Eugenia Shamis: “A revolution awaits us in the attitude of people towards a healthy lifestyle”

Why do people of different generations have a different understanding of a healthy lifestyle? How did they form an attitude to proper nutrition and sport? How are attitudes transformed in the future? About this The Challenger was told by the founder and coordinator of the project "


- the Russian school of the theory of generations" Evgenia Shamis.

Generational values ​​are formed in childhood (from zero to ten to twelve years old), the impact on this the process is influenced by the events that take place, the environment in which the child lives, and the principles of upbringing that guide the parents, as well as what is being said in the world and society at this time. The child hears different messages about how to relate to health, what a healthy lifestyle is, and those scenarios that form during this period remain with him for life.

Of course, each person has individual values, but we will talk about what the representatives of the four most active generations have in common views on a healthy lifestyle and what are the main differences. All that I am telling is the result of our research conducted with the participation of focus groups.

Eugenia Shamis: “A revolution awaits us in the attitude of people towards a healthy lifestyle”

Illustration: Olga Efimova

Who is it. Generation Z, they are also home-holders, are those who were born and will still be born between 2003 and 2023.

What influenced their views. Representatives of generation Z from early childhood have heard that you need to lead a healthy lifestyle, have seen many examples of how this happens: for example, people run, and not just in their area, but participate in half marathons, marathons, and these are difficult competitions to be prepared for. The society approves of such activities, homelander accepted the message that sport is an integral part of life, and concluded that they need to deal with it.

In addition to this, infrastructure has recently begun to take shape: bicycle lanes, bicycle rental centers have appeared in cities ... All this reinforces the desire to play sports.

Representatives of generation Z from childhood hear that eating better is right.

They become witnesses of how the world has changed under the influence of this trend (even in fast-food restaurants, fresh vegetables appeared along with traditional dishes - chopped carrots, apples). Healthy food has become not only affordable, but also delicious.

What is the result. Representatives of generation Z are not so many years old, but now it is already clear that they will have a different attitude to a healthy lifestyle, different from representatives of other generations (it may be more likely well-being).

Home-holders are sure: if you ride a bicycle or engage in other physical activity, you will be healthy.

This generation consciously monitors its nutrition, strives to ensure that the diet is rich in vitamins and minerals. They better perceive prevention formats.

Of course, so far we cannot say that this generation will have better health than other generations. But homelander - the first after the "silent generation" (1923-1943), for whom a healthy lifestyle has become a generational value. Obviously, a revolution awaits us in the field of people's attitudes towards healthy lifestyle.

All this will be supported by new DNA studies, health monitoring using gadgets (so far those we wear, but soon built-in ones).

Eugenia Shamis: “A revolution awaits us in the attitude of people towards a healthy lifestyle”

Illustration: Olga Efimova

Who is it. Generation Y, they are also millenniums, are those who were born between 1985 and 2002.

What influenced their views. It is important to understand that the millennials in childhood did not have a dialogue about a healthy lifestyle.

When a global trend appeared and it became fashionable to go in for sports, everyone began to think about healthy eating - the millennium generation was already an adult, by that time basic values ​​had formed. The childhood of generation Y had the active development of fast foods, in the 90s people were busy with socio-economic problems and did not pay too much attention to the correct diet. A similar story with sports.

What is the result. During our research, we noticed that millennials never independently start a conversation about a healthy lifestyle.

This is not their topic, it is not what they care about and what they reason about. Representatives of generation Y say that they are running a marathon not for the sake of being healthy, but for the sake of another: communication, vivid emotions. They want to add new experience to their resume.

Millenniums are not the generation that devotes much time to preparing and following trends in the field of healthy eating. If millenniums prepare a healthy dinner, they never mind saving time and leaving it for other things (communication, for example).

Periodically, they test themselves for strength, say, 30 days trying to hold out without sugar, but for them this story is not about health - it is a challenge to themselves, challenge: can I stand it or not?

Eugenia Shamis: “A revolution awaits us in the attitude of people towards a healthy lifestyle”

Illustration: Olga Efimova

Who is it. Generation X - those born between 1964 and 1984.

What influenced their views. In childhood, representatives of generation X participated in street games and competitions, monitored their physical condition in order, say, to keep up with running no worse than others. But in general, as in the case of generation Y, a healthy lifestyle for them is not the main value.

In our country, many representatives of generation X spent their summers in childhood in summer cottages or in villages. They perfectly remember what home-grown vegetables, fruits and berries grown on their plots are.

What is the result. For representatives of generation X in the modern world, the origin of products plays an important role. They are sincerely perplexed: June - what can be watermelons in Russia?

Generation X knows how to combine a lot of things well.

Most of the parents in our country are representatives of this particular generation. What matters to them is not a healthy lifestyle in itself and for itself, but proper nutrition for their family, for children.

Generation X will have to change the development trajectory at the age of 40+ years. They will have a different (different from the previous generation) life expectancy, they will stay young and active longer. Generation X will develop its own special scenarios, find its life hacks, including in the field of attitude to a healthy lifestyle.

Eugenia Shamis: “A revolution awaits us in the attitude of people towards a healthy lifestyle”

Illustration: Olga Efimova

Who is it. A generation of baby boomers - those who were born from 1944 to 1963.

What influenced their views. There is a scene in the film “Welcome, or No Trespassing”, when the units are weighed. There is an increase in weight - well, that means there is an increase in health.

This scene is very indicative of the hungry post-war baby boomer childhood.

Like generation X, in the childhood of the baby boomers there were yard team games, but a healthy lifestyle did not become their main message and agenda, as happened with the generation Z.

What is the result. Baby boomers have the value of youth. It was this generation that introduced face care, a facelift, and special fitness into the mass market.

Now they are changing the rules of life at the age of 60+. They want to feel healthy and young again.

Baby boomers pay attention to proper and tasty nutrition, but taking into account diets and always at an adequate price. Often, diet food is either tasteless or very expensive - the last baby boomers are unlikely to afford it.

We are used to thinking that with retirement, and especially closer to 70 years, people cease to be active.

But this is an old paradigm. Baby boomers now have other options to stay active. Today they already use sophisticated technical devices (for example, hearing aids) to continue to lead a familiar lifestyle, to travel. There will be new opportunities for self-diagnosis and medical prevention, and baby boomers will introduce rules for how it should look for them.

But all the same, new laws, rules of action and new scenarios for a healthy lifestyle will be created by home-holders.



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