In a world that still glorifies hustle, a quiet revolution is underway. This October, during Mental Health Awareness Month, a new mantra is rising from the digital-first generation: rest is the ultimate flex.
Sleep is no longer just a nightly necessity; it’s now recognised as a cornerstone of mental clarity, emotional balance, and overall well-being. Leading the charge is Gen Z, who are rewriting the rules of success by putting rest and recovery at the heart of their lifestyle choices.
Globally, this generation is framing sleep as a core component of self-care. A 2024 Gallup survey revealed that 74% of Gen Z say prioritising sleep improves their mental health. On TikTok, hashtags like #SleepTok has gathered over 1 billion views, turning sleep routines, hacks, and wellness advice into viral culture. Celebrities such as Bella Hadid and Kourtney Kardashian openly champion structured sleep routines, emphasising how rest impacts productivity, mood, and resilience.
“Even a single night of poor sleep can cause increased irritability, impatience, and emotional volatility,” says Cecille van Gent, B.Tech Clinical Technologist in Pulmonology.
This movement, framed as “sleep is self-care,” reflects a generational rejection of burnout culture in favour of balance and intentional living. Young people today see rest as a form of empowerment, a proactive act that fuels creativity, focus, and emotional stability.
Van Gent emphasises that focus and memory are among the first functions to decline when sleep is disrupted, “Sleep-deprived students often experience reduced attention span, slower processing speed, and greater distractibility. Poor sleep also weakens memory consolidation, making it harder to recall studied material and reducing overall performance.”
Driving the South African sleep revolution is Sloom, a proudly local brand built on the philosophy that Better Sleep equals Better You.
Sloom’s uniquely customisable mattresses allow users to adjust each layer’s firmness - from soft to medium to firm - matching individual needs and preferences. Made with hypoallergenic, breathable, and sustainable materials, Sloom aligns perfectly with Gen Z’s emphasis on personalisation, wellness, and conscious living.
“The younger generation understands that sleep isn’t lazy, it’s powerful,” says Rudo Kemp, Founder of Sloom. “The science is clear: better sleep means better mental health, sharper focus, and stronger emotional resilience. Resting well has become a form of empowerment, and Gen Z is leading the way.”
Van Gent adds, “Prioritising mental health is not a sign of weakness but a demonstration of strength and self-awareness. Building healthy routines, protecting rest, and saying no to extra commitments that compromise sleep are powerful choices that set young people up for long-term success.”
Key Takeaways: Why Sleep is the New Superpower
- “Even one bad night can make you irritable, impatient, and emotionally volatile,” says Cecille van Gent.
- Good sleep cuts anxiety and depression by 40% (WHO, 2023).
- Consistent sleep boosts performance by 10–20% (Psychology Today, 2024).
- “Attention is the first thing to go when sleep is lacking - everyday tasks become harder,” says Cecille van Gent.
- “Without sleep, memory doesn’t stick - studying and problem-solving suffer,” adds Cecille van Gent.
- “The younger generation knows sleep isn’t lazy - it’s powerful,” says Rudo Kemp.
- Regular sleep stabilises stress hormones, improves productivity by 17%, and sharpens emotional control by 30% (RAND & APA, 2022–2023).
This October, the call is simple: Rest is the new flex. Sleep is no longer optional; it’s the foundation of a calmer mind, a healthier body, and a brighter future.
