By: Kent Bradley,
M.D., M.B.A, M.P.H., Vice President, Medical Affairs Nutrition
Education, Herbalife Nutrition
By
now, you probably have in mind a new type of training or cuisine you
want to try. We often talk about fitness and nutrition trends, but is
there such a thing as social support trend?
I’d
like to think there is, and millennials are the heartbeat of it. This
purpose-driven generation tends to care more about the environment
and social responsibility.
This
trend of people being more aware of their impact on the world is
really an evolution based on significant experiences that have shaped
an entire generation. Millennials are digital natives. They witnessed
the economic hardships of 2008 and the Global War on Terrorism that
began in 2001. Those factors seem to have crafted a generation that
has a greater focus on self-care, wisdom in the crowd over authority,
and a desire to simply make life better for themselves and others.
By
2025, millennials could represent up to 75%
of the workforce. Can you imagine how this massive demographic
shift will transform the world? In 2019, we will begin to spot some
of these changes:
Ethical
Consumption
A study
by Nielsen revealed that 73% of millennials are willing to
spend more on a product if it comes from a sustainable brand.
But this goes well beyond sustainability or corporate social
responsibility.
Concerns
about farming practices, animal welfare, food safety supply chain
ethics and accountability may likely shift our diets to be more
plant-based. Roughly 26%
of millennials identify as vegan or vegetarians.
Consumers
are trying to be responsible citizens of the world, and they expect
the same from corporations.
Social
Influence on Nutrition and Health
Humans
have always had a need to belong, to be a part of something. It is in
our nature to be social; groups provide us with identity and
a support
system.
There
is wisdom in the community: the crowd is wiser than any single
participant, simply because it adds up everyone’s knowledge,
experience, and information.
When
it comes to health, fitness, and nutrition, consumers will look to
their peers and networks for news, advice, and testimonials.
Inspiring stories of weight loss, gains, and recovery will be
stronger than any type of advertising.
This
is apparent when we look at the internet and social media. Key
opinion leaders are still valued but in different ways than before.
They are valued for their input, rather than their degree or status.
Authority is garnered by how you interact, contribute, and
relate with the tribe – not your position of authority garnered by
titles.
Take
a look at influencers on Instagram and YouTube, who discuss workouts,
recipes, diet success and body transformations. These stories inspire
and give hope. Because of social learning, some people have taken a
first step at attempting a healthier lifestyle.
Inclusive
Betterment
Finally,
because everything is connected, we are becoming less focused on
winning at the expense of others.
Goals
are set more in the context of evolving as a community. I call this
“betterment.” In a more self-reflective way, there will be a push
to connect our actions to a more inclusive goal of making life better
for everyone.
We
will see terms like “Individual Social Responsibility” take off.
This encompasses two basic attitudes:
- Minimizing our negative impact on others
- The positive benefits we bring to society in general
This
goes beyond volunteering. It includes our consumption decisions,
vacation choices, and awareness of our environmental footprint.
Sure,
we will still want to make life and health better for ourselves, but
lavish lifestyles will become increasingly shunned by the crowd as it
goes counter to the notion of betterment for all.
