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Macrotrends

For Love And Money

... At work, young people’s quest to “make meaning” is being overtaken by a burgeoning desire for high salaries. The prolific narrative surrounding Gen Y in the workforce is that its members want to “make meaning, not money” due to their optimistic outlook and their idealistic aspirations for changing the world. But for the first time, this narrative is in need of an update. Making meaning may have been top of mind when the economy was struggling and there was little money to go around, but in ...

Healthography

... As wellness has become top of mind for Ys, they are increasingly prioritizing it in selecting where to live and travel. Gen Ys don’t see wellness as simply a sector of their lives; rather, it is their lifestyle, so it follows that they want their home and travel experiences to accommodate and reflect their efforts. Much as young consumers came to expect housing and hotels to use sustainable materials and resources, they’re now demanding that these same places cater to their wellbeing. As they ...

Well at Work

... As Ys’ influence in the workplace grows, companies are revamping their policies to acknowledge this generation’s unique focus on wellness. Gen Y surpassed Gen X to become the largest share of the American workforce this year, and their sheer size and influence is empowering them to try to radically reshape the workplace as we know it. Fueled by their group-oriented nature and the desire to invest in their personal wellness (see WELLth Investors), they are actively seeking alternative workplaces ...

Well Intentioned

... Ys’ penchant for health and wellness can sometimes stray to a desire for perfection, resulting in overdoing it and taking good intentions to the extreme. Gen Ys are trapped in a wellness paradox: efforts that are good for oneself can quickly run to excess with harmful results. Ys mean well as they aim to further wellbeing for themselves and others—they see plenty of room for improvement as they hope to make health top of mind for everyone. As one 23-year-old woman put it, “We have so much ...

New Morals

... Ys see it as a moral duty to maintain a sense of wellness in their lives, and brands must adjust to this new attitude to remain relevant. As consumers embrace a new mindset regarding health and wellbeing, they are, in turn, defining a new sense of morality that brands cannot ignore. Gen Ys see maintaining their wellness as a responsibility not only to themselves but also to society: a majority say it is “wrong” not to be healthy, and 78% would feel guilty if their health problems cost others ...

Green Rush

... Ys are rebranding public perception of marijuana in such a way that it is increasingly considered a wellness product. Marijuana, once widely thought of as the crutch of “burnouts” and a “gateway drug” that leads to lethal substances, has become increasingly acceptable in modern society (Exhibit A: New York magazine’s “Your Grandmother’s Guide To Pot”). While this normalization is partially the result of lawmakers—D.C. and 35 states have passed laws in recent years allowing some form of medical ...

WELLth Investors

... Financial insecurities are inspiring Ys to invest in sectors with long-term wellness gains. After coming of age during the worst economic crisis since the Great Depression, Gen Ys are understandably wary of financial institutions. In an uncertain economy, many are rationalizing that the best place to invest is not in the stock market, but in themselves. Much like the recession forced Ys to become discerning Venture Consumers (The Cassandra Report, Spring/Summer 2013), so too is it inspiring ...

Well Rounded

... Ys aspire to achieve a balanced, but not necessarily flawless, wellness ecosystem that encompasses body, mind, and soul. Gen Ys’ anticipated longevity is inspiring them to engage with multidisciplinary wellness in a more proactive manner than that of previous generations of young adults. They are hyperaware of aging’s effects not just on beauty but also on body, mind, and soul. Consequently, they approach wellness holistically, viewing it as an ecosystem in which each of the three components is ...

The Fail

... Failure takes on new meaning in Zs’ eyes; they see it not as a negative but rather as an opportunity, a chance to reset and try again. For many Gen Ys, just reading the word “failure” brings on pangs of anxiety. As children, Ys were a generation that was simply not allowed to fail. Many were given constant reassurance that they could do anything they set their minds to and were buoyed by praise from their parents, coaches, and teachers for every attempt they made, regardless of how successful ...

Fempowerment

... Today’s teens consider gender equality a given; they’re proudly calling themselves feminists, and boys are getting behind the movement, too. Despite wanting gender equality, Gen Ys grew up fearful of identifying as feminists. They didn’t understand the term and mostly associated it with man-hating, bra-burning behavior. Many believed that by defining themselves by the F-word, they’d be simultaneously saying that women aren’t equal to men and advocating for female dominance. Gen Zs, however ...