PacSun’s first “Youth Report” showed mental health, cited by 42% of survey respondents, rank as the top priority in the lives of its target Gen Z customer, building on other research showing the importance of wellness to younger generations.
Mental health topped both physical health and academic success in importance in the study, as first previewed by WWD.
The survey, conducted by GlobalData, also explored how music, fashion, and social media shape the lives of 11-to-24-year-olds. PacSun plans to conduct its Youth Report study annually, with the results available to anybody for free.
“At PacSun, we’ve spent decades building trust with young people, and with that comes a responsibility to share what we’ve learned and to commit to keep learning,” said Brieane Olson, CEO, in a statement to WWD.
Lululemon’s fourth annual Global Wellbeing Report that came out last September showed 61% of global survey respondents experience overwhelming societal expectations to appear well, 53% say there is a lot of conflicting information about the best ways to improve wellbeing, and 89% of those experiencing “wellbeing burnout” say loneliness is a contributing factor.
Calvin McDonald, CEO of Lululemon, said in a statement, “By sharing these insights, we hope to stimulate conversations and encourage people to reflect on how to support their wellbeing.”
Mental Health a Prime Concern for Gen Z Shoppers, Data Suggests
As part of Mental Health Awareness Month, L.L.Bean in March released a company-funded study in partnership with Mental Health America showing 79% of participants agreed that spending time outdoors improved their mental health.
Shawn Gorman, L.L.Bean’s executive chairman, said, “Our Mental Health Month initiative is about more than stepping away from our screens. It’s about stepping into the outdoors and reconnecting with what truly restores us.”
Among other surveys, a Dunnhumby poll that came out last December found 61% of Gen Z shoppers care most about mental health, 15 points higher than those between 45-54, and double that of those 75 years old and over.
To support Mental Health Awareness Month, many fashion brands are increasingly launching activations, campaigns and initiatives aimed at driving conversation around wellness and raising funds to support related charitable organizations. Numerous sports, fitness and beauty companies are building their brands around wellness platforms.
Last October, American Eagle Outfitters established the AE Foundation to provide grants to grassroots organizations increasing access to well-being resources. Jennifer Foyle — president, executive creative director, AE & Aerie — said, “American Eagle is a leading brand for 15-25 year-olds — which means we have a unique opportunity to directly engage with millions of young adults to help them prioritize mental health and well-being.”
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