Why Are Millennials So Unhealthy? Insights Report

THE INVOKE XPERIENCE SERIES
Why Are Millennials So Unhealthy?
Insights Report
| JUNE 2015

© Invoke Solutions - Confidential
The Background
2
 What we think we know about Millennials
• Many people have the perception that Millennials are healthier than previous
generations, primarily because this generation has consistently had greater
access to healthier foods, physical activities and health resources.
• Additionally, this generation is known for sharing images and information of the
beautiful meals and snacks they eat and the activities they are participating in.
• All of this makes it easy to assume that they MUST be really healthy.
 BUT here is what we actually know
• The proportion of young adults who are obese has tripled since 1974*
• Roughly 2/3 of millennials do not have regular physical activity*
• Nearly 1/3 smoke cigarettes*
• Approximately 1/3 use illegal drugs
* Health, United States, 2008, with a special feature on the Health of Young Adults..; CDC, NCHS
So why--despite all of their available resources and
talk about living a healthy lifestyle--are Millennials so
unhealthy?

© Invoke Solutions - Confidential3
Methodology Overview
• How?
• Millennials
• Participation could be from any location where there was internet access
Observers watched session
from any location with an
Internet connection:
• Reviewing live feedback
using a dashboard with
built-in analytical tools
• Discussing and reacting to
results with colleagues
• Ensuring that they
received the actionable
insights they needed
Moderator lead back-room
discussion during the live event:
• Analyzing key words
trending in verbatims
• Reviewing quant metrics
• Filtering findings by segment
• Inserting on-the-fly
questions
• Initiating 1:1 chats
Invoke conducted a live research event that included
researchers, decision makers, and consumers

The Study Details
4
 Who did we talk to?
• Millennials, ages 18-35 (35% 18-25/65% 26-35)
• Geographically dispersed across regions (East,
Midwest, South)
• 46% males/54% females
• HHI Income: 23% Less than $50,000/24%
$75,000/53% $75k+
 What did we do?
• A 30 minute, live online discussion with 72 participants on
June 10, 2015 at 1pm ET
• The discussion included a mix of both open and closed
ended questions in a conversational flow
• Both closed and open-ended questions were added on-the-
fly to delve deeper into Millennials’ mindset
 Detailed banner tables, segmented by demographic are also
available upon request

 Overall, Millennials really do care about their overall health and wellness, and not
just because they will look good. They care because it will allow the to live a
longer and healthier life .
 When describing the drivers of wellness, many attribute it to a healthy diet,
exercise and mental health—aspects which they all claim to take actions to
support.
 While they acknowledge that a balance between healthy diet and physical activity are important
to maintaining a healthy lifestyle, Millennials tend to place greater importance on diet than on
physical activity. Even their assessment of their overall health relies more heavily on the types of
foods they eat rather than the amount of physical activity they perform.
 Millennials also use their dietary habits as a measurement of their health relative to their parents—
indicating that they perceived themselves as healthier than their parents mainly because they ate
better (although it should be noted that many referenced that their parents suffered from chronic
illnesses which they attributed to poor dietary habits).
 Despite their greater focus on a healthy diet, many Millennials are indulging in
fast food, taking shortcuts when time is short and not counting calories.
Key Insights
 When asked what habits have the most negative impact on their
overall health, many indicated that they regularly ate junk food
(fast food, fatty/salty snacks, sweets, etc.) either because they
were giving into a craving or it was a convenient way to grab
something to eat when they were too busy—or tired—to
prepare a healthy meal,

