PruHealth releases 'Going for Good' study

From: PruHealth
Published: Mon Jan 14 2013

2013 is the year of being good according to a new study from PruHealth, the innovative health insurer and Vitality wellness programme provider*. Remembering one's 'Ps and Qs' and being friendly are the good deeds Brits do most regularly, as well as simple things like holding open a door for someone (70%) and being helpful to others (67%).

The PruHealth 'Going for Good' study revealed the majority of Brits (78%) try to be good most of the time, because they believe it’s the right thing to do (57%) and for their own sense of wellbeing (49%). One in five (20%) believes in karma and that what goes around comes around.

Following the amazing year that was 2012, the nation now seems less dazzled by the traditional ‘rock and roll’ superstars like Kate Moss and is instead choosing positive role models with Jessica Ennis being the number one celebrity they admire.

Dr Katie Tryon, head of Clinical Vitality at PruHealth, commented: "The feel good factor of the Olympics certainly gripped and inspired the nation. Jessica Ennis is a fabulous role model; she is the embodiment of health and good living, and living proof of the rewards of being good to yourself and others."

PruHealth will be working closely with Jessica Ennis in 2013 in a new partnership that sees her become a Vitality Ambassador. She will be using her passion for living a healthy lifestyle to motivate people to make positive changes and get rewarded in the process through Vitality.

The study found that for all their good deeds, just three per cent of Brits reward themselves when they’ve done something good. However, when it comes to others Brits think that kindness (20%), going the extra mile at work (15%) and being helpful (15%) should be recognised, and over half (57%) believe being rewarded would encourage others.

Of those individuals who do treat themselves spending money saved for a rainy day (33%), retail therapy (27%) and chocolate (27%) are the nation’s favourite ways to indulge, closely followed by going out for a meal (21%) and bubble baths (21%).

When asked how much pleasure Brits get from giving and receiving (where 10 is the most pleasure) 'giving' was scored an 8 versus just a 6.5 for ‘receiving'.

Jessica Ennis commented: "This is a time of year when most people are full of resolutions and good intentions to be better, healthier and happier. It’s brilliant to see that many people need little or no reward for being kind and helpful, but sometimes when it comes to personal goals this can be exactly the motivation that people need. I hope I can help show people that achieving your personal health goals is just a matter of planning the journey and sticking with it."

To follow Jessica's involvement with PruHealth, visit or follow on Twitter, Facebook or YouTube (,,

Notes to Editors:
*Research independently carried out by One Poll via an online survey among 2,000 nationally representative British adults, between 11th and 13th December 2012.

About PruHealth:
PruHealth is a leading private medical insurance and Vitality wellness programme provider which launched in the UK in 2004 in response to a growing need for consumer-directed private medical insurance products. It is a joint venture between UK insurer, Prudential and Discovery, a listed company operating in the health, wellness, life, investment and financial services markets in South Africa, UK, USA and China.

The Vitality programme helps people understand how they can improve their own personal health, makes it cheaper and easier for them to get healthy and gives rewards to keep them motivated, through a range of tools and discounts.

PR Contact:
Siobhan Griffiths
Head of PR
20 Gracechurch Street
6th Floor
c/o 2 George Yard
+44 207 133 8726
Company: PruHealth
Contact Name: Siobhan Griffiths
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Contact Phone: +44 207 133 8726

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