YPulse’s data from our recent Mental Health Report shows that 79% of Western European parents consider mental health within their parenting style, meaning that mental health is at the forefront of their minds when it comes to educating their kids. YPulse defines Gen Alpha as those born in 2020 and after, with the defining moment for this generation being the COVID-19 pandemic. In other words, Gen Alpha is growing up in a post-pandemic world where mental health among children is taken more seriously and is a top priority for their parents.
In our recent Mental Health report, YPulse surveyed European Millennial parents to find out how exactly they are raising their children with mental health in mind, and here are three key findings:
Gen Alpha are being raised in an environment where open conversations about their mental health are the norm
Millennial parents have made it a mission to break cycles their older parents created, and in doing so inspired parenting trends like gentle parenting, in which they make it a point to communicate more empathetically and reject harsh forms of discipline. And when it comes to mental health, Millennials parents want to make sure their Gen Alpha children can talk openly about their struggles. Almost three-quarters of Millennials parents are already trying to have such open spaces where conversations about mental health with their children can flow—in Spain, 81% of Millennial parents do so.
This reflects the de-stigmatization of mental health trend happening in Western Europe at the moment. And while in general young people in this region are less inclined than their North American peers to talk about mental wellness, these gens are increasingly interested in openly speaking about their mental health. Brands have picked up the shift, and YPulse informed how mental health marketing is growing in the region, with big brands like Boohoo or Gymshark creating campaigns focused on the issue.
The majority of Millennial parents are equipping Gen Alpha with practical techniques so they can take care of their mental health themselves
Millennial parents want their children to be well-equipped when it comes to fighting mental health struggles such as anxiety or depression, and three in five are already teaching them mental health techniques. So not only is Gen Alpha being raised with open spaces where they can freely talk about their mental health, but this gen is also receiving practical guidance on how to gain control over their mental health struggles.
But it’s not just at home that Gen Alpha is receiving practical support to help them with their mental fitness. Governments in Western are getting involved in the conversation, too: the U.K. Parliament is considering making mental health first aid mandatory for businesses to help spot the first signs of mental struggles. Schools in the country have been using meditation techniques such as mindfulness for a while now, and according to a study by Mindfulness Initiative, more than 5000 teachers in the U.K. are already trained to teach mindfulness. Meanwhile, the French government approved to offer free therapy to all citizens age three and older, underscoring how the push for more mental health support in the region is happening for real.
Gen Alpha is also being raised using apps for their wellbeing
Gen Alpha is being raised by avid tech users, who witnessed the early days of the internet. We know that Millennial parents are using digital content for their children’s entertainment, or even for educational purposes, and our data shows nearly two in five Millennial parents are using an app to help their kids with their mental health. YPulse told you about the German meditation app Aumio which claims to be the “Disney of Mental Health,” providing meditation exercises designed to relax children and even have certain “emergency” features like SOS Focus, SOS Worries, and SOS Tantrum—the app is now covered by some of Germany’s largest health insurers.
Another trend in the market of meditation apps is the development of music therapy apps to help young Europeans. Spoke, a U.K.-based music app, developed such online therapy by “bringing together the seemingly opposing worlds of music culture and mental health.” Similar to mindfulness platforms like Calm and Endel, Spoke generates sounds using AI, but is working with a team of clinical psychologists, therapists, and neuroscientists to produce music that helps users tap into their desired mental state. YPulse’s data shows that 69% of Millennial parents have already made or are interested in making a playlist to listen to when they’re stressed / sad, so no doubt they are open to using music therapy apps for their children.