 When it comes to a healthy diet, Millennials
also seem to place greater importance on
the type of food they are eating (fresh
produce, lean proteins) rather than the
amount of calories they are consuming.
 Despite numerous expert sources indicating that
a healthy weight is predicated on the amount of
calories in and amount of calories out, many
Millennials rank counting calories as a relatively
unimportant aspect of a healthy lifestyle.
Key Insights
 They instead seem to focus on what types of foods they are consuming—unprocessed, whole and
natural—believing that these types of food will automatically translate to a healthy diet and not
realizing that even organic, raw almonds are a relatively calorie dense food can lead to weight gain.
 Millennials—both men and women—indicated that they could be motivated to
improve their dietary habits if they had a support network upon which to rely—
whether it be family, friends or professional support.
 Millennials view the idea of being surrounded by like-minded individuals as a great way for them to
receive the encouragement they would need to make and maintain dietary changes. This
presumption is also supported by years of research which has shown that the most successful weight
loss programs include peer support.
* ”Talk Off the Pounds: Maintaining a strong support network will help you reach your weight loss goals“ November 3, 2011, Prevention (Jorge
Cruise) / Best Weight-Loss Diets, US News and World Reports

 Although not as important as healthy eating,
Millennials do view physical activity as a key factor in
maintaining a healthy lifestyle and living a long life.
 In fact many Millennials acknowledge that they feel less
stressed after they exercise.
 When it comes to physical activity, most Millennials
would classify themselves as at least moderately
active, although this activity might be coming from
daily activities rather than engaging in a regular
exercise program. (Millennials who are participating
in regular exercise tend to focus on running, walking
and/or strength training.)
Key Insights
 While many Millennials indicated they try to work exercise into their daily lives, they often faced the
challenge of not enough time or energy and note that by the end of the day they simply didn’t have
the energy to work up the motivation to exercise.
 As we saw with dietary habits, Millennials also indicated that they could benefit
from a support network or some other method that would hold them accountable
to an exercise regime.
 While many seemed to prefer the idea of working out with a friend, family member or even a
personal trainer, others seemed to view a mobile app or fitness tracker as an acceptable tool to keep
them on course.

9
WHAT CAN BE DONE TO CHANGE THIS?

Things to Consider
 Millennials need to be educated on the importance of calories in and calories out in
maintaining a healthy weight.
 Given Millennials distrust of the media and social media outlets, these would not be the ideal sources,
but rather parents, medical professionals and medical websites should be used to get this message out.
 Healthy food choices need to be more convenient and affordable.
 Creating single serve packages that are not cost prohibitive and make it easy for busy Millennials to not
only have something healthy to eat when they are on the go, but which also makes it easy for them to
eat an appropriate serving size could help them make the right food choices.
 Make it easy and convenient for Millennials to find and
participate in support networks, giving them a way to
connect with like-minded individuals and remain
motivated to stick to their regimes.
 And make sure that these seem to be age appropriate and not
something they would see their mother or grandmother at.
 Mobile apps and fitness trackers are also another
motivational tool to improve Millennials overall health
and wellness.
 A hurdle faced by many Millennials to maintaining a healthy
lifestyle was commitment, something that could be overcome
with tools which will help them track their progress and hold them
accountable to short and long term goals.

• “I work out at least 30 minutes, 5 or 6 days a week.
This helps me have more energy and makes me want
to make healthy food choices as well.” (Female, 18-
25)
• “Regular exercise and eating healthy food gives us
energy boosts and its good for our body” (Female, 26-
35)
• “I participate in a lot of sports with friends! Multiple
times a week we will go to our gym and exercise and
stay fit!” (Male, 18-25)
• “Eating a healthy and well balanced meal. It is good
for me because I try to make sure I am always getting
the vitamins and nutrition that I need.” (Male, Age
26-35)
• “Exercise daily. It is a stress reliever and I maintain a
good body.” (Male, 18-25)
• “I eat unhealthy snacks.This is bad for my health
because of all the bad chemicals and the trans fat
they include. I enjoy eating them.” (Male, 18-25)
• “Eat snack foods far too often. I should choose
healthier food options. I do it because I enjoy some
unhealthy foods.” (Female, 18-25)
• “Eating junk food like candy and chips but they taste
sooooooo good!!!” (Male, 26-35)
• “The unhealthiest thing I do snack too often. I do it
out of boredom a lot and also just because I grave it
and don't have the greatest self control when it
comes to food :)” (Female, 26-35)
Regular exercise and a healthy diet are the healthiest Millennial habits,
although they do enjoy unhealthy snacks, sometimes a bit too much.
Eating healthy food and
exercising regularly are the
healthiest habits of
Millennials...
…but they do like to indulge in
unhealthy snacks like chips and
candy.

