Whilst many hope that the countdown to the London Olympics will inspire sedentary Brits to take more physical exercise, digital motivation may be more effective in getting individuals to make it part of their everyday routine. Launched last year, Reebok’s Promise Keeper app gets users to share their running plan commitment with their social media friends and followers and then rewards (or shames) them when they pick up those running shoes. Similarly StickK.com in the US and Psychologies magazine in the UK are using goal-setting communities pioneered by 43things.com to help people define and stick to their new year’s resolutions such as losing weight and quitting smoking. This trend is bound to develop in 2012 with more products like Jawbone Up enabling users to wirelessly track everything from sleep patterns to physical activity online.

Apps and technology will also enable more DIY health management. There are already 9,000 health related apps in App Store and it is predicted this will increase to 13,000 by the end of the year. These will range from simple disease awareness to more complex and interactive apps such as Diabetes UK Tracker which helps patients manage their condition and Withing’s Smart Blood Pressure Monitor, which can take the user’s blood pressure and send it directly to their doctor.

Although the role of food in our overall health is widely understood in terms of obesity, heart disease and diabetes, the role of diet having an effect on specific illnesses and medical conditions is an emerging trend. It’s not just functional and super foods which can help us live healthier for longer but the inextricable link between the food we consume and health and wellbeing as highlighted in Channel 4’s The Food Hospital shown in the autumn of 2011. As this concept gains traction, the food industry needs support in navigating the health arena especially engaging with healthcare professionals.

In 2012 we should get more clarity on how the proposed health bill will affect the NHS and healthcare in the UK, but the continuing trends of an ageing population, advances in treatment options and economic austerity means that changing consumer behaviour to take proactive care of their health and wellbeing has never been so important. As marketing experts and brand guardians, we are ideally positioned to provide consumers with the support and education that will motivate them to make those changes and spread the word amongst their peers.

And when it comes to communication: shareable content will continue to lead the way. The British Heart Foundation’s Hard and Fast campaign with Vinnie Jones demonstrates how well-executed content based on real insight will engage the public and be shared via traditional and social media channels.