Brand opportunities

The pandemic has changed habits of wellness management and pushed them into even more digital territory than ever before. This is evident from 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 group between 20 and 30 years. This group has had a direct impact on mental health and has had to resort to other routines they were not used to until now.

Good rebels has developed international research Age of Balance with the aim of knowing in depth new digital habits for wellness management of this population. 900 people in their twenties took part in three countries: Spain, Mexico and the United Kingdom. The goal is to discover the opportunities these changes mean for brands.

It should be noted that this generation, between the youngest millennials and the oldest centennials, has had to endure the health crisis in the middle of their life stages: studying, being away from their family, building a career, socializing, etc. With this in mind, it’s no wonder that it is group that especially cares about your care, ya sea online you offline.

The search for well-being has accelerated

According to data from Euromonitorinterest in wellness was a rising trend before everything happened, but it was ended with the closure of gyms, beauty salons or specialist consultations. Research shows that 72% of the participants have changed their habits and that now spends more time than before on wellbeing.

In Spain, 77% confirm that they spend time on this at least once a week, with half saying they do this on a daily basis.

On the other hand, this generation is bad aware of the importance of mental health. 69% consider it one of the most essential dimensions to their well-being. It is therefore not surprising that sleep and relaxation (64%) or social relationships (39%) are areas of particular relevance.

The future of wellness is digital

“The best that a brand can offer a consumer in their twenties is a service or product that influences, motivates and connects their quality of life with a comprehensive approach to self-care. And of course, that experience has not been temporarily transferred to the internet: the future is truly digital, ”he says. Mar chestnut, Partner and Director of Data Tech at Good Rebels.

One in three respondents paid for a digital wellness product or service. In Spain, video is the format most commonly used by 67% of young people, followed by social networks (40%) and applications (35%). For 60% of people in their twenties, these online resources are essential to exercise and stay active, to manage their social relationships (45%) or mental well-being (42%).

For their part, the sources of information they consider most reliable are the specialized web pages and medicine or health, followed by profiles of professionals on social networks and apps.

Brands need to think about wellbeing

67% of the Spanish participants indicate that they are more inclined to consume products or services of a brand if well-being is part of its values. In the case of Spain and Mexico, most of the respondents mentioned mass consumer businesses, such as Nestlé, Bimbo, IKEA or adidas.

These types of companies make them feel good with a broad vision of the concept of well-being, ranging from enjoyment to convenience or sustainability. Ultimately, companies should keep in mind guarantee wellness actions to connect on more levels with a target that proactively seeks them out. But don’t be confused as the brands they should encourage and promote, not try to teach users or judge them on their activities.

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