As the world starts to pick up speed again, younger generations are switching off their pre-pandemic autopilot tendencies and turning up their intentionality. 

As noted in June 2022 by forecaster Sean Monahan, we are in the midst of a vibe shift – a moment in culture when things begin to change, and a once-dominant social wavelength starts to feel dated. This vibe shift in popular culture can also be described as the Fresh Start Effect. Explained by Dr Eva Krockow for Psychology Today, the effect is characterised by “temporal landmarks” which “can signal new beginnings and inspire big shifts in mindset,” as well as “offer a motivational push for making life changes previously thought impossible”.

Nostalgia was an ever-present emotion during the pandemic. Youth are not turning back as they step into a new world – instead, even as their lives get busier, they will carry greater intentionality into the future.

A 2021 study found less than half of young people reported living thoughtfully before the pandemic. However, as they look to the future, 64% predict they will be more intentional – a 36% increase from 2019.

Youth culture in 2022 will see a shift from scattered attention to intentional action. This new push toward intentionalism spans the subtle and significant choices that encompass every aspect of young consumers’ lives – from the products they purchase to the shows they stream, to their apparel, beauty choices and even their relationship to the internet.

The pandemic triggered a 25% spike in anxiety and depression globally, leading to a rise in demand for mental health services.

In early 2021, four in 10 adults in the US experienced symptoms of anxiety and depression. These rates are especially significant in marginalised groups, with 40% of Asian American and Pacific Islander LGBTQ youth in the US reporting higher levels of suicide attempts.

Companies and brands have a responsibility to be good brand citizens and help destigmatise mental health issues for consumers. Look to British chocolate brand Cadbury, which partnered with The Prince's Trust during Mental Health Awareness Week in May and made a spot titled Give A Doubt, aiming to normalise daily uncertainties and encourage people to open up. UK skincare label Skin Proud joined with Elyse Fox, founder of mental health community Sad Girls Club, and US artist Bunny Michael to launch a Twitter bot that promotes happiness, self-care and positivity to destigmatise mental health discussions.

Digital art and fashion collective EBIT (Enjoy Being in Transition) presented a virtual footwear collection in the metaverse, promoting mental health via art, fashion and music. It reflected how multifaceted mental health is and had 10 styles inspired by various conditions.

This report highlights how social media and the workplace are contributing to mental health issues and spotlights five strategies that brands embraced to facilitate conversations and debunk myths during Mental Health Awareness Month in 2022.

The pandemic has reprioritised health and wellness for consumers. We examine the key issues that will shape the future of wellness in 2022 and beyond, from the use of psychedelics to healthcare-funded fitness to tackling youth anxiety and depression