The Zzz Factor: Understanding and Addressing Sleep Cravings in Generation Z

In our fast-paced digital world, Generation Z (born between 1995 and 2009¹) is facing a unique challenge—a strong desire for better sleep.

With constant screen time and digital engagement, Gen Z is finding it harder to get quality rest. This presents a noteworthy opportunity for businesses to step in and meet the sleep-related needs of this generation. It’s not just about providing a basic necessity; it’s a chance for businesses to innovate and offer solutions that cater to Gen Z’s quest for a good night’s sleep amid the busyness of modern life. This article delves into this issue and explores opportunities for businesses, with a particular focus on the dynamic market landscape in Asia.

Current Landscape of Gen Z Sleep Habits

In a recent wellness study by Team Asia Insight, sleep-related solutions stood out as the most favored among respondents seeking ways to improve their mental wellness, capturing 52% of interest.⁷

This pertains to strategies aimed at addressing sleep-related issues, echoing CNA’s discovery that the nation ranked fourth among the most sleep-deprived countries globally in 2021 due to the pandemic.⁸ As seen in Asia Insight’s wellness study, this inclination is particularly notable among the youngest age group, Generation Z, specifically those aged 20 to 29 years old.

Diving deeper in the study, this was particularly prevalent among 3 in 5 of males who were either single or married without kids.

These findings align with the global trend highlighted by Euromonitor’s 2024 Consumer Trends of Wellness Pragmatics, indicating that 50% of consumers are actively seeking solutions to prevent or treat sleeping problems.⁹ Notably, sales of sleep aids are forecasted to continually increase until 2028 in Singapore, underscoring a growing market demand.¹⁰ For businesses targeting Generation Z, these trends signify a remarkable opportunity to cater to the specific sleep-related needs and preferences of this demographic. The demand for diverse sleep solutions reflects a market ripe for innovation and targeted marketing strategies aimed at enhancing the overall well-being of Gen Z consumers.

The current sleep landscape among Generation Z in Singapore paints a concerning picture. According to domestic data collected by researchers from Duke-NUS Medical School, secondary school students in the region are averaging just 6.5 hours of sleep on weekday nights.² Shockingly, fewer than three out of 20 students manage to attain the recommended eight hours of nightly sleep prescribed by the United States National Sleep Foundation for this age group.² Research conducted by the Yong Loo Lin School of Medicine and Duke-NUS Medical School further emphasizes that this insufficient sleep duration is suboptimal for maintaining vigilance, memory, and mood.² Dr. Fung from the Institute of Mental Health (IMH) notes a lack of consistent sleep routines and family supervision of sleeping hours, even among very young children.² The burden of an excessive workload, potentially stemming from academic pressures like school and tuition, is identified as another significant contributing factor.²

Moreover, the results based on a survey of Singapore residents reveal that both Gen Zs and Millennials are significantly more likely to hit the snooze button. This habitual snoozing behavior adds an extra layer to the sleep challenge, suggesting potential issues not only with the quantity but also the quality of sleep among these age groups. The implications are clear: businesses have an opportunity to create and promote products or services that not only acknowledge but actively contribute to improving the sleep habits of this demographic. From innovative sleep aids to educational tools that encourage healthy sleep routines, there is a wide array of possibilities for businesses to consider in response to the sleep deficit observed among Singaporean Gen Z students. Understanding the unique factors contributing to insufficient sleep, such as early wake-up times for school and habitual snoozing, presents an avenue for targeted interventions and solutions that can positively impact the wellness and productivity of this generation.

Digital Impact on Gen Z Sleep

The widespread use of digital devices, particularly before bedtime, is significantly influencing the sleep patterns of Generation Z. Scientific studies consistently show that the blue light emitted by these devices disrupts sleep by suppressing the production of melatonin, a natural hormone crucial for inducing sleepiness, leading to increased alertness when winding down should be occurring.⁴ The impact of technology on sleep quality is substantial, especially for Generation Z. A study indicates that 57% of individuals who use technology in their bedrooms experience sleep problems, with teenagers reporting even worse sleep when exposed to screens like smartphones or televisions in their sleeping environment.⁵ The negative influence on sleep is more pronounced with interactive devices like smartphones or video game consoles.⁵ Additionally, research suggests that the duration of electronic device (ED) usage before bedtime correlates with sleep quality.⁶ Notably, individuals who keep their electronic devices within five meters of their beds report poorer sleep quality than those who maintain a distance.⁶

Furthermore, the global impact of technology on sleep is highlighted by findings from Vietnam, a developing country where university students face a notably high prevalence (78.1%) of sleep problems.⁶ Almost all students (98.1%) reported using at least one type of electronic device (ED) within two hours before bedtime, with smartphones being the most frequently used (92.3%), followed by laptops (27.6%) and tablets (4.4%).⁶ The study found that students using electronic devices within two hours before bedtime had poorer sleep quality, with longer electronic device usage associated with lower sleep quality, while placing devices five meters away from beds was linked to better sleep quality.⁶

To address these sleep disruptions, companies can design products or services that incorporate sleep-friendly features, such as blue light filters or promote healthier screen usage habits. By aligning with the desire for improved sleep quality among Gen Z, businesses can enhance their brand image and contribute to the overall well-being of this demographic. Implementing these considerations into marketing strategies can position products as solutions to the specific challenges posed by digital technology on Gen Z’s sleep patterns.

