Nils Behrens | Sunday Natural: Markenaufbau im Longevity-Sektor

Insights on Health and Marketing from Konstantin Jakobi

Understanding the Importance of Experience in Advertising

• Konstantin Jakobi emphasizes that effective advertising for Mercedes-Benz requires a deep understanding of the product, akin to knowing how the engine works.

Alcohol Consumption and Its Implications

• The discussion highlights two categories of people regarding alcohol consumption: those who drink to be funny and those who need it to feel humorous. The latter group faces significant challenges when they can no longer consume alcohol.

Health Trends and Supplementation

• There is a growing concern about cardiovascular diseases starting earlier in life, with health spans not extending despite increased lifespans. This indicates a disconnect between longevity and quality of health.

Podcasting Journey and Content Focus

• NZ Berensz, Chief Brand Officer at Sunny Natural, hosts a podcast called "Healthweis," focusing on health topics. Initially launched as a weekly show, it has evolved into bi-weekly episodes with special features.

Navigating Supplement Choices

• A notable episode addressed common questions about supplement choices, helping listeners understand what supplements to start with amidst an overwhelming variety available in the market.

Role of Chief Brand Officer Explained

• NZ Berensz shares insights into his role as Chief Brand Officer, discussing brand management's significance and his journey through various marketing roles leading up to this position.

Background in Advertising Agencies

• Berensz recounts his beginnings in advertising at Spring Kobi, highlighting its reputation as one of Europe's creative agencies where many successful advertisers have emerged.

Transitioning Brands into Global Markets

• He discusses his experience with TUI's cruise line brand "Mein Schiff," emphasizing the blend of brand management skills and startup spirit necessary for expanding brands like Lanzerhof into global markets.

Target Audience Insights for Luxury Brands

• The target demographic for Lanzerhof comprises approximately 0.5% of the population, indicating that their average guest spends between €10,000 to €15,000 per stay. This suggests a high-income threshold for accessibility to their services.

Understanding Marketing Strategies in High-Income Segments

Target Audience Insights

• The discussion begins with a focus on high-income earners, specifically those making €100,000 or more, representing the top 3% of income earners. It suggests that the target audience may be even narrower, possibly the top 1% or 0.5%.

• The speaker emphasizes that marketing to this demographic is challenging and highlights three critical factors for effective communication within this group.

Key Marketing Factors

• Word-of-mouth is identified as a primary marketing strategy; delivering an excellent product and ensuring customer satisfaction are essential for generating recommendations.

• Press work is highlighted as another vital tool for visibility, with efforts made to secure good placements in media across various countries including Germany, Austria, Switzerland, Italy, France, Denmark, Norway, and the USA.

Awards and Recognition

• Participation in awards is discussed as part of their press strategy; consistently appearing on "Top" lists enhances credibility and visibility.

• A notable achievement mentioned is ranking second in the Condé Nast Traveler Readers' Award behind Greek islands—an accomplishment viewed positively despite not securing first place.

Medical vs. Wellness Focus

• The conversation shifts to categorizing their establishment (Landhaus Hof), which primarily focuses on medical prevention rather than wellness alone.

• There’s a comparison made between Landhaus Hof and nearby wellness hotels like Arosa; it clarifies that while Arosa focuses on wellness, Landhaus Hof has a stronger medical emphasis.

Personal Journey into Health Sector

• The speaker shares their initial unfamiliarity with the health sector upon entering but had always been passionate about sports.

• They reflect on their lack of medical history knowledge which posed challenges when engaging with healthcare professionals.

Learning Process and Industry Understanding

• Emphasizes the importance of understanding both modern diagnostics and natural healing methods to effectively operate within this industry.

• The speaker draws parallels between previous experiences in other industries (like automotive advertising), noting how they engaged deeply with products to understand them better—a practice they applied in health-related fields too.

Understanding Longevity and Healthspan

The Concept of Self-Optimization

• The speaker reflects on the importance of health education, particularly in prevention, which is relevant to personal well-being.

• They discuss a growing enthusiasm for self-optimization that influences lifestyle changes over time.

Personal Experience with Health Improvement

• A pivotal experience at a wellness retreat (Lanzarhof) led the speaker to reassess their health status on a scale from 1 to 10.

