For Generation Z, the watchword is well-being. Physical and mental health a priority

The condition of well-being in its various constituents and environmental sustainability are increasingly guiding the consumption and lifestyle choices of Gen Z, which privileges meaningful experiences over mere material possession. The trend is clear and well-established and is confirmed by Bain & Company's Consumer Lab, an in-depth study on consumer preferences and the result of a survey conducted on over 1,500 Italian consumers, belonging to different generations but with a focus on Generation Z (1996-2015). For the latter, the desire to live a healthier and more attentive lifestyle, to live in a more sustainable world and place the attention on one's psychophysical health, is concretely reflected in eating habits, purchasing decisions and daily choices.

Increasingly glued to their smartphones, Gen Z struggles to build authentic and meaningful relationships, a dynamic that is helping to redefine their expectations of the world of work, which are increasingly oriented towards purpose and a sense of community. In fact, 83 per cent of consumers belonging to this generation say they have an unbalanced relationship with their phone, while 20 per cent spend more than eight hours a day on digital devices. On average, they check their smartphone about 185 times a day, or 12 times an hour, indicating fragmented but continuous use. As a consequence, 66% of respondents report a lack of sleep due to their use, while 43% even accuse reduced productivity.

Despite this hyper-connectedness, in their free time Gen Z show a clear preference for physical activity and self-care, highlighting a desire for greater balance and more genuine connections. 20% of the Italian Gen Z surveyed would dedicate an hour of their free time to physical activity, while 17% would use it for self-care, such as relaxing or cooking. "Generation Z is reacting to increasing digital fatigue, recognising the negative impact of excessive online exposure and showing a clear willingness to reduce and monitor their digital consumption," says Marco Caldarelli, senior partner and Italian head of consumer products at Bain & Company. "More and more young people feel that social media do more harm than good and are calling for stricter regulation, while the desire for authentic connections in the real world is growing. This is reflected both in the preference for in-person relationships and in the appreciation of the office as a space for social interaction and community, rather than simply as a workplace. Companies are responding with office re-engagement policies and initiatives geared towards purpose, well-being and human support, such as volunteer programmes, in-presence collaboration and access to mental health services, tapping into the need for connection, belonging and real impact expressed by Gen Z".

In an attempt to seek balance and optimise their lifestyle, Gen Z is taking an increasingly holistic approach to wellness, integrating physical health, mental balance and quality of daily life through structured routines and dedicated tools. For 77% of Italians, mental health is now the top priority, a figure higher than the global average of 71%. In particular, for Generation Z consumers, caring for psychological well-being is more important than any other area. A similar level of attention emerges for physical health, indicated as a priority by 76% of respondents, in line with the global average (75%). According to the views of Gen Z, it is clear that paying attention to one's physical and mental condition is the key to today's well-being. In contrast, financial wellbeing is indicated as a priority by only 27% of the sample, ranking below other key dimensions such as sleep (42%) and sociability (47%).

Gen Z emerges as the generation most likely to terminate relationships with brands perceived as not aligned with their values. 57% of global respondents say they would choose not to buy from a specific brand for value reasons. Furthermore, 75% say they would stop supporting a brand that discriminates on racial or sexual grounds in their advertising. Globally, compared to other generations, Gen Z shows a higher frequency and intensity in boycotting brands, motivated by issues such as animal cruelty (36%), political affiliations (31%) and business practices considered unethical (30%). In Italy, in line with global trends, together with the food & beverage sector (52%), it is fashion that is the most boycotted, with a percentage of 42%. The phenomenon of fast fashion carried out by companies that do not necessarily respect sustainability standards is one of the causes that lead Italians to move away from certain brands and seek out players more in line with their beliefs and needs.