Generational Marketing For Mental Health: Tips From A Mental Health Copywriter
Move over millennials - Gen Z is changing how the world approaches mental health and wellness.
With an average age of 15-25, they demand inclusivity, authenticity, and change. They're less tolerant of misinformation, unfair treatment, and oppression. But they aren't operating in a vacuum. Their values, desires, and needs directly result from the generations before them.
Millennials were the pioneers in discussing mental health. They grew up alongside the internet boom and came of age in social media. Entering the workforce during a global recession, they questioned the traditional 9-5.
Gen-Z and millennials now comprise a staggering 53% of the global population. Gen X, the baby boomers, and the silent generation made considerable advances in health and research. Yet, their world has changed - and so must how we communicate health-related information. We must analyse each generation's characteristics, values, beliefs, and preferences to understand this.
How have they evolved? What do they need to understand mental health and wellness? Which things do they prioritise, believe in, and need? Which methods can healthcare professionals and businesses use to get their attention? In this article, we'll explore these generational differences. In doing this, we can tailor health content to connect with everybody, regardless of age.
Baby Boomers, Wellness & Mental Health
Born: 1946-1964 / Current Age: 77-59 Years Old
Baby boomers grew up during a remarkable era of post-war economic growth. They tend to exhibit optimism and believe in progress.
They're renowned for their strong work ethic and unwavering loyalty. They emphasise job stability and define their identity through their professional achievements. They often respect authority, holding a more traditional, conservative outlook on social matters. They value collaboration and teamwork and are comfortable working within hierarchical structures.
As they navigate the later stages of life, baby boomers prioritise personal fulfilment. To do this, they seek meaningful experiences and work-life balance. They were the first generation to challenge social norms. We see this through increased divorce rates, LGBT relationships, and blended families.
Recently, they've paid more attention to physical and emotional wellbeing. They're living longer, healthier lives by embracing physical wellness, preventative healthcare, and therapy. Trusted sources like books, magazines, and expert health professionals are their go-to information resources. With the help of their children and grandchildren, they're embracing the digital world. Many enjoy reconnecting with old friends and family through social networks like Facebook.
Connecting with them requires relevant content that speaks to their life experiences. Traditional communication channels such as books and magazines can build trust and credibility.This generation relies heavily on information communicated to them in traditional settings such as a medical practice and hospitals. However, well-targeted digital strategies can reach and engage this generation, too. This is especially true when highlighting the benefits of holistic health through evidence-based practices.
Generation X, Wellness & Mental Health
Born 1965-1980 / Current Age: 58-43 Years Old
Generation X is the "forgotten generation". Born between boomers and millennials, they grew up during social and economic change.
They had a front-row seat to the rise of technology, particularly the internet boom of the 1990s. These experiences taught them pragmatism, allowing them to embrace change and uncertainty. Generation X often values work-life balance and personal fulfilment, prioritising their needs and seeking opportunities for personal growth and development. They are usually independent, resilient, and adaptable. Many question traditional career paths, which led to the rise of startups and venturing into running their own business.
When it comes to wellness, Generation X is more receptive to alternative approaches and holistic health. They will likely seek information from online sources, self-help e-books, and blog articles. To engage with them, wellness professionals can use concise content that addresses their concerns.. Building a community (both online and offline) can capture their attention and drive engagement. Email marketing is effective with this demographic, and persuasive copy that uses search engine optimization is useful for getting their attention.
Millennials, Wellness & Mental Health
Born: 1981-1996 / Current Age: 42-27 Years Old
Millennials are usually tech-savvy, with a strong desire for purpose and meaning.
Growing up with the internet, they could access more information than ever. This has made them the most educated generation in history. They often value social and environmental issues, seeking opportunities to make a difference.
Work-life integration is a priority for millennials. They value flexible work arrangements and diverse career experiences. There is more focus on personal growth and fulfilment than traditional 'success'. They often challenge societal norms and advocate for diversity, inclusivity, and social justice.
When it comes to mental health, millennials have played a pivotal role. They work hard to de-stigmatise mental health issues and value self-care practices. They also value affordable, convenient healthcare. Growing up online, they often use digital resources for information based on scientific research. They may turn to social media to learn from those with lived experience.
This generation engages well with short form and visual content, such as infographics shared on Instagram. Content aligning with their values and offering practical strategies will often engage this generation. Blog articles that have been optimised for search engine optimization can get relevant content to them, as they still use Google for a wide range of health concerns.
Gen-Z, Wellness & Mental Health
Born: 1997-2012 / Current Age: 26-11 Years Old
Gen Z is the first generation immersed in the digital age.
Their trademark is their tech dependence, multi-tasking abilities, and desire for concise, rewarding content. Gen Z has grown up in economic uncertainty, social activism, and social media. They value inclusiveness and diversity, engaging in causes they believe in.
Gen Z often has an entrepreneurial spirit when it comes to work. Motivated by purpose, they prefer careers that align with their values. They seek meaningful work, value creativity and innovation, and prioritise work-life balance.
A proactive attitude marks Gen Z's approach to mental health. They are more likely to experience mental health disorders, but also seek out mental health resources and professional support more than other generations. When seeking information and connection, social media plays a significant role. Providing authentic, thoughtful content through social media is critical to engaging with them.
Embracing Differences Within The Mental Health Field
Each generation brings unique perspectives, values, and preferences. This statement is particularly true when it comes to health and mental wellbeing. The world they grew up in strongly influences how baby boomers, Gen X, millennials, and Gen Z seek information.
We can engage and connect with each group by understanding these generational differences. Through technology, trusted sources and community, we can connect with anybody. In doing this, we keep the conversation around wellbeing inclusive for all generations. Whether through tailored information or marketing, recognising preferences and priorities is essential. The result?Multiple generations of unique individuals living happier, healthier and longer lives.
Elevate Your Generational Marketing Game With A Specialist Health And Wellness Copywriter
Understanding the intricacies of different generations' mental health and well-being is crucial in crafting compelling and targeted marketing content. With my mental health and psychology expertise, I understand the psychological dynamics that shape each generation's thoughts, behaviours, and preferences. This understanding allows me to create copy that resonates with their unique experiences, values, and aspirations.
As a mental health professional, I’ve worked with individuals across the lifespan. I am well-versed in each generation's challenges and needs. By leveraging my trainee psychotherapist skills and experience working with diverse age groups, I can develop powerful marketing messages for your mental health business that resonate with your target audience. I create compelling copy that speaks to your potential clients, addresses their pain points and gets you noticed in the online wellness space. Whether it's writing website copy for landing pages, crafting email campaigns or creating and lead magnets, my expert copywriting can get you higher conversion rates and showing up to your ideal client in google searches. I use well-researched copy to connect your expertise with your customers and build you a strong online presence.
Choose my mental health and health copywriting services to connect with your target audience on a deeper level, establish trust, and drive meaningful engagement. Together, we can create a marketing strategy that speaks directly to each generation's specific needs and desires, fostering lasting connections and driving success in the ever-evolving market.
Need A Health And Wellness Copywriter? Book A Free Consultation
Want to know more about how my expert copywriting services can deliver you consistent content that allows you to save time and get back to your clients? Send me an email here and I’ll tell you more about how I’ve helped people like you within the wellness industry improve their content marketing strategy.
