Spa_Business_Handbook_2021-2022

Page 103

IAKIMCHUK IAROSLAV/SHUTTERSTOCK

Gen Z is more open than previous generations to Eastern practices

Born between 1997 and today, Gen Z is currently the largest generation in America, comprising 40 per cent of all US consumers in 2020 and wielding almost $150bn in spending power in the US alone. They’re embracing concepts of gender fluidity and ethical consciousness and they enjoy breaking down stereotypes, while openly exploring sexuality and mental health in ways earlier generations never dared. These positive values around consciousness and self-care are at the core of how, and why, they consume wellness. A study out of San Diego State www.spahandbook.com

University and Bryn Mawr College found Gen Z is growing up more slowly and responsibly than previous generations. They accounted for 38 per cent of gym sign-ups globally in 2018; 65 per cent use fitness apps and 28 per cent track workouts with wearable technology. Additionally, the UK’s Office for National Statistics revealed there has been a significant fall in alcohol consumption among the 16-24 age group during the last 10 years. Instead of hanging out at bars or nightclubs, Gen Z are more often found attending detox parties or sober silent discos, or even staying at

home, living life through apps and online platforms and getting a good night’s sleep.

QUICK FIXES It’s no surprise that a generation blighted with the double-edged sword of heightened self-consciousness, are more stressed about their future than any generation to date. Seventy two per cent of Gen Zs say managing stress and mental health is their most important health concern. Paired with a sense of uncertainty surrounding global warming, economic instability and war, they’re seeing wellness as a necessity, not a luxury. SPA BUSINESS HANDBOOK 2021 – 2022 103