Mindfulness and Millennials
The millennial generation is highly influenced by mindfulness, characterized by increasing attention towards matters of health and lifestyle, purchases, and even employment. Unlike any other generation, the millennials are showing growing concern over those factors and are defined as the most stressed generation. They also believe that this is the worst time in American history. In the work environment, millennials seek a workplace culture that supports wellbeing. Read on for elaborate findings on millennials and their health, workplace, purchases, and marketing.
MINDFULNESS AND MILLENNIALS
"Mindfulness refers to the state of being conscious" of all your thoughts, feelings, sensations, and the environment with a caring perspective. On that line, individuals are destined to stay in the present, accepts thoughts without judgment, and perceive feelings as not right or wrong. The American Psychological Association notes that the millennials have the highest stress levels 5.7 out of 10 compared to the other generations. The economy is the primary cause of stress for two out of five millennials, while three out of five millennials feel that this is the worst time in American history.
A study by Dignity Health Group found out that 64% of millennials are committed to using journaling, meditation, yoga, or apps to attain mindfulness. Therefore, millennials are more informed regarding stress and how it can affect their health. Their primary problems include poor sleep reported by 53%, depression or anxiety by 51%, stress by 60%, self-doubt by 39%, and lower productivity by 31%.
Millennials face different challenges. Importantly, they note that daily stresses such as commuting to work or school, daily chores, and parenting affect their mindfulness significantly. Nevertheless, they also believe that if others practiced mindfulness it would reward them with various benefits including family 62%, coworkers 20% and pets 23%.
Millennials comprise 35% of the American workforce and are expected to hold approximately 50% by 2020. A study reported that 95% of millennials seek workplace cultures that promote overall well-being and are popular users of workplace wellness programs. Also, they seek job opportunities with flexible schedules and remote options, which elevate creativity, enhance productivity, and lower stress. Millennials seek work communities that imbue them with a sense of belonging. Thus, companies are now offering team building and precise job titles that have helped improve the overall health and emotional wellbeing in the workplace.
Unlike older generations who experienced stigma and fear, millennials are open to discuss mental health issues. They also seek therapy and medications for anxiety and depression. Millennials are cautious to minimize stress before it affects their health, relationships, and life. According to a report on Forbes, 41% of millennials noted that stress makes them overreact while mindfulness helps them recognize cravings for junk food, which promotes healthier eating habits. Likewise, meditating has helped them with goal setting, improved productivity, and made more millennials compassionate.
Millennials believe that owning and caring for plants rewards with some mental health benefits through emotional bonds created with the plants and the desire to care for them to keep them alive — a trend called biophilia. Mindful sleep is another trend synonymous with millennials who want to get a good night of sleep as part of a healthy program. They also want to improve sleep via soundproofing, sleep surfaces, natural lighting, and better pajamas.
Eight Sleep claims to be a sleep fitness company that helps people track sleep habits to get a better night's sleep. It has approximately 31,000 followers on Facebook, which is the main channel it uses to market and advertise its products. 25% of millennials are estimated to be of the legal drinking population. They consume 35% of beer, 32% of spirits and 20% of wine in the U.S. every year. On that line, 'Mindful Drinking' is another millennial trend, characterized by careful smelling and tasting before experiencing cocktails. The overall aim is to remain sober and stay in the present to comprehend the physical and psychological influences of drinking.
3. HOME PURCHASES
It is estimated that millennials hold 36% of the home buyer market. Most of them are starting to have families, and since they prefer remote work, they can settle without compromising flexibility in their careers. Millennials prefer staying in new or renovated houses and are obsessed with environmental sustainability. Equally, older millennials seek to upgrade their homes; however, younger millennials note that privacy concerns and costs undermine their desire to upgrade. In this regard, mindful millennials show more concern for a healthy home environment as opposed to a smart one. Overall, millennials prefer furnishings that are natural and sustainable and construction materials that do not have chemicals, LED lighting, and energy-efficient windows.
Millennials prefer spending on experiences, travel, and food but not items like cars and homes. Pew Research Center estimated that by 2018, the millennials would surpass Baby Boomers to constitute the largest living adult generation, which is altering how stores market themselves and provide goods and service. 91% of millennials believe that products should support causes. The desire to support causes has resulted in 'Cause Marketing,' where charitable organizations and companies partner to support a social or environmental cause.
'Red Nose Day' supported by Walgreens and RedNoseDay organization is an example of such cause marketing campaign, which raised $18 million and created awareness regarding ending child hunger. Coca-Cola also ran another successful cause marketing campaign with the World Wildlife Fund dubbed 'Arctic Home' to raise awareness about the conservation of the polar bear.