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INDUSTRY INSIGHTS

Millennial mindset Imke Schuller of the Futures Company looks at how the health and wellbeing industry can better connect with the opportunities and challenges facing Millennials

Almost half of Millennials find it hard to ‘switch off’

SWITCHED ON Millennials are always ‘on’. They live increasingly complex lives fuelled by digital technology. Their lifestyles are more fluid, with blurred boundaries between work and play, colleagues and friends. According to Global Monitor – Kantar Futures’ annual

This generation see new possibilities, new approaches to success, new ways of living 52

Health Club Handbook 2017

values and attitudes tracker of 16- to 34-year-olds – 43 per cent of UK Millennials feel pressured to be ‘always on’, compared with a 32 per cent national average. They live in a world of stress and opposition – finding (and keeping) a job amid growing international competition, financial woes and the growing fear of not being able to climb the property ladder, let alone the ability to find a partner for life in the brave new world of Tinder and Grindr. Millennials increasingly feel overwhelmed by choice and the speed of their daily lives: www.healthclubhandbook.com

PHOTO: SHUTTERSTOCK.COM

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orn between 1979 and 1996, Millennials make up a quarter of the UK population. Compared with previous generations, they see the world as their oyster. “They see new possibilities, new approaches to success, new ways of living that seemingly arrive daily,” explains Peter Rose, executive vp of global foresight and futures consultancy at Kantar Futures. However, living in a globalised world also brings a spectrum of new pressures into their lives, bolstering the future potential of health and wellbeing brands trying to tap into this dynamic sector. Understanding how they tick, uncovering their distinctive take on the world, their value system and how they differ from previous generations is at the heart of successful communication and engagement with the Millennial sector. So, it’s time to explore some key connection points for health and fitness businesses working with this influential and increasingly wealthy group – and those who share the Millennial mindset.

Health Club Management Handbook 2017  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.

Health Club Management Handbook 2017  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.