GLP-1 : the quiet revolution that will reshape far more than weight loss

A medical category that spills into culture

Originally used for diabetes and now widely adopted for weight loss, GLP-1s may affect far more than body size. The report points to broader health implications and, crucially, to shifting behaviors, expectations, and social codes.

What the US Havas study shows

In May 2024, Havas ran a quantitative survey in the United States among GLP-1 users and non-users (self-reported). Sample: 104 users, 579 non-users.

Two signals stand out: very high satisfaction among users (91% extremely or highly satisfied), and strong trial interest, especially among non-user Prosumers, who are significantly more likely to say they would start treatment.

A new cultural and category play for brands

The report’s stance is clear: GLP-1s are not just medications, they are cultural “shape shifters.” They change how people think about treats, portions, health routines, identity, and create new demands across food, fitness, fashion, beauty and services.

It also raises an equity question : while access remains expensive, thinness versus obesity may become a sharper economic divide.

To learn more or speak with the team behind the study: Sébastien Houdusse (Global Strategy Director) - contact details are provided in the report.