Brand opportunities

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 old. This group had experienced a direct impact on mental health and had to resort to other routines they were not accustomed to until now.

The good rebels has evolved International search Age of equilibrium In order to find out the depth New digital habits to manage wellness Of these residents. 900 people in their twenties participated in it in three countries: Spain, Mexico and the United Kingdom. The purpose of this is to discover the opportunities these changes represent for brands.

It should be noted that this generation, which spans through the younger millennials and the older 100’s, has had to face the health crisis of middle age: studying, distancing from their families, building a career, socializing, etc. With this in mind, it’s no wonder it’s a A group that cares especially about your careHey sea online u offline.

The search for luxury has accelerated

According to data from EuromonitorThe concern for luxury was a Upward trend Before everything happened, but was cut short by the closure of gyms, beauty salons or professional consultations. Research reveals it 72% of respondents changed their habits This dedicates more time than before to luxury.

In Spain, 77% confirmed that they devote time to this regard at least once a week, and half of them say they do so daily.

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

The future of wellness is digital

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

One in three respondents paid for a digital health product or service. In Spain, Video is the format most used by 67% of young people, It is followed by social networks (40%) and apps (35%). For 60% of youth in their twenties, these online resources are essential to exercising, staying active, and managing their social relationships (45%) or mental health (42%).

On their part, the sources of information that they consider the most reliable are Specialized web pages and medicine or health, Followed by profiles of professionals on social networks and applications.

Brands have to think about luxury

67% of Spanish respondents confirm that they are more inclined to consume Brand products or services if luxury is part of its values. In the case of Spain and Mexico, the majority of those surveyed mentioned mass-consumption companies, such as Nestlé, Bimbo, IKEA or Adidas.

These types of companies make them feel satisfied with a broad view of the concept of luxury, ranging from enjoyment, comfort or sustainability. Ultimately, companies must be mindful Ensure wellness procedures for communication On more levels with a goal to look for proactively. But do not confuse brands They should encourage and reinforce, not try to educate Users are judged or judged for their activities.

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