CINCINNATI, OH – September 18, 2024 – The Directions Group, a strategic insights firm, today released the results of a comprehensive integrated intelligence study on the future landscape of human health in the U.S., and on its far-reaching impacts on the economy and business. The study, Preparing for the Tidal Wave, highlights the growing gap between lifespan and health span in the U.S., as well as six long-term trends impacting American health that will have a disproportionate influence on consumer behavior, policy, and innovation over the next decade.

“It’s a pivotal moment in the trajectory of human health in this country, and it has the potential to disrupt every business sector we serve,” said Carmen Brace, Senior Vice President at The Directions Group. “But where there is disruption and change, there is also opportunity to get in on the race to innovate, adjust business models, evolve brands, and create new products. This work can help our clients innovate and proactively respond to the changing tides of American health.”

U.S. lifespans are projected to increase at a faster rate than the number of years people are living in good health and this gap between lifespan and healthspan is expected to increase from 9.8 years in 1990 to 16 years by 2035. And while the U.S. ranks first in the world for healthcare expenditures, it ranks at the bottom for health outcomes across industrialized nations. The U.S. National Health Expenditure is expected to exceed $7 trillion by 2031, or the equivalent of over 20 percent of the U.S. GDP.

“We’re living longer, we’re living sicker, and we’re paying more than ever for it,” said Justin Masterson, Senior Vice President at The Directions Group. “We live and work longer than we ever have, but more than sixty percent of our population is living with chronic disease. There is a massive economic impact from our changing health, and it goes way beyond health care costs; it is driving decision-making in every aisle in every store, every seat in every restaurant, and every service industry in the country.”

The study includes data and analysis from over 2000 U.S. consumers to understand current mindsets and behaviors surrounding their health and their purchasing, as well as how decisions will be made about brands they interact with in the future.

Additionally, analysts integrated foresight and trend analysis to identify the six most influential trends that will shape the evolution of human health in the U.S. over the next decade:

• Behavior-Supporting Medication
• Food as Medicine
• Growing Health & Nutrition Disparity
• Longevity
• Prevention Focus
• Ultra Targeted Everything

Download the Executive Summary

Media Contact:

Jennifer Coleman
Director, Communications

Insights

Read More

August 27, 2024

Directions Research, SEEK Company, and Aimpoint Research Unite to Form The Directions Group

Today marks a significant milestone in the insights industry as Directions Research, SEEK Company, and Aimpoint Research unite to form The Directions Group.
February 21, 2023

Tim Urmston, Founder and President of Seek Company, Passes Torch to Courtney Pegan

Courtney PeGan has been unanimously approved by the board of directors of parent company, Directions Inc, to serve as President of SEEK upon his retirement and lead the division into the next era of growth, innovation, and human-centric insights.
July 12, 2023

Top Workplaces Seven-Year Streak!

Directions Inc is named a 2023 Top Workplace by the Cincinnati Enquirer for the Seventh Year in a Row!
August 31, 2021

Stacey Wetterer Joins Directions Inc

Stacey Wetterer Joins Directions Inc as SVP of Talent Acquisition and Professional Development.
November 1, 2016

Introducing Menu IQ

Comprehensive Suite of Insight Solutions
December 1, 2016

Introducing R2

Ratings and Rankings
November 1, 2016

Introducing AMO - Adaptive Marketing Optimizer

Conjoint Results without the Complexity and Costs
June 20, 2024

Incoming President and CEO Elizabeth Finn Unveils Vision for Directions Inc

Directions Inc, a leading insights and intelligence firm, recently held its highly anticipated annual company meeting where incoming President and CEO Elizabeth (Beth) Finn unveiled her vision for the firm’s future. Beth was recently selected by the Directions Inc Board of Directors to succeed President and CEO Jim Lane who will retire in December.
January 3, 2023

Directions Inc Announces Promotion of Elizabeth Finn to Chief Client Officer

Directions Inc announced this week the promotion of Elizabeth (Beth) Finn to Chief Client Officer as the company positions itself for continued growth as a go-to strategic marketing advisor for clients.
December 1, 2016

Expanding Our Shopper Practice

Directions Research is pleased to announce that Beth Finn has joined the firm as Vice President, Shopper Practice Lead, Client Service.
June 6, 2018

Directions Sharpens Technology Focus With Dedicated Group

Directions Research announced today organizational changes to sharpen its focus on technology solutions. These solutions are being implemented to build an industry-leading flow of data through the organization, elevating Directions’ ability to deliver quality insights to clients at increasingly fast speeds.
May 14, 2018

Directions Research Promotes Tim Laake To CMO

Directions Research is pleased to announce the promotion of Tim Laake to Chief Marketing Officer. In this role, Tim will be responsible for all aspects of the Directions brand, from its digital footprint to speaking engagements at industry events.
May 14, 2015

Directions Research Announces New President

We are pleased to announce that Jim Lane has been elected the new President & Chief Marketing Officer of Directions. Jim, who is currently CMO, will be taking over for Randy Brooks who, after serving as Founder and President for the past 27 years, will assume the role as Chairman of the Board.
May 15, 2024

Directions Inc President and CEO Jim Lane Announces Retirement

Directions Inc announced today that Jim Lane, President and Chief Executive Officer, will retire on December 31, 2024, after nine years of leading the firm through tremendous growth and transformation. Following an internal selection process, the Directions Inc Board of Directors has named Chief Client Officer, Elizabeth (Beth) Finn, as his successor.
February 10, 2020

Directions Hires Operations Veteran Jason Ebbing

Directions announced today that Jason Ebbing has joined the firm as Senior Vice President, Executional Excellence.
November 9, 2021

Aimpoint Research Joins Directions

Directions and Aimpoint Research unite to broaden capabilities, enhance services across industries.
July 11, 2019

Directions Expands Board Of Directors

Directions announces the expansion of its Board of Directors with the election of Tim Laake and Carley Metsker.
July 20, 2020

Directions Announces Promotions Of Several Key Leaders

Directions recently promoted and expanded roles of several key leaders to create alignments based on industry expertise and better position the company to help clients achieve business impact.
April 15, 2021

Cincinnati Marketing Research and Insight Firms Partner on New Internship Program To Promote Greater Diversity In The Industry

Cincinnati marketing research and insight firms Burke, Inc., Directions Research, EMI Research Solutions, and MarketVision Research are excited to announce the creation and launch of the Minority Access Partnership Program.
Get started with Directions Group

Get started

Clarity in a Complex World
The problem isn’t a lack of information. The problem is the lack of clarity in the midst of more information than there has ever been.

At The Directions Group, we’re passionate about turning chaos into crystal-clear understanding that will bring you closer to your customer and drive real results for your business.
Contact us