Becca Editorial FINAL Stage 1

Foreword
Introduction
Rationale
Aims & Objectives
Methodology
Chapter 1 - The Proliferation of Wellness
Chapter 2 – Do More, Have Less
Chapter 3 – Emotionally Invested
Chapter 4 - #Lifeaholics
The Insight
The Future: Opportunities and Recommendations
Conclusion
References and Bibliography
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51
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58
contents
• 3 •

Working at 110%, with a propensity for party
season hedonism; compensating with a fitness
and green juice obsession.
Don’t be alarmed – it’s sustainable – for now. But
these fast paced, endorphin fuelled habits are
deep-rooted and persistent. Competitive job
markets, rising living costs and FOMO (fear of
missing out) do nothing to offer relief.
I’m the lucky one though – to be reaching maturity
and eyeing up the dizzy heights of a career ladder
in an age where Buddhist meditation practice is
embraced by even laggards and asking for
‘dressing on the side’ no longer results in a raised
eyebrow. As with any trend, it’s interesting to
consider how exactly it will impact yourself
directly and the fast growth of the wellness
movement is one that subconsciously looks to
have changed my lifestyle.
I’m a healthonist.
foreword
• 4 •

There’s now no denying what’s bad for us; the
digital revolution ensured answers to most
questions are only a click away and thanks to this
people are exercising more, adopting flexitarian-
ism, washing on 30oC and frankly; avocado is the
new orange. I choose oat milk over cows’ milk,
strong over skinny, and wouldn’t think twice about
hopping on a plane to immerse in a brand new
culture. After all, my generation is fuelling the
experience economy.
So in a day where living a meaningful and happy
life, is fraught with info-overload, distraction and
temptation, it begs the question; will the divergent
ways of myself and my peers be accountable for
changing the model of a consumerist society?
• 5 •

introduction
• 6 •
Wellness is a key growing sector in the western economy,
representing 5.1% of global economic output and in 2015
valued as a $3.7 trillion market. The societal trend for
establishing long term, sustainably happy lifestyles via
finding optimal mental and physical health, has arguably
fuelled the growth of the industry. An explanation for this
could be that the collective idea of the ‘American Dream’ is
shifting from one ultimately chasing materialism, to one
understanding what it means to“live the good life.”–
resulting in a mass devaluation of the dominant cultural force
that is consumerism. (Gregoire 2013)
Defined as a theory that assumes progressively greater
consumption of product, is economically beneficial, it has
underpinned a capitalist culture that encouraged consumers
to develop attachment to materialistic values or possessions,
for decades. Historically, consumers understood this belief
system could address personal dissatisfaction as“it promotes
consuming as the path to self and social improvement.”
(Gregoire 2013) Upon entering 2017, however, it’s expectant
that cultural norms in western society are going to witness a
period of great change.

• 7 •
The millennial generation is coming of age to reach peak
spending power; and as a result of technological
development, globalisation and economic disruption, they
have vastly different priorities, expectations and values to the
generation before them. Consequently, a new meaning of
consumerism is being unearthed, as research suggests
consumers are searching for the root of true wellbeing and
happiness, not more‘stuff’. (Hutton 2016) This raises the
question therefore; How will companies respond to this shift,
and to what extent are consumer concerns regarding their
wellbeing, tangibly changing habits of consumption?

rationale
• 8 •
Since the financial crash in 2008, politicians have openly discussed the
meaning of quality of life. (The Economist 2014) In 2010, former British Prime
Minister David Cameron spoke about the importance of the ‘phenomena’ at the
Google Zeitgeist conference, he said;“Wellbeing can’t be measured by money or
traded in markets. It’s about the beauty of our surroundings, the quality of our
culture and, above all, the strength of our relationships. Improving our society’s
sense of wellbeing is, I believe, the central political challenge of our times.“
Subsequently, conversations on topics of happiness, work-life balance and the
acclaimed revolutionary ‘work-life integration’ have intensified, particularly
among the millennial generation born between 1980 and 2000 (Sarti 2016). This
report will purposefully focus on the behaviours and opinions of this key
generation, as in the next decade, they are set to move into the peak of their
careers and prime spending years; overtaking the‘baby boomers’to become the
largest generation in western history. As a cohort, they are arguably redefining
what it means to be successful; as they witnessed the decade above them
struggle under pressure to feel fulfilled by‘having it all’.
As a result, health (both mental and physical) is a matter of necessity, not
superficiality. (Reyner 2013) Millennials’ pragmatic approach, therefore suggests
they treasure memories and relationships over money, which has fuelled a
transition towards post materialist values; placing priority on belonging, self-
expression, opportunity, diversity, community, the environment and quality of
life. (Beaton 2016)

• 9 •
Essentially, understanding the behaviours and motivates of Millennials, is crucial for estab-
lishing what will influence the economy in the not so distant future. (Hoey 2016) Therefore,
the research in this report aims to understand millennials’priorities and opinions, concluding
with an appreciation for the extent to which the prioritisation of wellbeing is re-defining
what and how they buy. The implications of this study will ultimately provide an insight in
how the wellness trend is impacting millennials’values and behaviours, which in turn, can be
used to inform brands strategic and creative decisions.

• To understand how consumers perceive wellbeing; and what the benefits and
consequences are to achieving‘optimal wellness’in their lifestyles.
• To realise what is driving millennials’awareness of their wellbeing
• To investigate if consumers desire for a healthy way of life translates in their
purchase decisions and lifestyle choices
• To understand the value of experience Vs material goods; and the impact it has on
wellbeing
• To explore how retailers are responding to consumers’wellness goals
• 11 •
AIM: To investigate the extent to which millennials’prioritisation
of wellbeing is influencing consumerism in the western world.

