Generation Z | LS:N Global

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• nd this is giving rise to platforms supporting welfare and championing mental fitness.

• promoted by a growing number of voices

• As these voices normalise not feeling okay all the time, a new wave of digital concepts is emerging to support youth welfare on its own terms

• Some 62% of UK consumers say daily rituals are important to lift their mood

• Young people are among the most concerned about mental health

• , Gen Z favour more creative or gamified self-care activities to incorporate into their daily routines

• Wellness tools needs to be democratised in a few ways to make them accessible to Gen Z. They need to be discoverable, easy to understand and aspirational – this creates the desire for Gen Z to want to engage.

• Young consumers are very self-aware and proactive when it comes to mental wellness, but where conventional routes may feel too stuffy, serious or out of reach, brands and organisations have a gap to fill

• : Many young consumers rely on online communities to open up and find peers with similar experiences. Safeguard these sharing spaces: privacy, data protection and moderation are vital to protect users

• ake sure your messaging is using the updated welfare lexicon – unpretentious tone and inclusive wording are key