Gen Z, born between the mid-1990s and early 2010s, comes with the frequent tag of “the most connected generation in history.” Their childhood years have been spent in a world of digitality—equipped with a smartphone, social media, and connectivity at their fingertips. One of the most worrisome trends is how this hyper-connected life has turned them into sleepless beings. But here comes a question: why can’t Gen Z sleep, and what role does healthcare marketing play in this?
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The Sleep Deprivation Epidemic
Sleep is the cornerstone of good health; however, it eludes most of Gen Z. As reported in different studies, the levels of sleep deprivation are higher amongst this generation as compared to any other previous generation. This has been argued to result from various factors, including the following.
Digital Overload
The continuous usage of smartphones and other digital devices, especially before going to bed, has been related to problems with sleep. Blue light emitted by screens interferes with the production of melatonin, which is the hormone governing sleep.
Mental Health Issues
Anxiety, depression, and stress are pretty common in Gen Z, and these conditions can take a serious toll on sleep. Pressures of academic performance, social media comparison, and uncertainties of the future contribute to the rise of mental health issues.
Irregular Sleeping
Gen Z has irregular sleeping patterns. Staying up late to watch online content or socialize is common among this generation. This irregularity tends to disturb the normal circadian rhythm in the body and negatively affects the quality of sleep.
Role of Healthcare Marketing
No one is better positioned to help Gen Z with its sleep challenges than healthcare marketers. At the root of their campaigns should be raising awareness about the importance of sleep, but how that is executed can be tailor-made for this very tech-savvy generation. Here’s how they can do it.
Educational Content
Devise engaging information regarding the way sleep can affect overall health. With blogs, videos, and social media posts explaining the connection between sleep and mental health, productivity, and physical well-being, one shall have the attention of Generation Z.
Personalized Solutions
Gen Z believes in personalization. So, what healthcare marketers can do is emphasize sleep-tracking apps, wearable devices, and many other such tech solutions that track sleep and improve it in an individual. All this should be presented in a manner that reflects customization and real-time feedback associated with the tools, making them attractive to Gen Z.
Influencer Collaborations
Partner with some influential people who connect well with the Gen Z population to spread the word about sleep. They could share their personal experiences of sleep-related issues and how they overcame them, making it more relatable.
Tackling sleep deprivation in Gen Z isn’t just about raising awareness—it’s about making real, impactful changes in their daily lives. No other entity is better situated to be part of this solution than healthcare marketers.