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)