February 2015: Health, Fitness & Diet: Foundation not Fad
By Claire Brooks
In part two of our “New Year, New You” GlobalCultureBlog® we cover more global Millennial trends in health, fitness and diet. For this age cohort, health and wellness is not a secondary consideration or fad, but a foundation of Millennial philosophy and lifestyle, a critical counter-balance to the stresses of urban and 24/7 digital living. As such, it is now a core driver of behavior in such diverse categories as technology and fashion. Brands targeting Millennials must look for opportunities to speak authentically to this new zeitgeist. See January’s blog for more trends.
Super Natural Immunity for the Urban Jungle
Millennials may prefer to get vitamins from food but seek super-supplements and traditional remedies to boost immunity and combat stress. In NY, Red Marine Algae is a favourite boost, and Ashwagandha Extract to calm stress. LA stands by Alexis Smart Flower Remedies for emotional and mental wellness alongside a high dose of Vitamin C with Rose Hips. In Moscow Soviet OTC Amexin or Kagocel are popular, but not recommended by all doctors. Our Beijing blogger believes Ban Lan Gen Chong Ji, a traditional Chinese medicine cures-all colds, preferring this over popular imported brands Sudafed and NyQuil.
App-Iness for Mind & Body
Millennials always leverage technology and achieving health goals is no exception. Our SF correspondent uses app “MindBody Connect” to find local fitness classes wherever she is in the world. Our Moscow trendsetter uses the alarm on the Santé Fitness gym app to remind her to go to class. In Beijing our correspondent uses master trainer Hal Higdon’s Novice 10K Training Guide even though she is not in training for a race. To overcome excessive smart phone usage in the interests of mental well-being, one LA trendsetter uses app Checky to track and motivate her to “stop” using her phone too much.
Sports Luxe Style Takes Fitness to the Street
Nothing speaks to the Millennial health zeitgeist more than the trend for wearing Athleisure apparel on the street. Our LA male blogger wears brand 72K shorts for yoga, though he aspires to Lululemon! Our Beijing correspondent wears Adidas Climaheat winter running tights which are both functional and fashionable. In Moscow national pride is reflected in the enduring popularity of Sochi 2014 apparel.
The High Cost of Quitting Smoking
Quitting smoking (and mitigating for the physical effects) is a Millennial priority in global markets where smoking has remained more fashionable than in the US. Our Sao Paulo blogger has made a significant financial investment in NiQuitin nicotine patches but it doesn’t stop there! She has stepped up her aerobic exercise with Cardio Wave (simulated speed skating) and uses creams with vitamin E or C like The Body Shop Vitamin Moisture cream or Vichy LiftActiv serum 10, to combat aging skin. Yellowing teeth require a further investment in professional whitening or Oral-B teeth whitening treatment 3D White.