6 Things Getting a Boost Because of Millennial Anxiety

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Young consumers’ hunt for stress-relief is helping spur some sometimes unexpected trends—and giving brands a boost…

Millennials are anxious. In fact, 70% tell YPulse they feel anxious about the future, and 52% tell us they constantly feel stressed. There’s no denying that the current state of the world is perpetually stressful. Young consumers aren’t the only ones feeling it, but they are bringing their own unique approaches to counteracting the impacts.

Our trend In Their Heads examined some of the ways the most stressed, anxious generations to date are trying to find balance and moments of peace. Over eight in ten 13-34-year-olds told us they’ve noticed that people are making mental health more of a priority lately, and 95% of young consumers agreed it's important to take time to focus on your happiness and mental wellbeing.

From charting their emotions and learning about mindfulness to marrying tech with meditation, their desire to de-stress has led to some unexpected, new trends. When you scratch beneath the surface, it turns out that some big internet and offline trends are at least partially motivated by young consumers’ desire to relax and/or escape stress. Take slime, the rise of ASMR, and adult coloring books as just a few examples. Though they may seem unrelated and niche, they share a common thread of providing mini mental breaks, and many are described as ”satisfying” or ”relaxing AF.”

Millennial anxiety is also helping to spur the self-care boom. Our Treat Yo’Self research found that 95% of 13-36-year-olds believe that self-care is an important part of a healthy life, and indulgences are being encouraged as they increasingly buy into the message that little luxuries are good for their mental health. We continue to see young consumers’ mission for stress-relief fuel new…


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Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI

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