Feeling better about yourself in mind and body is the key to being more confident, more successful, and better equipped to face a world in crisis. And Generation Z is doing everything in its power to achieve this, focusing on their personal health and wellbeing.
So says the Future of Wellness report from McKinsey – surveying over 5,000 consumers in China, the United Kingdom, and the United States – which reveals that respondents are generally inclined to take charge of their physical and mental health, and are turning to science-backed solutions to do so.
Appearance and health are top priorities
Contrary to what one might think, it’s not older consumers who are driving the popularity of wellness activities, practices and other solutions. Millennials and members of Gen Z spend more than their elders on wellness products and services.
Appearance and overall health are among their top priorities, but they are also keen on goods and services related to nutrition, fitness, mindfulness and sleep, McKinsey reports.
Looking specifically at US consumers, it seems that physical activity acts as a pressure-release valve, or at least helps them feel good. More than half of American Gen Z-ers (56%) see fitness as a “very high priority”, and are turning to preventive solutions, particularly to slow down the ageing process.
“There are a bunch of possible reasons why Gen Z is so interested in health and wellness at such a young age,” the report states. “For one thing, Gen Z has more exposure and access to information about health and wellness at an earlier age than other generations have had.
“It’s also possible that the pandemic, which catalysed a global focus on health and wellness, coincided with Gen Z’s formative years. And to stave off loneliness, Gen Z is looking for friends in so-called ‘third places’, which often include gyms or fitness classes.”
According to the data, younger people’s attraction to activities and practices dedicated to their physical and mental wellbeing has already begun to transform offers in certain sectors. This is particularly true in the tourism sector, where establishments are adding wellness centres and gyms, as well as proposing new types of excursions or packages.
This has been seen in recent months with new activities such as “silent walking”, “quiet parks”, and sleep tourism.
The emphasis on wellbeing, and more broadly on mental health, could also have consequences for the relationship between young people and the world of work. A recent survey conducted in several European countries showed that mental health was more important than career success in the eyes of Gen Z women.
Many companies have taken this issue on board and now offer programmes dedicated entirely to wellbeing – the only downside is that these interventions may not necessarily be effective, as research from the UK’s Oxford University recently suggested.
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