Secondary research was advantageous within this study as it
provided context and allowed for comparison with data
collected by the researcher, therefore permitting triangulation
of findings which increased the generalisability of conclusions.
(Saunders, Lewis and Thornhill 2012)
However, limitations have been acknowledged. To a certain
degree, there is lack of control over data quality and bias of data
presentation, if the purpose of the reviewed research was different
to the research aim of this project. With this in mind, only
reputable sources have been examined and a critical approach
was taken when evaluating secondary data and documents to
ensure maximised reliability and validity.
Extensive secondary research was firstly conducted by
examining existing literature written on the topic area, to
establish a deep level of knowledge and understanding of
societal trends. It underpinned a thorough appreciation of
what is happening on a wide-scale global setting and the
current state of the impacts of the lucrative wellness
industry. A review of academic journals, books, case studies,
industry reports, news articles and documentaries allowed for
the emergence of clear themes and a framework to base a
primary research study upon.
methodology
• 12 •

Semi structured individual interviews were conducted with 9 participants born between
1980 and 1995. This interview style was purposefully chosen to gain opinion and
allow discussion to flow whilst conversation could be lead with some keys questions
and themes. This method allows for data to be analysed qualitatively, which is insightful
in understanding why consumers make the lifestyle choices they do, rather than simply
which choices they make. Conducting the interviews in a relaxed setting allowed for
participants to give more in depth description which allowed for a degree of subjective
understanding concerning human motives. Limitations to this design have been noted
however; the lack of standardised questions in semi structured interviews raises
concerns about data reliability, validity and generalisability. For the nature of this
research project however, where flexibility is key to gaining insight into a complex topic
area, attempts made to increase the rigour of the research to allow for its replication
would undermine the strength of the method, since the purpose is to reflect the
opinions and realities of the participants lives at a moment in time.
1. To understand how consumers’perceive wellbeing; and what the benefits and
consequences are to achieving‘optimal wellness’in their lifestyles.
• How do consumers articulate what wellbeing means to them?
• Do consumers know how to achieve‘optimal wellness’?
• Understand whether decisions regarding career and lifestyle are driven
by intrinsic or extrinsic motives.
• 13 •
Gaps in secondary research were stimulus for further
study of specific areas. These gaps allowed for the
formulation of research objectives, to be achieved
through the following primary studies;

A questionnaire was distributed online to 145 respondents born between 1980
and 1995. The sample was sourced via social media platforms and gender ratio
was 60:40 female: male.
This was identified as the best research method for this objective as it allowed for
collection of quantitative, quantifiable, comparable data and the variability of
different influences on wellbeing could be indicted from analysing results. It was
useful in gaining initial insight into the topic, to gauge an understanding in what
specifically is most forceful in driving awareness to millennials, with regards to
the state of their wellbeing. A limitation of this research method is lack of detail,
as answers were dictated by multiple choice or ratings. There was little scope for
respondents to supply answers which precisely reflect their true feelings or
justify reasoning, therefore qualitative research was necessary in addition, to
offer deeper insight into consumers’ behaviour. A second questionnaire was
distributed to participants of the qualitative research studies, prior to meeting
them, to understand their lifestyles, behaviours and opinions before deeper
questioning.
2. To realise what is driving millennials’awareness of their wellbeing
• As social media is responsible for an increase in access to information,
does the recent proliferation of usage influence millennial lifestyles?
• Does the increasing understanding of what it means to be healthy actually
lead to behavioral change?
• Are brands having an influence over millennials wellbeing? If so, how?
• 14 •
methodology

A diary study was conducted with 3 participants from millennial generation, examining
their lifestyle choices. The purpose of this was to establish whether there is dissonance
between attitudes and behaviours when it comes to their wellbeing. The participants
were asked to keep a diary for 3-5 days; specifying what they ate and what they wore
and articulate explanations. This length of study produced enough data to reduce the
chances of behaviour being a one-time anomaly, and assume its reliability. However,
limitations include the Hawthorne Effect, whereby participants normal behaviour may
have altered due to their awareness of their behaviour being observed and analysed. It
could also be critiqued, that a larger number of participants would be desirable to allow
for greater generalisability.
3. To investigate if consumers’desire for a healthy way of life translates in
their purchase decisions and lifestyle choices
• With information and education so readily available and accessible;
is there conflict between attitude and behaviour with regard
to heathy lifestyles?
• Are millennials buying brands that aren't agreeable with their belief
systems?
• Is wellbeing a factor that impacts purchase decisions? Is this
conscious or subconscious?
• 15 •
methodology

Two qualitative discussion groups with millennials at differing life stages (30’s vs 20’s),
were conducted. Each group was made of four participants and included both men and
women. Debatably, this was an ideal ratio and size as the topic explored included
emotionally involved constructs, thus; it was important for the atmosphere to be
open-minded, so each participants’view could be heard. (Saunders, Lewis, and
Thornhill, 2012)
The purpose of this research was to gain a deep understanding as to whether material-
ism and materialistic goals are something more or less prevalent in younger millennials
than older millennials. Video clips, proverbs and images were used as stimulus to start
discussion. Set questions were however designed before discussion started, so results
could be compared and contrasted between each group.
• 16 •
4. To understand the value of experience Vs material goods; and the impact it
has on wellbeing
• Investigate to what degree the‘experience economy’influences
consumer spending habits
• Understand millennials’disposable income spending priorities
• Are brands who offer added value from experience, more successful
than those who don’t?
• Establish detailed understanding of consumers’values, lifestyles
and opinions
methodology

