London, ENG– Balance has always been a key topic of discussion whenever I discuss the millennial generation and their attitudes regarding health and wellness. New research from Deep Focus supports this claim that balance is still a driving force behind this health-conscious generation and a major influencer in their search for alternative measures to managing their own health and wellbeing.

When it comes to big name consumer brands, they are looking for a story beyond the label. Where was this sourced? What kind of values does this brand bring to the table that align with my own? Deep Focus found that not much changes when they consider health and wellness brands.

“This massive generation is influencing changes to both healthcare and marketing that will ultimately impact everyone, regardless of age,” said Deep Focus CMO Jamie Gutfreund.. “To succeed, brands will need to actively demonstrate that they really care about consumers’ health and well-being.”

 

A deep-seated connection to wellness is undoubtedly a driving factor influencing millennial brand preferences. In fact, the Deep Focus research showed that:

  • 69% of millennials make it a point to buy from brands whose values align with their own
  • 74% say it’s important for brands to embrace wellness as part of their core mission
  • Millennials spend 25% of their disposable income on health and wellness, and splurge on healthier food and clothing products, especially from brands that promote wellness as a part of their core mission.
  • 62% believe that all brands in the future will need to have a wellness component in order to survive

 

What’s the moral of this story? Millennials may be unclear about and distrusting of the current healthcare system, but they have ideas for the future of it. A future that 72% of them believe will not involve a healthcare system that is able to support them as they age. Their ideas for the future revolve around proactivity and exploring wellness alternatives rather than traditional means of healthcare. And that provocativeness begins with self-tracking and reducing expenses that don’t have a positive impact on lifelong wellness.  The digital world that millennials have grown up in has not only shaped the world around them, but it has shaped how they invest in the future of their own health.

  • 79% of millennials think the digital world has made it easier to track, learning about and manage their health.
  • 74% of millennials actively track their fitness as part of their efforts to create a customized health plan.
  • More than 80% of millennials invest nearly 1/4 of their disposable income in health products and services.
  • 35% are cutting back on spending in other areas to be able to afford health-related purchases.


About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 years. She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she had several leadership roles at one of our agencies, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business. Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes. A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.