{"id":8104,"date":"2018-07-18T01:47:17","date_gmt":"2018-07-18T05:47:17","guid":{"rendered":"https:\/\/globalwellnessinstitute.org\/?p=8104"},"modified":"2024-12-10T14:44:27","modified_gmt":"2024-12-10T19:44:27","slug":"millennials-reshaping-consumption-the-winners-small-wellness-companies-not-big-brands","status":"publish","type":"post","link":"https:\/\/globalwellnessinstitute.org\/global-wellness-institute-blog\/2018\/07\/18\/millennials-reshaping-consumption-the-winners-small-wellness-companies-not-big-brands\/","title":{"rendered":"Millennials Reshaping Consumption: The Winners \u2013 Small Wellness Companies, Not Big Brands"},"content":{"rendered":"<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-8044\" src=\"https:\/\/globalwellnessinstitute.org\/wp-content\/uploads\/2018\/07\/millennials_v2_web.jpg\" alt=\"\" width=\"900\" height=\"250\" \/><\/strong><\/p>\n<p><strong>Monthly Barometer <\/strong><\/p>\n<p>Paul Polman (Unilever\u2019s CEO) recently confessed: \u201cOur biggest threat is that we lose connection with millennials.\u201d Emmanuel Faber (Danone\u2019s CEO) echoes Polman\u2019s concerns: \u201cMillennials want committed brands with authentic products. Natural, simpler, and if possible small, as small as you can.\u201d Millennials, who are now coming of age and approaching their peak earning years, are going to reshape consumption into a much more fragmented market. Big brands are likely to be the main losers. Small companies, particularly in the organic and wellness space, stand to be the winners.<\/p>\n<p><strong>Wellness Edition <\/strong><\/p>\n<p>This is very significant for the wellness industry because millennials are the most potent driving force behind the wellness trend. Not only do they place more value on health and wellbeing than previous generations, but they also espouse a more holistic, and thus enlarged, definition of wellness: They view it as a state of being in which the mental, physical and emotional dimensions are all in sync. <\/p>\n<p>This explains why their wellness consumption encompasses experiences as different as sleeping and eating well, feeling good, and looking great. According to the Harris Group, 72 percent of millennials would rather spend money on experiences than on material goods.<\/p>\n ","protected":false},"excerpt":{"rendered":"<p>Monthly Barometer Paul Polman (Unilever\u2019s CEO) recently confessed: \u201cOur biggest threat is that we lose connection with millennials.\u201d Emmanuel Faber (Danone\u2019s CEO) echoes Polman\u2019s concerns: \u201cMillennials want committed brands with authentic products. Natural, simpler, and if possible small, as small as you can.\u201d Millennials, who are now coming of age and approaching their peak earning years, are going to reshape consumption into a much more&hellip; <\/p>\n","protected":false},"author":9,"featured_media":8134,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"give_campaign_id":0,"content-type":"","inline_featured_image":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[13,14],"tags":[],"class_list":["post-8104","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","category-news","wpautop","clearfix"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Millennials Reshaping Consumption: The Winners \u2013 Small Wellness Companies, Not Big Brands - Global Wellness Institute<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/globalwellnessinstitute.org\/global-wellness-institute-blog\/2018\/07\/18\/millennials-reshaping-consumption-the-winners-small-wellness-companies-not-big-brands\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Millennials Reshaping Consumption: The Winners \u2013 Small Wellness Companies, Not Big Brands - Global Wellness Institute\" \/>\n<meta property=\"og:description\" content=\"Monthly Barometer Paul Polman (Unilever\u2019s CEO) recently confessed: \u201cOur biggest threat is that we lose connection with millennials.\u201d Emmanuel Faber (Danone\u2019s CEO) echoes Polman\u2019s concerns: \u201cMillennials want committed brands with authentic products. Natural, simpler, and if possible small, as small as you can.\u201d Millennials, who are now coming of age and approaching their peak earning years, are going to reshape consumption into a much more&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/globalwellnessinstitute.org\/global-wellness-institute-blog\/2018\/07\/18\/millennials-reshaping-consumption-the-winners-small-wellness-companies-not-big-brands\/\" \/>\n<meta property=\"og:site_name\" content=\"Global Wellness Institute\" \/>\n<meta property=\"article:published_time\" content=\"2018-07-18T05:47:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-10T19:44:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/globalwellnessinstitute.org\/wp-content\/uploads\/2018\/07\/millennials_v2_webfeature.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1440\" \/>\n\t<meta property=\"og:image:height\" content=\"954\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Global Wellness Institute\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Theirry Malleret, economist\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/globalwellnessinstitute.org\/global-wellness-institute-blog\/2018\/07\/18\/millennials-reshaping-consumption-the-winners-small-wellness-companies-not-big-brands\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/globalwellnessinstitute.org\/global-wellness-institute-blog\/2018\/07\/18\/millennials-reshaping-consumption-the-winners-small-wellness-companies-not-big-brands\/\"},\"author\":{\"name\":\"Global Wellness Institute\",\"@id\":\"https:\/\/globalwellnessinstitute.org\/#\/schema\/person\/298bcf7a0966d800fa839c1507521ccd\"},\"headline\":\"Millennials Reshaping Consumption: The Winners \u2013 Small Wellness Companies, Not Big Brands\",\"datePublished\":\"2018-07-18T05:47:17+00:00\",\"dateModified\":\"2024-12-10T19:44:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/globalwellnessinstitute.org\/global-wellness-institute-blog\/2018\/07\/18\/millennials-reshaping-consumption-the-winners-small-wellness-companies-not-big-brands\/\"},\"wordCount\":211,\"publisher\":{\"@id\":\"https:\/\/globalwellnessinstitute.org\/#organization\"},\"image\":{\"@id\":\"https:\/\/globalwellnessinstitute.org\/global-wellness-institute-blog\/2018\/07\/18\/millennials-reshaping-consumption-the-winners-small-wellness-companies-not-big-brands\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/globalwellnessinstitute.org\/wp-content\/uploads\/2018\/07\/millennials_v2_webfeature.jpg\",\"articleSection\":[\"Featured\",\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/globalwellnessinstitute.org\/global-wellness-institute-blog\/2018\/07\/18\/millennials-reshaping-consumption-the-winners-small-wellness-companies-not-big-brands\/\",\"url\":\"https:\/\/globalwellnessinstitute.org\/global-wellness-institute-blog\/2018\/07\/18\/millennials-reshaping-consumption-the-winners-small-wellness-companies-not-big-brands\/\",\"name\":\"Millennials Reshaping Consumption: The Winners \u2013 Small Wellness Companies, Not Big Brands - 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