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A recent survey conducted by Nutrition Business Journal and Avero Research was conducted showed that 98% of American households spend at least part of their budget healthy foods. And even better, on average, consumers reported spending 51% of their household food budgets on healthy foods.

Now it is true, was this survey May 2008 by out was, before the actual financial troubles began, but if you deeper look into the minds of consumers, there are three important reasons, about the prospects for your business optimism health in the coming months.

In addition, these three reasons excellent means to change position of your products for the consumer mindset:

Reason # 1 optimism

People see health as a wise investment: This election has shown more than ever people hurt financially as a direct result of health problems. And as the above Avero survey shows that use human health, especially preventive health policy determined as a criterion, where they put their money.

More telling still, people see better health as an investment in their career. Cara Morrison reported in his detailed report, Packaged Facts, Sports Nutritionals for Active Living in the U.S., the sports nutrition products are not only used by people to improve athletic performance, but more and more for a better performance out of the gym. The benefits of increased energy demand, higher definition, better sound and appearance to consumers, the better job.

And the business side, companies are rewarding employees for good health and investment in personal trainers and health clubs to reach them – because they know how much it is profitable.

Tip # 1 Position

Position your product as a good investment, an investment that never thank you to the global economic fluctuations, scandals, investment or government intervention. Places the value of your product compared with the costs of expensive interventions – Recipes, medical bills or time lost from work.

Reason # 2 optimism

It excludes health as something that they can control: in 2001 focusing the Hartman Group, a marketing research organization in Seattle were based on the consumer of natural health, to their great surprise that the turnover of organic food is not in decline despite the economic problems.

If they had due to organic endurance flights started, they discovered that consumers do not perceive as a luxury, but necessary. But even more interesting is, consumers have repeatedly stated that the purchase of healthy food, a way to keep a sense of control in their lives when everything else seemed out of control.

Tip No. 2 position

Position your product as something that gives control over your attitude to life. When they choose to care for themselves, they make themselves invulnerable to what happened. With good energy, strength, alertness and energy, they can take on these changes and to find a way to solve problems. They are not held hostage to the fears of the medical bills, or chronically debilitating disease. And in the world of health, they can better defend better information and become smarter as a result of consumers.

Reason # 3 optimism

Health care terms can be smart and satisfying indulgences: a budget tightening consumers postpone rewards as old as the summer holidays, a new car or the latest electronics. But consumers are always looking for ways to feel good and have fun – even more than ever before. As an expert in green marketing, said Darrin Duber-Smith, with disturbingly Financial Times, people tend to breed more, take care of themselves and their immediate retirement – their homes. Many products for health care products – natural body care products to dessert delicious, but healthy – have to reward response from consumers looking for a guilt-free way to yourself and put a salve on their stress-filled days.

Tip No. 3 position

Focus on Food, the sensual nature of your products. If you have a lotion, not only to sell on the quality of their skin but by the smell, the feeling of the start-up on the experience of using it. If you have a whey protein-flavor wonder strikes deal with them in a delicious smoothie when you come home from work. The promotion of a new cookbook was to replace the consumer restaurant meals cutting their purchasing habits.

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However, we can say that women are more inclined to think about the effect of their actions on others than men. They are generally oriented relationship and concerned about the impact of their decisions on others, sometimes to their detriment. One may wonder whether these characteristics make them more ethical. What is certain is that women take into account the different issues in addressing a question of ethics. And there is evidence to support that research.

Dr. Carol Gilligan, a professor at Harvard, gender studies and published their work in a book “In a Different Voice” (1982). According to Dr. Gilligan, men think in terms of rules and Justice, while women focus more on care, compassion and relationships. This inevitably means that men and women have different approaches to ethical dilemmas

Linda Trevino adhesive cites research that the strategies to form moral judgments people by making them examined with hypothetical moral dilemmas. The subjects were asked what they would do, and justification.