Industry interviews with 5 marketers were conducted to gain insight across sectors;
retail, lifestyle, fashion and beauty. Email interviews were chosen as the most
appropriate method due to the speed and flexibility of which they could be conducted.
The impersonal nature and briefness of this method however was recognised as a
limitation and face to face meetings would have been the preferred method, had
practicalities allowed. Nonetheless, written interviews were still advantageous to gain
real time industry perspective on how consumers’increasing regard for their
wellbeing is impacting brand behaviour, and to what extent brands are realising and
responding to this.
5. To explore how retailers are responding to consumers’wellness goals
• Do consumers consider brands to have a role with regard to their
wellbeing?
• Can brands play a role in improving wellbeing for millennials?
• Which brands have successfully responded to consumer demands
with regard to improving their wellbeing?
• Are there profitable benefits for brands who communicate values
of authenticity and community to their consumer?
• 17 •
methodology

the
proliferation
of wellness
• 18 •

ellness is defined as “an active process through which
people become aware of, and make choices toward, a
more successful existence. It goes beyond mere
freedom from disease or infirmity and emphasises the
proactive maintenance and improvement of health and
well-being.” (Global Wellness Institute 2016). Hence,
arguably conceptualised as a process whereby
individuals can aim to reach full potential, through a
series of conscious, self-directed behaviours. The
theory of wellness therefore originates from a health
perspective, but has arguably evolved into a
phenomenon, since the birth of the National Wellness
Institute in California in 1978, when Dr Travis’ insightful
publications on the topic brought it to mainstream
attention. It could be claimed the “Tipping Point” to
mainstream came about when Travis identified;“If
people have reached material success and they are
not happy, maybe they will try something else.” (British
Vogue 2016) Thereafter, western society has gradually
seen wellness develop to a fully commercialised
industry; debatably consumers now spend with the
intention of their actions enriching their quality of life
and increasing their wellbeing.
• 19 •
W eligman’s (2011), hypothesis of well-being theory; is
explained though a model of positive psychology,
measured through five elements; positive emotion,
engagement, positive relationships and meaning and
accomplishment. (See appendix 4) He stipulates no
singular element determines wellbeing, rather each
contribute to it. It could be argued, this holistic
framework, acts as a key contributor to understanding
how well an individual is, and the relatively recent
wellness boom has subconsciously increased
awareness of these five elements among millennials.
Results from a primary research questionnaire
illustrated that 78% of millennial consumers view their
wellbeing as a priority. It’s likely therefore, this
demographic have been influenced chiefly, as the trend
for enhanced wellbeing has developed exponentially in
the same decade they grew into adulthood and
cemented lifestyle choices. Participant 3 in discussion
group 1 (see appendix 9) suggested accessibility of
information due to technological advances this decade,
offers an explanation as to why consumers are
increasingly striving to enhance their health and
wellbeing. “People are becoming more aware of their
general health and fitness and are prioritising that,
probably due to accessibility of information, they want
to be the best they can be and constantly improve, be
strong, fitter and healthier.“
the proliferation of wellness
S

• 20 •
“People are becoming more aware of their general health and fitness and are
prioritising that, probably due to accessibility of information, they want to be the
best they can be and constantly improve, be strong, fitter and healthier.”
Participant 3 in discussion group 1 (see appendix 9)

• 21 •
O n the other hand, Watt Smith (2015)
debates that the concept of ‘emodiversi-
ty’ is somewhat responsible for driving the
wellness boom; “Stronger physical and
mental health is correlated with
experiencing a range of emotions, instead of
just being happy or content all the time. That
means allowing yourself to feel sad, angry,
irritable, bored, all the things we’ve been
told we ought not to.” Believing therefore,
there is an underlying trend concerned with a
generational obsession with feelings
and the journey of emotion, not just
contentment, that is increasing con-
sumers’ awareness of their feelings.
Consequently, it could be argued,
consumer attitudes point towards expecting a
senseofholisticrealismfrombrands.Thiscanbe
witnessed via the adoption of an emotive
focus from brands outside the wellness sector
such as fashion retailer Missguided, who use
light hearted and relatable meme images and
mottostoprovideconsumerswith‘lifereassur-
ance’, as a key element in their social strategy;
Furthermore,inthepast12monthsanambition
has been to intensely incorporate campaigns
with wellness bloggers into their marketing.;
“As a brand we are now seeing a shift in what
the consumer wants, and that shift has been
to lifestyle and fitness. More and more girls
are interested in this culture.”(See appendix 8)
“As a brand we are now
seeing a shift in what the
consumer wants, and that
shift has been to lifestyle
and fitness. More and
more girls are interested
in this culture.”(See appendix 8)

ccording to Schlossberg (2016) social
media has spurred the biggest shift in
consumers’ healthy lifestyles. However,
survey results demonstrate how only 30%
of respondents rank Instagram as being
the most influential factor in increasing
awareness of their wellbeing. This suggests
disparity in understanding how millennials
are motivated to increase their wellbeing. The
influence of social media indicates extrinsic
motivation to be a key driver in lifestyle choice,
yet primary research revealed that intrinsic
self-motivation plays a larger part in inspiring
millennials to be healthier. Perhaps signifying
therefore, the media portray an inaccurate
stereotype of millennial motivations, which
has a large impact on understanding how
best to market to them.
The following chapters therefore aim to
uncover the truthful consequences a
heightened regard for wellbeing has on
consumption.
A
• 22 •

s a society, Sorensen (2013) argues “We have now
reached a stage where self-realisation needs can be
fulfilled via experiences.” Therefore, theorising that the
experience economy has led to a new wave of
commercial activity, as it’s recognised millennials
value experience over material possession; as ‘doing’
has a more desirable impact on happiness, than
buying. It could be claimed therefore, that value placed
on material possession is decreasing as consumers’
priority of their wellbeing is increasing. According to
Weinswig (2016) they are a generation more concerned
with the“style of life, rather than the stuff of life”and the
effect of this will arguably force an increase in
companies “providing consumers, with services that fit
into minimalist and socially conscious lifestyles.”
Weinswig (2016)
A
• 24 •
do more, have less
t could be assumed, this is a result of societal
development; where commodity goods that fulfil
basic physiological and safety needs are easily
accessible. (See Maslow’s Hierarchy Of Needs Appendix
4) Heckstall (2016) reinforces;“Today, owning a product
is easy. Even the poorest person can own a cell phone if
they really want to. Owning something means nothing.
It’s possible to say that it’s become something that’s
expected of people.” Converse to the baby boomer
generation, millennials believe ownership of material
goods is a less relevant sign of success. In a primary
research interview, Participant 7 stated;“Possessions are
temporary things, and mostly unnecessary. Memories
connect you to people and places emotionally, and
make you feel like you have spent your time doing
something rather than earning money to fill your house
with something.”(See appendix 7). It could therefore be
suggested, millennials are a generation intrigued and
empowered by the idea of minimalism, motivated by a
sense of freedom and care for the environment;
ultimately marking a backlash to consumerism.
I