While taking good care of their physical health is
seen as important, many Millennials also believe a
healthy mind also has a strong impact on wellness.
• “Eat properly, and exercise. Fitness and healthy food are good for the body” (Male, 18-25)
• “I think the best thing can do is have good eating habits and exercise regularly .because it helps prevent really bad
issues that will occur like diabetes.” (Male, 26-35)
• “Eat healthy and nutritious meals because if you're healthy the body thanks you for it and that will affect your
chemical and spiritual growth in a positive way.” (Female, 18-25)
• “I think overall health starts with food. It's the fuel for our bodies and influences digestions, skin health, and how we
feel.When we eat healthy, nutritious meals, we set ourselves up for health.” (Female, 26-35)
Fueling the body with healthy food and exercising are viewed as the having the greatest impact
on health as it helps prevent health issues and can generate positive attitudes.
6%
10%
13%
24%
25%
Manage stress
Have a positive attitude
Get consistent and adequate sleep
Exercise regularly
Eat healthy and nutritious meals
Top 5 Most Important Factors for Living a Healthy Life

Health and wellness are universally important to Millennials with many
seeing a healthy body as the path to living a more fulfilled and happy life.
14
23%
77%
100%
17%
83%
100%
21%
79%
100%
Somewhat
important
Very important
Top 2
Importance of Health & Wellness
Total
18 to 25 years
26 to 35 years
• “I want to be healthy in order to live a happier longer time, in the company of my friends and
family.” (Male, 18-25)
• “I'm a mother of 4 and I want to be a positive example to them. I also want to be able to do
things that I otherwise wouldn't be able to if I wasn't healthy. I want to be around as long as
possible for my children.” (Female, 26-35)
While many believe that a healthy body is an important reason to
care about health an wellness, many also look beyond the body
to the higher order benefits—greater success in life, emotional
payoffs, etc.
74% of Millennials think
the most important
reasons to care about
health and wellness
revolves around living
longer and preventing
illness.
• “l am very big into nutrition since I believe it has many positive effects.Along with mental health- you can't help
someone without helping yourself first. It's not selfish- just realistic.” (Female, 18-25)
• “Because the healthier I am the more likely I am to achieve my goals and provide a better life for me and my family”
(Male, 26-35)

• “Sit in the office all the day , don't have
enough time for exercises” (Male, 26-35)
• “It is expensive to live healthy. you see all the
fast food chains making it cheaper and
cheaper to eat their food, while buying a
salad costs a lot compared to that.” (Male,
18-25)
• “The biggest barrier I face is time. As a full-
time employee and new mother, I am super
busy.” (Female, 26-35)
• “Having the time to exercise with a busy life”
(Female, 18-25)
Finding time to be active and being
able to afford the higher priced healthy
foods make it difficult for many
Millennials to lead healthier lives
Time and Money are the greatest barriers to leading healthier
lives for many Millennials.
• “Time, when I'm in school, and specially towards the end of the semester, I have difficulty finding time to exercise.”
(Male, 18-25)
• “Eating healthy is more expensive than to eat unhealthy.This is often a barrier.” (Female, 26-35)
• “Between work and a new baby, all the regular household stuff like laundry, dishes, cleaning, there just aren't
enough hours in the day. If I have the choice of playing with my son or doing a workout video, my son wins out every
time.” (Male, 26-35)

Most Millennials view themselves as somewhat healthy as they don’t have
serious medical conditions and tend to eat fairly healthy.
16
83%
24%
59%
14%
96%B
33%b
63%
4%
77%
19%
57%
19%
Top 2 Very healthy Somewhat healthy Neither healthy nor
unhealthy
Self Assessment of Health &Wellness
Total (A)18 to 25 years (B)26 to 35 years
• “I exercise regularly and have no health problems. I may not be the thinnest in m
family but I am the healthiest” (Female, 18-25)
• “I have stress in life, and financial worries, however I consider myself very healthy,
because I do not have any major conditions that would degrade my health.”
(Male, 26-35)
• “I don't have any chronic diseases, I try to eat decently, and although I don't
exercise regularly, my kids keep me busy and active. I could be healthier, but my
health isn't poor or anything at the moment.” (Female, 26-35)
Eating relatively healthy and a lack of major health
conditions seems to be most Millennials barometer of
how healthy they are.
69% of Millennials
believe they are at least
somewhat healthier than
their parents because
they don’t have chronic
illnesses like their
parents.
A,B indicates statistical difference at 90% confidence level
a,b indicates statistical difference at 80% confidence level.

