A holistic approach to wellbeing is innate to millennials and something they’re reluctant to sacrifice, despite the economic uncertainty and financial constraints that surround them.

Eighteen to 33-year-olds in western Europe have grown up accustomed to a society where it’s acceptable to focus on yourself as an individual and dedicate time to your own mental and emotional wellbeing. Yet times are tough for this group, particularly at the younger end of the age spectrum, as they attempt to establish themselves on the career ladder against a backdrop of austerity. They’re increasingly worried about their future and are having to plan for the long-term in a way that previous generations managed to avoid. Forty-three per cent of 18-25 year olds in the UK agreed in our 2012 Global Monitor study that over the next 12 months, they’ll be planning for the worst financially – a stark contrast to the optimism of previous generations at this age. Emotional wellbeing is under threat as anxiety over job security, debt and future prospects takes hold.

Should the spa industry be worried by a cash-strapped younger generation? Reassuringly, in this climate, little luxuries are more important than ever for this age group. Whether it’s a cup of their favourite coffee or a weekly music download, millennials are unwilling to sacrifice the boosts that help them to maintain an even keel and deal with the pressures they’re under. The spa industry should take note – luxury treatments will be out of budget, but affordable, everyday treats such as express manicures or day passes to use spa facilities, are just what this group need and crave. If the spa industry can offer a range of treatments that meet a £10-20 (US$16-32, €12-24) budget, there is an opportunity to reach out to this younger audience.

Gamification is fast permeating every part of the health and wellness industry, including the spas.

In the future, we might expect to see spas using the carrot/stick approach that is currently prevalent in the gamification of the health and fitness industry, to improve loyalty schemes. An app especially designed for rewarding clients for purchases would replace physical loyalty cards, for example. Businesses could easily incentivise clients – especially those who do not make regular visits – to return for more treatments by offering points to trade for discounted or free treatments and trials, as well as spa-related online games. Tracking features, which are common among apps focused on more goal-oriented aspects of health such as diet and exercise could be used to help clients record and comment on treatments that they have enjoyed.

Social gaming offers an important means to enriching client relationships. Facebook, the world’s largest gaming platform, has already been used by many brands looking to better educate and engage with clients and staff through social gaming. Spa Business has already reported on Clarins’ Spa Life (see SB12/2 p80), which allows Facebook users to manage virtual spa clients in search of treatments to redeem points for Clarins products. More recently, pharmaceutical group Boehringer Ingelheim has created Syrum, a Facebook game in which players must solve global pandemics and diseases by discovering cures, creating a stable drug, and then testing it through clinical trials. It is easy to imagine how this type of immersive social gaming might be used to educate spa clients about treatments offered, especially treatments and technologies that are new to the market.

Gaming can help to deliver a much higher level of client engagement and connection which can only benefit the spa industry and its consumers.

Brazilian poet Vinicius de Moraes made an apt reflection on the country’s culture when he said “May ugly women forgive me, but beauty is fundamental”. The desire to look good has deep cultural roots and means that Brazil has long been fertile ground for the health and beauty industry. The cosmetic industry is flourishing and Brazil is the second largest plastic surgery market in the world behind the US .

Brazil has experienced rapid economic growth in the last decade, overtaking the UK in 2011 to become the sixth largest global economy in terms of GDP. This growth is amplifying this aspiration to be beautiful. Optimistic consumers are keen to stand out from the crowd and display their success in life through their appearance. Yet the spa industry appears to be missing a trick in connecting with increasingly affluent middle-class consumers who have huge purchasing power. Brazil’s middle class was expected to spend BRL1 trillion (US$490bn, €369bn, £306bn) in 2012 with 52 per cent of the country’s 1.9 million total population defined as middle class compared to 38 per cent 11 years ago.

While the industry has seen rapid growth over the last five years, with an increase from 400 to over 1,000 outlets, spa culture has not been mainstreamed. There’s still a perception that spas are places for wealthy, high-profile people rather than for normal people looking for moments of indulgence. Engagement with spas is hampered by a lack of clarity around the benefits and the services on offer. At a spa and natural products show, 10 per cent of consumers said the biggest barrier to them using spas was lack of awareness and understanding as to what spas provide.

Brazil is ripe for further growth in the spa industry, but only if spa culture becomes more accessible. Appearance-centric consumers with increasing disposable incomes are prime targets, but without clearer communication on what they stand to gain from a spa experience, a valuable opportunity could be missed.

We’re living hectic modern lives and often tensely balancing work life and leisure time. More so than ever, we’re seeing a rise in instances of stress. According to the national health service in the UK, for example, work-related stress, which can negatively affect mental wellbeing by driving down self-esteem and positivity, has soared by 40 per cent since 2005.

This rise in workplace stress is driving consumers to take greater responsibility their mental wellbeing in order to manage their mind and maintain a positive mood. Where once mental health was complex and stigmatised, it’s now emerging as a concern on a par with physical wellbeing.

