Why Young Consumers Are Spending Over $150 Billion a Year on Wellness

Our recently released wellness intensified trend report dives into the extreme ways young consumers are focusing their efforts to live healthy…

Recently, Twitter co-founder Jack Dorsey appeared on fitness podcast where he went into detail about his extreme—and questionably healthy—wellness habits. Along with regular exercise, the Twitter CEO meditates, takes ice baths, uses the sauna, stands near an infrared light, journals, and keeps track of his sleep daily. His restrictive diet especially raised eyebrows: according to Dorsey, he eats one meal per day—except for Friday or Saturday, when he eats nothing.

Although Dorsey’s interpretation of living healthy is an extreme one (and has not escaped harsh criticism), many of the wellness practices that he described have become increasingly popular with young consumers. Gen Z & Millennials have been passionate about health for years, but lately the frenzy has reached a fever pitch—it’s clear that the standard for wellness has become much higher than hitting the gym for an hour. Now, they’re becoming mini-experts with Google and social media as their research catalogs, scanning ingredient labels, tracking their sleep, buying products that promise stress relief, and crafting elaborate skin care routines.

Our recently released trend report Wellness Intensified dives into this phenomenon, revealing that more than six in seven 13-36-year-olds have focused on improved an area of health in the past year and they’ve spent an estimated total of $158 billion to do so. Nutrition and fitness are the top topics they’re interested in, with the majority having researched a health topic in the past year. While online articles are their top source for health information, doctors and health experts follow, revealing that they’re putting their trust more…

 
 

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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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