Post-pandemic, the world’s emotional well-being is recovering

Healthtech is helping, but inflation worries are hurting us
24 October 2022

New research from Kantar reveals that most people globally (65%) say their emotional well-being is better or the same as before Covid-19. But despite this improvement, the cost-of-living crisis is impacting more people’s emotional wellbeing than even the pandemic did. Kantar’s new study has identified that 60% of people rate their anxiety level as 4 or 5 out of 5, compared to 39% who said the same for the pandemic. Those worried about inflation are mainly anxious about the prices of food and fuel.

To evaluate how perceptions of emotional well-being have changed, Kantar’s 8th community report, Connecting on Health & Wellness, analyses the influence of different variables, including age and gender, as well as the role of technology in accessing health support and improving wellness.

Key findings from the study, which questioned 10,000 people in 10 countries, include:

  • Despite an overall improvement in reported well-being (65%), one in three people say their mental health is worse than pre-pandemic levels.
  • During the pandemic, women were more likely to experience a decline in emotional wellness (55%) than men (49%). 
  • Age was a critical factor in the perceived emotional impact of the pandemic – 58% of Zoomers admitted a decline in their well-being vs 50% of Boomers.
  • Younger generations were more open to seeking mental health support – Gen-Z (40%) and Millennials (39%) vs Gen-X (28%) and Boomers (16%). 
  • One in three people use their smartphone to monitor some element of their health or wellbeing, and one in ten uses a smartwatch.
  • Of those using technology to monitor their wellbeing, most people (92%) agree it has played at least some role in how they rate their physical health today, and 39% also see improvements in their emotional health. 
  • One in three healthtech users pay for a wellness-related app. On average, they pay for 2.6 subscriptions.
  • One in three women who use their smartphone to monitor their health use an app to track their menstrual cycle. And over half of those who track their cycle with their mobiles (58%) have been doing so for at least 2 years. 

Commenting on the report, Caroline Frankum, CEO of Kantar’s Profiles division, said: “The world seems to be facing a series of intersecting crises in a way not seen in decades, but we have never been better equipped to meet these challenges. Our Connecting with the Health & Wellness Community report is not only a way to give back to the community but also a testimony of how we can leverage innovative technology and our expertise in understanding of how people think, feel and act to address the challenges of mental health, the silent pandemic following Covid-19”. 

Exploring the impacts of the most pressing global issues on emotional well-being and the role of digital technology in wellness support is critical for any organisation, especially to be prepared to navigate uncertainty in the coming years.