A recent study by Allidura Consumer, GSW and Harris Poll finds that adult millennials highly value happiness, but there appears to be a big tension between their aspirations for happiness–97% say it’s important–and the well-documented way millennials are currently living: more stressed, anxious and depressed than any other living generation. It means these health-conscious consumers require a new approach from brands, and their preferences and opinions are shaping the way we envision modern healthcare and well-being.

The "Millennial Mindset: The Worried Well" report reveals Generation Y's quest to redefine the meaning of happiness and health and dives into the increasingly anxious mindset of millennials, who:

  • Carry the worries of a much older generation
  • Connect both mental and physical health
  • Live a stress-and-search cycle as digital natives