• 25 •
do more, have less
sychological studies conducted this past decade have
repeatedly concluded that consumerism, and the
culture that surrounds it, often has undesirable effects
on individuals’ happiness. Kasser (2004) highlights;
heightened material values are damaging to
interpersonal and community relations - and the
ecological health of the planet, which ultimately has a
negative impact on an individuals wellbeing. In
support of this theory, Seligman (2011) proposes a
point at which having more money reaches a point of
diminishing returns on life satisfaction; known as the
‘Easterlin Paradox’. Diener (2009) explains;“If life
satisfaction and income was a straight linear equation,
then if an individual wanted to increase life satisfaction,
they should strive to create more money, irrespective of
how much they already have. Or, if government policy
was aimed at increasing happiness, it should generate
more and more wealth, no matter how rich it becomes.”
In reality, this is not proved to be the case, as primary re-
search has demonstrated that millennials are lessening
their desire to earn money with the intention of
spending on material goods, and increasing their
yearning of experiences and a well-rounded lifestyle.
he value of experience was shown to be much more
worthy than tangible product ownership when
millennials discussed their wellbeing.“Experiences
contribute far more to my wellbeing for the lessons and
learning they entail: the emotions, uplifting, fun,
exhilarating, astonishing, meaningful, worthwhile,
terrifying, awful and tragic, you can learn from them and
they contribute to who you are as a person. Material
items sit in a cupboard or drawer eventually
accumulating some kind of guilt and dissatisfaction.”
(Participant 8, See appendix 7) This suggests therefore,
they are a generation somewhat immune from
traditional methods of advertising and the capitalist
culture - which poses a dynamic challenge for brands’
marketing.
P T

“Millennials are
realising retail
therapy does not
work”.Wallman (2011)
do more, have less
• 26 •
s a result, therefore, there is increasing demand to align with millennials’experiential mentally. According
to WGSN (2016) “Millennial shoppers expect added value and one-of-a-kind experiences through in-store
educational workshops, free classes, and hands-on product testing.”Thus; actively making them feel good,
and justifying their purchases as indeed necessary. (See appendix 3 Lulu Lemon Case Study) In discussion
group 2, participant 2 acknowledged that an immersive retail environment has the power to affect her end
purchase; “…The atmosphere of a brand, you’re swept up in the moment, lately at Psycle, I spent £8 on a
smoothie! Like what? I can’t afford that! I got swept up in the atmosphere and the experience. You feel the
brand really thinks about you, so I guess I spent £8 to feel incredible, not just for a smoothie.”Interestingly,
participant 3 in discussion group 1 commented in line with this, she sees somewhat of a revolution in retail;
“Brands are changing from becoming services that sell product, to communities that bring people
together, and I think that’s only a positive thing.”
A

• 27 •
do more, have less
he Purchase Spiral model See appendix 4) assumes the biggest factor in purchase decision is
conversation, rather than marketing communications and therefore represents an interactive loop of
engagement, in contrast to a linear sales funnel which historically attempted to describe a consumer
journey. The impact friends have upon wellbeing arguably acts to explain why sense of community can
hold such influence; 51% of primary research survey respondents rated friends as the most influential
factor in implementing a change in their behaviour. (See appendix 6) In support, Larry D. Compeau,
professor of marketing and consumer psychology at Clarkson University informs; “Feeling like you’re part
of an elite group—that’s a huge purchase motivator, it’s about being in a club, it’s a social topic.” (Phelan
2015) The power of community and friendships are therefore arguably, under-developed antidotes that
brands could leverage further to retain millennial transactions, as the cult trend of minimalism is providing
millennials with validation for owning less.
T

do more, have less
he minimalist lifestyle is increasingly appealing to millennials and can arguably be explained through
conclusions drawn from research by Gilorich andVan Boven which advised;“to be happy, individuals should
spend their money, time and energy on experiences rather than material possessions.”(Wallman 2011) On
the contrary, however, Worstall (2014) suggests material and financial wealth remain in having significance
on an individual’s wellbeing. Offering a conflicting perspective on the Easterlin Paradox, he reasons;“It’s not
the level of economic wealth that makes people happy or unhappy (above that basics level that is). Rather,
it’s the direction of change of it. If a country is gradually getting richer then people will be happier than
if the economy is stagnant or shrinking. The association of greater happiness with the richer countries is
not really because they are richer, but because in becoming rich those countries have had decades, if not
centuries, of gradually rising incomes: that very thing that makes people happy. The promise of positive
progression.” Hence; suggesting happiness is not as a result of material wealth itself, rather the idea of
growth in affluence.
“What is going to
serve a purpose or
bring me joy?”
(The Minimalists 2016)
T
• 28 •

his theory perhaps explains why millennials are
increasingly looking for positive affirmation and
progression - to advance in enhancing intangible
affluence and in turn, their wellbeing. Research
suggested that activities which allow such
productivity, such as fitness and cultural experienc-
es, are favorable to millennials’ spending decision.
Not unexpectedly therefore, results from a primary
research survey revealed 73% were in agreement
or strong agreement with the statement:
“Generally I would rather spend money on an
experience than a possession.”This attitude can be
quantified by examining the increase in millennials
spending on travel. According to research by
Deloitte,“Leisure Is attracting 1.5 times more
discretionary spending than retail and the sector is
growing twice as fast.”(Vandevelde 2016)
Additionally, The Global Wellness Institute
reported a 14% rise in wellness tourism between
2013 and 2015, crediting millennial spending as
key driver.
do more, have less
• 30 •
rimary research illustrated that millennials rank
ability to travel above financial wealth when
considering factors that are important for a happy
life. Furthermore, when questioned about
spending of disposable income, travel and
holidays were referenced by all participants in
discussion groups as a key priority. This suggests
that millennials increasingly value shared
experiences and opportunities for relaxation,
perhaps as an antidote to their fast paced lifestyles.
An opposing perspective suggests the 2008
recession was influential in consumers’ reluctance
to overtly spend on material possessions which
encouraged a culture of ‘stealth wealth’, where-
by eating right and being well travelled arguably
credited consumers with a sense of moral superi-
ority and responsibility. Phelan (2016), therefore
debates that it was this emergence of opinion that
strengthened the association of experience being
a greater luxury than‘things’.
T P