In one scenario, subjects were placed in a position, a manager of a toy store and asked them if they promise to a former client and break a toy sale at a premium for a woman who alleged that his child was very ill? The “right” ethical decision in the situation described above was intentionally very questionable.

Twice as many women as men said they broke their promise before, and by sympathy, the toys sell out for the woman with the sick child. Men tended to “break the fairness” rather its prior commitment research has revealed the following.:

* Women have found troubling dilemma than the men.
* Men tend to describe what they do in short, declarative answers, while women wrote much longer.
* Women work harder than men, imaginative ways, the problem to the satisfaction of all parties concerned to solve.
* Many more men than women questioned the honesty of the mother of the sick child.

In another scenario, the subjects were asked to imagine they were a medical supply salesman, that a competitor has a better product, white. They decide to share this knowledge with a surgeon who is about to perform an operation. This scenario contains important relational issues, including trust and credibility, and the health and future of the patient. Women were more likely to disclose information.

The reasons that subjects gave for their decisions showed a clear difference between men and women:

* Relatively few bucks this dilemma in ethical terms, while most women have.
* Men were more likely to justify the disclosure, saying it would increase its credibility and the potential future sales improve.
* Boys are more often emphasized the belief that their primary obligation of the company for which they work to sell.
* Women were more developing indirect means, such as inform “tricks”.
* Men’s responses were as down-to-finds expression, while many women used a language, passionate and emotional.

If, as proposed by the research, women are compassionate and righteous men, which is more ethical? If female managers are more concerned with ethical decisions about relationships and feelings and less concern for the rights and the rules it makes for better ethical decision making?

Stear Roger Cass Business School and Pavlos Stamboulides carried out the research, which casts an interesting light on the subject. They performed “test” a number of ethical considerations in decision making. Nearly 21,000 people from 162 countries responded. The survey on human behavior in relation to three moral philosophies focused – “Compliance Rules”, “social conscience” and “principled conscience.

Stear and Stamboulides define the three philosophies as follows:

Compliance rules, “What is it achieved what we believe not told to obey.

Social conscience: “What is law, what is best for others, friendship, compassion, kindness.

Principled conscience. “What is good by the virtues of our inner moral compass, courage, justice, self-discipline, confidence, love and compassion”

Stear points that there is a clear hierarchy in terms of maturity to the greed and fear, a kind of moral childhood at the bottom of the ladder.

The results of these studies showed that 28% of respondents consistent rules, 35% were driven by social conscience, and 37% were motivated by the belief, based on principles. Research has also shown that principles if we are aware of this to become dependent on others, as in our childhood and youth, and stand on our two feet on average at the age of 33.

The results showed that women scored significantly higher than men in all three categories of compliance, social consciousness and conscience on the principles.

Apart from suggesting that women really more ethical than men, research points to the need, men and women to participate in ethical decisions. This will certainly mean that better decisions are made, as the range is the larger perspective.

It is clear that the female perspective can help make the organization more ethical in a number of ways to bring, including:

* More empathy, and therefore worrying, customers
* Some more creative approaches to solving problems
* More effective relationships
* Increased trust between employees and customers
* More support and understanding of management styles

It is clear that it’s best for men and women together so that both types of forces are exerted to work to meet ethical standards.

And people, especially those relating to need to learn and understand different perspectives can bring to moral validity.

Practical steps can organizations are:

* Involvement of both sexes in the development of a code of conduct and / or treatment of ethical questions. Research has shown that women often perceive ethical issues in the policy or practice, where people do not.
* Use a mix of men and women as mentors to the staff available when they need help to identify and / or treatment is an ethical issue.
* If your organization recurring problems of ethics, a group of men and women convened to work, like the problems are better solved.
* Involvement of men and women in training programs so that everyone can learn from each other the value of different modes of moral reasoning.

I put these proposals with caution, because the risk is to use the token woman to play the role of moral policeman. The idea is, of course, do not do it, but to ensure that men and women to understand and learn from each perspective. And as men, ie Roger Stear of “morality”.

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