Got Sleep? Americans Wake Up to the Importance of Slumber

Iconoculture's Health and Beauty Experts Explain How Sleep Patterns and
Preferences Impact Consumer Behavior

MINNEAPOLIS, Aug. 5 /PRNewswire/ -- Iconoculture, a cultural trend
research company, has been following the overall trend of sleep patterns and
preferences and has identified unique issues pertaining to America's obsession
with slumber. Iconoculture's Consumer Strategist team of health, beauty and
wellness experts has been exploring the impact of changing sleep patterns and
offers insight into how sleep can directly affect consumer behaviors.
For consumers and marketers alike, understanding the connection between
sleep and consumer behaviors can help identify a wide range of health,
wellness and beauty implications. Such factors include:
-- Sleep and Health: Research suggests that both short-term and long-term
sleep deprivation leads to a myriad of health issues. Whatever consumers'
obstacles may be, marketers who encourage people to put sleep first for better
health build brand loyalty.
-- Sleep conundrum: Products focused on helping people sleep better and
longer are experiencing huge growth as more people have difficulty getting the
sleep they need. Products that help consumers sleep and wake better include
sweat-wicking pajamas, a light-up duvet and a smart alarm clock.
-- Sleep as enabler: Presenting sleep as a lifestyle enhancer. While
sleepers "lose" an hour or two of wake time if they sleep more, they gain it
back twofold in energy, productivity and fulfillment.
-- Sleep is personal: From the hyperconnected Millennial to the
financially stressed Boomer, people's sleep motivators, obstacles and
preferences vary. Understand sleep from an individual perspective, and
recognize that schedules, environments and habits change the conversation.
-- Sleep can be learned: Much like people young and old learn to eat well,
stay active and manage stress, so too can they learn to sleep better.
Companies can help introduce sleep as an acquired taste for busy people, with
tips and tools for mastering the basics.
-- Sleep therapies vary: Most consumers managing sleep are varying
therapies according to time and context. Meditation and a hot bath on the
weekends, crash-fast Rx during the week. The bottom line? Whatever works!
Recognize consumers' need for flexibility by speaking to combination therapy
and validating multiple approaches.
For more information on Iconoculture's expertise about how sleep affects
health, beauty and wellness, or to set up a briefing on any of the topics
listed above, please contact:
Laura Ackerman
Office: 508.366.2099, ext. 125
Cell: 508.259.7640
laura@kelandpartners.com

About Iconoculture
Iconoculture, a cultural trend research company, is the voice of cultural
trends, illuminating not only what's important to consumers worldwide, but
also why it's happening and where it's heading. In order for companies to
seize opportunities for developing products, services and messages, they need
the inside story that's driving consumer behaviors and cultural trends.
Iconoculture's perspective provides more actionable ideas to Fortune 1000
corporations and agencies, enabling companies to become warriors for their
brands. In 2007, Inc. magazine ranked Iconoculture as one of the top
fastest-growing private companies in the nation. For more information, contact
Iconoculture at 1-866-377-0087 or visit us at www.iconoculture.com
SOURCE Iconoculture

Laura Ackerman, Office +1-508-366-2099, ext. 125, Cell +1-508-259-7640,
laura@kelandpartners.com, for Iconoculture