• Many individuals feel unwell despite not being clinically diagnosed as sick; this demographic often seeks wellness retreats like Lanzarhof.

• After spending 12 days at Lanzarhof, the speaker felt significantly more energetic and revitalized, leading them to adopt a new identity on social media as "Nils 2.0."

Emergence of Longevity as a Trend

• The term "longevity" was not widely recognized until recently; it has gained traction especially in the U.S. before becoming popular in Europe around 2018.

• A survey conducted revealed that less than 20% of Germans understood what longevity meant, indicating its nascent status in public consciousness.

Association with Brands and Cultural Understanding

• Interestingly, Miele was associated with longevity due to its reputation for durable products, highlighting how brands can shape perceptions of concepts like longevity.

Defining Lifespan vs. Healthspan

• There are two main interpretations of longevity: living as long as possible versus living healthily for an extended period.

• The distinction between lifespan (the total years lived) and healthspan (years lived without significant illness or disability).

Goals for Healthspan Extension

• The aim is to align healthspan closely with lifespan so that individuals can enjoy good health into older age rather than merely extending life without quality.

• Current trends show people are living longer but not necessarily healthier; there’s concern about prolonged periods of poor health or increased mortality duration.

This structured summary captures key insights from the transcript while providing timestamps for easy reference.

The Impact of Lifestyle on Aging and Health

The Onset of Age-Related Diseases

• The beginning of age-related diseases is often linked to the onset of mortality, with conditions like Type 2 diabetes becoming more prevalent at younger ages.

• Cardiovascular issues, including hypertension, are increasingly diagnosed earlier in life, indicating a trend towards younger populations suffering from these ailments.

• There is a noticeable decline in health span associated with lifestyle choices, particularly in Western societies where sedentary habits and poor diets prevail.

Diet and Lifestyle Factors

• Stress is identified as a significant contributor to various lifestyle diseases; dietary habits also play a crucial role in overall health.

• The Standard American Diet (SAD) is criticized for its negative impact on health, emphasizing the need for better nutrition and physical activity.

Key Components for Longevity

• Four pillars essential for longevity include:

• Physical Activity: Emphasizing flexibility as foundational for strength and endurance training.

• Muscle Maintenance: Retaining muscle mass is vital for both men and women as they age.

• Cardiovascular Fitness: Measured by VO2 max, which indicates how well the body utilizes oxygen during exercise.

Nutrition and Recovery

• Nutrition plays a critical role; individuals must consider their dietary approaches to support long-term health.

• Sleep quality and recovery are highlighted as essential components alongside stress management strategies.

Mindset Towards Longevity

• A positive mental attitude significantly influences one's approach to aging; self-improvement can sometimes prioritize quantity over quality of life.

• Discussions around figures like Brian Johnson illustrate extremes in longevity pursuits that may deter others from adopting healthier lifestyles due to perceived sacrifices involved.

Conclusion on Longevity Trends

• The conversation reflects concerns about the commercialization of longevity practices leading to unrealistic expectations or fears regarding aging.

Understanding Longevity and Its Impact on Daily Life

The Connection Between Daily Actions and Longevity

• Emphasizes the importance of distinguishing between actions taken today for longevity and their immediate benefits, highlighting that investments in health lead to a better quality of life now.

• Discusses how regular physical activity contributes to a well-trained body, allowing for pain-free movement and greater freedom in daily activities, such as cycling or carrying packages.

• Shares personal joy derived from healthy eating, noting that consuming nutritious yet delicious food can trigger happiness while also promoting longevity.

Social Connections as a Key Factor

• Cites the Harvard Grant Study, which identifies good social connections as essential for a long and healthy life; loneliness is described as detrimental to motivation and overall well-being.

• Highlights the proactive approach to maintaining social contacts, suggesting that reaching out to friends can enhance one's quality of life without feeling burdensome.

The Role of Curiosity in Longevity

• Introduces an app designed around four pillars of health that encourages users to engage with friends regularly, reinforcing the idea that maintaining relationships is enjoyable and beneficial.

• Reflects on having friendships across various age groups, emphasizing curiosity about others rather than strategic networking; this openness fosters diverse interactions.

