The concept of health and above all, that of well-being, have changed due to the pandemic and a lot in the age range between 20 and 30 years. Not surprisingly, the WHO and the United Nations have shown their concern for the mental health of the more than 1.2 billion young people around the world. An age group that is in principle “safe” from the most serious effects of the disease, but whose direct consequences on their well-being are devastating.
For this reason, and with the aim of knowing in depth the new digital habits of people between 20 and 30 years old for the management of their well-being, as well as detecting the opportunities that these changes represent for the industry, Good Rebels has developed an investigation in which 900 twenty-somethings have participated in three countries (Spain, Mexico and the United Kingdom).
Currently, and according to data from the INE, in Spain there are 5,417,813 people who are in this age group (almost 12% of the population). This new generation, a mix of younger millennials and older centennials, manage the pandemic in a vital stage marked by change: studying, being away from their families and home, building a career, socializing, finding a partner, even taking care of their parents and grandparents or having young children. So it is not surprising that this group of digital natives cares especially about their own well-being – be it online or offline.
In this sense, Mar Castaño, Partner and Director of Data Tech at Good Rebels, assures that «our research has allowed us to analyze the effect that COVID-19 has had on the well-being of this age group and also how the industry has fared seen influenced by changes in the last year. The results show that the pandemic has accelerated an existing trend, but the best that a brand can offer to a consumer in their twenties is a service or product that affects their quality of life, motivates them and connects with a comprehensive approach to self-care. And, of course, that experience has not been temporarily transferred to the Internet: its future is truly digital.».
The pandemic accelerates the search for well-being
According to data from Euromonitor, interest in well-being was already an upward trend before the pandemic, but it was truncated with the closure of gyms, beauty salons or specialist consultations. Research reveals that 72% of participants have changed their habits due to the pandemic and now spend more time on wellness than before. In turn, in Spain, 77% confirm that they dedicate time to their personal well-being at least once a week, of which half say they do it daily.
Far from what it might seem, for young people in their 20-30s, mental well-being is as important as physical well-being: 69% of the participants (72% in Spain) consider it one of the most important dimensions of their well-being. Qualitative interviews delved further into this idea, revealing that for them being well implies a balance, a midpoint between obligations and leisure, between work and family, as well as time for oneself and for socializing. It is not surprising, therefore, that sleep and relaxation (64%) or social relationships (39%), in a time when social contact is limited, are areas that take on a special relevance.
The future of wellness is digital
Life in confinement and the closure of services has greatly increased digital consumption (Source: Euromonitor). One in three respondents has paid for a digital wellness product or service and the use of digital resources for wellness management is widespread. In Spain, video is the format most used by 67% of young people, followed by social networks (40%) and applications (35%). For 60% of twentysomethings these digital resources are essential to exercise and stay active, manage their social relationships (45%) or mental well-being (42%).
In turn, online searches, social networks, digital advertising and word of mouth are the main channels of access to this type of service. But, in addition, it is necessary to generate credibility and the sources of information that they consider the most reliable are specialized web pages and medicine / health, followed by the profiles of professionals in social networks and applications.
Opportunity for the industry
A large number of young people positively appreciate that a brand cares about the well-being of its consumers: 67% of the Spanish participants affirm that they are more likely to consume products or services from a brand if well-being is part of their values.
But what are the brands that consumers associate with well-being? In Spain and Mexico, most of the respondents mention mass consumer brands, such as Nestlé, Bimbo, IKEA or Adidas. On the contrary, the brands mentioned by the UK participants are eminently digital and focus on specific areas of well-being (exercise, mindfulness, etc.).
These data reflect a different conception of well-being in different markets. In Spain, well-being seems to be more integrated into the consumer’s day-to-day life. The brands that make them feel good connect with a broad vision of the concept of well-being, in which enjoyment, “peace of mind”, convenience or sustainability coexist, aspects that are part of their routine.