emotionally
invested
• 31 •

onspicuous consumption that perhaps enabled the success of the advertising industry for
almost a century, is lessening among millennials, as arguably, unnecessary purchases do little to
relieve stress in modern day life. Somerville (2015) critiques traditional methods of propaganda as
being irrelevant to increasingly mindful millennials and suggests the shift to mindful behaviour is
unleashing a new conscious consumer culture. Whilst still underpinned by emotion, behaviour is
more proactive and less reactive, compared to previous generations. (The Hartman Group 2015)
Arguably, this is a result of increasingly accessible information that has inspired a generation to
be wary of their choices. When questioned, 45% of participants stated that usually they“only buy
products and services that appeal to my beliefs, values or ideals, and would like to more.” which
demonstrates a demand for greater transparency and accountability. (See Appendix 6)
emotionally invested
C
• 32 •

esearch suggests the quest for enhanced wellbeing, has had significant influence in
millennials valuing honesty from brands, as the“transformation economy”is reported to be a
rapidly-growing segment. Pine (2011) defines product innovation to be a multi-staged
progression of economic value, that has evolved from commodities to goods to services to
experiences to now personal transformations. (See appendix 4) Honesty and authenticity are
consequently critical principles. “Now people are looking to recharge, revitalise or improve
well-being: A better you becomes the product.”(Sherman 2016) Therefore, consumers are
consciously prioritising spending money on physically and psychologically enhancing
experiences. (Sherman 2016)
R
• 33 •

• 34 •
eeper exploration of behaviour revealed
millennials’ mindful attitudes extend beyond their
own health, to the wellbeing of the planet.
Arguably, they are a generation that have
internalised a responsibility to purchase products
that not only make themselves feel good but that
are good for the environment and society.
(Bailey 2015) Participant 1 in discussion group 2
explained how he is aware he is increasingly
thinking through this purchases before buying; “I
recently watched that Leonardo DiCaprio
documentary ‘Before The Flood’ which educated
me, and I think millions of other people, about
how harmful cattle farming and beef production is
for climate change. I think when you understand
how specifically your individual behaviour effects
things you are more likely to change it - now I eat
much less beef and dairy.”
uch awareness is undeniably changing the food
industry, as the proliferation of millennials watching
documentaries such as Cowspiracy (which also
educates on the profound connection between
the production of beef and acceleration of climate
change) has arguably been a catalyst for the
increase in consumers adopting plant based diets.
Marsh (2016) reports the number of vegans in the
UK has risen by 350% in the past decade, as an
increasing number of young adults adopt lifestyles
more favourable for their personal health and the
environment; To quantify, 42% of all UK vegans are
millennials. (Quinn 2016)
D S

• 35 •
ine (2011) therefore suggests, that actions
reflective of societal trends and aid in educating
consumers, is how communicative focus is likely to
shift. An interview with the Soap and Glory brand
manager Laura Henshaw, revealed that
millennial consumers now enquire more about
product ingredients, quality and sustainability,
than older consumers, who were previously the
more curious consumer group. She therefore
identified an opportunity in beauty retailing was
to “empower the consumer in his/her choices, via
full transparency and honesty.” (See appendix 8)
Furthermore, in interview, Founder of The Happi-
ness Planner, Mo Seetubtim reasoned; “With the
increase in pollution and the catastrophes like
tsunami, we (millennials) realised that we’ve been
destroying the world which will end up destroying
us...
o now I guess we just go back to nature, to
simple living, to the core of self, earth, and who we
are.”which therefore informs, retailers are
appreciating a consumer backlash to negligent,
rash consumption and as a result are striving to
inspire healthier lifestyles and more responsible
buying in their consumers. In primary research,
participant 3 discussed her cautious buying
behaviour; “I try and do this thing where If there’s
something I really like or want, I’ll bookmark it
online, then check back in a few days and If I still
really, really want it, and it’s still available, maybe
then I will buy it. So I am very conscious and
considered in what I buy.”
P S

n reaction to conscious consumer attitudes,
Bailey (2015) reports deep relationships are
key; “Consumers are looking to deepen new
relationships by connecting with likeminded
people that stand for the same things they do,
thus, …brands must be sure to link customers
to the people behind the company’s vision,
rather than just privy to a product.”Primary
research survey results revealed that on
average 7/10 consumers believe relationships
have a positive impact on their wellbeing,
hence, it could be assumed this provides an
explanation as to why millennials are
increasingly buying from brands that provide
them with a meaningful connection.
• 36 •
This perspective supports opinions found in
discussion groups, as participants revealed
they would be more interested in buying a
brands’products or services, if what they
communicated, matched their values and
helped them meet their lifestyle aspirations.
Participant 2, explained specifically that Free
People and Ace and Jig, make her feel good, as
“They are brands that have a sense of respect
for the greater good and real values.“
(See appendix 9)
An interview with Missguided Merchandiser
Lizzie Russell highlighted the importance of
selling a lifestyle, opposed to just a product,
as consumers are increasingly sceptical and
cautious before buying into a new brand;
“Missguided isn’t just a fashion brand, it is a
lifestyle brand. We feel it allows our
consumers to connect with us on a much
more raw and grounded level.” Stipulating
it’s increasingly important for customers that
brands demonstrate they “go the extra mile.”
(See appendix 8).
I

