their baby

A pill that boosts the IQ of a baby prior to birth

53%

57%

42%

40%

POST-BIRTH TRANSFORMATIONS ARE NOT WELL RECEIVED EITHER

A pill that lets people change

genders permanently would be

bad for society

51% 52%

A pill that allows people to

completely transform how they

look would be bad for society

Image: Creative Commons/robson#@flickr.com

WE SEE DISTINCT DIFFERENCES AMONG COUNTRIES

of Chinese respondents

(compared with just 13% of

Dutch) approve of a pill

that would boost a baby’s

IQ prior to birth

40%Only 1 in 10 German

respondents (versus 1/3 of

Indian respondents ) agree that

the ability to “grow” babies

outside a woman’s body would

be good for society

10%

Image: Creative Commons/[email protected] Image: Creative Commons/[email protected]

REGARDLESS OF PEOPLE’S FEARS, SOME “FUTURISTIC”

ADVANCES ARE ALREADY A REALITY

Image: Creative Commons/Gary [email protected]

WHICH IS GOOD NEWS FOR THE 1:3 SEEKING IMMORTALITY

OPPORTUNITIES FOR BRANDS

HELP PEOPLE CATCH BETTER ZZZZs

In addition to providing soothing

music to help lull the listener into

a good night’s sleep, this

machine also emits sonic pulses

that mimic those of healthy

sleepers. After a few nights with

Sleep Infuser, those healthybrainwaves become a habit.

f.lux is a computer app that gradually adjusts the

LED lights on one’s computer screen to mimic the

light at various times of day. It’s intended to

address the issue of brains being tricked into

thinking it’s daytime as the electronics user is

preparing to call it a night.

Sleep Number x12 bed monitors the quality of the

user’s sleep, tracking average breathing and heart

rates, as well as movement.

Getting a good night’s sleep is being credited for everything from improved memory to smaller waistlines, but it continues to be an elusive goal for many in our modern-day mile-a-minute culture.

TRAIN THE BRAINAs noted in our 2012 report on health and wellness, people increasingly regard the brain as a vital weapon in the fight against illness and aging—and so they’re always on the lookout for ways to protect and fortify it.

There’s a burgeoning market for “brain games”and “brain training” software and apps, such asLumosity (“Discover what your brain can do”)and Happify (“Happiness. It’s winnable.”).

Subscription boxes are all the rage these days, and so it’s nosurprise to see the launch of one that’s brain focused. Themonthly Better Brain Health Box delivers foods and drinks thatpromise to improve concentration and mental acuity.

Muse is a headband

that helps people

exercise their brains

and increase their

attention spans. The

product promises to

improve the user’s

sense of control

stress avoidance,

and emotional

state.

Thync products use neurosignaling in the form of electrical pulses delivered through programs called Vibes. Thync Calm Vibes help the brain relax, while Thync Energy Vibes offer an energy boost. You can select your preferred Vibe via a smartphone app.

Atlanta-based startup BrainChild Technologiesis developing a wearable for the newbornmarket: a pacifier that measures braindevelopment by tracking the infant’s suckingreflex. It’s based on the premise that the morea baby sucks, the more engaged it is with aperson or activity. Parents can use thatinformation to determine how best to interactwith their budding Einsteins.

MAKE IT EASIER TO GET FITVirtually everyone wants to be physically fit—whether because they want to look good, feel good, or do

more—but rising obesity rates offer ample evidence that not everyone can accomplish it on their own. More

companies, governmental agencies, and NGOs are trying to lend a hand.

As part of its efforts to reduce obesity, the Mexicangovernment has installed at some subway stations motion-sensitive machines that dispense a free ticket to anyonewho completes 10 squats. It’s an easier deal than thatoffered at a station in Moscow prior to the Sochi Olympics,which required that patrons complete 30 squats in twominutes to qualify for a free ride.

Audi has unveiled a concept car that combines luxury

and physical fitness. The car’s wellness mode (including“piloted driving technology”) lets the driver andpassengers perform isometric exercises to get a completeupper- and lower-body workout while on the road.

International fitness

chain Gold’s Gym has

introduced Cardio

Cinema, inviting

members to watch full-

length films while on

treadmills rather than

while reclining in chairs.

More often than not, the major impediment to exercise is a lack of motivation. Enter Charity Miles—a tracking app that donates $0.25 for every mile walked and $0.10 per mile biked to the charity of one’s choice.

Through its VitalityHealth program, UK medicalinsurance company PruHealth offers discountsand other rewards to policyholders who exercise.

HELP PEOPLE EAT RIGHTMore and more people are taking the “You are what you eat” maxim to heart, but it can be tough to stick to a strict diet—and sometimes unclear which foods will help versus hinder one’s fitness plan.

The HAPIfork is an

electronic fork that

monitors and tracks

eating habits to

assist with digestion

and weight control.

Eating too fast? The

gentle vibrations

will let you know.

Fooducate is an app that lets you

scan food items to find out if they’re a

healthy option.

Founded in Germany in 2011, HelloFresh is one of

a rapidly growing number of companies that

deliver a weekly box of meal ingredients to one’s

door. Each meal takes no more than 30 minutes

to prepare and includes plenty of fresh produce

and protein.

Developed by scientists at the University of California, the WearSens necklace

uses sensors triggered by vibrations in the throat to monitor what the user eats

and drinks. It will even tell you when you’ve exceeded your targeted calorie limit.

