With values and lifestyles changing so rapidly these days, how can we keep up with these changes and come up with new values and businesses?
THE STUDIO. Glossy & MASHING UP, a brand content production studio run by Mediagene Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director and CEO: Motoko Imada ; hereinafter referred to as Mediagene / Infobahn Group company), focuses on Generation Z, one of the driving forces behind changes in values and lifestyles. By forming a unique community with them, the studio will continuously keep up with changes in values, lifestyles, and purchasing behavior, as well as the emotional movements that lie behind them
This is the third survey of Gen Z attitudes, and this time we conducted research on "health," a topic that has been gaining attention from younger generations since the spread of COVID-19. A total of 336 Gen Z members were surveyed, and four of them were interviewed in depth for several hours
Our research has revealed five health-related marketing keywords to watch in 2021
Survey title:
Survey on the actual values and purchasing behavior of Generation Z regarding "health"
- Exploring the health experiences and health values currently in demand
▽ Survey method:
Internet survey, interview survey
Survey participants:
・First survey: 222 Gen Z participants born between 1996 and 2002 (in-depth interviews in Q1, 10, and 11)
・Second survey: 114 Gen Z participants born between 1999 and 2002 (Q2-9, 12, and 13)
▽Survey period:
・First survey: February 17th to March 4th, 2021
・Second survey: April 19th to April 23rd, 2021
<Quantitative survey results and considerations>
Keyword 1: Seeking "well-being" - a healthy physical, mental and social state
Q. What does "health" mean to you? (Multiple answers allowed)
Over 70% answered "being free from illness," but what's noteworthy is that over half of the respondents chose answers related to mental health, such as "being at peace and tranquility" and "feeling happy." This suggests that mental health, along with physical health, is becoming a daily issue for Gen Z.
Q. Please tell us what you do to maintain your physical health (multiple answers allowed).
The most common answer was "getting good quality sleep," and about 53% also answered "eating a good quality diet," suggesting that people are taking health measures through their daily lifestyle habits. In addition, about 53% of people answered "not accumulating stress," suggesting that they view mental and physical health in an integrated manner.
Q. Please tell us the stress factors that affect your "mental health" (multiple answers allowed).
The results show that many people are concerned about the worsening economic situation due to COVID-19, and are worried about "anxiety about the future" and "job hunting." It also appears that people are feeling stressed about life during the COVID-19 pandemic, with comments like "fewer opportunities to meet people," "not being able to go where I want to go," and "anxiety about COVID-19." One of the stress factors in daily life that was cited was "relationships with friends."
Q. We are said to be living in an era where we can live to 100 years old, but do you want to live a long life?
Q. Why did you answer "I'd rather not" to the previous question (free answer)?
"Physical ability will weaken, nursing care will be required, becoming bedridden"
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"Social security and public systems will be unclear, economic burden on family"
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"painful, troublesome, suffering"
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"I don't want to live a long life"
The results of text mining reveal the above thought flow
Gen Z, who do not currently have any apparent physical health issues, tend to have a high level of "integrated health consciousness," including mental health. Currently, mental health is being negatively impacted by a lack of social well-being, including anxiety about "social connections and relationship building" due to fewer opportunities to meet people due to COVID-19, anxiety about the future, anxiety about job hunting, anxiety about the economic situation, and anxiety about social security and politics . For it may be necessary to aim for a state of "well-being" that combines physical, mental, and social health
Keyword 2: The high health value of "food" that is easy to implement and realize
Q. Please tell us what you do to maintain your physical health (multiple answers allowed).
Half of the respondents answered things like "eating high-quality meals" and "drinking plenty of water," suggesting that people are taking action in their eating habits to maintain their physical health, including "eating health foods."
Q. Please tell us what you do to deal with stress (multiple answers allowed).
Culture that helps people forget reality and soothes the mind in a positive way, such as "listening to music," "watching content from their favorite YouTubers," and "watching movies," ranked highly. "Eating what you like" also brings about a great sense of happiness , and appears to contribute to self-affirmation and stress relief at about the same rate as "talking."
Q. Please tell us about the health items you have bought in the last six months that you are glad you did.
34.4% said they bought them for the purpose of "nutritional supplementation" by making up for missing nutrients with supplements or protein, while 18.4% said they bought them for the purpose of "improving their diet" by using higher quality ingredients and seasonings. Approximately 53% of people are incorporating health actions into their eating habits.
<Example answers>
Protein / yoga mat / supplements / stretch pole / vegetable juice / foam roller / oatmeal / balance ball / green juice / vitamins / humidifier / soy milk / ab roller / steam eye mask / black vinegar / Ring Fit Adventure / hula hoop / hot reflexology for shoulders / smoothie / vitamin C supplement / dumbbells / delicious food / mushrooms, tofu / DHC protein diet / health experiences such as sauna, massage, and chiropractic treatment / gluten-free pasta from Seijo Ishii
Gen Z has a high regard for the health value of "food," which can be easily achieved by simply reviewing daily eating habits without imposing a heavy financial burden, and by "feeling healthy" through improvements in minor ailments such as clearer skin and improved bowel movements . "Eating what you like" also seems to be a way to deal with stress.
<Results and considerations of qualitative research (depth interviews)>
Keyword 3: Health = A way to improve yourself
Q. Has your awareness of health changed recently? *Analysis and consideration using the KA method
Gen Z has a strong desire for self-realization in their lifestyles and work styles, and thanks to the influence of social media and other factors, they are skilled at self-branding. For them, is likely one way to improve their mind and body
Keyword 4: Stress management = decluttering relationships
Q. How do you deal with mental health issues and stress? *Analysis and consideration using the KA method
Because Generation Z is able to connect with people and information on social media 24 hours a day, 365 days a year, it is how to cut off relationships that have a negative impact on them and how to choose and discard positive relationships, in other words, how to "declutter and declutter relationships .
Keyword 5: Feeling healthy = Feeling positive and happy in everyday life
Q. When do you feel "I'm so healthy!"? *Analysis and consideration using the KA method
Because Generation Z seeks to live an independent life both financially and mentally, practices a frugal lifestyle, and has not yet experienced any physical challenges, it seems that their sense of health is linked not to special situations, but to how positive they feel and how happy they are in their everyday lives
<Summary>
Generation Z considers "health" to be a means to "improve themselves," and they perceive "health" as a state in which all three aspects of well-being - physical, mental, and social - are fulfilled.
To achieve this "health," they are not looking for special experiences, but rather focusing on life routines such as human relationships and food in their everyday lives.
"Life routines that improve both body and mind." Such health values and experiences are likely what people are looking for.
That's all
Five health-related marketing keywords to explore in 2021, along with real opinions from Gen Z. Use them to inform your business ideas and brand creation
<Download the full survey here>
Would you like to join us in conducting research and making presentations that will have an impact on society and the business market
We are seeking joint research partners (limited to 5 companies) with research needs on essential and innovative themes and contexts to grasp signs of changes in values and lifestyles. Survey design, implementation, consideration, and preparation of survey results are all free! After hearing about your company's challenges, we will lead the research through extensive discussions
▽Business needs:
Target digging (values, purchasing behavior, etc.) / Product and brand value scrutiny / Market development / Product development / Corporate branding, etc.
▽Selection method:
After listening to your story in an online meeting, our company and Gen Z will consider and select a partner company to conduct a free joint survey.
↓For inquiries, please click here↓
THE STUDIO. Inquiries and media material downloads
