Singapore's Gen Z prioritises health and skincare over career post-pandemic | WARC | The Feed

Singapore's Gen Z prioritises health and skincare over career post-pandemic

Career has taken a back seat as Gen Z’s focus shifts to health and wellness because of COVID-19, according to the second part of DeVries Global’s study Decoding the Z Mind: Shifting Z Health Priorities in Singapore.

Why it matters

The pandemic has impacted the way Gen Z approaches health and skincare, resulting in changing life priorities, and DeVries Global Singapore outlines what this shift means for beauty brands and how to effectively reach this generation when it comes to marketing.

Key insights

• Health is more important than ever, with 82% agreeing that they are more conscious about their health since the pandemic.
• Two thirds of Gen Z in Singapore agree that having healthy skin is an important aspect of overall health.
• Skin care is gender agnostic for Gen Z in Singapore and brands should not forget about male consumers.
• Rather than seek professional help, Gen Z focuses on self-care habits like exercise, eating healthily and indulging in self-pampering treatments.
• As health is now Gen Z’s top priority, brands must find ways to support them in their pursuit of personal wellbeing.
• When it comes to influencer marketing, the influencer mix, authenticity and credibility are important.

Quote

“Gen Z looks for credibility – whether in professional expertise or in authentic personal experience. Incredibly discerning, scientific proof is also a strong, convincing factor.”