The pandemic has changed welfare management habits and pushed them into an even more digital field than ever before. This was shown by an international study by Good Rebels.
The concepts of well-being and self-care have changed as a result of the pandemic, especially in the age range between 20 and 30 years. This group suffered a direct impact on mental health and had to resort to other routines to which they had not been accustomed so far.
Good rebels developed international research ‘Age of balance’ with the aim of in-depth knowledge new digital wellness management habits of this population. It was attended by 900 twenty-something in Spain, Mexico and the United Kingdom. The purpose is to discover the possibilities that these changes represent for brands.
It should be noted that this generation, spreading the youngest millennium and the oldest centenarians, had to face a health crisis in the middle of life stages: studying, being away from family, building a career, socializing, etc. With this in mind, it is no wonder that a group that takes special care of your care, more online and offline.
The search for prosperity is accelerated
According to data from Euromonitor, interest in wellness was an upward trend before it all happened, but was interrupted by the closure of gyms, beauty salons or specialist consultations. Research reveals this 72% of participants changed their habits and this now devotes more time than before to welfare.
In Spain, 77% confirm that they dedicate themselves to it at least once a week, half of whom say they do so on a daily basis.
On the other hand, this generation is very aware of the importance of mental health. 69% consider this to be one of the most important dimensions of their well-being. It is therefore not surprising that sleep and relaxation (64%) or social relationships (39%) are areas of particular importance.
The future of wellness is digital
“The best a brand can offer a consumer in their twenties is a service or product that affects their quality of life, motivates them and connects them to a holistic approach to self-help. And, of course, that experience is not temporarily transferred to the Internet: its future is truly digital, ”he says. Mar Chestnut, Partner and CEO of Data Tech at Good Rebels.
Every third respondent paid for a digital wellness product or service. In Spain, video is the format most used by 67% of young people, followed by social networks (40%) and applications (35%). For 60% of twenty years, these online resources are necessary for exercising and staying active, managing their social relationships (45%) or mental well-being (42%).
For their part, the sources of information they consider the most reliable are specialized websites and medicine or health, and then profiles of professionals on social networks and in applications.
Brands should think about well-being
67% of Spanish participants confirm that they are more inclined to consume products or services of the brand if the welfare is part of its values. In the case of Spain and Mexico, most respondents mentioned mass consumption companies such as Nestlé, Bimba, IKEA or adidas.
Such companies seem to feel good with a broad vision of the concept of well-being, from enjoyment to practicality or sustainability. Ultimately, companies need to keep this in mind guarantee wellness actions to connect on multiple levels with a goal that proactively seeks them out. But don’t get confused, because brands they should encourage and promote, not try to educate users or rate them for their activities.
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