Canadian Millennials Wellness Goals
Canadian Millennials have a holistic approach to health and wellness. When they are considering goals and how to achieve them, they will adopt this holistic attitude. Looking to improve their work-life balance and enlisting support from their friends are important factors in achieving health and wellness goals. Mental health is a key aspect of health and well-being for the Canadian Millennial and serves as a motivator for all aspects of a healthy lifestyle.
Adjust Work-Life Balance
- In a recent survey on health and wellness, 35% of Canadian Millennials said they would adjust their work-life balance to achieve their health and wellness goals. Only 23% of Gen X and 11% of Babyboomers would consider this approach.
- This is consistent with other research regarding work-life balance and Millennials, which has found the generation prefers to work smarter, not harder, emphasizing their life outside of work. An article discussing Canadian Millennials in the workforce emphasized their investment in the pursuit of an appropriate work-life balance.
- Millennials have been found in studies to value an appropriate work-life balance over career progression and a meaningful job. Adjusting their work-life balance to achieve health and fitness goals is entirely consistent with this earlier research. In an article discussing Canadian Millennials, it was noted that they do not consider the boundaries between work and life non-negotiable, rather they believe in a more holistic, fluid approach.
- Work-life balance is a concept that has evolved as more of the Millennial generation have entered the workforce. The incidence of stress is higher among Millennials than any other generation group in Canada, and this generation is aware of the importance of a good work-life balance. On this basis, it is not surprising that such a significant proportion of Millennials would see work-life balance as a part of the journey to health and wellness.
- A 2015 survey found 53% of Millennials value health and wellness the most in their lives. This was second only to family at 79%. Career came in last, with friends and spirituality also valued higher. Although this was a survey of US Millennials, the culture similarities suggest it is of some relevance to Canadian Millennials.
Find a Friend
- When starting the journey to achieve their health and wellness goals, Millennials are more likely than any other generation to find a friend to be active with. For 36% of Millennials, this would be a part of the journey to achieving their goals.
- Turning to a friend, for either advice or support in relation to health and fitness, has been a consistent response in a number of surveys on Millennials. A 2015 survey found 16% of Millennials attributed having a friend to work out with as being key to the success of their health and fitness program. This is compared to 10% of the general population.
- When adopting a healthy eating plan, the same 2015 survey found that 45% of Millennials look to friends for support, compared to just 32% of the general population.
- Research has found that the Millennial generation is socially motivated, and this social motivation is often key to achieving health and wellness goals. A recent article written for the Canadian fitness industry emphasized the social aspect of health and fitness for Canadian Millennials, discussing the need to account for this factor when designing fitness spaces.
- For the Millennial generation, health and wellness is closely aligned to good relationships with friends and family. This generation, more than any previous generation, has a holistic approach to health and wellness.
Improved Mental Health is a Motivator in Starting Health and Wellness Journey
- One of the key motivators for the Millennial generation in embarking on a health and wellness journey is improved mental health.
- A recent Canadian survey found 40% of Millennials are motivated by improving their self-confidence to pursue their health and wellness goals. This is compared to 27% of Gen X and 16% of Babyboomers.
- The same survey found improvements to their daily mood would motivate 39% of Millennials to pursue their health and wellness goals. Only 25% of Gen X and 18% of Babyboomers would be similarly motivated.
- The Millennial generation has an increased awareness of the importance of mental and emotional health. They are more likely than any other generation to actively pursue good mental health. This attitude by Canadian Millennials to mental health has resulted in a number of employers reevaluating their health plans to incorporate aspects of good mental health so they appeal to Millennial workers.
- This holistic attitude considers good mental health and well-being a key part of good health in general. Canadian Millennials are shaping healthcare with many providers adapting to incorporate this into corporate programs.
- One survey found that 68% of Canadian Millennials are at high risk of mental health issues. It was noted in a follow-up study the importance that this population group places on mental health, as well as their openness and awareness. It is entirely consistent, against this background, that the opportunity to improve aspects of their mental health would motivate Canadian Millennials to embark on a health and wellness journey.
Joining a Gym or Taking Up a Sport
- When considering the path to achieving their health and wellness goals joining a gym or taking up a sport were popular choices for Canadian Millennials.
- 24% of Canadian Millennials would purchase a gym membership, compared to 19% of Gen X and 13% of Babyboomers in order to achieve their health goals.
- Similarly, 23% of Canadian Millennials would take up a sport to achieve their health goals. This is compared to 16% of Gen X and 6% of Babyboomers.
- Participation levels in sports among the Canadian Millennial population are consistent with this finding. A 2015 survey found between 23 and 43% of Canadian Millennials had actively participated in sports over the previous 12 months.
- An increasing numbers of employers in Canada are adapting the health programs they offer employees to incorporate the needs of the Millennial population, with membership to gyms or fitness clubs becoming increasingly popular. Other employers are providing fitness subsidies to cater for individual preferences.
- When considering a fitness environment Canadian Millennials see fitness as a part of their lifestyle, preferring a social exercise environment where they can engage with and receive support from their peers. The Millennial focus toward experiences means fitness organizations or clubs that offer a novel, entertaining or inspirational program are more likely to appeal to the Canadian Millennial.
We searched a range of industry publications, health publications, and media reports to establish an overview of Canadian Millennials and their attitudes toward health and wellness goals. We were able to locate a survey completed by IPOPs that provided some key insights and metrics. This was used as the basis for further research. We selected four of the key insights from the survey and researched them individually using the aforementioned sources to provide a comprehensive overview of each insight.
A lot of the research around Millennials is not specific to Canada. In order to determine some key attributes of this generation group, we have relied on a couple of US studies and surveys. The cultural similarities between Canadians and Americans mean that this research is able to be applied to both populations. Where we have relied on this type of data we have corroborated it with information and data from Canadian research that supports the findings being applied to the Canadian population group.