Now that values and lifestyles are changing rapidly, how should we catch those changes and come up with new values and business ideas?
Motoko Imada Mediagene MediageneINFOBAHNMASHING UP By focusing on Generation Z, which has become one of the world's largest consumers, and forming a unique community with them, we will continue to catch up on changes in values, lifestyles, and purchasing behavior, as well as the inner movements behind these changes. .
This is the third awareness survey for Generation Z, and since the spread of the new coronavirus infection, we have conducted survey research on "health," which has attracted attention from the younger generation. A total of 336 Gen Z respondents were surveyed, four of whom were given several hours of in-depth interviews.
From the survey, we have seen 5 health marketing keywords to watch in 2021.
▽Survey title:
Survey on the values and purchasing behavior of Generation Z regarding “health”
-Exploring the health experience and health value that are required now-
▽ Survey method:
Internet survey, interview survey
▽ Survey target:
・ First survey: 222 Generation Z people born between 1996 and 2002 (Q1, 10, 11 depth interviews)
・ Second survey: 114 Generation Z people born between 1999 and 2002 (Q2 ~ 9, 12, 13)
▽ Survey period:
・ First survey: February 17 to March 4, 2021
・ Second survey: April 19 to April 23, 2021
<Results and Discussion of Quantitative Survey>
Keyword 1: Seeking a healthy state of physical, mental and social well-being
Q. What does "health" mean to you?
(Multiple answers) More than 70% answered that they were “not sick”, but it should be noted that those who chose answers related to mental health, such as “being peaceful and calm” and “feeling happy”. is more than half. For Gen Z, mental health is becoming a daily issue alongside physical health.
Q. Please tell us what you practice for "physical health" (multiple answers)
The most common answer is "getting good quality sleep", and about 53% said "eating good quality meals". They also answered, and it seems that they are facing health measures from their daily lifestyle habits. In addition, about 53% of the respondents answered that they "do not accumulate stress," which suggests that mental and physical health is viewed in an integrated manner.
Q. Please tell us about the stress factors that affect “mental health” (multiple answers)
Many people are concerned about the deterioration of the economic situation due to Corona, and many are concerned about “anxiety about the future” and “job hunting”. In addition, it can be seen that people are feeling stress in their lives due to the corona crisis, such as “having fewer opportunities to meet people”, “not being able to go where I want to go”, and “anxiety about corona”. As a stress factor in daily life, "human relations with friends" has been raised.
Q. It is said that we are in an age of 100-year lifespans. Do you want to live a long life?
Q.
Why did you answer "I don't want to say so" in the previous
question ? × Unclear, financial burden on family” ↓
“Tough, troublesome, suffering”
↓
“I don’t want to live long”
The above thought flow can be seen from the results of text mining.
Generation Z, whose physical health issues have not yet surfaced, tends to have a high level of “integrated health awareness” that includes mental health. And what is currently affecting mental health is anxiety about "social connection / relationship building" due to reduced opportunities to meet people due to corona, anxiety about "future", and "job hunting". a lack of social health such as anxiety about the economy, anxiety about the economic situation, and anxiety about social security and politics . In order for Generation Z to achieve both physical and mental health, it is necessary to aim for a “well-being” state in which physical, mental and social health are integrated .
Keyword 2: High health value of “food” that is easy to implement and feel
Q. Please tell us what you do for your “physical health” (multiple answers)
. It can be seen that people are taking action on their eating habits for their physical health, including eating food.
Q. Please tell us what you practice as a stress countermeasure (multiple answers)
"Listen to music", "watch your favorite Youtuber's content", "watch movies", etc. Make you forget reality and heal your heart in a positive way. The culture that gives you the top. “Eating what you like” is also a great source of happiness , and it seems that it contributes to self-affirmation and stress relief at about the same rate as “talking”.
Q. Please let us know [health items that were good to purchase] within 6 months.
34.4% aim to “nutrition” to supplement the lack of nutrients with supplements and proteins, and 18.4% aim to “improve dietary habits” to improve the quality of ingredients and seasonings. The number of people who take it in is about 53%.
<Answer example>
Protein / yoga mat / supplement / 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 hoops / Hot refreshment shoulders / Smoothies / Vitamin C supplements / Dumbbells / Delicious food / Mushrooms, tofu / DHC protein diet / Sauna, massage, bodywork, etc. / Seijo Ishii's gluten-free pasta
A “food” that makes it easy to “feel healthy” and “execute” by simply reviewing daily eating habits without a heavy financial burden, such as clearing the skin and improving bowel movements . Health value is high for Gen Z. "Eating what you like" seems to be practiced as a stress countermeasure.
<Results and Discussion of Qualitative Research (Depth Interview)>
Keyword ③ Health = Means to improve oneself
Q. Has your health consciousness changed recently? * Analysis and consideration by the KA method
For Generation Z, who have a strong desire for self-actualization in their way of life and work, and who are good at self-branding due to the influence of SNS, "health" may be one of the means to improve their physical and mental health . Is it not?
Keyword (4): Anti-stress = Separation of human relationships
Q. How do you deal with mental illness and stress? * Analysis and consideration by the KA method
24 hours a day, 365 days a year, you can connect with people and information on SNS, and it is precisely because you are a Generation Z that you are connected, how to block out human relationships that have a negative impact on you, and how to select positive human relationships. , it can be seen that "getting rid of human relationships"
Keyword ⑤ Feeling healthy = Feeling positive and happy in everyday life
Q. When do you think "I'm healthy~!"? * Analysis and consideration by the KA method
Because of the Z generation, who seeks a way of life that is financially and mentally independent, practices a steady lifestyle, and has yet to manifest any physical problems, it is not a special situation, but in everyday life, how " Whether you can feel "positive" or feel "happiness" may lead to a feeling of health.
<Summary>
Generation Z considers “health” to be a means to “enhance oneself,” and considers “health” to be a state in which all three aspects of physical, mental, and social well-being are satisfied. I feel
And in order to obtain such "health", they take health actions focusing on life routines such as human relationships and food in everyday life, not on the experience of fine weather.
“A life routine that boosts you both physically and mentally.” I think that such health value and experience are in demand.
that's all.
Five marketing keywords related to “health” that should be explored in 2021 and real voices of Generation Z. Please use it for your business idea and brand creation.
<Click here to download the full version of this survey>
Would you like to participate in research and presentations that will have an impact on society and the business market
We are looking for joint research partners [limited to 5 companies] who have research requests in essential and innovative themes and contexts in order to grasp the signs of changes in values and lifestyles. Survey design, implementation, consideration, and creation of survey results materials are all free! After hearing your company's issues, we will lead the investigation while discussing it.
▽Business needs:
digging into targets (values, purchasing behavior, etc.) / scrutinizing products and brand values / market development / product development / corporate branding, etc.
▽ Selection method:
After listening to the story at the online mtg, we will consider and select a partner company to conduct a free joint survey with our company and Generation Z.
↓ Click here for inquiries ↓
THE STUDIO.
