Demography Case Study
Company Size: +$14.4 billion annual revenue
Team: Global Marketing & Insights – Wellness
Leader: Sanober Gati, Global Marketing Director – Wellness
Category: Vitamins and Supplements
The global wellness category was expanding rapidly, but understanding how different generations define “wellness” had become increasingly complex.
While Gen Alpha and Gen Z viewed wellness through the lens of mental balance and digital engagement, Millennials and Gen X prioritized performance, stress management, and longevity. Boomers, meanwhile, were focused on medication adherence and vitality tracking.
Sanober Gati and her team sought to decode these evolving behaviors to shape a global innovation strategy that was both inclusive and actionable.
The challenge was threefold:
Generational fragmentation – every age group used different platforms, languages, and motivations to discuss health.
Economic pressure – the middle-income consumer was emerging as the largest yet most underserved wellness segment.
Sustainability and trust – consumers increasingly demanded eco-friendly packaging, transparency, and authenticity in health claims.
Traditional research couldn’t synthesize the scale of qualitative and quantitative data needed to make sense of these cross-currents.
Challenges
The Global Wellness team partnered with CREWASIS.AI to integrate text, video, and behavioral analysis from thousands of consumer touchpoints — including digital forums, app usage data, and generational wellness content.
The AI engine analyzed patterns of stress, supplement use, and lifestyle language across regions and age cohorts, identifying four primary opportunity pillars
Generation-Specific Wellness Solutions
Sustainable Health Solutions
Holistic Wellness Integration
Middle-Income Accessibility
CREWASIS’s AI synthesized stress-pattern data, language sentiment, and category trends to reveal how “wellness” meant radically different things across generations — from self-optimization to self-care.
Process
The AI engine analyzed patterns of stress, supplement use, and lifestyle language across regions and age cohorts, identifying four primary opportunity pillars
Generation-Specific Wellness Solutions
Gamified AR-based health education for Gen Alpha
Stress-management apps for Millennials and Gen Z
Medication-management and vital-tracking interfaces for Boomers
Sustainable Health Solutions
Eco-friendly packaging with recyclable materials
Transparent supply-chain tracking
Local sourcing for supplements to meet environmental expectations
Holistic Wellness Integration
Digital programs combining physical, mental, and emotional health metrics
Personalized coaching blending nutrition, mindfulness, and activity tracking
Middle-Income Accessibility
Tiered pricing and subscription models
Value-packed supplement bundles
Cost-effective product formats with loyalty incentives
CREWASIS’s AI synthesized stress-pattern data, language sentiment, and category trends to reveal how “wellness” meant radically different things across generations — from self-optimization to self-care.
Solution
The collaboration delivered a generationally nuanced roadmap that reshaped the brand’s wellness portfolio:
+32 % clarity in targeting by aligning age cohorts to product needs and emotional drivers.
New platform strategy that embeds sustainability and accessibility as core growth pillars.
3 new digital wellness products under development: a mindfulness-based tracker for Gen Z, a holistic vitality app for Boomers, and a gamified nutrition tool for Gen Alpha.
Significant reduction in insight turnaround — from 8 weeks of manual analysis to 5 days using CREWASIS ranking and clustering.
Data-driven brand narrative evolved from “generic wellness” to “personalized wellbeing for every generation.”
Results
The team relied heavily on surveys and market audits that captured broad attitudes but missed emerging wellness behaviors — particularly digital wellness rituals and sustainable consumption habits.
“We had an ocean of consumer data but no integrated way to see how generational stress, health perception, and format preference intersected,” said Sanober Gati, Global Marketing Director – Wellness.
Before AI-Driven Insights
Sanober’s team selected CREWASIS.AI for its ability to transform unstructured conversation into structured, behavior-linked insights.
“CREWASIS allowed us to see patterns that conventional segmentation missed — the emotional logic behind why Gen Z talks about ‘mental reset,’ while Boomers talk about ‘balance’ or ‘vitality,’” said Sanober. “That’s the kind of nuance that moves strategy from data to direction.”
The AI integrated findings directly into dashboards that informed innovation, communication, and sustainability design.
The global wellness portfolio now operates under an AI-enabled framework that powers:
Generation-based messaging architectures for every major product line.
Holistic wellness campaigns connecting physical, emotional, and mental health.
Eco-driven initiatives are aligned with consumer expectations for responsible brands.
Sanober Gati’s team is expanding AI integration into predictive modeling — anticipating how emerging life-stage transitions, economic shifts, and digital wellness trends will redefine the category.
By connecting empathy, accessibility, and sustainability through data, the brand is pioneering a new blueprint for global wellness — one that feels personal, sustainable, and human at every age.