As a group, Millennials have greater access to health and wellness information than previous generations. However, even with fitness trackers and healthy eating apps that raise their awareness, just 52% of Millennials rate their overall level of wellness as “good” or “excellent.” Although more than half of Millennials say that living a healthy lifestyle is important to them, stress, time constraints, and conflicting approaches to nutrition all contribute to the challenges young people face when it comes to staying healthy. Women’s Marketing looked at factors and how wellness brands can help.
A psychological study on stress in America found that Millennials reported the highest stress levels among all demographics. The study also found they’re more likely than other generations to say that stress has a very strong or strong impact on their physical health—perhaps because their stress management techniques aren’t among the healthiest citing surfing the internet (67%), watching television (56%), sleeping (46%), eating (41%), drinking alcohol (25%), and smoking (21%) as their go-to ways to relieve stress. Wellness brands that honestly acknowledge the stressors facing Millennials such as financial, work, and family, and offer products and healthy strategies to alleviate them may appeal to stressed-out Millennials.
Although stereotypes of the entitled Millennial abound, young people are working harder and longer than their predecessors. Research shows that 80% of Millennial families include dual income-couples. Between work and family, carving out the time to exercise can be a challenge. Creating family-friendly wellness offerings such as sponsored family activities (for example: hikes, skiing, surfing), ten-minute workout videos that can be squeezed in throughout the day, or tips for creating quick and healthy meals appeal to time-crunched parents.
The U.S. Government recently posted their latest nutrition guidelines which include eating less sugar and more fruits and vegetables. Anyone who listened to their mother’s advice shouldn’t be surprised by this information! But Millennials are confused by the constant deluge of conflicting diet and nutrition advice they are exposed to daily. Research shows that 38% of Millennials receive their health information from health blogs, 32% seek advice from friends and family, and 31% read health magazines and use wellness apps. Brands that are trying to reach Millennials can promote scientifically vetted health information on their blog, work with other key health influencers, or gain their attention through strategic media buying.
Health and wellness brands trying to reach Millennial wellness consumers can approach them by authentically appealing to their lifestyle and health concerns and offering practical solutions. Women’s Marketing offers strategic media planning and buying services for emerging and ambitious established brands. Reach out today to learn how we can help your brand to thrive in an increasingly competitive marketplace.
Sources: Technogym Survey The Wellness Deficit: Millennials and Health in America, American Psychological Association Stress in America Paying with Our Health