SOURCE: The Values Institute at DGWB

The Values Institute at DGWB

The Values Institute at DGWB

July 11, 2012 07:00 ET

National Consumer Research Institute Predicts a Healthier Summer

Look for Natural Sunscreen and Healthier Cocktails and Backyard BBQ to Become the New Summer Rage

SANTA ANA, CA--(Marketwire - Jul 11, 2012) - Turns out George Gershwin was only half right. In addition to being easy, summertime is also becoming healthier.

That's the conclusion of a leading national research group studying summer health-related attitudes and behavior in America. Among the top health trends to watch this summer are natural sunscreen, low-calorie cocktails and a growing emphasis on healthier BBQ options.

The Values Institute at DGWB, a social science research entity based in Santa Ana, Calif., used observational studies to identify the top health and wellness trends that Americans are most likely to embrace this summer. A collaboration with DGWB's BalancedHealthy practice, serving clients in the health and wellness space, the list is an extension of the Institute's work in values-based marketing and social entrepreneurialism and long-term partnership with the international research firm Iconoculture of Minneapolis.

The top three expected summer trends among consumers pursuing a healthy lifestyle, according to The Values Institute at DGWB and DGWB BalancedHealthy, are:

1. Sunscreen Taking the Summer Off: It may be time to take sunscreen off the shopping list, and add natural protection like beach umbrellas and sun hats. Consumer trust in sunscreen products has dipped after recent research showed that SPF levels, waterproof- and sweat-proof claims and package labels have been proven false or misleading. Updated sunscreen labels were supposed to hit the shelves this summer, however manufacturer complaints pushed that deadline to the end of the year. All of this has prompted the beach-going public to get creative with protection, and a return to natural shade. Companies like Coolibar and Solartex, which produce sun protective clothing for summer, are growing rapidly. Other consumers are using large hats, umbrellas, and dark colored clothing or just avoiding high-exposure activities altogether.

2. Drinking Made Skinny: Low-calorie alcohol products allow for a balanced approach at the indulgences of summer. Products like Skinny Girl and Miller 64 make for healthier drinking options at BBQs and parties this summer. Skinny Girl wines and cocktails promise a fresh, modern and stylish way to cocktail and socialize without the guilt. And Miller 64, promoted as "the beer that won't undo all the effort the BETTER YOU puts in" allows for cold beer on warm summer nights with fewer calories and carbs. While these new brands may not be able to touch the alcohol giants that own the summer (yet), they are making a statement in what looks to be the beginning of healthy booze movement.

3. Veggies on the BBQ: Look for summer hosts to offer guests healthier BBQ alternatives this summer including lower-fat turkey burgers, grilled chicken and fish. Simultaneously, a trend toward more fruits and vegetables like eggplant, red peppers, avocado, pineapple and portabella mushrooms being used as condiments and toppings will continue. Traditional BBQ sides like coleslaw and potato salad are gradually being replaced by green salads, gilled romaine and other healthier fare. In a recipe found on, reducing mayonnaise and adding avocado to traditional potato salad brings the calorie count down from 358* to just 150. *Based on one cup serving of potato salad (Home prepared) from

The Values Institute at DGWB is a division of Santa Ana-based DGWB Advertising & Communications. The agency's BalancedHealthy practice teamed up with Iconoculture in 2011 to study the behavior of the 76 percent of Americans who actively take steps to maintain or improve their health. A total of 2,800 adults ages 18 and above participated in the national online study rating personal values and health actions. This undertaking led to the creation by DGWB and Iconoculture of six new healthy consumer segments that are based on shared values rather than traditional usage and demographics.

"By looking at shared values instead of the more traditional metrics, we're able to connect people at a deeper level on the basis of their common emotional and philosophical beliefs about health and wellness," said Mark Weinfeld, director at The Values Institute. "The study gives us a unique vantage point to accurately identify, follow and predict consumer trends."

For details, go to the Values Institute at DGWB website at

About The Values Institute at DGWB
The Values Institute at DGWB is a social science research entity housed at Southern California's DGWB Advertising & Communications. The Values Institute grew out of the agency's more than two decades of work helping Fortune 500 clients and nonprofits build long-term relationships with their constituents based on shared values and socially responsible behavior. Founded by DGWB President Mike Weisman and Chesley Beaver, the agency's former director of strategic planning turned USC social science researcher, the Institute is led by an advisory board of leaders at academic, nonprofit and for-profit organizations involved in values-based marketing and social entrepreneurialism. For information, contact Mike Weisman directly at (714) 881-2300.

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