• 37 •
n agreement, Euromonitor suggest
businesses which place social responsibility as
priority, have huge opportunity for growth as
consumers want to choose brands that “have
a clear purpose and act in the best interests of
society”. Interestingly however; “50% of those
questioned, could not name a single brand
that reflected a deeper sense of purpose.”This
arguably highlights a demand for better
communication and relevance from brands,
to empower customers in their choices.
In conflict to industry opinion, primary
research found the extent to which social
responsibility influenced purchases in fashion,
was questionable due to impacting factors
such as price, accessibility and practicality.
Participant 1 in discussion group 1 revealed
quality and function of a product were still his
priority, regardless of how responsibly made it
is. Furthermore, 45% of surveyed participants
rated price as the greatest debilitating factor
that had influence on their ability to only buy
from brands that“make them feel great”,
despite them desiring to ideally shop that way
more frequently. (See appendix 6) A tension
between millennials preferred behaviour and
actual behaviour, can therefore be assumed. A
diary study exposed lack of time and money
as factors largely causing moral conflict, which
was found to fuel feelings of inadequacy.
I

ltimately, it could therefore be suggested there is
potential for brands to benefit by reducing conflict for
consumers.“Brands can become a key element in
helping consumers reach their goals by staging
experiences that help them.”(Hoang 2016) An interview
with Sweaty Betty’s Senior Marketing Manager Laura
Rushe, revealed how brands providing customers with
solutions that enable them to live a healthy lifestyle, will
be the ones with greater loyalty, as ultimately they help
close the gap between desired behaviour and practical
behaviour. (See appendix) However, it could be argued,
millennials’ ambitions to live so responsibly, are in fact
of detriment to their health and wellbeing, as a result of
existing incompatible cultural norms and societal
pressure.
• 38 •
verall, only 9% of survey respondents thought their
current lifestyle positively contributed towards their
wellbeing. Marsh (2016) argues that such efforts to live
consciously are fuelling anxiety, overthinking and
exhaustion, in a generation who are already more
susceptible to stress, sleep deprivation and depression.
Hence; living well is considered a luxury that few
millennials can financially and practically afford to fully
embrace.
U O

#LIFEaholics
organ (2015) suggests happiness is not a
result of career status or possessions, rather
about creating, capturing and sharing
memories. Primary research demonstrated an
agreement with this principle, as only 13% of
millennials credit a successful career to
happiness. (See appendix 6) An explanation for
this could be that millennials are a
generation experiencing a competitive job
market, low starting salaries and as a result,
delayed house ownership, hence, they feel
their career ambitions are no longer driven
solely by salary, but orientated to be more
holistically fulfilling. Gani (2016) explains this is
unlike Generation X, “whom could be assured
if they were slaving away at a job they didn’t
enjoy, at least they were paying off a mortgage
and that eventually there would be some
return on hard work.” It could be assumed,
therefore, that the millennial trend to strive
towards health and wellbeing affluence has
emerged as it offers an opportunity to excel in
an area within the realms of control, when
perhaps financial prospects are stagnant.
• 40 •
M elatedly, research suggests therefore, that
millennials are less concerned with achieving
a tangible status that denotes happiness, and
more concerned with conquering an
integrated and satisfying way of life, that feels
happy. Interviews revealed that for the
majority of millennials, life aspirations are not
articulated by a specific status or destination,
rather a state of overall wellbeing and
contentment. Such outlooks were proved to
have substance, as discussion group
conversations informed that millennials would
be willing to sacrifice a higher salary, for their
dream job. One participant explained his
reasoning “The pros of a better quality of life
outweigh the cons of a reduced standard of
living.” (See appendix 9) In agreement of this,
studies by the London School of Economics
that suggest elevated job satisfaction and
psychological wellbeing are of greater
importance than money. (BBC news 2016)
R

#LIFEaholics
• 41 •
his positively correlates with results from a primary research survey, which
revealed 79% of survey participants rate a sustainable work life balance as
the most important factor in living a happy life. The issue arguably
underpinning this priority, is that of freedom. Landrum (2016) reports:
“Millennials simply want the freedom to mix-and-match their working and
personal lives as they fit.”. Hence; for millennials, success is not the driving
force in their careers, rather it’s a consequence of holding a career that is
already fulfilling and contributes to their happiness. Macdonald (2016)
revealed millennials are the first generation to comprehend that work is
a subset of life, not an equal to it, therefore, the notion of balance is not
relevant. “It’s part of what we do and who we are; we are life-working, we
are lifeaholics.”It could be, as a result of this shift, there are subsequent de-
mands for corporate and domestic freedom, whereby millennials’desire for
services, that are efficient in enhancing self-discovery and satisfy the need
for convenience, are increasing.
T

• 42 •
#LIFEaholics
t is possible therefore, that essentially the prominent desire for
work life integration, has arisen as a result of craving freedom to
achieve wider aspirations, and has been influential in driving new
consumption models. As millennials look to blur the lines between
work and play, convenience and simplicity are increasingly
important values, which are key in enabling a more seamless
lifestyle, and, crucially, contribute to the success of the
collaborative economy. To assist in greater life fulfillment,
consumers crave relationships with brands that offer efficiency,
flexibility and help them make wiser consumption choices. Thus,
leveraging the emergence of businesses within the collaborative
economy, as they seemingly work to fit millennials’needs.
(See article appendix 3)
I

#LIFEaholics
illennials are reported to idealise the notion of‘Playbour’, (work
that feels like pleasure) as working long hours and stress were
ranked as factors most commonly impacting wellbeing
negatively. The‘always on’culture, is perhaps significant in driving
these opinions. A participant in Gani’s (2016) research explained
how a 9-5 day is incomprehensible. “Finish working at five? How
can you finish work at five? Some people are just waking up at
5pm – I have to Skype people in NewYork at that time, and stay up
late waiting for people to wake up in Tokyo.” In addition, in
primary research, interviewee 4 stated she may be tempted to
take a stressful job, despite claiming wellbeing was also a priority
to her; “I probably wouldn’t turn down a stressful job if the salary
and benefits were good enough, it would just mean I’d have to be
more organised to make sure I can still feel satisfied in other
areas of my life.”It could be suggested therefore, that these
findings expose millennials to possess conflicting priorities, which
may account for the rise in divergent lifestyle trends and
behaviours such as‘detox-retox’.
M
• 43 •

