As marketers we want to, check that, we need to better understand consumers. Dr. John Medina provided his unique perspective on consumer behavior based on his knowledge as a developmental molecular biologist. Dr. John Ratey M.D., author of Spark - The Revolutionary New Science of Exercise and the Brain looks at consumers through another clinical lens.

In these challenging times, with the unemployment rate at its highest since 1992, what should we know about the link between stress/anxiety and exercise?

The phrase I’ve coined is “excernomics”. This is the time for people to get themselves into a peak level of fitness - physically, intellectually and emotionally. I know from previous downturns one of the things that was so important was for people to stick with their fitness program even if they were out of work. The best way to deal with these times from an evolutionary perspective is to be at the most fit level of fitness that we can be in. Being at the top our games physically helps us be there emotionally and cognitively. This is the time to get fit!!

Children are not immune to stress and anxiety yet surfing the Web, playing video games, sending IM / text messages, encourage sedentary behavior. What would you tell them?

We need to gets kids in shape. The co-opting of the gaming environment with the WII and WII-fit and Dance Revolution is a step in the right direction. There are a host of other “exergaming” options that grab gamers’ interest and can be as exciting as traditional video games, and they use physical activity as part of the game.

Also, physical education (PE) in the schools has to change. We need more of it and the concept of PE has to switch from a sports-coaching model to a fitness-wellness everyday athlete model.

How can advertisers spark the revolution you advocate and become agents for change?

I would encourage them to support programs by going into the schools to establish PE as a real entity, not just a place to collect athletes. Focus on working with schools and giving them the materials for healthy school lunch programs and then use those opportunities to educate them on what we know about what is good for us and what makes the brain much healthier.

Which advertisers are making strides?

SPARQ/Nike is trying to get into the schools to have kids follow their fitness on the Internet. It started with 100,000 kids as part of a summer program and they are now broadening that to schools in general. The Healthy Student Bodies program will make a big difference in using the Web to track their progress and get advice.

About Dr. John J, Ratey, M.D.

Dr. John J. Ratey, M.D., is an associate clinical professor of psychiatry at Harvard Medical School and has a private practice in Cambridge, Massachusetts. As a clinical researcher he has published more than 60 papers in peer-review journals in the fields of psychiatry and psychopharmacology.

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