Mindset Factors Influencing Longevity

• Discusses the concept of curiosity being perceived negatively by some generations but argues it should be viewed positively as it promotes learning and growth.

• Shares a personal anecdote about gifting a necklace with "stay curious" inscribed on it, underscoring the belief that an open mindset is crucial for longevity.

Healthy Habits vs. Rigid Routines

• Contrasts healthy habits that provide both short-term satisfaction and long-term benefits with rigid routines exemplified by individuals like Brian Johnson who may sacrifice enjoyment for strict adherence to health regimens.

Discussion on Alcohol and Longevity

The Price of Happiness

• The speaker reflects on the idea that while longevity is a significant topic, it shouldn't overshadow personal happiness. They mention that both the individual and their parents affirm he has never been happier in his life.

Societal Shifts in Alcohol Consumption

• The conversation shifts to societal perceptions of alcohol, particularly during "dry January," where many people abstain from drinking. The speaker notes an increase in discussions about alcohol's role in social settings.

Changing Attitudes Towards Health

• There is a noticeable shift among individuals questioning the wisdom of consuming alcohol, which is often viewed as a toxin. This reflects broader concerns about health and longevity.

Enjoyment Without Alcohol

• The speaker shares personal experiences of having enjoyable social interactions without alcohol, suggesting that mindset plays a crucial role in how one perceives fun and enjoyment.

Different Types of Drinkers

• A distinction is made between those who drink to enhance their fun versus those who feel they need alcohol to enjoy themselves. This difference significantly impacts how individuals cope with sobriety.

Generational Changes in Drinking Habits

Youth Perspectives on Alcohol

• The speaker observes a generational trend where younger people are more inclined to avoid alcohol altogether, viewing non-alcoholic options like beer as acceptable alternatives.

Social Acceptance of Sobriety

• It’s becoming increasingly common for young adults not to drink at all, reflecting changing social norms around alcohol consumption.

Comparison with Past Generations

• Reflecting on their own youth, the speaker compares current drinking habits with past ones, noting that today's youth may consume harder liquor than was typical when they were younger.

Health Risks Associated with Alcohol

Gender Differences in Alcohol Effects

• There's an acknowledgment that women experience more severe negative effects from alcohol compared to men due to biological differences.

Cancer Risk Comparisons

• The discussion highlights alarming statistics regarding cancer risks associated with drinking; for instance, one bottle of wine equates to five cigarettes for men and ten for women concerning cancer risk.

Evolving Guidelines on Alcohol Consumption

Current Health Recommendations

• Recent guidelines indicate there is no safe amount of alcohol consumption according to health authorities.

Historical Context of Drinking Guidelines

• Previously accepted limits have changed dramatically over time; what was once considered moderate drinking has now shifted towards recommending zero consumption per week.

Reevaluation of Positive Effects

• Many previously touted benefits of moderate drinking have been challenged or disproven by new research indicating negative effects outweigh any potential positives.

This structured summary captures key insights from the transcript while providing timestamps for easy reference back to specific points discussed.

The Impact of Alcohol on Brain Stimulation

Alcohol and Brain Function

• A neurologist specializing in Parkinson's and dementia suggests that moderate alcohol consumption can have a positive effect on brain stimulation, contrary to common beliefs about its negative impacts.

• While low amounts of alcohol may stimulate the brain, concerns arise regarding increased cancer risks associated with alcohol consumption, prompting questions about alternative methods for brain stimulation.

Personal Health Regimen

• The speaker reflects on over a decade of learning about health and wellness, emphasizing personal experiences rather than formal medical training.

• They describe adopting stricter sleep hygiene practices, such as maintaining consistent sleep times even on weekends, which contrasts with previous habits.

Lifestyle Choices

• The speaker mentions reducing daily alcohol intake significantly and only consuming it in social situations to avoid awkwardness or judgment from others.

• Regular exercise is highlighted as an essential part of their routine; they feel incomplete without it but do not find it challenging to maintain this habit.

Nutrition Challenges

• The speaker expresses frustration with meal preparation due to time constraints, often relying on protein bars instead of balanced meals.

• They are looking forward to a podcast episode focused on meal prepping strategies to improve their nutrition habits.

