The Age of Balance

The concept of ‘wellbeing’ has taken on a whole new life since pandemic hit. Looking after oneself and personal wellbeing — online and offline — resonates particularly well amongst ‘digitally native’ 20 to 30 year-olds. The wellness industry is experiencing a digital boom, lead by the generation that have become the big ‘wellness’ spenders of the next decade.

At Good Rebels, we surveyed 900 twenty to thirty-year-olds and then undertook deep-dive interviews with a smaller sample, to fathom the digital side of the wellness industry. Discover all the consumer behaviour insights in our report “The Age of Balance”, and tap into the 7 lessons that tell you how to succeed in the era of digital wellness.

A group between two generations, a mix of young millennials and old centennials, 20-30 year-olds face an exceptionally broad array of responsibilities and concerns due to being at the crossroads of life stages. Now more than ever, wellness and wellbeing are top of mind for this age group, and their focus is rapidly moving towards digital. Say hello to The Age of Balance.

What is this wellbeing hungry age group looking for? It’s time to forget protein powders and unattainable fitness challenges. The new era is all about the balance of the mind and body, leisure and responsibilities, socialising and ‘me’ time.

72% of our 900 research participants (across UK, Spain and Mexico) engage in wellbeing practices more now than before the pandemic, and 88% have used digital wellbeing or wellness resources. Our deep-dive interviews with this age group made it clear that this is a quickly accelerating sector — and its future is truly digital.

Find out how your brand can jump on this trend and enter The Age of Balance.


Engage in wellbeing practices more now than before the pandemic.
A holistic approach to wellbeing, from time management to physical health to personal relations.


Listed mental wellbeing as one of their top wellbeing values.
Mental wellbeing is top of mind —literally.


Have used a digital wellbeing resource in the UK.
Video, apps, and social media platforms: our best allies in the quest for consumer attention.

Access source data using our interactive database to gain deeper insights into the behaviours and attitudes present in the Age of Balance.

Let’s talk

    Brand case studies


    Going beyond nutrition

    wellness industry

    The cereal brand familiar to everyone has jumped on the wellness bandwagon by announcing it is ‘redefining nourishment’ with its plant-based portfolio and encouraging consumers to think beyond traditional nutrition. For Kellogg’s, wellbeing is emotional and interpersonal connections, as well sustainability and caring for the planet.


    Providing personalised lifestyle guidance

    wellness industry

    Verv began as a weight loss app, but broadened its service offering following an increased demand from consumers for guidance on other wellbeing areas such as sleep and nutrition.

    The brand vision shifted to holistic wellbeing, and offers consumers a simple but customisable solutions, catering to the needs of the age of balance.


    Providing access to health, beauty and wellness services

    Classpass Wellbeing

    Classpass combines access to a variety of exercise classes, beauty treatments and wellbeing services (such as massages) from different providers under one membership. While the focus is still strongly on exercise, Classpass has an advantage over traditional gym memberships by providing, not only variety, but a more holistic array of options to its users.


    Lifestyle media answering wellbeing needs

    Mindbodygreen Wellbeing

    Offering ‘science-based holistic wellbeing’, MindBodyGreen is a platform that provides guidance and advice on a wide range of wellness topics including physical, mental, emotional and spiritual health.

    The platform is authored by a number of experts and scientists and the brand’s services include supplements, classes and nutritional coaching. MindBodyGreen has one of the broadest wellness philosophies in the market, and incorporates social good and sustainability into its resources too.


    Combining VR with home exercise

    Supernatural Wellbeing

    Supernatural by Oculus is a more siloed product than the other brands on our list, and has a narrower offering, but it deserves a spot because of its innovative technology.

    Combining VR headsets with workout routines is a natural development in innovative technology and Supernatural uses this by providing exercise routines in exciting virtual locations with the support of coaches and motivating music tracks. An elevated version of Wii, this is a space to watch.

    We are Good Rebels.
    We build digital experiences
    that connect brands and people.