Table of Contents
Executive Summary
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- Overview
- Millennials focusing on some aspect of wellness
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- Figure 1: Health focuses, March 2018
- Millennials’ wellness is a work in progress
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- Figure 2: Agree wellbeing is a work in progress, March 2018
- Speak to Millennials based on their life stage
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- Figure 3: Health focuses, gender by current marital status, March 2018
- The issues
- An absence of health issues minimizes the need for remedies
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- Figure 4: Health expectations, Millennials indexed to average, March 2018
- Wellness is not representing the diversity of the Millennial generation
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- Figure 5: Important brands support diversity, by race and Hispanic origin, March 2018
- The opportunities
- Keep wellness light; but feed an informational need
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- Figure 6: Health sources, Millennials indexed to average, March 2018
- Single female Millennials are a work in progress; key target for health brands
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- Figure 7: Repertoire of health focuses, gender by current marital status, March 2018
- What it means
The Market – What You Need to Know
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- Millennials, Millennials, Millennials!
- Millennial melting pot isn’t apparent in wellness
- Adulting impacts resources to manage wellness
Millennials by the Numbers
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- The greatest generation, in size
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- Figure 8: Population by generation, 2013-23
- Diverse Millennial segment calls for inclusive messaging
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- Figure 9: Distribution of generations, by race, 2018
- Figure 10: Distribution of generations by Hispanic origin, 2018
- Millennials are experiencing major lifestage changes
- Getting married or staying single
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- Figure 11: Distribution of households, by age of householder and type of household, 2016
- To have or not have children
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- Figure 12: Households with own children under age 18, by age of householder by share with children, 2017
- Increasing income, yet tightened budgets
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- Figure 13: Current financial situation, Millennials vs all, December 2016
Key Trends – What You Need to Know
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- Image and invincibility drive Millennials’ health behaviors
- Natural solutions, tech, and open dialogs drive health management
- Waistlines and White wellness challenge Millennials
- Digital and holistic care, adulting classes will close wellness gaps
Millennials’ Health Profile
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- There’s a new “Me Generation” in health management
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- Figure 14: Health and wellbeing segmentation, Fall 2017
- Health and wellbeing segmentation definitions
What’s In?
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- Naturally focused health management
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- Figure 15: Attitudes toward natural lifestyles – Any agree (net), by generation, April 2017
- Millennials and health tech fit like avocados and toast
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- Figure 16: Use technology to monitor health, Millennials indexed to average, March 2018
- Get social and discuss health topics
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- Figure 17: Like talking about health topics and seek out new trends, Millennials indexed to average, March 2018
What’s Struggling?
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- Millennials are facing constant weight management
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- Figure 18: US prevalence of obesity among adults aged 20 and over, by age group, 2016
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- Figure 19: Weight management status, by generation, July 2017
- Is wellness too White?
What’s Next?
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- Health care technology will mainstream at the behest of Millennials
- Millennials will drive holistic health care forward
- Retail wellness experience evolves
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- Figure 20: Locations for proactive health care, by generation, October 2017
The Consumer – What You Need to Know
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- Millennials are healthy; but it doesn’t define them
- Millennials approach wellness by building on individual focuses
- Health information comes from informal sources
- Millennials are knowledgeable on most health-related topics
- Millennials require value, transparency from health and wellness brands
- When forced, Millennials willing to make sacrifices to improve health
Health Self Perceptions
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- Millennials are optimistic about their health
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- Figure 21: Health expectations, Millennials indexed to average, March 2018
- Like most adults, Millennials’ wellness is a work in progress
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- Figure 22: Wellbeing work in progress, preventing chronic illnesses and struggle to improve, Millennials indexed to average, March 2018
- A healthy lifestyle isn’t a distinct Millennial identity
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- Figure 23: Healthy lifestyle, feel in control of wellbeing, and currently satisfied, Millennials indexed to average, March 2018
- Young women need help in their journey
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- Figure 24: Health expectations, by gender and age, March 2018
Health Focuses
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- Millennials are taking a holistic approach to health
- Millennials are key target in the sleep market
- In addition to traditional health efforts, Millennials focus on connections
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- Figure 25: Health focuses, Millennials indexed to average, March 2018
- Single women focus on more; marriage improves men’s efforts
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- Figure 26: Health focuses, gender by current marital status, March 2018
Health Sources
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- Health information comes from informal sources
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- Figure 27: Health sources, Millennials indexed to average, March 2018
- Too many sources could be hindering progress
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- Figure 28: Health sources, by Millennials who struggle to improve wellness, March 2018
- Starved for information; brands can foster conversations
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- Figure 29: Health sources, by Millennials who like talking about health topics, March 2018
Information Gap
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- Millennials are knowledgeable, but no more than the average adult
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- Figure 30: Health information gap, Millennials indexed to average, March 2018
- Most Millennials know a little; parents know more
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- Figure 31: Health information gap, March 2018
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- Figure 32: Health information gap – Know a lot, by gender and parental status, March 2018
- Black and Hispanics want to learn more
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- Figure 33: Health information gap – Know nothing but interested in learning more, by race and Hispanic origin, March 2018
Health Brand Identity
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- Affordability is the main driver, status is uniquely Millennial
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- Figure 34: Health brand identities, Millennials indexed to average, March 2018
- Young women want affordable total wellness lifestyle brand
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- Figure 35: Select health brand identities, by gender and age, March 2018
- Black Millennials place emphasis on supporting diversity
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- Figure 36: Select health brand identities, by race and Hispanic origin, March 2018
- Healthy Millennials want fringe benefits, strugglers want transparency
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- Figure 37: Health brand identities, by health expectations, March 2018
Barriers to Health and Wellbeing Improvement
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- When forced, Millennials willing to make sacrifices to improve health
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- Figure 38: Barriers to health and wellbeing improvement, by any rank, Millennials indexed to average, March 2018
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- Figure 39: Barriers to health and wellbeing improvement, by rank, March 2018
- Life stage differences impact changes willing to make
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- Figure 40: Barriers to health and wellbeing improvement, any rank, by gender and parental status, March 2018
- Personal sacrifices are needed to achieve better-than-expected health
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- Figure 41: Health brand identities, by health expectations, March 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
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- Health brand identity; highlight your niche
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- Figure 42: TURF analysis – Health brand identity, March 2018
- Methodology
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