#LIFEaholics
• 44 •
uch divergence has arguably been influential in driving the growth of products and services that aim to
enhance consumer wellbeing. According to WGSN, businesses such as Class Pass will continue to project
profitability, as millennials favour shorter, more intense and varied workouts, which are compatible with
their schedules and efficiently enhance both mental and physical wellbeing. Class Pass is a new model of
gym membership, that grants access to thousands of different classes and studios around the world. They
effectively meet the needs of millennials consumers via collaborative and flexible membership options,
which allows for exploration of new experiences. “We live for that ahhh-mazing feeling after a good hard
sweat: Recharged, refreshed, and reconnecting you to yourself and other great people around you —
always sweat in good company).”(Class Pass 2016) It could be suggested therefore, such business models
successfully internalise the modern consumerist need for freedom, as constraints of commitment and
ownership are absent. Thus; appealing to millennials’convenience needs, yet satisfying their tribal
mentality.
onsequently, the lust for spontaneity and work life integration has enabled the fashion industry to
capitalise on a greater need for functionality and versatility in clothing. Well To Do London (2016) predict
demand for work apparel, with performance qualities, will rise, as it’s predicted the desirability for freedom
in the workplace will continue to re-define work culture norms. Similarly, it’s suggested brands leveraging
attributes of the sharing economy, offering access over ownership, will appeal to millennials on-demand,
value-driven mindsets. “Women who hop on planes like they’re taxis and race between meetings need
workwear with activewear DNA. So for each new collection, we include pieces that can transition from the
bicycle to the boardroom”. Katie Warner Johnson, co-founder of Carbon38 cited in Well and Good (2016)
C
S

n interviews, however, a potentially harmful
side to such lifestyle flexibility was revealed;
Participant 2 explained her experience of
limitless availability to exercise and living
‘balanced’eventually had a negative effect on
her wellbeing. “I’ve been training really hard
lately, too hard, because fitness for me helps
me feel good, it’s kind of therapy for my
mental health, it makes me feel
#LIFEaholics
• 45 •
Whatpeopledon’tunderstandisthatthebody
is one organism and exercise is another form
of stress on it. Over exercising may not feel like
over exercising, especially if everyone else is
doing it, but too much stress on the body ac-
tually causes it to retain fat.”(Crimmems 2016)
strong and capable, but it’s recently burnt me
out and I’ve retracted that a bit, to protect my
overall wellbeing. My body was exhausted.
Sleep and relaxation had to become more of
a priority.” In addition, personal trainer and
Author Lucy Fry acknowledges; “I see women
who are already stressed out and trying to fit
in their workouts who then go and get wasted
at the weekend…
I

s a result, there is an increasing trend towards fatigue among
millennials, and brands are striving to aid in enabling individuals to
thrive on overworked schedules; this can be seen via the rise in
consequence-reducing products and services, such as Hangover
Heaven.“They offer next-day services to treat the after-effects of a heavy
night out, with IV fluids, oxygen and vitamin shots.”In reaction however,
Williams (2015) suggests consumers now desire a genuine balance in
their lifestyles;“People are tiring of life in the fast lane. They are
increasingly interested in slowing down to engage with the here and
now”. Confirming this, Well and Good (2017) report social culture to be
“sobering up”, as it’s suggested millennials are intent on drinking less
alcohol and reducing hedonism altogether in a bid to increase their
wellbeing. In discussion group 2, participant 3 explained her recent
lifestyle choice was reflective of precisely that; “In the past year I have
started to drink a lot less alcohol; Like I was thinking why am I doing this
to myself? Feeling awful mentally and physically the day of a
hangover - just for a few hours of fun, I can have fun sober!”This
highlights therefore, consumers are aiming to establish greater
happiness, by living more maintainable lifestyles. Euromonitor (2016)
suggest this shift in behaviour isn’t a selfish pursuit, but rather “a
behavioural change encompassing the desire for authenticity, the
search for wellbeing and the desire to live a freer, more simple life”
which in turn works explains the emergence of the‘caring economy’and
unearths opportunity for new business models that satisfy the notion of
‘work-better-not-longer’opposed to‘work hard, play hard.’
#LIFEaholics
• 46 •
A

n spite of the trend towards slower living, primary research
demonstrated that dissonance between optimal and actual
wellbeing is still apparent. In discussion group 1, participant 3 identified
her ‘full-throttle’ lifestyle as un-sustainable; “I’ve worked hard to get to
a good place in my career, but if that had been at the expense of my
marriage it wouldn’t have necessarily made me happy, so I’m always
workingonfindingthatbalance.Igetsucharushfrompullingoffsuccess-
ful work projects, but last year that meant I neglected my relationships,
#LIFEaholics
• 47 •
so I’m trying to learn better work life integration this year to feel calmer
and not run down.” (See appendix 9) It could be interpreted therefore,
the motive to consider work and life more holistically has ultimately
been inspired by the movement towards simplicity. The conflict
between primacies evident in millennials lifestyles, arguably has been
the catalyst for the adoption of Danish concept ‘Hygge’, a notion that
perhaps has potential to be embraced by brands, and further impact
consumerist norms.
I

the insight:
a self optimisation addiction
• 48 •

• 49 •
valuation of research has unearthed a key insight; An apparent
addiction to self optimisation, is the compulsion which underpins
millennials prioritisation of their wellbeing. In turn, this has had a powerful
role in somewhat redefining traditional consumerism.
he appetite towards fulfillment is apparent in the behaviour and attitudes
of millennials alike and, ultimately, research has established this is evident
through 3 central trends. Millennials are firstly, buying less, secondly, buying
mindfully, thirdly, looking for lifestyles that integrate work and play
holistically. Arguably, these trends are not purely as a result of pursuing
enhanced wellbeing, but can be justified more deeply by understanding
there is an underlying, insatiable motive for progression.
E
T
The Insight

