Brand Media and Health Perceptions: A Thematic Analysis of Generational Differences

This thesis explores the influence of brand identity and media on shaping evolving perceptions of health across generations. The three generations considered are Generation X, Millennials, and Generation Z. The initial hypothesis predicted the popular media and brands that each generation interacts with are most likely to influence their perception. Additionally, the health brands most popular with each generation would influence their overall health perception, based on the identity and values of the brand. A qualitative study was conducted using focus groups to gather data about health perceptions, brand identity, media influence, and holistic health. The findings suggest that individuals reflect their health perceptions through the media content and brands they choose to interact. The insights uncovered in this study were used to develop suggested brand media implications for health brands. A secondary research question explored how health brands can effectively promote a shared holistic perception across all generations.