TrendLetter#5 Hard Wellness


During the so-called ‘normal times’ we used to take extra care to stay fit and well. The pandemic has activated in us a sense of the most primal danger – will the virus render us disabled, will we survive at all?
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…of Poles think that our ‘respiratory system’ will be the organ at the ‘greatest risk during the course of the next 2-3 years’. The ‘immune system’ was ranked second (41%).

The anti-viral coatings segment is projected to grow at a CAGR of 13.3% from 2020 to 2027 (Allied Market Research, Wunderman Thompson Intelligence, 12.2020).

Breath – is the keyword of the past year: The life-giving, soul-animating act of drawing in the air, a flutter of wind, all that makes us alive has been stifled, controlled by a tiny air-borne protein structure. An invisible element jeopardized not only the lives of individuals but of whole societies (P.Goch-Kenawy,, 6.01.2020).

External factors, beyond our control, are perceived as being the most threatening. Though unable to prevent them, we can reduce their influence through a healthy lifestyle).

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What will pose the greatest threat to our health in the next 2-3 years? Please mark a maximum of two you consider to be the most important.

Wider picture

The last few decades of the 20th century saw a change in our attitude to health. We have decided that health not only means the lack of disease but that it can also be understood in a positive sense – as a conscious development of one’s wellbeing: health-promoting practices, healthy lifestyle and wellness, which combines the physical and mental aspects of health.
The holistic body-and-soul approach is not the focus any longer, having been replaced by the efforts to ‘save’ our lives from the external danger.
The notion of immunity has also been redefined. It is no longer a simple process of boosting one’s natural body defences but an ‘armament’ operation to fight against the external enemy: germs or smog. Soon, this enemy might include the effects of climate change: floods or fires. The term ‘bubble’ will not only refer to the social media but to the world in general.


Paweł Ciacek

What does it mean for your business:
  1. New market categories emerge, such as, for example: in-home safety or air care, which extend a sanitary cordon around us. These new categories result from the ‘isolation’ approach to immunity – we want to keep harmful agents at bay.
  2. None of the product or service categories is exempt from being required to think in terms of the health and safety of their users – in literal terms (a product or service will in no way jeopardize my health now or in the future).
  3. Safety first. Or ‘active safety’, a pre-emptive way of thinking aimed at relieving the slightest potential concerns on the part of the users. Anything that demonstrates care and attentiveness with regard to this issue will be appreciated.
  4. The pandemic made us more aware of matters relating to unrestrained breathing and the quality of the air we inhale.

Anna Ruszkiewicz

Z wykształcenia historyk filozofii, z natury nastawiona na dialog organizatorka. Od przeszło dwóch dekad związana z branżą badawczą, z powołania i z wyboru, zawsze po stronie operacyjnej. Przez wiele lat szefowa działów realizacji badań terenowych, najpierw w Ipsos, potem w Kantar Polska.

Dzięki otwartości na „nowe” i wrodzonemu optymizmowi, wspierała wiele trudnych procesów transformacji wewnętrznych, reorganizowała zespoły, łączyła i dzieliła struktury.

Posiadając bogate doświadczenie w realizacji projektów zawsze znajduje rozwiązanie problemów, często zanim się jeszcze pojawią, chętnie odpowiada na pytania, jak coś zrobić lepiej, szybciej, taniej.
Jej celem i ambicją jest tak organizować pracę, aby wspierać rozwój i kreatywność, a także stwarzać unikalne środowisko, w którym praca jest naturalną przyjemnością.

Maciej Kos

Doctor of economic sciences, a long-standing Senior Client Director in Kantar Polska. Before a head of research teams in IQS and Pentor, where he was the author of the cyclic report called. “Raport piwny/ Beer report”.

He specializes in Brand Strategy, Innovation and Customer Experience studies. In his work for numerous companies from various industries and economy sectors, he helps brands create reality and consumer needs, discover new areas and face challenges.

Krzysztof Jodłowski​

Sociologist, an experienced qualitative researcher. A catalyst for ideas, he has a particular talent for making the respondents open up and for drawing out insights.

He specialises in research focused on the study of attitudes and brand image, ad and concept testing, NPD and shopping mechanisms.

His highly informative workshop projects, whether ethnographic, semiotic or exploratory, contribute to changes in the attitudes of marketers towards their own categories, brands and consumers.

Piotr Łukasiewicz

Doctor of Social Sciences, Brand Planning Director and Senior Consultant in Kantar Polska up to 2020, previously Strategy Director in McCann and one of the pioneers of strategic planning in Polish advertising.

He specialises in brand positioning and communication, aimed at making brands fit and keep up with current social and cultural trends. He has been leading the Trendozbiórproject for the past ten years. He runs strategic workshops and develops workshop methodology. He has worked for the biggest Polish and international brands.

A co-founder of the Brand Strategy School at SAR, he lectured at the University of Warsaw and Collegium Civitas.

He has prepared expert opinions for public institutions, among others, the Adam Mickiewicz Institute and Warsaw City Hall. He is a co-author of Principles for Communicating the Polish Brand adopted by the Council for the Promotion of Poland. He has endeavoured to make a difference as a public official (albeit briefly).

Paweł Ciacek

Sociologist, one of the co-founders of the SMG/KRC Poland Institute, a long-standing Client Service Director in Kantar Polska.

His particular research interests focus on the area of brand strategy and communication. Thanks to his recommendations many Polish and international brands managed to improve their communication.

He co-developed qualitative research methodologies in Kantar Polska (from projection games to ethnographic studies) as well as methods based on non-declarative measurement. 

He takes part in discussions on the condition of the social and market research industry in Poland.

 He readily engages in pro bono activities. He led the formation of Państwomiasto, a city action initiative. He has also cooperated in the creation of campaigns aimed at increasing voter turnout.

He is a co-creator of Trendozbiór, a Kantar product dedicated to the analysis of trends and consumer behaviour.

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