Overview: Kind Snacks, owned by Mars Inc., is leveraging the Gen Z trend of "bed rotting" (spending time in bed to rest, relax, and recharge) in its new marketing campaign. The campaign partners with reality TV stars Ciara Miller and Amanda Batula to promote Kind bars as a snack that's both good and good for you, aligning with the self-care aspect of bed rotting.
Detailed Findings:
Bed rotting is a popular Gen Z self-care trend with over 310 million mentions on TikTok.
The campaign features content on TikTok and Instagram with Bravo's "Summer House" stars.
It includes a giveaway of a hotel stay for bed rotting and a "Bed Rotting Essentials" kit available on TikTok Shop.
The campaign aims to position Kind bars as a snack that aligns with mindful self-care, like bed rotting.
The campaign follows a recent brand refresh and comes amid increasing competition in the better-for-you snack market.
Key Takeaway: Kind is strategically targeting Gen Z by embracing a popular trend on their preferred platform (TikTok) and associating their brand with the concept of self-care and mindful indulgence.
Main Trend: "Self-Care" as a Lifestyle
Description of the Trend ("Self-Care" as a Lifestyle): This trend involves the conscious prioritization of activities that promote physical, mental, and emotional well-being. It's moved beyond occasional pampering to become an integral part of daily life, especially among younger generations. "Self-Care" as a Lifestyle manifests in various forms, including mindfulness, healthy eating, exercise, and, in this case, "bed rotting."
Consumer Motivation:
Stress Management: In a fast-paced, always-on world, consumers are seeking ways to manage stress and prevent burnout.
Mental Well-being: Increased awareness of mental health issues has led to a greater emphasis on activities that promote emotional well-being.
Self-Indulgence (within reason): Consumers are giving themselves permission to indulge in activities that feel good, even if they seem unproductive by traditional standards.
Control and Agency: In a world that often feels chaotic and unpredictable, self-care practices provide a sense of control and agency over one's well-being.
What is Driving the Trend:
Increased Awareness of Mental Health: Open conversations about mental health have destigmatized self-care and made it a priority.
Social Media Influence: Social media platforms have amplified the message of self-care, with influencers and communities promoting various self-care practices.
Burnout Culture: The prevalence of burnout in modern society has driven individuals to seek out ways to rest and recharge.
Shifting Values: Younger generations, particularly Gen Z, are prioritizing well-being and work-life balance over traditional definitions of success.
Motivation Beyond the Trend:
Holistic Well-being: A genuine desire for a balanced and fulfilling life that encompasses physical, mental, and emotional health.
Personal Growth: Self-care is often seen as a pathway to personal growth and self-improvement.
Authenticity and Self-Acceptance: Embracing self-care practices, even unconventional ones like bed rotting, can be a form of self-acceptance and a rejection of societal pressures to be constantly productive.
Description of Consumers the Article is Referring To:
Age: Primarily Gen Z, the demographic most actively engaged in the bed rotting trend and most active on TikTok.
Gender: Likely skews slightly female, given the association of self-care with traditionally feminine activities, but broad appeal across genders is implied.
Income: Not explicitly stated, but likely a broad range, as bed rotting is an accessible activity. Kind bars themselves are mid-range in price, suggesting a middle-class target audience.
Lifestyle: Digitally native, active on social media (especially TikTok), interested in self-care and wellness, and possibly experiencing stress or burnout from work, school, or other pressures. They are likely influenced by online communities and trends, and value authenticity and self-expression.
Conclusions: Kind's campaign demonstrates an understanding of Gen Z's values and behaviors, particularly their embrace of self-care and their use of TikTok as a primary social platform. By associating their brand with a trending self-care practice, Kind is positioning itself as relevant and in tune with the needs of this key demographic.
Implications for Brands:
Authenticity is Paramount: Brands need to genuinely understand and embrace the values of Gen Z to connect with them authentically. Simply jumping on a trend without a deeper understanding can come across as disingenuous.
Meet Consumers Where They Are: For Gen Z, that's often TikTok. Brands need to be present and active on the platform, creating content that resonates with this audience.
Embrace the Nuances of Self-Care: Self-care is multifaceted and can include seemingly contradictory practices. Brands need to be open to exploring these nuances and avoiding overly simplistic or judgmental portrayals of self-care.
Product Integration Should Be Seamless: The product should fit naturally within the context of the trend. In this case, Kind bars are positioned as a convenient and satisfying snack to enjoy while bed rotting.
Implication for Society:
Normalization of Rest and Relaxation: The bed rotting trend, and the broader self-care movement, contribute to a societal shift towards normalizing rest and relaxation as essential components of well-being.
Potential for Misinterpretation: There's a risk that the trend could be misinterpreted as promoting laziness or unproductive behavior, particularly by older generations.
Increased Focus on Mental Well-being: The trend reflects a growing societal emphasis on mental health and the importance of taking care of one's emotional well-being.
Implications for Consumers:
Validation of Self-Care Needs: The campaign validates consumers' desire for rest and self-care, offering a sense of permission to engage in activities like bed rotting without guilt.
