Happi partnered with Provoke Insights’ president, Carly Fink, to explore findings from the Summer 2024 Trends Report. The research highlights a growing consumer mindset: younger generations are increasingly obsessed with youth.

This obsession is especially strong among Millennials and Gen Z, who see aging not just as a physical process but one that affects emotional well-being. The article dives into how beauty & aging conchttps://www.happi.com/exclusives/consumers-are-obsessed-with-youth/erns are driving both behavior and buying decisions in the health and beauty space.

According to the study, 41% of Millennials and Gen Z worry about aging’s impact on mental health, while a third are concerned about how aging affects their physical appearance. These concerns are deeply tied to their identity and influence how they engage with products and media.

Seeking anti-aging advice is common. Millennials (77%) and Gen Z (76%) turn to social media, online videos, and personal networks for solutions and product suggestions. In fact, 68% of those concerned with aging’s effect on appearance purchase skincare products, while 59% buy vitamins and 53% choose beauty items specifically for their anti-aging benefits.

Women are more likely than men to feel concerned about appearance-related aging (34% vs. 28%). As a result, women are also more likely to maintain a consistent skincare routine focused on anti-aging results.

The takeaway is clear: younger consumers are obsessed with youth, and it’s having a major impact on the beauty & aging market. Brands should take note and tailor messaging to reflect the emotional side of aging, while highlighting solutions that support confidence and well-being.

To learn more, check out our skincare market research report and explore how these insights can support your brand strategy.