Your Guide to Understanding Gen Zers and Their Wellness Habits: Part 2
Social Media, Self-Care and Spirituality
Generation Z has been dubbed “digital natives” — the first generation born after the internet, thus not knowing life without the conveniences of 21st century technology.
How does a consistently plugged-in generation relate to brands, and how do the pressures of constant connection influence their priorities in health and wellness?
Social Media, Self-Care and Spirituality
1. Gen Z is extremely peer-oriented.
According to a survey led by Pew Research, 95% of Gen Z have access to a smartphone. Of those with internet access, 85% are on YouTube, 72% on Instagram, 69% on Snapchat, and only 51% on Facebook. Furthermore, 97% of Gen Z consumers use social media platforms as their main source of shopping inspiration. Specifically in the Wellness sector, 71% of this generation discovers new fitness opportunities and healthy restaurants on social media. The message is clear: if your brand isn’t on social media, you could be missing an entire generation.
Gen Z is very peer-oriented, and seek advice from those they admire. If their peers have something cool, they will mostly likely end up wanting it. 70% of Gen Z watches 2 hours of YouTube daily, and the same percentage consults the platform before making a purchase. This group of teens and young adults do their research on brands and products more than any previous generation, and trust in those companies is easily broken if the experience is not up to par. Gaining their trust is essential — not just through a great brand, but a great product too. Lululemon, Gym Shark and Under Armour became the most relevant athletic attire brands to Gen Z by reaching Instagram fitness influencers in order to connect with younger people — and now Gen Z deems their clothes cool enough to even wear outside the gym.
This generation loves using its resources to find new brands and recommended products online. Though the majority would say they benefit from many aspects of social media, 48% say the platforms make them feel sad, anxious or depressed, and 61% are taking a break to focus on their mental health. In fact, Gen Z openly discusses the importance of self-care more than any other generation.
2. Gen Z is extremely mindful.
In a world of nonstop connectedness, Gen Z is the generation with the most elevated levels of stress and anxiety. They are regularly surrounded by conversations — whether news in the media or posts on social media — about abuse, sexual harassment, school shootings, and political discussions including immigration, taxes, women and LGBTQ+ rights — all conversations that can directly impact their futures.
72% of Gen Zers say managing stress and mental health is their most important health and wellness concern, with only 45% saying they would consider their mental health state “good”, which is 11% less than millennials. On the bright side, this generation is also the most likely to get help for mental illnesses. From therapy to medication, or support on social media, Gen Zers find it essential to find resources to cope with their risen levels of stress. They are very transparent on social media — having open and honest discussions of self-love and overall health & happiness — determined on ending stigmas surrounding mental health.
Gen Z views wellness as a complex multitude of subjects, while simultaneously being a conscious generation. Many have turned to nutrition as a part of their “self-care and planet-care” mentality. Even though Gen Zers seek out convenient options, (portable or easy-to-prepare foods) they also look for all-natural, GMO-free, sustainable, and/or vitamin-dense choices. Hopping on the “holistic wellness” trend that only seems to grow, 51% say sugar is a hinderance to a healthy life, and a whopping 80% go meatless 1–2 times a week, claiming environmental and health concerns. This generation is also drinking less. Specifically, 36% of global Gen Z aged 18–22 don’t drink at all, and 61% are more likely to report sobriety than other generations.
Gen Z’s overall mentality of self-care and health is: do what makes you feel like the best version of yourself. In an era all about “feeling good” and “good vibes only”, self-care also includes the beauty industry. In fact, Gen Z is 11% more likely to buy skincare products than millennials, and 12% more for exfoliating products. Fitness and cosmetic brands are noticing the peak of interest in overall health and beauty, and have introduced new marketing campaigns and collaborations to appease their young audiences. Equinox (fitness chain) partnered with Glossier (cosmetic brand), offering free products after workouts. Fitness, wellness, beauty brand — it’s all the same to Gen Z. It’s not fitness, it’s life.
In the early 2000s, fitness was all about aesthetics. Since then, the industry has made a shift to “motivational health” — preferring social media posts of encouragement, workout content, inclusivity and body positivity. Lululemon and SoulCycle partnered together to cater to the wellness lifestyle. With Lululemon known for its quality products, along with SoulCycle’s professionalism as a fitness studio, the two created the perfect brand association — an environment where shoppers and exercisers can come together in a union of wellness.
On the journey of health & happiness, Gen Zers have turned to the stars and spirituality for mindfulness — continuing to prioritize self-care and stress coping mechanisms.
3. Gen Z is extremely spiritual.
While only 20% of Gen Z say they are religious, 80% say they have some sense of spirituality, or belief in a cosmic power. Specifically, a survey showed that 43% of those who identify as spiritual would make a big decision based on a horoscope or tarot card reading. Over a quarter agreed that “horoscopes and astrology influence my purchasing decisions”, and 1 of 3 agreed “in this time of instability in the world, I turn to astrology to make sense of things.”
The iconic “spiritual awakening” and New Age movements of the 70s hits home with Gen Z, as yoga retreats continue to trend, and healing crystal sales increase. Spiritual leaders from that era are still influencing the young generation today, such as: Eckart Tolle, Ram Dass, Wim Hoff, and more. Although more recent voices have joined the conversation, choosing podcasts and Instagram to reach Gen Z. Aaron Doughty, Teal Swan, Jake Woodard, and Heather Hoffman, to name a few.
Among all of this, the mystical services market (think crystals, tarot cards, star chart readings) is worth $2.1 billion, with the online astrology market valued at $200 million. This is a generation of conscious youth that has caused the explosion of astrology apps, along with the emergence of new marketing trends.
Along with the mindfulness and meditative apps that Gen Z continues to love such as Calm and Headspace, astrology apps like Astrology Zone, Co-Star and Sanctuary are among some of the most popular. From discovering your exact star chart to getting daily horoscope notifications, these apps guide the spiritually-minded in their daily routines.
Companies are adapting to the ways of Gen Zers, and many are understanding that the way to their hearts might just be through their Zodiac signs. Fitness brand New Balance created a campaign that suggested sneakers based on your astrology sign, and Tarte (cosmetic brand), launched an entire Zodiac makeup collection. The astrology app Nebula went viral from sponsored ads by influential Gen Z and Millennial Tik Tokers, and the fitness magazine Shape offers workouts based off your star chat. 54% of Gen Z seek to connect with brands that “enhance their spirit and soul”, and it’s becoming clear that brand culture is adapting to the increased fascination with the cosmos.
So, why the spiritual awareness now? Well, Gen Z is all about self-identity and personalization, and what’s more personalized than your precise star-chart — giving your personality a deeper and more meaningful existence?
Gen Zers do not enjoy being pigeon-holed or categorized. Though there are significant trends unique to this generation, they are hyper-individualistic. They are all about striking off on their own individual journeys — defining their own values. They are diverse, fluid, empathetic, and social-justice warriors. Gen Z heavily emphasizes the importance of self-care, mental health, and finding your own happiness. “Wellness” to Gen Z embodies mind, body and spirit — each individual having a right to choose a path that best suits them. The prioritization of mindfulness, better nutrition and spirituality may be elevated societal consciousness of future generations to come, or perhaps these trends will fall into the cyclical pattern that has defined most of history. Either way, Gen Z is paving the road, and brand culture is following.
