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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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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