Millennials, Gen Zers and Anxiety Consumerism

Have you heard of the latest trend hitting the retail industry? It’s called anxiety consumerism. A trend that sadly has been brought to the fore due to the rising number of people diagnosed with anxiety. Currently, anxiety is the most common mental illness in the United States, affecting about 18% of the adult population and a whopping 25% of the child population. So, it’s clear to see why the market for products built to calm us down has been busted wide open. The past few years have seen a jump in sales for products such as adult coloring books and essential oils and diffusers. And more recently, for products like fidget spinners and weighted blankets –  this time with marketing aimed more towards the younger group suffering from this mental health condition.

Unfortunately, it doesn’t come as a huge surprise to see anxiety taking over every generation in this country. Our study, 8 Truths About Gen Z from 2016 predicted this very trend, stating that their “off-the-charts anxiety” that stemmed from growing up during a stage of crisis would move them to seek out ways to gain calmness and peace of mind. And this stage of crisis doesn’t seem to be going anywhere any time soon. With the shaky worldwide political landscape, major natural disasters happening every year and the day-to-day struggle between the Haves and Have-Nots these young teens are only growing into young adults with anxiety. Is there any hope for this dire situation?

As a follow up to our previous study, we were curious to find out exactly how the younger generations are learning to cope with their anxiety. Our latest infographic, Understanding Anxiety in Gen Z and Millennials (July 2018), finds a multitude of coping strategies named, however none of the products listed above make it into the top 5.

While it remains to be seen what happens with the overall anxiety epidemic taking over the country, and if anxiety consumerism will really take off, it’s good to know that people are becoming more self-aware and are taking action with their health and wellness.

Looking for more on mental health? Click here for our Millennials and Mental Health infographic.

A [Very] High 5!

They say runners get a natural high, but it gets even higher when you have a team of them with you 5 years in a row.

Yesterday, September 9th our Team BuzzBack of 13 participated for the 5th year in a row in the Annual Komen Race for the Cure in Central Park. A bit rainy and dreary this year, but that did not dampen our spirits one bit– all smiles and enthusiasm as we stood beside our client teams such as Pepsi and Pfizer, to walk on behalf of a breast cancer cure. I’m proud to say while we don’t have their size in absolute numbers, we do have more than a third of our NY office participating. Pretty amazing.


We started 5 years ago in support of one of our teammates suffering from Breast Cancer, and now we support a second person on our team in her journey against cancer. Side by side we walk and ran in the rain. Others designed and ordered our shirts. We sent her dinners when she was going through chemo to make it easy on her family.

Just one ounce of the spirit of engagement at BuzzBack. It’s what we bring to work each day, what we share with our clients, and how we work with our partners. It’s why we’ve been named one of the 100 Best Places to Work by Crain’s not one – but two years in a row. And we’re up as finalists for the WiRE Best Places to Work award this year, too.

I am so proud of this team, it’s a personal high. High 5’s all around.

 

Reengineering the Gender Question in Market Research

While attending a Women in Research event last month I noticed Facebook has 58 gender identity options. As a member of the LGBTQ+ community and a healthcare market researcher I was a curious how our current binary gender option in surveys would transition.

FaceBook is just one example. Gender lines are starting to blur more and more, and while the healthcare industry has at times been slow to adopt change, gender identity is an extremely relevant piece of patient information. This becomes more important in our goal as researchers to make patients feel comfortable enough to open-up about intimacies of their health. Gender identity is just one aspect making individuals feel safe in expressing themselves.

At BuzzBack, we pride ourselves on our ability to connect and engage consumers especially in this changing landscape. Today, the consumer landscape is evolving to more than two binary options for gender as traditional US Census has always captured. In celebration of Pride month, we have reengineered how we ask gender to include more representative options. It is our hope this approach will demonstrate our belief in the importance of inclusion to all who participate in our studies and learn from our insights.

We also recently partnered with the American Psychological Association’s Society for the Psychology of Sexual Orientation and Gender Diversity to further explore this important cultural shift in research best practices.

 

Want to chat about how you can be more gender inclusive in questionnaire design? I’d love to help! 

How to Get Patients to SPEAK UP!

At times, it can be hard for people to say what’s truly on their minds. Especially when it comes to speaking with their doctor. I’m sure most of us can relate to the patient in this AbbVie Endometriosis ad (shown below), when her inner person is encouraging her to open up and be more descriptive than the generic answers she’s giving the doctor. But the reality is, this is easier said than done. The commercial is part of AbbVie’s latest campaign, SpeakEndo, a website whose goal is to help women fully express their symptoms, advocate for their own care and learn from others with the same disorder. We know that patients tend to hold back from telling the whole story, and it’s great that online resources such as this platform are being created to teach patients how to convey their feelings to their doctors. But as marketers, we still need to know… what IS the whole story? How can we get patients to open up and tell us what’s on their minds (and in their hearts)?


Here at BuzzBack, we’re constantly thinking of new techniques that can help patients and HCPs speak up and express how they’re really feeling. Our latest health care study explored 10 different techniques marketers can utilize to get the most out of patients. One of these techniques, called Think – Say – Feel, asks patients to share these different layers with us through imaginative play. By asking them “What are you thinking?”, “What are you actually saying to the doctor?” and “How are you feeling?” during an imaginary visit with their HCP, we get a multi-dimensional understanding around patients’ deeper needs and concerns. Oftentimes, we do see that patients are reluctant or hesitant to share their true thoughts and feelings, but exercises like this give them a safe space to really open up and express themselves.

Want to find out what our Think – Say – Feel exercise taught us about Crohn’s Disease? Catch us in Philadelphia on March 27th at the IIeX Health conference where we’ll be presenting our study, 10 Effective Techniques to Inspire Patients to Tell All. Can’t make it to Philly? Click here to learn more. 

patient techniques market research