PROSUMER REPORT STUDY TIKTOK: TRAUMA OR OUR STUDY Nearly three-quarters of TREATMENT? Prosumers believe the HIGHLIGHTS Studies have found that UNCOVERED solution to mental health young people who spend issues should start with A FURTHER CASUALTY 3+ hours a day on social TWO NEW willpower. And nearly 9 OF COVID-19 media are more likely to REALITIES: in 10 are convinced that The rise in mental health experience poor mental maintaining a healthy issues predates the health outcomes. Our study lifestyle helps people avoid confirms that correlation, Wellness is a right and mental health issues. COVID-19 pandemic, but with 43% of Gen Zs saying obligation. cases have spiked due to spending time on their Wellness is no longer a taboo All brands have credibility in the lockdowns and other phones worsens their topic, with more than 8 in this space… pandemic experiences. mental health symptoms. 10 Prosumers considering Prosumers believe brands Our survey found that 51% Nevertheless, 37% of Gen Zs it crucial to address one’s across industries can of Prosumers feel more intentionally spend time on well-being. Mental health contribute to the mental anxious and stressed than social media to soothe their is seen to affect not just health conversation. pre-pandemic. And 9 in anxiety or depression. the individual but the 10 consider mental health community. …but beauty and wellness one of the most concerning FAKE IT TILL YOU MAKE IT brands are ahead of the issues of our time. Two-thirds of Gen Zs — Virtually all Prosumers (94%) curve compared with barely a agree that mental health Research has confirmed WE ARE UNWELL BECAUSE third of boomers — feel is as important as physical a link between physical OUR SOCIETYIS SICK social pressure to say health. Rather than being and mental health, and our Why are we suffering more they feel good even when considered a standard part of study shows that indulging from mental health issues they don’t. Young people life, even “everyday” mental in beauty and skincare today? Prosumers cite are afraid of being seen health issues are now seen treatments can lift people’s consumerism (60%), a lack as overly emotional. Most as issues to “fix.” spirits. Interestingly, 43% of interaction with loved Gen Zs (56%) feel people of Prosumers believe that ones (60%), social media overdramatize slight Happiness is a new medical people who feel attractive and digital addiction (56%), negative feelings by calling norm. have fewer mental health and our disconnection from them mental health issues. Happiness is expected, and problems, which speaks nature (50%). ensuring citizens’ mental to the link between self- I AM A ROCK health and well-being perceptions and mental THE KIDS AREN’T ALRIGHT Medical practitioners advise is widely accepted as a health. The younger generations people to talk about their responsibility of government. have seen their educations anxiety and depression. A fine line between advocacy and childhoods derailed Yet, our study found that and exploitation by COVID-19 and face an 57% of Gen Zs (versus 26% WHAT’S THE Tread carefully: Nearly half of exceptionally challenging of boomers) struggle to Prosumers (47%) consider economic, geopolitical, andenvironmental future. That’stalk about their issues with SOLUTION? it inappropriate for brands friends, family, and partners. to use the topic of mental having an impact. According Proposed solutions include health to increase sales. to 6 in 10 Boomers and both medical intervention Brands must be authentic Gen Zs, today’s youth are and a change in modern and sensitive, and mental “mentally weaker” than lifestyles. health communications and previous generations. A activities must be tied to their majority of Gen Zs (53%) Most people would like values. — compared with around to see insurance cover a quarter of baby boomers pharmacological cures for — admit to feeling more a broad range of mental anxious and stressed today. health issues, including anxiety. On the other hand, half of Prosumers blame “Big Pharma” for the widespread addiction to antidepressants.