Consumer-driven health plans on the rise
Nearly 22 percent of employers say consumer-driven health plans will be the only plan design they will offer to employees next year, according to a National Business Group on Health Survey. That is up from 19 percent in 2013, and three times the percentage in 2009.
Because of their high deductibles, these plans — in which claims are paid using a consumer-controlled account, versus a fixed health insurance benefit — are less expensive that traditional plans; a Kaiser Family Foundation study found the average cost of family coverage through a CDHP was nearly $1,500 less per employee than PPO coverage.
Making demands on consumers
Consumers are used to hearing they are always right, and they expect companies to do whatever it takes to make them happy. But “demand brands” are turning the tables, making painful demands of their customers, according to trendwatching.com. Demand brands are working to create a more sustainable, more ethical society, and demanding consumers contribute to that goal, even if it means pain to the buyer. These brands are:
According to the report, demanding brands do not reward customers for taking positive action. Instead, they demand it as a condition of consumer engagement with the brand.
For example, a Texas grocery store requires consumers to bring their own containers, allowing them to buy as much or as little as they need, reducing waste. A restaurant in Japan fines diners who don’t finish their salmon roe to discourage waste and donates the money to local fishermen. And Concord, Mass., banned the sale of water bottles of less than one liter to encourage people to drink tap water and reduce the number of plastic bottles in the landfill.
However, consumers may be be unwilling to engage with a demand brand unless they believe in the brand’s vision for a better world, so companies that take this tact need be transparent and take real, meaningful action themselves.
3 leadership tips from Twitter’s CEO
Twitter CEO Dick Costolo is preparing his company for an IPO, but he recently took time to offer other leaders advice at TechCrunch’s Disrupt event in San Francisco.