nalysing millennial lifestyle choices and
ambitions, revealed that the quest for optimal
wellbeing is markedly impacting how and
what millennials buy in multiple industries.
Interestingly, research found consumers to
be confident and passionate in justifying how
their food, travel and beauty purchases affect
their own wellbeing - and the wellbeing of the
planet and others around them, yet, less so
with regard to their fashion consumption.
• 50 •
This suggests, the future of consumerism
is likely to be driven by a greater demand
for information across all industries, though
transparency, authenticity, relationships and
community as millennials increasingly self-
educate and become empowered; potentially
increasing their activity in sharing and circular
economies that contribute to enhancing their
wellbeing.
A
rguably, however, their pragmatic approach and idealistic views reveal a gap;
therefore, carving out opportunity for brands to aid this generation in living a fulfilled and
sustainable life.
A
“Brands must
remember that
consumers are
looking to become
better people.”
(Sherman 2016)
The Insight

• 51 •
opportunities and
recommendations:
the future

• 52 •
ormillennialsenthusedbythegoalofbetterment,theyultimatelywant
approaches, tools and resources that will be of use to them through
their pursuit to live in true health and happiness. (Portera 2016) In
response to this key insight, a proactive approach from brands is
deemed necessary, to appeal to consumers’aspirations. Arguably,
behaviours that sabotage health and lifestyle goals provide
opportunity for brands to intervene, which is increasingly opening up
chances for companies both inside and outside the health and fitness
industry, to innovate. (Sarti 2016) Taking discoveries from research into
consideration, recommendations for future concepts and business
strategies have been made, that align with consumer behaviours
identified in this report and aim to project brands into millennials’
spotlight.
F
Opportunities and Recommendations

• 53 •
illennials don’t want work to be the opposite of
play, they want fulfillment and enjoyment from
work to contribute to a holistically positive life, as a
24/7 connected culture has blurred the lines
between parts of life. Bearing this in mind, a
recommendation is therefore to explore how
innovations in corporate culture could work to
bring mutually beneficial progression to
companies and employees, alike. Millennials
entrepreneurial mindsets are arguably driven by a
want for flexibility,
F-Employment
and as they perfect their ability to effectively
intertwine personal and professional passions, it
looks to open up opportunities for companies to
design their principles, with the aim of
generating greater productivity and satisfaction
from and within their workforce, through a focus
on initiatives encouraging independence, activity,
relaxation, enrichment and ultimately, personal
progression.
M

• 54 •
A Relationship Revival
s previously established, friendships
and relationships are key influences
regarding millennials wellbeing. This filters down
to demonstrate greater loyalty and respect
towards retailers whom demonstrate concern for
community, locality and pack mentality. In light of
this, there is room for further research investigat-
ing how seemingly large impersonal brands could
collaborate with smaller, local and
artisanal retailers, to encourage relation-
ships and build meaningful networks with
consumers and their local communities.
There is perhaps opportunity for unlikely
partnerships that resonate with consumer
lifestyles and hobbies through seminars,
workshops, socials and hybrid retail concepts. A
Key recommendation for stage 2 would be to
explore the feasibility of launhing a mini series
of ‘festivals’ that connect retailers in the food and
fashion industries. With a particular focus on
pairing activewear brands and health cafes, to aid
consumers in facilitating more active, yet sober
social experiences. This would arguably appeal to
millennials appetite to self-educate and cement
brand loyalty via increased engagement, and
measure of value-for-experience.
A

• 55 •
A Sustainable Self
s research established, there is significant
hunger from millennials for personal growth, but
an overwhelming accessibility to information
and media is arguably causing a regression in
their wellbeing. Fast paced lifestyles and conflict-
ing advice, has perhaps hindered the ability for
millennials to confidently be in tune with their
own bodies, which opens up an avenue for oppor-
tunity. Aligning with the trend for a slower pace,
there is potentially room for growth in the beauty
industry in the form of ingestible product ranges.
As consumers look for long term solutions, and
increasinly understand feeling good comes from
within, a reccommendation for stage 2 is to
research the idea of supplement subscription box-
es; personalised to the individual nourishment
needs of the consumer and based on the under-
standing that hormones, digestion and lifestyles
play a part in both mental and physical wellbeing.
Ultimately, therefore, working to minimalise the
chances of low self esteem and tiredness harming
wellbeing.
A

conclusion
n conclusion, it is apparent consumer attitudes and behaviours have
changed as a result of wellbeing becoming a high priority for
millennials; which indicates focus on educating and empowering
consumers to be better and do better, must be integral parts of
brands’ strategy for success. The findings in this report conclude that
traditional norms of consumerism theory are deemed derogatory to
quite considerable extent, and this can be seen via analysis of
millennials informed opinions and lifestyle aspirations.
I
• 56 •
s a generation, they are buying less, buying more consciously, and
above all else, are increasingly willing to sacrifice standard of living for
the exchange of a better quality of life. The exploration of wellbeing
suggests happiness can be bought; but as it stands; at the expense of
balancing financial affluence, moral conscience and arguably
impractical ideals. Research has demonstrated that true wellbeing, is
founds through unapologetic authenticity and freedom.
A

• 57 •
hen looking to the future, it’s likely millennials will continue to show little
tolerance for untrustworthy, hollow brands and high regard for depth and
originality, as meaning and connection remains significant in contributing
to the development of new norms in the orders of consumerism. If these
values are internalised, then arguably, there is potential for this shift to be of
virtue to brands, so long as innovations are aligned with genuinely
improving consumers’quality of life.
hus; as the population continues to rise and western economic forces look
to widen inequality; access to good health and wellbeing is more imperative
than ever, to satisfy the millennial obsession with self-improvement.
Arguably, a potential tipping point is on the horizon, where the elite cults
and trends driving the wellness phenomena will lose their appeal, unless
they work to offer accessibility, opposed to exclusivity; as their associated
euphoria is increasingly achievable via millennials own accord.
T
W
Conclusion

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Fashion Marketing & Branding
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