By: Kent Bradley, M.D., M.B.A, M.P.H., Vice President, Medical Affairs Nutrition Education, Herbalife Nutrition
By now, you probably have in mind a new type of training or cuisine you want to try. We often talk about fitness and nutrition trends, but is there such a thing as social support trend?
I’d like to think there is, and millennials are the heartbeat of it. This purpose-driven generation tends to care more about the environment and social responsibility.
This trend of people being more aware of their impact on the world is really an evolution based on significant experiences that have shaped an entire generation. Millennials are digital natives. They witnessed the economic hardships of 2008 and the Global War on Terrorism that began in 2001. Those factors seem to have crafted a generation that has a greater focus on self-care, wisdom in the crowd over authority, and a desire to simply make life better for themselves and others.
By 2025, millennials could represent up to 75% of the workforce. Can you imagine how this massive demographic shift will transform the world? In 2019, we will begin to spot some of these changes:
A study by Nielsen revealed that 73% of millennials are willing to spend more on a product if it comes from a sustainable brand. But this goes well beyond sustainability or corporate social responsibility.
Concerns about farming practices, animal welfare, food safety supply chain ethics and accountability may likely shift our diets to be more plant-based. Roughly 26% of millennials identify as vegan or vegetarians.
Consumers are trying to be responsible citizens of the world, and they expect the same from corporations.
Social Influence on Nutrition and Health
Humans have always had a need to belong, to be a part of something. It is in our nature to be social; groups provide us with identity and a support system.
There is wisdom in the community: the crowd is wiser than any single participant, simply because it adds up everyone’s knowledge, experience, and information.
When it comes to health, fitness, and nutrition, consumers will look to their peers and networks for news, advice, and testimonials. Inspiring stories of weight loss, gains, and recovery will be stronger than any type of advertising.
This is apparent when we look at the internet and social media. Key opinion leaders are still valued but in different ways than before. They are valued for their input, rather than their degree or status. Authority is garnered by how you interact, contribute, and relate with the tribe – not your position of authority garnered by titles.
Take a look at influencers on Instagram and YouTube, who discuss workouts, recipes, diet success and body transformations. These stories inspire and give hope. Because of social learning, some people have taken a first step at attempting a healthier lifestyle.
Finally, because everything is connected, we are becoming less focused on winning at the expense of others.
Goals are set more in the context of evolving as a community. I call this “betterment.” In a more self-reflective way, there will be a push to connect our actions to a more inclusive goal of making life better for everyone.
We will see terms like “Individual Social Responsibility” take off. This encompasses two basic attitudes:
- Minimizing our negative impact on others
- The positive benefits we bring to society in general
This goes beyond volunteering. It includes our consumption decisions, vacation choices, and awareness of our environmental footprint.
Sure, we will still want to make life and health better for ourselves, but lavish lifestyles will become increasingly shunned by the crowd as it goes counter to the notion of betterment for all.
About Herbalife Nutrition Foundation
Herbalife Nutrition Foundation (HNF) is a U.S. 501(c)(3) non-profit corporation devoted to providing good nutrition and nutrition education to help make the world healthier and happier. HNF currently supports over 130 programs worldwide, promoting children’s healthy growth and development, helping ensure children are provided with good nutrition for a brighter future. In addition to helping children, the Herbalife Nutrition Foundation supports organizations focused on general wellness of communities, such as the American Cancer Society, Save The Children and the American Red Cross. For more information about HNF, and how you can support our programs, visit HerbalifeNutritionFoundation.org.
About Herbalife Nutrition Ltd.
Herbalife Nutrition is a global nutrition company whose purpose is to make the world healthier and happier. The Company has been on a mission for nutrition – changing people’s lives with great nutrition products and programs – since 1980. Together with our Herbalife Nutrition independent members, we are committed to providing solutions to global trends of poor nutrition and obesity, a population that wants to age in a healthier manner, skyrocketing public healthcare costs as well as providing an opportunity to meet the needs of the rising number of entrepreneurs. Herbalife Nutrition offers high quality, science-backed products, one-on-one coaching with an Herbalife Nutrition independent member, and a supportive community approach that inspires customers to embrace a healthier, more active lifestyle. The Company’s direct sales model provides individuals with an entrepreneurial business opportunity to be their own boss and work either full or part-time.
Herbalife Nutrition’s targeted nutrition, weight-management, energy and fitness and personal care products are available exclusively to and through its independent members in more than 90 countries.
Herbalife Nutrition supports the Herbalife Nutrition Foundation (HNF) and its more than 130 community-based Casa Herbalife Nutrition programs around the globe that help bring good nutrition to children. The Company and HNF also provide aide to organizations focused on the general wellness of communities such as the American Cancer Society, Save The Children and the American Red Cross.
Herbalife Nutrition is also proud to sponsor more than 190 world-class athletes, teams and events around the globe.
Herbalife Nutrition has approximately 8,300 employees worldwide, and its shares are traded on the New York Stock Exchange (NYSE: HLF) with net sales of approximately US$4.4 billion in 2017. To learn more, visit Herbalife.com or IAmHerbalife.com.