If you’ve chosen to awaken from your work-from-home slumber and returned to your firm or accounting department, you may have noticed a foul smell coming from some of your younger colleagues. No, they aren’t reeking of entitlement (unless they work at EY). They are reeking of body odor.
Lockdowns and social distancing have triggered a dramatic decline in deodorant usage as, according to Mintel research, almost three in 10 (28%) deodorant/antiperspirant users have applied them less frequently since the COVID-19 outbreak. Frequency of usage has fallen most dramatically among Gen Z (aged 23 and under) and Millennial (aged 24-39) consumers. Just under half (45%) of Gen Zs and 40% of Millennials are using deodorant/antiperspirant less frequently, as the trend towards casualisation extends from clothing to personal hygiene.
Kids these days!