“Medical Doctors are the
best way to find the health
information you need. Most
trustworthy and reliable.
Most of time they are there
to answer your questions.”
(Male, 26-35)
“Medical professionals have
been educated and trained in
the diagnosis of illnesses and
they do that daily, making
them a trustable source.”
(Male, 18-25)
Medical professions, because of their education and training are viewed
as the primary source for health information.
17
9%
17%
57% A
12%
20%
32%
10%
18%
49%
Family members
Websites like WebMD or The
Mayo Clinic
Medical professionals
Primary Source for Health Information
Total
(A)18 to 25 years
(B)26 to 35 years
A,B indicates statistical difference at 90% confidence level
a,b indicates statistical difference at 80% confidence level.
“I have a long relationship
with my doctor. She knows
my medical history so I trust
what she has to say. She's
also very educated and
knows what she's talking
about..” (Female, 26-35)
• “I might not consider the media as much,
because I feel like the media is fueled by
industries that want your money.They might
tell you only what they want you to know.”
• “Social Media. You don't know who posted the
information on social media or if the info they
posted is accurate and/or correct. You just can't
trust it when it's concerning something as
important as your health.”
Social Media, the Media and Health
Insurers seem to be the least reliable
outlets for medical information seen
as receptacles for rumor and
corporate agendas.

Given current guidelines regarding a healthy diet, it is not surprising
that Millennials focus primarily on eating fresh produce, lean proteins
and regular meals.
18
33%
35%
38%
43%
47%
53%
56%
60%
62%
69%
I eat mainly fast food
I eat only organic foods
I eat a lot of junk food and/or sweet snacks
I limit the amount of salt that I eat
I moderate the amount of sugar I eat
My diet includes whole grains
I moderate the alcohol consumption
I eat regular meals
My diet includes lean meats, poultry, fish
I eat fresh fruits and vegetables
Describes My Dietary Habits Completely/Somewhat “Eating fruits and
vegies and drinking
water everyday,
because this makes
me going and give
me energy”
(Female, 26-35)
“Eating fruits and vegetables every day
really helps keeps me feeling great and
energized!Without fruits and vegetables I
think I would have a lot less energy!”
(Male, 18-25)

Millennials cannot always afford healthy foods or have the time to cook
healthy meals but a support network could influence them to make
healthier dietary choices.
19
• “The availability of cheap but also healthy foods. It's
tough for me to eat better when spending a lot on
items.” (Male, 26-35)
• “Craving unhealthy food.” (Female, 18-25)
• “I’m someone that eats way too much junk food, and
when I try to stop eating that kind of food and eat
healthier, the cravings get to me! I don't know if I
could only eat healthy stuff and not eat any sweets
or chips, it'd be hard!” (Male, 18-25)
• “Sometimes you don't have the time to eat a healthy
meal and need something quick. Unfortunately,
quick meals mean fast food and not something
healthy.” (Male, 26-35)
• “I work full time, so sometimes I feel like I don't have
the time or energy to cook a meal. I end up picking up
take out. Also, sometimes I lose the motivation to eat
as healthy as I know I should.” (Female, 26-35)
• “If I had a traumatic event happen to me or if the
doctor told me I was unhealthy!” (Male, 26-35)
• “If my friends and family practices it with me.” (Male,
18-25)
• “If my family all had the same schedule, we would be
able to eat together. When I'm making food to be
eaten at different times, I tend to not eat as healthy.”
(Female, 26-35)
• “Having a community of people who also want to be
healthy would be nice.” (Male, 18-25)
• “Having a health condition that caused me to need to
eat certain foods.” (Female, 18-25)
• “A medical illness” (Male, 26-35)
• “Being around like-minded people who also want to
maintain a healthy diet.“ (Female, 26-35)
Cravings, affordable healthy food and a
lack of time to prepare healthy meals
are the most common barriers to
Millennials’ healthy eating.
But many say that they could be
influenced to eat healthier if they had
a support network and/or were facing
a health challenge.