Social Connections and Sleep Hygiene

• Emphasizing the importance of maintaining friendships, the speaker notes that they do not keep strict schedules for contacting friends but reach out when they think of them.

• There’s a discussion about changing attitudes towards sleep; more people are prioritizing good sleep habits rather than glorifying sleeplessness.

Self-Monitoring and Technology Use

• The speaker shares their experience with using an Oura Ring for tracking sleep but found discrepancies between app data and personal feelings regarding restfulness.

• This disconnect led them to discontinue using the device since the measurements did not align with their subjective experience.

Sleep Scores and Personal Habits

The Role of Products in Personal Health Journeys

• Discussion on how sleep scores from apps can be misleading and not necessarily improve daily life or habits.

• Emphasis on the need for individuals to find personal approaches to forming habits, with a reference to the speaker's experience over five years.

Impact of External Factors on Sleep Quality

• Reflection on how unexpected events, like food poisoning, can drastically affect sleep scores and overall well-being.

• Mention of a historical low readiness score due to illness, highlighting the sensitivity of health metrics to real-life events.

Alcohol Consumption and Sleep

• Insight into how even small amounts of alcohol can negatively impact sleep quality as measured by app scores.

• Sharing personal experiences with yoga sessions affecting sleep negatively despite being a relaxing activity.

Morning Routines and Monitoring Health Metrics

• Preference for morning exercise over evening activities based on their effect on sleep quality.

• Importance of tracking health metrics through devices, which helps in recognizing patterns that may have been previously unnoticed.

Daily Health Monitoring Practices

• Description of a daily routine involving checking health metrics upon waking up, including meditation and exercise.

• Interest in monitoring heart health through various devices, indicating an active engagement with personal health data.

Technology's Role in Daily Life

• Comparison between different devices (Oura Ring vs. Apple Watch), noting preferences for specific functionalities related to activity tracking.

• Explanation of how technology has integrated into daily routines, enhancing convenience while managing security features.

Apple Watch and User Experience

Technical Comfort of Apple Watch

• The user discusses the convenience of using an Apple Watch for unlocking devices, emphasizing its role in enhancing technical comfort.

• Mentions that the watch allows for quick access without needing to input passwords or use a fingerprint on a laptop.

Experience with Sunday and Podcasting

Transition to Sunday

• The speaker reflects on their experience at Sunday, indicating they entered with prior knowledge in the field.

• They mention reviving a podcast as part of their responsibilities at Sunday.

Podcast Evolution

• The speaker admits to self-replicating their previous podcast format from "Forever Young," which had gained significant traction despite being aimed at a small audience.

• Highlights how the podcast contributed significantly to employer branding by attracting health professionals interested in joining their team.

Employer Branding through Podcasts

Effectiveness of Health Podcasts

• Discusses how many corporate podcasts fail due to being overly promotional and not engaging enough for listeners.

• Emphasizes that their podcast focused less on direct product promotion and more on broader health topics, including interviews related to medicine, sports, nutrition, and mental health.

Growth and Audience Engagement

Building an Audience

• The speaker recounts starting the podcast just before COVID-19 hit, noting initial slow growth but eventual success with over 250,000 subscribers.

• Expresses disappointment about leaving behind a legacy concept that could have continued without them but acknowledges ongoing listener support after transitioning to "healthwise."

Podcast Rankings and Content Focus

Achievements in Podcasting

• Upon launching "healthwise," they quickly became the top health podcast in Germany, only trailing behind one other show overall.

• Notes that rankings reward growth; thus, starting from zero led to significant visibility within health charts.

Mental Health as a Key Topic

• Observes that while there is no shortage of content in alternative medicine podcasts, mental health dominates current discussions due to widespread issues affecting sleep quality among listeners.

• Points out that mental well-being is often linked directly to physical health challenges faced by individuals today.

Current Status of the Podcast

Ongoing Success Metrics

• Reports consistent monthly listenership exceeding 200,000 listeners as evidence of sustained interest and engagement with their content.

• Reflecting on ambitions previously set for becoming Germany's largest health interview podcast—indicating they've achieved this status based on ranking metrics.

Employer Branding and Content Strategy

The Importance of Employer Branding

• The relevance of employer branding is questioned, suggesting that the impact may not be as significant as perceived.

