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What Is Wellness? Trend Report

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Gen Z and Millennials have come a long way from a diet-driven wellness culture, but they think the space still has a long way to go. Social media feeds full of images of “perfection” and unrealistic wellness trends are creating a culture that they feel is toxic and harmful. So, once again, these generations are re-evaluating what wellness really is and looking to de-toxify wellness culture—and they want brands to get involved in this wellness evolution.

If you’re thinking, “oh, but not my brand, we aren’t considered ‘wellness,’ and we don’t have ‘wellness products,’ so this doesn’t apply”…not so fast! These gens feel that any brand can talk wellness, and all brands need to understand what wellness truly means to young consumers to appeal to their ever-evolving ideas of self-care.

Download the full report for insights on:

  • How and why wellness culture has shifted since Millennials were growing up, and what it looks like now
  • What wellness truly means to these generations and what activities they are doing for it
  • How they are re-evaluating what wellness should look like and the impact it will have on brands
  • What they want from brands in terms of the marketing they see around wellness, and how they can help them in their pursuit of shifting the definition
  • Spotlight pages with key differences between various demographics

Report length: 48 pages

North America report is based on a survey of 1500 13-39-year-olds in the U.S. and Canada, fielded in June 2022

Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in June 2022

Additional survey content for Pro users: How Gen Z and Millennials rate various aspects of their personal wellness (from very bad to very good), how many track their health / wellness information and what they’re tracking, how they are defining self-care, and the wellness trends young people are interested in.

Survey content for Pro users also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, BIPOC, Country, Urban/Rural Status, LGBTQ+, and Parents

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