This was the front cover of last week's Economist.Included in this analysis and commentary was some fascinating research that had been done for the magazine.
As you can see, there is a high level of support for the freedom to determine when you die (with all of the safeguards etc etc).
Most healthcare services are struggling to provide anything like a half decent service to those who are moving towards the end of their life. The stituation will only get worse and worse as the numbers of older people increase and the funding for healthcare reduces.
So we have the horrendous situation of a healthcare system that really cannot provide adequate support, but just enough to keep you alive.
As you can see from these numbers, increasingly people want to control their ending.
Of course there are lots of people who don't want change.
But, country by country, region by region, things are changing.
It is a matter of when not if.
So what does this have to do with marketing?
Well if people know that they have the control to end their life then it enables them to plan how they use the precious years remaining rather than having to be prepared for an indeterminate period of cost and suffering at the end of their life. That is going to change their behaviour. Dick Stroud
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