While Millennials believe its important to avoid processed foods, eat
natural foods, nearly 50% don’t believe counting calories has any impact
on their overall health.
20
19%
25%
31%
34%
38%
26%
25%
28%
28%
26%
15%
28%
21%
15%
19%
26%
13%
14%
11%
3%
13%
8%
7%
11%
14%
Eating organic foods
Counting calories
Watching fat intake
Eating natural foods
Avoiding processed foods
Importance of Dietary Habits
Very important Somewhat important Neither important nor unimportant
Somewhat unimportant Not at all important
“When it comes to maintaining a healthy weight for a lifetime, the
bottom line is – calories count! Weight management is all about
balance—balancing the number of calories you consume with the
number of calories your body uses or "burns off.“”*
*HealthyWeight – its not a diet, it’s a lifestyle! CDC
† Should You Cout Calories, Kat Barefield, MS, RD
Most people
believe they
consume 20-
50% fewer
calories than
they actually
do.†

Nearly 2/3 of Millennials are at least moderately active, participating in
things like walking, running, stretching and strength training.
21
35%
0%
35%
29%
32%
4%
36%
Top 2 Extremely active Very active Moderately activeLightly active Sedentary Bottom 2
Self Assessment of PhysicalActivity
Millennials are more likely
to say they are less stressed
after exercising and this
idea of stress-relief often
fuels more exercise.
However, this same stress
can also be a barrier to
exercise as they skip it
when they are stressed.†
† Exercise: A healthy stress reliever. American Physical Association

Many Millennials cite lack of motivation or commitment as
the greatest barrier to exercising but believe that having
someone/thing to hold them accountable could help.
22
• “The mentality! If I had the time to workout, I would
still need to have the strong mind to get myself to
exercise everyday!” (Male, 18-25)
• “I find it hard to get motivation. I know I need to be
healthy, but laziness does set in.” (Female, 26-35)
• “I think it is just me. I am the biggest barrier. If I
would get out of my own way and make it a priority I
think that I could do it!” (Male, 26-35)
• “Lack of motivation to get up and do it everyday or
several times per week. Sometimes the weather also
makes it hard to be motivated.” (Male, 18-25)
• “My own laziness. I hate working out” (Female, 18-
25)
• “I think maybe if I had something that kept track of
what I do, I would feel more obligated to keep that up
to date.” (Female, 26-35)
• “Maybe a formal training program that rewards you
somehow. even something fun / likeWii fit perhaps.”
(Male, 18-25)
• “I like exercising with friends and family so the more
dedicated they are to it, it helps me stay motivated.”
(Female, 26-35)
• “I think that having friends that are active is a big
encouragement because I almost never go to the gym
alone.” (Female, 18-25)
• “Having someone to work out with and an end goal in
mind would encourage me to work out more.” (Male,
18-25)
• “Mobile apps and health programs would certainly
provide great deal of motivation at the finger tips.”
(Male, 26-35)
Motivation and/or commitment to
exercise is the greatest challenge
faced by most Millennials.
And many indicate that someone or
something that would hold them
accountable and keep them on track
with their fitness goals could help
motivate them to be more active.
Resources Used
Fitness Tracker
Fitness/Health
Mobile App
27% 48%

ABOUT INVOKE
Since 1999, Invoke has helped
its clients better understand
their customers’ perceptions of
their brands, advertising and
communications.
2013 Ogilvy Award for Excellence
inAdvertising
2013 “Hottest Companies in
Boston”Award
Jennafer Stahl
VP, Research & Insights
jennafer.stahl@invoke.com

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