LONDON, United Kingdom — A new report by ticketing platform Eventbrite has uncovered the changing relationship between Millennials and wellness.
The study, which surveyed more than 1000 men and women aged between 21 and 37, claims that healthy living is on the rise, as Millennials swap alcohol-fuelled socialising for green juices and wellness festivals.
“Because Millennials are more paranoid about their health, they’re more concerned with fitness and clean eating and living a wholesome life,” explained journalist and report contributor Nichi Hodgson.
“What’s driving the health consciousness? The democratisation of fitness that the internet has promoted. There are so many fitness apps now, everyone can have a personal trainer in their pocket,” she added.
According to the report, the average Millennial participates in one fitness class a month, and when it comes to going out? On average, respondents said they visited one food festival per year, while 16% had been to at least one wellness event over the last twelve months.
The rise in popularity of wellness festivals such as Be:Fit and Balance highlights the demand for an alternative to the unhealthy practices associated with traditional festivals. However, even music festivals are getting in on the act.
“At Wilderness, you can book a spa or a Neal’s Yard massage. Citadel offers yoga, massages, as well as things that are a bit more mentally stimulating,” explained Head of Operations for Lovebox & Citadel Festivals and report contributor, Jools Butterfield.
With a staggering 42% of those quizzed claiming they were drinking less alcohol than they were three years ago, it’s not surprising that 59% of those questioned said they had resisted alcohol at an event or festival at least once. In fact, one in five claimed they would give up drinking alcohol in order to fund more events and festivals.
In addition to the health benefits associated with drinking less, the report argues that being drunk used to be viewed as the number one route to ‘creating memories’, whereas today events are so experiential they are often viewed as enough of a stimulant.
“Immersive experiences are bonding people as much as drink and drugs used to do. If it’s not Instagrammable, it’s not worth going to,” Hodgson commented.
To capitalise on this newfound attitude, “it has to be somewhere you can show off you’ve been or went to,” she added.