The New Rituals of Well-Being: How Brands Can Meet Consumers at the Intersection of Mental Health and Self-Care
Well-being has moved beyond a personal choice—it’s now a cultural expectation. Across generations, Americans are blending mental health awareness with self-care practices, creating new rituals that prioritize balance, resilience, and vitality. For brands, this evolution represents an opportunity: support consumers authentically in ways that strengthen both trust and connection.
Collage Group’s latest report reveals that 78% of Americans say it’s a priority to do things that make them feel better—physically, mentally, and emotionally. This shift signals that wellness is no longer viewed as a luxury, but as an essential part of daily life.
Mental Health: A Growing Expectation
Younger generations—especially Gen Z and Millennials—are pushing for more open conversations around mental wellness. They’re not only facing greater challenges but also calling on brands to help reduce stigma and provide meaningful support. In fact, 71% of Millennials want brands to do more to address mental health.
For brands, silence is no longer an option. Those that show up in ways that normalize conversations, offer stress relief, and foster connection can establish themselves as trusted allies in consumers’ lives.
For a deeper look at how consumers across generations are reshaping wellness—and what it means for your brand—download an excerpt of the report today.
Self-Care: Personalized Across Generations
While the commitment to self-care is universal, the rituals themselves vary widely. Boomers often focus on exercise, Gen X favors solo time, Millennials lean toward pampering, and Gen Z gravitates to digital outlets like music and podcasts. The common thread? Most Americans view self-care as essential for maintaining health and wellness.
Recognizing these differences is critical. Brands that offer flexible, personalized wellness experiences can create stronger resonance with diverse audiences and ensure relevance across age groups.
Why Brands Should Care Now
The convergence of mental health awareness and self-care reflects a powerful cultural transformation. Consumers no longer see these practices as optional—they expect them to be prioritized and supported. Brands that lean into this shift authentically stand to deepen relationships and drive long-term loyalty.