• Convincing stakeholders about the value of content marketing requires effort; there are ongoing concerns about monetization.

Podcast Content and Audience Engagement

• A wide range of topics is covered in the podcast, including sensitive subjects like death, which are linked to health discussions.

• Episodes focusing on supplements (e.g., Q10, magnesium, Vitamin D) receive high engagement, indicating audience interest in these areas.

Balancing Commercial Interests with Authenticity

• If the podcast had focused solely on micronutrients from the start, it might have been perceived as mere advertising rather than valuable content.

• Notable guests contribute to the podcast's credibility; for instance, authors and experts in nutrition enhance its reputation beyond corporate branding.

Expert Contributions and Health Discussions

• Engaging with reputable figures allows for deeper discussions on health topics beyond just supplements.

• Recent episodes feature specialists discussing broader health issues related to their fields (e.g., fertility and thyroid health).

Responsibility in Health Communication

• There is a significant responsibility associated with providing health advice through podcasts; listeners may take actions based on this information.

• Personal anecdotes highlight positive impacts on listeners' lives due to the podcast's content, reinforcing its purpose-driven approach.

Navigating Health Advice Responsibly

• The speaker emphasizes caution against blind consumption of supplements without proper understanding or guidance.

• Encouragement for informed decision-making regarding health products is crucial; listeners should avoid impulsive purchases based solely on trends.

Micronutrient Analysis and Customized Supplements

Importance of Micronutrient Testing

• The discussion begins with a mention of a service that allows individuals to conduct their own micronutrient analysis without needing a doctor's appointment, using an app for booking.

• Common deficiencies identified include Vitamin D, iron (especially in women), iodine, selenium, magnesium, and omega-3 fatty acids.

Measuring and Supplementing

• Emphasis is placed on the importance of measuring nutrient levels before making any changes; this involves testing, implementing changes, and retesting to assess effectiveness.

• Customized supplements are highlighted as a growing trend; however, they tend to be expensive. A notable example includes a company backed by Cristiano Ronaldo.

Cost Considerations

• The process for customized supplements typically involves bi-weekly blood tests followed by tailored nutrient mixes. This can cost around £250 per month.

• It is suggested that if someone has minimal deficiencies, the benefits from supplementation may also be limited.

Seeking Professional Guidance

• Consulting with healthcare professionals or therapists is recommended for personalized advice on supplementing based on test results.

• Utilizing local practitioners in Germany could provide more affordable options compared to high-end personalized mixtures.

General Health Insights

Holistic Approach to Health

• A holistic view of health is encouraged, considering factors like social relationships, sleep quality, nutrition, and overall lifestyle rather than just focusing on micronutrients alone.

Vitamin D Deficiency Awareness

• Statistics reveal that approximately 60% of Germans suffer from Vitamin D deficiency due to limited sun exposure.

• The speaker expresses a preference for supplementation over risking skin aging caused by sun exposure while trying to maintain adequate Vitamin D levels.

Vitamin D Supplementation Guidelines

Recommended Dosage Practices

• Current recommendations suggest daily intake of 2500 IU of Vitamin D3 combined with K2 during summer months and increasing it to 5000 IU from October through Easter for optimal health benefits.

Broader Implications of Vitamin D

• The conversation touches upon the role of Vitamin D in immune function and its potential impact on bone density and autoimmune diseases.

Longevity Discussion

Perspectives on Longevity

• The dialogue concludes with reflections on longevity and whether living forever would be desirable—a thought-provoking question posed at the end of the session.

Life Perspectives and Future Concerns

The Desire for Connection and Community

• The speaker emphasizes the importance of not wanting to live alone indefinitely, expressing a desire for connection with loved ones as a fundamental aspect of life.

Concerns About the World We Live In

• There are significant worries regarding political, environmental, and financial trends that could impact future living conditions. The speaker reflects on how these factors contribute to their overall outlook on life.

Life Expectancy and Health Considerations

• The speaker discusses their realistic goal of living a long life (up to 120 years), supported by scientific perspectives on longevity without severe health issues.

Prioritizing Health in Longevity

• A key focus is placed on delaying any potential health restrictions as much as possible, indicating a proactive approach towards maintaining health throughout life.