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Embracing wellness is one way brands are connecting with young people right now.

Dec 09 2021

Embracing wellness is one way brands are connecting with young people right now. With the pandemic causing young people to think about their mental health on a deep level, non-wellness brands are embracing the conversation to connect with consumers. In the last year, Petco has rebranded as a “wellness company focused on improving the lives of pets, pet parents and our own Petco partners”; LEGO introduced an “Adults Welcome” campaign focused on the stress-relieving qualities of playing with its blocks; and Michelob launched “Ultra Beer Run,” a summer-long campaign that offered $5 to anyone who posted about being active and tagged the brand. YPulse’s State of Mind trend research found that Gen Z and Millennials want brands in on the mental health conversation, and brands have been showing up by encouraging discussions, introducing mental health-focused programs / live-events, and creating tools for social media. (Adweek)