Millennials – those born from 1981 to 1999 – are leading more demanding lifestyles than previous generations, which is resulting in mounting stress and draining physical and mental energy levels. These younger consumers are also seeking to switch off from the online environment to take a break from the stress and complexities caused by digital tools and online life. According to GlobalData’s 2017 research, 82% of millennials are concerned about their stress levels, which is 18 percentage points higher than the score for baby boomers (those born between 1946 and 1965), globally.

Conscious of the negative mental health implications of an imbalanced lifestyle, millennials are also more interested in products that deal with these stress-related issues and help them to relax or rejuvenate. In fact, 57% of millennials say they are concerned by their stress levels, and are already buying or would consider buying products that address this concern, compared with the just 39% of boomers who said the same, globally.

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