BY KEVIN KELLY AND PETER YESAWICH, PH. D.

WELLZOOMERS™ ARE A GROWING SEGMENT of consumers deeply engaged in their pursuit of a balanced and fulfilling lifestyle— and their unique preferences may soon reshape the wellness marketplace.

Between 25 and 44 years old, this cohort of well-seekers is more likely than older age groups to embrace spa and wellness products, services and experiences, and to measure their well-being by how hopeful, joyful and energized they feel.

For the spa and wellness industry, future growth may depend on how well providers evolve their offerings and brand strategies to accommodate WELLZoomers’ unique lifestyles, interests and preferences.

SHARED VALUES WELLSurvey™ 2.0 revealed a widely accepted commitment to health and well-being among WELLZoomers in all three countries. Cultural nuances were apparent— but a more insightful and provocative story emerged when the data were examined by generational clusters: the emergence of a trans-national cohort of well-seekers with a clearly defined demographic profile and shared values.

The attitudinal and behavioral convergence of WELL- Zoomers across the three countries is reflected in the related data. And the variance observed within this cohort was significantly less than the variance evident within the profiles of older respondents. This cross-border alignment of values, behaviors, and expectations is the defining characteristic of WELLZoomers, a market segment that understands and pursues well-being differently as described below. It also renders WELLZoomers more accessible through the use of common messaging, and more scalable for providers capable of meeting their expectations.

STRESSED, BUT HIGHLY ENGAGED WELLZoomers displayed the highest levels of emotional strain of any age cohort in the study. Fifty-two percent reported feeling stressed out, 47 percent felt anxious, 52 percent were concerned about their financial situation and 27

Table 1 Key STreSSorS

* Top two box raitings on a 5-point scale; statistically significant differences with the lowest row value appear in bold.

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