We’re seeing an increase in more ‘alternative’ holistic treatments that aim to promote mental wellbeing. Examples include the growth of ‘mindfulness meditation’ to boost mental harmony and the Zen Sound Therapy programme by Vermont’s Stowe Mountain Lodge in the US which aims to reduce anxiety through music therapy. In addition are bold multi-sensory experiences such as the AlphaSphere, by Viennese artist sha, which encases the spa-goer in rich images, rhythms and vibrations to drive ultimate physical and mental relaxation.

In response, the world of the spa is now emerging as an accessible way for people to take time for themselves, invigorate the senses and improve their mental outlook on life. From massages to manicures, spa activities are proving to be a one-stop-shop to boosting self-esteem and mental wellbeing. According to the ISPA 2012 US Spa Industry Study, visits were up 4.1 per cent in 2011 (see SB12/4 p40).

Time pressures can mean that people often have less time to be able to devote to their mental wellbeing, despite people recognising it as a concern. More often than not we’re seeing people embracing simple and non-time intensive spa treatments in the home, from masks and facials to hot baths and scented candles that help to drive positive mental balance.

In the future we will see more people taking responsibility for their mental health by embracing the world of the spa, in their own time and at their own pace.

When it comes to their health and wellness, many consumers find navigating the myriad of choices available confusing, intimidating and very complicated. They continue to find their own way through this complexity, whether by relying on networks of trusted advisers and professionals, or seeking advice from peers or others who have faced similar situations and choices.

People are becoming increasingly familiar and willing to share personal health information with those outside of their circle of friends and family. For example, Facebook recently included health and wellness updates to its list of Life Events, ranging from broken bones to illnesses overcome.

Some consumers are actually forming social affinities around health and biological identities. With the help of new media ‘bio-citizens’ – people who join social networks, on and offline, based on shared interest in health concerns – are generating and sharing specialised scientific and medical knowledge of their conditions. They are becoming experts in their own right and therefore increasingly influential.

Their impact is likely to be acutely felt, as user-generated content on health affinity websites and blogs will spur collective action by tapping into the collective intelligence of social networks for health. This new collective intelligence will introduce new health information authorities and will redefine healthcare solutions in the future.

As engaged and informed consumers share their private health information they will expect spa and wellness solutions to be more innovative and flexible, tailoring the services to meet their specific needs.

Urbanisation is an increasing threat to our activity levels. Currently, 51 per cent of the global population lives in an urban environment compared to 30 per cent in 1950, it was reported in 2012 research by the Population Reference Bureau. In Europe more than two-thirds of people live in towns and cities making it hard for them to remain active.

Our green space and outdoor places to exercise are become increasingly threatened. In addition, air pollution can make it unpleasant and even a threat to our health to exercise outdoors. In some cases, people are too afraid to exercise in built-up areas for fear of crime and gangs. For these reasons the outdoor environment is a less attractive place to exercise and people are seeking a safe and healthy space to retreat to.

We are seeing attempts from health clubs to address this by looking at innovative ways of bringing the outside indoors with some urban gyms creating the sensations of exercising outdoors by doing things like increasing natural light and projecting images of natural scenery on the walls. The Virgin Active health club in Aldersgate, London, for example has a group cycling studio with a floor to ceiling projection screen and up to 150 different outdoor image videos (pictured). But this trend not just interesting for health clubs and gyms – it could lead to a new growth opportunity for the spa industry as people start to view spas as more of an essential part of managing their health and wellbeing rather than a luxury. As urbanisation continues to rise people will increasingly seek a sanctuary to escape to and the benefits of visiting a spa will be far more widely appreciated.

Today, there are 1.5 billion people aged over 50 and this is set to rise to 1.9 billion by 2020, say Euromonitor International and the UN. For the first time in history, the world’s older population will be the fastest growing age group.

Older consumers are not necessarily bound by life stage stereotypes. Faced with the prospect of living for longer, they are not only looking for solutions that will help them better manage the health conditions they have, but also to slow or prevent age related decline in their bodies and minds.

From beauty creams and pills to Chinese placenta medicines and even functional drinks that prevent the early onset of Alzheimer’s, the market for anti-ageing products has been rapidly expanding. At its most extreme it includes treatments such as replacing healthy joints with artificial ones to prevent joint deterioration in the first place. However, these solutions are not for everyone and many older people are looking for more holistic treatments that can be integrated into their lifestyles.

The spa industry is already responding with a growing number of anti-ageing treatments. In addition, healthy ageing spa holidays are being offered to consumers wanting to stay one step ahead of the ageing process. These holidays feature specially designed programmes that combine nutrition advice; modern optimal tests to assess functional health and metabolism; non-abrasive anti-ageing treatments, such as nourishing cranberry facials; and the ancient therapies of yoga, ayurveda and meditation to assist the cellular renewal process that naturally slows with age.

Spas in the future should focus on promoting longevity, youthfulness and vitality with treatments that not only prevent premature ageing and disease, but are simple enough to replicate at home to ensure that the benefits are ongoing.