Demanding Better Personal Health

As we approach the middle of this century’s second decade, we see a generation of young people taking advantage of technology in ways no generation ever has. At no time in history has a single generation possessed the ability to gather and synthesize information so easily, have the awareness to realize their influence, AND know what they want to do with that power. Once upon a time, we were told computers would make our lives better, or at least easier. When the Internet came along, that promise of a better life seemed right around the corner. Unfortunately, access to limitless information didn’t turn out as great as we all thought it would. Or maybe it did, but we just had to wait a generation to see the results. Today's young people have grown up in a world in which they have always had direct access to brands via social media. The savvy ones are actively using that influence to effect change, while others join the chorus of voices demanding better products, more services, or something altogether different than what is already available. No generation has ever wielded power like this and their demands for better personal health are reshaping technology, reducing the prevalence of brand loyalty, and emphasizing life balance to preserve mental health. A Healthier Future The search for better personal health is not a new phenomenon. Organic food, personal training, gender-specific fitness programs, and plant-based diets have been around for decades. For the most part, these lifestyles existed on the fringes of what we consider mainstream society. If vegetarians were smirked at, then vegans were downright odd. This is no longer true. According to Fortune Business Insights, the value of the global plant-based food market is projected to enjoy a compound annual growth rate of almost 13% to 2028. Moreover, Fortune states the rising popularity of plant-based diets can be attributed to growing consumer demand for foods that support healthier lifestyles, environmental responsibility (climate change, sustainability, and waste reduction), and reduced animal exploitation. Similar publications have noted that even during the difficult Covid-19 Pandemic years (2020-2023) when other generations retreated to ‘comfort’ foods and easier options, Millennials and Generation Z continued to demand healthier food. Driven by a set of values they were unwilling to compromise, these two generations of young people drove growth in the plant-based foods market during some of the most difficult economic years in decades. Today’s young people don’t want to settle for the status quo. Armed with a greater knowledge of what makes food healthy and how different lifestyles utilize food as a tool to sustain smarter lifestyles, young people will continue to demand more from food manufacturers. How else will these generations drive the future of personal health? Policy: Governments and food producers will continue enforcing and evolving food labeling requirements to ensure transparency. Some food manufacturers are already including carbon labeling on packaging. If past behavior is a predictor of the future, it’s likely that young consumers may use their influence to push governments for greater enforcement regarding certification standards on organic and natural food products. Some have speculated this could even result in a demand for global certification standards. Governments may also push sustainable agriculture practices, climate responsibility, and food-related health policies. Technology: Advancements in wearable technology will enable individuals to gain deeper insights into their unique nutritional and fitness needs. This information will allow us to better understand the need for personal dietary plans, supplementation needs, and health/fitness goals. Eating Patterns: Studies show that Generation Z is already forcing changes in the way meals and snacks are being developed and marketed. They want portable snacks that fit their on-the-go lifestyles, but not just any snacks. Nutrient density and health benefits are driving factors when choosing what to snack on. Generation Z may be the eat-on-the-run generation but they want products with digital convenience, and speed without compromising their healthy diets. Sustainability: As the global population rises, sustainability is top of mind for young generations. Food innovation will be needed to extend product shelf lives and optimize underutilized ingredients such as superfoods and insect protein. These innovations will not only reduce the environmental impact of food production but also provide diverse and nutritious protein options for a growing population. The increased demand for better food, advanced technology, and improved environmental policies has brought and will continue to significantly change how we eat, exercise, and think about personal health. From healthy vending machines in high schools, sin taxes on high-sugar beverages, and edible marijuana products that support mental health, we see the value systems of our younger generations pushing brands and government policy toward a future they recognize as being healthier. Everyone claims to value better personal health, but it might be our young people who finally make it a legitimate priority.