With science-backed technology, portable design and frictionless integration, Bon Charge aligns with younger wellness consumers
The concept of living a better, longer life has never had so many young, enthusiastic proponents. While healthspan is often more top-of-mind for older individuals, the number of Gen-Z and Millennial wellness consumers is gaining ground. Today, many are proving themselves just as infatuated with the buzzing fitness movement as their parents and grandparents are.
“Due to more awareness over mental health, younger generations have more interest in the management of sleep, daily stress and a need to reset energy levels,” explained Andy Mant, CEO of wellness tech brand Bon Charge. “There is a real curiosity right now on how to balance mental and physical health recovery using biohacking to not just be optimized, but to make them feel normal and comfortable with daily life.”
While there’s no doubt the interest is there, the under-25 demographic has its own consumer priorities. Meeting them starts with understanding their tendencies, life outside the gym and the things they still have to learn.
A Different Kind of Consumer
Younger individuals know there’s groundwork that needs to be laid for a healthy, long life. They see through quick fixes and hollow concepts, favoring evidence-based wellness options that keep the long game in focus.
“What’s really interesting about the under-25 audience is that they are more conscious and proactive when it comes to recovery rather than just being reactive,” Mant said. “Right now, we are seeing a pushback against wellness fads. They are now looking toward science-backed technology because they view recovery in the long-term for optimization.”
This generation’s familiarity with digital technology also gears them toward more data-infused products that make progress easy to analyze.
“They have been born in the digital age, so recovery isn’t just focused on training or burnout, it is more aligned to tracking data with concern over mental health, constant stimulation and staying regulated in real time,” Mant added.
However, for all those pro-wellness priorities, this demographic isn’t without its challenges. Gen-Zers and Millennials tend to be busier than others. With that, brands need to walk a line between providing convenience and high-end offerings.
“Younger consumers are time-poor and from a product design perspective, we look towards creating tools that are non-disruptive to routine,” Mant said. “They’re busier than ever with their plans, whether it is a greater desire to travel, work more in the office or go to the gym.”
Catering to Their Needs
For those reasons, Bon Charge makes products that integrate easily into busy lives, such as the brand’s Red Light Toothbrush, Red Light Cap and EMF Radiation Blocking Blanket. Consumers brush their teeth, throw on a hat or get under a blanket just as they normally would, but with the benefits of light, heat and shielding against electromagnetic exposure.
“We look towards creating tools that are non-disruptive to routine,” Mant said.”It is now an expectation to create products to fit into their lifestyle without taking over. Design, portability and usability are very important because they appeal to the desire for recovery to not be aspirational or a chore but a daily ritual.”
The brand’s Red Light Neck and Chest Mask, Demi Red Light Therapy Device and Infrared PEMF Mat Mini bring that portability element to the table with their compact, reduced footprints. Those products are all made with lightweight materials as well.
Bon Charge’s products are also positioned around measurable specs, such as specific light wavelengths and shielding materials to support the body at a cellular level. These attributes provide relief for digitally saturated younger consumers who feel overwhelmed by constant alerts and the pressures of everyday life.
“Simplicity, considering doing less and doing it well creates greater value, especially to younger people who don’t want more notifications and are already overloaded by daily life,” Mant said. “Our Infrared PEMF Wraps resonate with younger generations because you can reconnect with nature’s beneficial energy wavelengths while sitting, laying down or relaxing with a book.”
Communicating the Benefits
Even as the collective interest in wellness and longevity is rising and broadening, there are still plenty of consumers who are less versed on what it’s all about.
In response, the brand focuses on educating consumers who may be unaware of the benefits of its devices. Bon Charge works closely with its Scientific Advisory Board to clearly communicate the science behind its products and reinforce credibility, which resonates with younger consumers.
“Science is key to everything we do and young adults are rightly skeptical around wellness at the moment,” Mant said. “It is important to be transparent and when explaining the benefits of our products, we translate in a way they can understand.”
In doing so, Bon Charge is judicious in the amount of information they share so as not to bombard consumers. Then, it lets its products do the rest.
“Young adults and even older demographics don’t want information overload, so we focus on the ‘why,’ just as much as the ‘how,’ to deliver transparent answers,” Mant said. “Everyone has to start their journey somewhere and with our products now being used more actively in wellness-focused classes, hotels and more, we hope to extend our hand to educate slowly to properly connect them to a unique experience.”
Staying the Course
Mant anticipates these trends related to young wellness consumers to either continue or intensify going forward.
“We expect to see more integration and understanding, as it is becoming more common to use wellness products every day,” he said. “We expect that fads or instant gratification promises to continue to be put under an even larger microscope.”
Already well-positioned to cater to these consumers, the brand plans to continue its approach centered around building flexible and science-backed tools, while also keeping an eye out for any new demands from its broadening consumer base.
“We are constantly producing an ecosystem of tools that is wider than most of our competitors because we understand that needs change,” Mant said. “But at our core, we are focused on supporting recovery, circadian rhythm and resilience over time, by being credible and showing our support to their wellbeing journey with innovation.”
Andy Mant is the Founder and CEO of Bon Charge, to find out more, please visit, https://boncharge.com/.
