# Betterment Branding Young Millennials feel the pressure of adulthood and seek ways to prepare. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Aug 10, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/betterment-branding ## Key Figures - Trend score: 4.7/10 - Evidence articles: 5 ## What is the Betterment Branding trend? **Betterment Branding:** It's no secret that Millennials prioritize personal growth and experience over affluence and material goods. This is particularly urgent among Mid-Millennials who feel adulthood fast approaching, and are thus doubling down on efforts to make positive changes to the self. This can be implemented in all aspects of life, from financial literacy to the workplace. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 19, 2015 to Jul 22, 2017 - Published: Aug 10, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Betterment Branding trend ### Personal Growth Prioritization Millennials prioritize personal growth and experience over affluence and material goods, leading to opportunities for businesses to offer products and services that facilitate self-improvement. ### Peer-to-Peer Recognition Platforms like 'Tap My Back' offer opportunities for employees to provide instant recognition and motivation to their peers without taking too much time out of their routine, filling the gap left by company protocols that limit feedback and recognition to certain times of the year. ### Mystery Adventure Travel Services like Jubel create personalized travel experiences without having to pinpoint a specific destination, providing a solution for travelers who want to focus more on the experience and less on the details. ## What the Betterment Branding trend means for industry ### For Wellness and Personal Development Industries related to wellness and personal development can take advantage of the growing consumer desire for personal growth and experience. ### For HR and Employee Engagement Industries related to HR and employee engagement can utilize peer-to-peer recognition platforms like 'Tap My Back' to foster a more motivated and appreciated workforce. ### For Travel and Tourism Industries related to travel and tourism can employ mystery adventure travel services like Jubel to create personalized travel experiences without having to pinpoint a specific destination. ## Workshop question In what ways are you encouraging your customer to practice mindfulness and self-care? ## Trend signals for Betterment Branding Trend score 4.7 out of 10, from popularity 70%, activity 62%, freshness 8%. - Popularity: 70% - Activity: 62% - Freshness: 8% ## Examples of the Betterment Branding trend 5 featured examples from Mar 19, 2015 to Jul 22, 2017. - [Personal Goal-Setting Platforms](https://www.trendhunter.com/trends/burntheboats): 'BurnTheBoats' Lets Users Set Goals to Share with Their Network (Category: Lifestyle) Implication: Personal goal-setting platforms are disrupting the health and wellness industry by providing users with an accessible tool to set and track fitness goals. - [In-Store Meditation Spaces](https://www.trendhunter.com/trends/meditation-spaces): Lululemon Opened an Area for 'Mindfulosophy' Within Its NYC Store (Category: Business) Implication: Opportunities for stores to attract new customers and differentiate themselves by offering in-store meditation spaces. - [Social Betterment Groups](https://www.trendhunter.com/trends/ivy-club): Ivy Club Members Take Pride in Being Leaders in Thought & Innovation (Category: Lifestyle) Implication: Social organizations like Ivy Clubs can leverage collaborative innovation and create a platform for social, intellectual, and cultural endeavors. - [Mystery Adventure Travel Websites](https://www.trendhunter.com/trends/adventure-travel-website): The Jubel Adventure Travel Website Creates Randomized Trips (Category: World) Implication: Disruptive innovation opportunity: Develop platforms and services that offer personalized and spontaneous travel planning solutions. - [Motivational Workplace Feedback Platforms](https://www.trendhunter.com/trends/tap-my-back): 'Tap My Back' Enables Peer-to-Peer Recognition (Category: Tech) Implication: The 'Tap My Back' platform can disrupt the human resources industry by offering a digital solution for instant peer recognition and motivation. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)