Wellness Among Gen Zs in Western and Eastern Cultures During COVID-19

Miia Grénman, Ulla Hakala, Barbara Mueller, Kara Chan*

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingChapterpeer-review


This study sheds light on the ways wellness, a fast-growing industry all around the world, is incorporated into the daily lives of Gen Z consumers in Eastern and Western cultures during COVID-19. More specifically, we investigate perceptions of wellness and the products, services, and brands used by Gen Zs as means of achieving wellness. The empirical study was conducted in the U.S., Finland, and Hong Kong.
Original languageEnglish
Title of host publicationAdvances in Advertising Research
Subtitle of host publicationCommunicating, Designing and Consuming Authenticity and Narrative
EditorsAlexandra Vignolles, Martin K. J. Waiguny
Number of pages12
ISBN (Electronic)9783658404291
Publication statusPublished - 11 Apr 2023

Publication series

NameEuropean Advertising Academy
ISSN (Print)2626-0328
ISSN (Electronic)2626-0336

Scopus Subject Areas

  • Health(social science)
  • Communication

User-Defined Keywords

  • qualitative method
  • cross-cultural studies
  • consumer perception


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