The Fresh 20 helps busy households plan a week’s worth of nutritious

dinners at a time. Each week, users create a meal plan online that

features 20 fresh, in-season ingredients. Add pantry staples, and

you’ve got dinner covered without using

anything that’s processed or frozen.

Momoko Hair Shapingtechnology employs thermal heat and a chemical solution to break the hair’s structural bonds and reestablish them in a new form—permitting wavy hair to be permanently straightened and vice versa.

OFFER BEAUTY (AND ANTI-AGING) BOOSTERS This isn’t anything brands haven’t been trying to do for ages—only now it’s apt to have a scientific twist.

LightStim uses LED light therapy to

“stimulate the body’s natural

process to build new proteins and

regenerate cells.” The company

offers treatments that claim to

reduce fine lines and wrinkles, treat

and prevent acne breakouts, and

temporarily relieve arthritis, muscle,

and joint pain.

Want to get rid of that double chin, but not keen on the idea of

a facelift? You may soon be in luck: It’s been reported that in

the US the FDA will soon approve ATX-101, an injection that

targets fat cells to erase double chins. Kythera

Biopharmaceuticals hopes to make the injections available in

the second half of 2015.

CREATE MORE INCLUSIVE NOTIONS OF BEAUTY

Society continues to battle over standards of beauty, now using all manner of hashtags in the effort, especially

with regard to weight: #fatshaming, #noexcuses, and #size0 in one corner; #losehatenotweight, #bodypositive,

and #Fatkini in the other. Smart brands are getting in on the conversation by embracing a broader definition of

beauty.

As reported in Adweek, brands

such as Kate Spade and L’Oréal

are tapping into the “silver

economy,” showcasing seniors in

their fashion spreads. There’s

even a blog celebrating

fashionable older women:

Advanced Style.

Plus-size retailer Lane Bryant has launched the

#ImNoAngel campaign to promote women feeling

beautiful, regardless of size. It’s a transparent jab at

Victoria’s Secret’s “Perfect Body” campaign,

which sparked a petition on Change.org asking

the retailer to publicly apologize for promoting an

“unhealthy and damaging message” with its

super-slim models.

Neon Moon is a feminist lingerie brand created to

“design and distribute nonconformist lingerie…for

women of all sizes, ethnicities, and body types,

including women who embrace pubic, leg, and

underarm hair.” Thanks to a successful Kickstarter

campaign, the company expects to start shipping

its undergarments in October 2015.

HELP PEOPLE MONITOR THEIR HEALTH

At a time when virtually everything we could want to know is available at our fingertips, people have grown

accustomed to wielding the power of that information at retail, in their jobs, and while traveling. Why would we

be willing to live in the dark when it comes to our own bodies? Increasingly, the answer is that we’re not. We

want to know what’s going on under our hoods—and more companies are stepping in to help.

California-based startup Cue is developing a “lab-in-a-box” that lets users track five key health

AliveCor’s AliveECG app lets you give yourself anelectrocardiogram (EKG or ECG) wherever and wheneveryou’d like. The device comes in the form of a smartphonecase. Just touch the two metal strips with the fingers of eachhand, and the app will measure your heart rate and electricalactivity. It will let you know if it detects signs of an impendingstroke or heart attack and allows you to share the results withyour doctor.

Designed by Swiss entrepreneur Yves Béhar, ScanaduScout is a scanner packed with sensors that readone’s vital signs and send them wirelessly to asmartphone. It’s part of a quest, in Béhar’s words, to“make this the last generation to know so little aboutour health.” How interested are people in thedevice? In less than a month, a funding campaignwith a goal of $100,000 on Indiegogo raised morethan $1.6 million. The product began to ship earlierthis year.

The Smart Body Analyzer by Withings looks like

an ordinary bathroom scale but measures body

composition, heart rate, and air quality, in

addition to weight.

molecules—testing for inflammation, vitamin D,fertility, influenza, and testosterone—by inserting asaliva or nasal swab or blood sample into acartridge and receiving a near-instant analysis viasmartphone. A “deep health” tracker shares thedata with a companion app, which makes lifestylerecommendations based on the findings.

BUILD SUPPORTIVE COMMUNITIESExercise is increasingly becoming about community, social currency, and shared experiences. Witness the

surge in popularity of almost cult-like fitness crazes such as Tough Mudder, SoulCycle, and CrossFit. Nike+ was

perhaps the first big brand to combine fitness and community, but it’s far from the only one now.

Garmin Connect lets people track their workout stats through their Garmin devices and then connect with

friends and strangers for feedback and encouragement and to create training groups.

It’s not always easy to find a workout partner whoshares your level of fitness, your interests, and yourschedule. To the rescue: Workout Buddies—an appthat pairs users through such information as fitnesslevel and body type, preferred activities and gym,and schedule. Users who “friend” each other can

chat to make arrangements for a joint workout.

Weight Watchers hasacquired Weilos, an onlinefitness and weight-losscommunity that allowsusers to post photos oftheir progress on the siteand receive support andtips from fellow dieters andfitness coaches.

For more insights from Havas Worldwide research—and to download the “iBody: The New

Frontier” white paper—visit http://www.prosumer-report.com/blog/

And follow us on Twitter (@prosumer_report)

HAVAS WORLDWIDE

To find out how Havas Worldwide can help your brand, please contact:Matt WeissGlobal Chief Marketing OfficerT +1 212 886 2043E [email protected]

For media inquiries, please contact:Yvonne BondGlobal Communications DirectorM +1 646 643 8824E [email protected]


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