More than their elders, members of Generation Z are obsessed with everything that relates to well-being, or that could in any case improve it. This is according to a report which also reveals that younger people are focusing on wellness solutions focused on appearance, overall health, and mindfulness, and are making fitness a(nother) priority absolute.
Feel better in your shoes (and in your head) to be more confident, more efficient, and better equipped to face a world in crisis. Generation Z is putting every chance on its side to achieve this, and this requires well-being, as revealed by the Future of Wellness study by McKinsey, conducted among more than 5,000 consumers in China and the United Kingdom. and in the United States. This tells us that all respondents are today inclined to take charge of their physical health and their mental health, and that they are now turning to practices validated by science.
Appearance and health, two priorities
Contrary to what one might think, it is not older consumers who favor activities, practices, and other solutions focused on well-being, but younger ones. The report reveals that Generations Z and Y spend more on wellness products and services than their elders. Appearance and overall health are among their priorities, but they also favor products and services related to nutrition, fitness, mindfulness, and sleep.
If we look at American consumers, it seems that physical activity acts as a relief valve, or at least allows them to feel good. More than half of American Zers (56%) see fitness as a “very high priority,” compared to 40% of all U.S. consumers. Another observation and not the least, the younger generations are also turning towards prevention, particularly in terms of health solutions intended to slow down aging.
“There are many possible reasons why Gen Z is so interested in health and wellness at such a young age. On the one hand, (she) is more exposed to information about health and well-being at an earlier age than other generations. It is also possible that the Covid-19 pandemic, which catalyzed a global focus on health and well-being, coincided with the formative years of Generation Z. And to combat the solitudeGeneration Z seeks friends in so-called third places, which often include sports halls or fitness classes“, the report said.
Focus on mental health
According to data presented by McKinsey, this attraction of younger people for activities and practices dedicated to well-being has already begun to transform the offerings of certain sectors. This would particularly be the case in tourism with establishments which are enriched with wellness centers and sports halls, or new types of excursions. We have also seen this in recent months with new practices such as ‘silent walking’, ‘quiet parks’, and even sleep tourism.
This desire to focus on well-being, and more broadly on mental health, could also have consequences on the relationship that young people have with the world of work. A recent survey carried out in several European countries showed that mental health was more important than career in the eyes of women from Gen Z. An issue taken head-on by many companies which now offer entirely dedicated programs to well-being. The only downside is that these would not necessarily be effective, as recently suggested by a study carried out by researchers at the University of Oxford, in the United Kingdom.