Psychological Factors and Sleep

The psychological well-being of Generation Z is intricately linked to their sleep patterns, and businesses stand to gain valuable insights from this connection. Child psychiatrist Daniel Fung, the CEO of the Institute of Mental Health (IMH), highlights the significance of sleep in mental health, stating that chronic sleep deprivation can contribute to the development of mental health problems and illnesses.¹¹ Notably, excessive mobile phone use, a common behavior among Gen Z, has been associated with symptoms of depression and anxiety, further elevating the risk of insomnia.⁵ With reference to Asia Insight’s wellness study, it is observed that Gen Z individuals (aged 20 – 29 years old), again, highly prioritize their mental wellness when compared against their older counterparts:

The interplay between sleep, screen time, and negative emotions may exacerbate unhealthy behaviors⁵, underscoring the need for holistic approaches to sleep solutions.

The implications for businesses targeting Generation Z are profound. Recognizing that sleep deprivation during adolescence can impact mood, emotion, and academic performance, companies can position their products as contributors to improved mental wellness. Addressing the psychological factors linked to sleep, businesses could create marketing campaigns that emphasize stress reduction and relaxation, showcasing how their products, whether sleep aids or relaxation apps, can alleviate the pressures faced by Gen Z. Insights from Team Asia Insight’s Wellness Survey article and the Philips Global Sleep Study 2021 highlight that worry and stress are the top reasons for lack of sleep among Singaporeans.⁷ By aligning with these concerns, businesses have an opportunity to tailor their offerings to provide effective stress-relief solutions, thereby establishing themselves as advocates for mental health within the Gen Z market.

Emerging Trends in Sleep Solutions

A myriad of ‘sleep solutions’ has emerged to address sleep-related issues and enhance sleep quality for Generation Z. These encompass an array of products ranging from specialized mattresses and pillows designed for support and comfort to sleep trackers that monitor sleep patterns. White noise machines help mask background noise, while sleep aids such as melatonin supplements, light therapy lamps for circadian rhythm regulation, and blackout curtains for creating a dark sleep environment cater to diverse preferences. Additionally, aromatherapy products like essential oil diffusers, smart sleep devices such as monitors and alarms, weighted blankets for added comfort, and sleep masks to block out light contribute to a comprehensive suite of offerings in the sleep solutions market.

(Euromonitor)

Source: Euromonitor

The Call for Personalized Solutions

While the demand for personalized solutions in the realm of sleep may not be explicitly highlighted in the available secondary research, the growing trend toward customization and personalization in various industries provides a context that can be extrapolated to the sleep solutions market. In today’s consumer landscape, individuals, particularly from Generation Z, increasingly seek products and services tailored to their unique preferences and needs. This shift is evident in sectors like technology, fashion, and nutrition, where personalization is a key driver of consumer engagement and satisfaction. Considering this broader trend, it is reasonable to infer that the call for personalized solutions extends to the realm of sleep, where consumers are likely to appreciate and prioritize sleep products designed to cater to their specific sleep habits, preferences, and even health conditions.

For businesses targeting Generation Z in the sleep solutions market, recognizing and responding to the call for personalized solutions presents a strategic opportunity. The broader consumer trend towards personalization suggests that sleep products and services designed with customization in mind are likely to resonate with Gen Z.¹² Companies can explore innovative ways to offer personalized sleep experiences, such as customizable mattresses, sleep tracking apps with tailored insights, or personalized sleep improvement plans. By incorporating personalization into their offerings, businesses can not only meet the evolving expectations of Gen Z consumers but also distinguish themselves in a competitive market by providing solutions that align seamlessly with the unique needs and preferences of individual sleepers.

Closing the curtains

The multifaceted landscape of Generation Z’s sleep challenges necessitates urgent business intervention for comprehensive solutions, recognizing the profound impact on physical and mental well-being. The imperative is to move beyond basic necessities, innovating within the sleep sector. Digital devices’ influence on sleep patterns compels businesses to advocate for healthier sleep habits through product integration and responsible screen usage campaigns. Emerging sleep solutions present a strategic market opportunity, especially given Gen Z’s inclination towards these innovations. The intertwined connection between psychological well-being and sleep urges businesses to position themselves as mental health advocates, developing targeted interventions. Furthermore, the demand for personalized solutions aligns with broader consumer trends, offering businesses the chance to lead in sleep personalization. In essence, as the sleep landscape evolves, businesses addressing these challenges stand poised not only to contribute to a healthier Generation Z but also to establish themselves as pioneers in a burgeoning market.

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