Pulse Check on Health & Wellness: How to Solve for Generational Health Concerns

Learn how Americans across generations engage with health and wellness, including the implications of Gen Z and Millennials’ health anxiety, and how Gen X and Boomers are managing aging.

Health and wellness is a major aspect of consumers’ daily lives. Americans spend a significant amount of time—and money—tending to their health. All brands, both within and outside of the health and wellness space, should understand consumers’ attitudes and behaviors in this key area of their lives in order to fuel Brand Love.

Our latest Health and Wellness Study provides insights into Americans’ satisfaction with their health, their barriers to improving, and how brands in and out of the healthcare space can help. This report dives deep into how each generation is engaging in the health and wellness space, and their priorities and motivations.

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The Big Picture:

Health anxiety and skepticism hits consumers at generational life stage transitions.

• Generations Z and X want guidance as they enter new life stages. Gen Z is learning to care for themselves as they enter adulthood with limited resources and an overwhelming amount of information at their fingertips. Gen X is grappling with the perils of aging while stretched thin between career and caregiving responsibilities.
• To curb rising costs, consumers turn to holistic healthcare. Healthcare inflation has outpaced other goods and services, and consumers are feeling the squeeze. Younger generations especially are anticipating costs will continue to rise and are anxiously taking control of their care. Unfortunately, they lack confidence and guidance.

Know This:

Americans define being healthy as both physical and mental wellbeing. For many Boomers, this means being free of ailments and pain. Gen X agrees, but stands out more for their lack of health satisfaction than how they define health. Gen Z uniquely puts a higher emphasis on nutrition and social wellness while Millennials lead the importance of regular exercise.

Do This:

Tailor your health and wellness messaging to each generation’s unique definitions of health. For Gen X and Boomers, message around lack of ailments and solving problems as the pathway for health. Whereas for Millennials and Gen Z, health messaging should include the importance of mental and social wellness, in addition to getting regular exercise.

Contact us to learn how to make your brand a winner with high-growth segments. We look forward to partnering with you and continuing our contributions to authentic brand engagements that elevate diverse consumer voices year-round.