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Marketing Health to Millennials - US - May 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
Millennials focusing on some aspect of wellness
Figure 1: Health focuses, March 2018
Millennials’ wellness is a work in progress
Figure 2: Agree wellbeing is a work in progress, March 2018
Speak to Millennials based on their life stage
Figure 3: Health focuses, gender by current marital status, March 2018
The issues
An absence of health issues minimizes the need for remedies
Figure 4: Health expectations, Millennials indexed to average, March 2018
Wellness is not representing the diversity of the Millennial generation
Figure 5: Important brands support diversity, by race and Hispanic origin, March 2018
The opportunities
Keep wellness light; but feed an informational need
Figure 6: Health sources, Millennials indexed to average, March 2018
Single female Millennials are a work in progress; key target for health brands
Figure 7: Repertoire of health focuses, gender by current marital status, March 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Millennials, Millennials, Millennials!
Millennial melting pot isn’t apparent in wellness
Adulting impacts resources to manage wellness
MILLENNIALS BY THE NUMBERS
The greatest generation, in size
Figure 8: Population by generation, 2013-23
Diverse Millennial segment calls for inclusive messaging
Figure 9: Distribution of generations, by race, 2018
Figure 10: Distribution of generations by Hispanic origin, 2018
Millennials are experiencing major lifestage changes
Getting married or staying single
Figure 11: Distribution of households, by age of householder and type of household, 2016
To have or not have children
Figure 12: Households with own children under age 18, by age of householder by share with children, 2017
Increasing income, yet tightened budgets
Figure 13: Current financial situation, Millennials vs all, December 2016
KEY TRENDS – WHAT YOU NEED TO KNOW 
Image and invincibility drive Millennials’ health behaviors
Natural solutions, tech, and open dialogs drive health management
Waistlines and White wellness challenge Millennials
Digital and holistic care, adulting classes will close wellness gaps
MILLENNIALS’ HEALTH PROFILE
There’s a new “Me Generation” in health management
Figure 14: Health and wellbeing segmentation, Fall 2017
Health and wellbeing segmentation definitions
WHAT’S IN?
Naturally focused health management
Figure 15: Attitudes toward natural lifestyles – Any agree (net), by generation, April 2017
Millennials and health tech fit like avocados and toast
Figure 16: Use technology to monitor health, Millennials indexed to average, March 2018
Get social and discuss health topics
Figure 17: Like talking about health topics and seek out new trends, Millennials indexed to average, March 2018
WHAT’S STRUGGLING?
Millennials are facing constant weight management
Figure 18: US prevalence of obesity among adults aged 20 and over, by age group, 2016
Figure 19: Weight management status, by generation, July 2017
Is wellness too White?
WHAT’S NEXT?
Health care technology will mainstream at the behest of Millennials
Millennials will drive holistic health care forward
Retail wellness experience evolves
Figure 20: Locations for proactive health care, by generation, October 2017
THE CONSUMER – WHAT YOU NEED TO KNOW 
Millennials are healthy; but it doesn’t define them
Millennials approach wellness by building on individual focuses
Health information comes from informal sources
Millennials are knowledgeable on most health-related topics
Millennials require value, transparency from health and wellness brands
When forced, Millennials willing to make sacrifices to improve health
HEALTH SELF PERCEPTIONS
Millennials are optimistic about their health
Figure 21: Health expectations, Millennials indexed to average, March 2018
Like most adults, Millennials’ wellness is a work in progress
Figure 22: Wellbeing work in progress, preventing chronic illnesses and struggle to improve, Millennials indexed to average, March 2018
A healthy lifestyle isn’t a distinct Millennial identity
Figure 23: Healthy lifestyle, feel in control of wellbeing, and currently satisfied, Millennials indexed to average, March 2018
Young women need help in their journey
Figure 24: Health expectations, by gender and age, March 2018
HEALTH FOCUSES
Millennials are taking a holistic approach to health
Millennials are key target in the sleep market
In addition to traditional health efforts, Millennials focus on connections
Figure 25: Health focuses, Millennials indexed to average, March 2018
Single women focus on more; marriage improves men’s efforts
Figure 26: Health focuses, gender by current marital status, March 2018
HEALTH SOURCES 
Health information comes from informal sources
Figure 27: Health sources, Millennials indexed to average, March 2018
Too many sources could be hindering progress
Figure 28: Health sources, by Millennials who struggle to improve wellness, March 2018
Starved for information; brands can foster conversations
Figure 29: Health sources, by Millennials who like talking about health topics, March 2018
INFORMATION GAP 
Millennials are knowledgeable, but no more than the average adult
Figure 30: Health information gap, Millennials indexed to average, March 2018
Most Millennials know a little; parents know more
Figure 31: Health information gap, March 2018
Figure 32: Health information gap – Know a lot, by gender and parental status, March 2018
Black and Hispanics want to learn more
Figure 33: Health information gap – Know nothing but interested in learning more, by race and Hispanic origin, March 2018
HEALTH BRAND IDENTITY 
Affordability is the main driver, status is uniquely Millennial
Figure 34: Health brand identities, Millennials indexed to average, March 2018
Young women want affordable total wellness lifestyle brand
Figure 35: Select health brand identities, by gender and age, March 2018
Black Millennials place emphasis on supporting diversity
Figure 36: Select health brand identities, by race and Hispanic origin, March 2018
Healthy Millennials want fringe benefits, strugglers want transparency
Figure 37: Health brand identities, by health expectations, March 2018
BARRIERS TO HEALTH AND WELLBEING IMPROVEMENT
When forced, Millennials willing to make sacrifices to improve health
Figure 38: Barriers to health and wellbeing improvement, by any rank, Millennials indexed to average, March 2018
Figure 39: Barriers to health and wellbeing improvement, by rank, March 2018
Life stage differences impact changes willing to make
Figure 40: Barriers to health and wellbeing improvement, any rank, by gender and parental status, March 2018
Personal sacrifices are needed to achieve better-than-expected health
Figure 41: Health brand identities, by health expectations, March 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE CONSUMER 
Health brand identity; highlight your niche
Figure 42: TURF analysis – Health brand identity, March 2018
Methodology

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