Happi partnered with Provoke president, Carly Fink to discuss the research results of our Summer 2024 trends report about anti-aging trends in the beauty/wellness industry and the influence it has on consumer behaviors. The article reveals important insights about generational attitudes toward aging. Younger generations, such as Millennials and Gen Z, are more apprehensive about aging’s effects on mental health and appearance compared to older groups. These concerns, in turn, significantly drive their purchasing behavior in the health and beauty industries. Check out the full article here.

• 41% of Millennials and Gen Z worry about aging’s impact on mental health, with a third concerned about its effects on physical appearance.
• Seeking anti-aging advice is common, as Millennials (77%) and Gen Z (76%) turn to social media, online videos, and personal networks.
• 68% of those concerned with aging’s effects on appearance purchase skincare products, while 59% buy vitamins and 53% buy beauty items.
• Women are more likely to worry about appearance-related aging (34%) than men (28%), leading to a higher likelihood of maintaining a skincare routine.