Potential for Overindulgence: While bed rotting can be a healthy form of self-care, there's a potential for overindulgence, which could have negative consequences.
Influence of Brand Messaging: Consumers should be aware of how brand messaging can shape their perceptions of self-care and influence their purchasing decisions.
Implication for Future:
Evolution of Self-Care Trends: Self-care trends will continue to evolve, reflecting changing societal values and the needs of different generations.
Increased Integration of Technology: Technology will likely play an even greater role in facilitating and tracking self-care practices.
Greater Emphasis on Holistic Well-being: Future self-care trends may focus on a more holistic approach to well-being, encompassing physical, mental, emotional, and even spiritual aspects.
Consumer Trend: Mindful Indulgence
Detailed Description: Consumers are seeking out moments of indulgence that are both pleasurable and aligned with their well-being goals. This involves a conscious and deliberate approach to relaxation and enjoyment, often incorporating elements of mindfulness and self-awareness.
Consumer Sub Trend: "Lazy" Self-Care
Detailed Description: A subset of Mindful Indulgence that specifically embraces activities that might be perceived as "lazy" or unproductive by traditional standards, but are recognized as valuable for rest, relaxation, and mental well-being. Bed rotting is a prime example of this sub-trend.
Big Social Trend: Wellness Culture
Detailed Description: A broad societal shift towards prioritizing health and well-being in all aspects of life. This encompasses physical fitness, mental health, nutrition, mindfulness, and other practices that promote a healthy and balanced lifestyle.
Worldwide Social Trend: Digital Well-being
Detailed Description: A growing awareness of the impact of technology and social media on mental health, leading to a conscious effort to manage screen time, curate online experiences, and prioritize real-life connections.
Social Drive: Authenticity and Self-Acceptance
Detailed Description: Individuals are increasingly seeking to live authentically and embrace their true selves, including their imperfections and vulnerabilities. This involves rejecting societal pressures to conform to unrealistic standards and prioritizing self-acceptance and self-compassion.
Learnings for Brands to Use in 2025:
Embrace Imperfection: Acknowledge that self-care isn't always about being perfectly productive or healthy.
Promote Balance: Encourage a balanced approach to self-care that includes both active and restful activities.
Use Humor and Lightheartedness: Don't take self-care too seriously. Humor can make the concept more relatable and approachable.
Focus on the "Feeling": Highlight how your product makes people feel, rather than just listing its functional benefits.
Strategy Recommendations for Brands to Follow in 2025:
Develop campaigns that center on relatable, everyday moments of self-care.
Partner with influencers who embody authenticity and self-acceptance.
Create content that is both informative and entertaining, providing value beyond just product promotion.
Use social media to foster a sense of community around self-care.
Offer products and services that genuinely support consumers' well-being goals.
Final Sentence (Key Concept): Authenticity-driven, trend-conscious marketing that aligns with consumers' evolving definition of self-care, particularly within digital spaces, is crucial for brand success.
What Brands & Companies Should Do in 2025:
Embrace "Snackable" Wellness: Offer products and services that fit seamlessly into consumers' busy lives and provide convenient ways to practice self-care, even in small moments.
Promote Digital Detox and Mindfulness: Acknowledge the potential negative impacts of technology and encourage consumers to find a healthy balance between online and offline activities.
Support Mental Health Initiatives: Partner with organizations or create initiatives that promote mental health awareness and provide resources for those struggling.
How to do it:
Develop products that are easy to consume on the go or during short breaks.
Create content that encourages mindfulness and digital well-being.
Partner with mental health organizations to raise awareness and funds.
Offer employee wellness programs that prioritize mental health.
Use transparent and ethical marketing practices that build trust with consumers.
Final Note
Core Trend: Rise of "Me Time": There's a growing emphasis on prioritizing personal well-being and carving out dedicated time for oneself amidst the demands of modern life, with "bed rotting" being one manifestation of this trend.
Core Strategy: Authentic Engagement with Self-Care Trends: Brands should engage with emerging self-care trends in a genuine and relatable way, reflecting the values and lifestyles of their target audience while promoting overall well-being.
Core Industry Trend: Health & Wellness Integration: The integration of health and wellness considerations into mainstream consumer products and marketing, moving beyond traditional health-focused brands to encompass a wider range of industries.
Core Consumer Motivation: Balance and Well-being: Consumers are driven by a desire for balance in their lives, seeking products and experiences that contribute to their overall sense of well-being, both physically and mentally.
Final Conclusion
Kind's "bed rotting" campaign exemplifies how brands can successfully tap into current cultural trends to connect with their target audience. By understanding the motivations behind Gen Z's embrace of self-care and utilizing their preferred platforms like TikTok, Kind is positioning its products as part of a balanced and fulfilling lifestyle. In 2025 and beyond, brands that prioritize authenticity, embrace the evolving definition of wellness, and engage with consumers in a meaningful way will be best positioned for success. This involves recognizing that self-care is not a one-size-fits-all concept and that it can encompass a wide range of activities, including those that might seem unconventional, like bed rotting. Ultimately, it's about understanding and responding to the genuine needs and desires of consumers in a rapidly changing world.
Comments