State of Mind Report Intro

Young adults are feeling “all the things” right now: guilt, loneliness, stress, vulnerability, and hurt—but also hope. It’s been an emotional year on top of what has already been a mentally tough decade for these young adults; one that's characterized by gun violence, racism, cyberbullying, climate concerns, and heated political polarization. In the past few months, we’ve seen them increasingly pouring out their feelings, taking to social media and to the streets as they mourn missed milestones, march for Black lives, and find a laugh in sharing 2020 memes. Given the enormous mental weight young adults (and Gen Zs especially) are struggling under, it’s critical for brands to not add difficulty, depletion, or drama to their lives, while also engaging with them in an emotionally supportive way.

As physical health (a topic we’ll be probing in our upcoming November 2020 report) and mental health become increasingly important for young adults to not only talk about, but actively address, brands across all verticals are remodeling their customer service strategies to align with this new consumer prioritization. A standout insight from our research is how important this is to young adults, as the clear majority agree that in the future, all brands will need to integrate health and wellness components into their business models in order to exist—and to survive.

“2020 has been the worst year so far. With the current pandemic, social injustice, and deaths, I can't wait for things to get better.”

– Jose, 29, TX

The State of Mind Report explores three key topics in light of the macro sociocultural and economic factors defining life today.


82% of U.S. Trendsetters agree that in the future, all brands will need to be considerate of health and wellness to survive.

45% of U.S. youth feel in charge of their mental health; the number drops to only 37% of youth in the UK.

Less than one in five Gen Zs rate their current mental health as “very good”.