Brand opportunities

The pandemic has changed the habits of well-being and pushed them into an even more digital field than ever before. This was demonstrated by an international study by Good Rebels.

Concepts of well-being and self-care have changed as a result of the pandemic, especially in the age range of 20 to 30 years. This group suffered a direct impact on mental health and had to resort to other routines they were not used to before.

Good rebels has developed international research “The Age of Balance” in order to know in depth new digital habits for health management of this population. It was attended by 900 for twenty years in three countries: Spain, Mexico and the United Kingdom. The aim is to detect the opportunities that these changes represent for brands.

It should be noted that this generation, which is among the youngest millennials and the oldest centenarians, had to face the health crisis in the middle stages of life: to study, to be away from their families, to build a career, to socialize etc. Given this, it’s no wonder it’s a group that especially cares about your care, whether online or offline.

The search for well-being has accelerated

According to data from Euromonitor, the interest in wellness was an upward trend before it all happened, but it was shortened with the closure of gyms, beauty salons or specialist consultations. Research reveals that 72% of participants changed their habits and who now devote more time than before to welfare.

In Spain, 77% confirm that they spend time on this at least once a week, half of which they say they do every day.

On the other hand, this generation is very aware of the importance of mental health. 69% consider it to be one of the most essential dimensions for their well-being. Therefore, it is not surprising that sleep and relaxation (64%) or social relationships (39%) are areas that take on special relevance.

The future of wellness is digital

“The best thing 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 with a comprehensive approach to self-care. And, of course, this experience has not been temporarily transferred to the internet: its future is truly digital, “he says. Chestnut Mar., Partner and director of data technology at Good Rebels.

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

In turn, the sources of information they consider the most reliable are specialized web pages and medicine or health, followed by profiles of professionals on social networks and applications.

Brands should think about well-being

67% of Spanish participants say they are more inclined to consume the products or services of a brand if well-being is part of its values. In the case of Spain and Mexico, most of those surveyed mentioned mass consumer companies, 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 pleasure to convenience or sustainability. Finally, companies need to consider guarantees wellness actions for connection at several levels with a target who proactively seeks them out. But don’t get confused, because brands they should encourage and promote, not try to educate users or judge them for their activities.

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