Health resolutions are still very much alive, even among Gen Z — but the motivations behind them are undeniably generational. How we set goals, why we commit to change, and what keeps us going look dramatically different across age groups, especially when it comes to health, wellbeing and long-term behaviour change.¹–³
At buzzback, our dedicated healthcare, consumer and tech practices come together through what we call Health Connected Insight, allowing us to explore health behaviours from multiple angles. Across our work in Continuous Glucose Monitors (CGMs), metabolic health, GLP-1s, women’s health across life stages and generational wellbeing, one theme consistently stands out: **health motivation isn’t one-dimensional. It’s emotional, contextual and highly personal.⁴–⁵
Here’s what our work and the wider cultural health landscape reveal about resolutions heading into 2026.¹–³
For Gen Z, health resolutions double as identity statements. Whether it’s mental health, metabolic optimisation, or building new habits, they choose goals that say something about who they are and who they’re becoming.⁶
What motivates them…
Social accountability and community health challenges
Self-expression around wellbeing
Tools that feel intuitive and “instant”
Mental health prioritisation
Brands that mirror their values around inclusivity and authenticity
Why we care:
Gen Z responds to healthcare brands that offer emotional affirmation and help them feel seen. They want tools that support self-discovery, not self-correction — from digital health apps to wearables to lifestyle-driven care solutions.⁵
Millennials enter 2026 with a focus on restoring health balance. Reflecting on previous stress and shifting routines, their health goals prioritise daily manageability over major transformation.⁷
Broader evidence-based wellness trends have also reinforced Millennials’ preference for credible, science-backed choices in wellbeing.⁸
What motivates them…
Reducing overwhelm and decision fatigue
Tools that simplify health routines
Clear, digestible insights vs. data overload
Bite-sized behaviours that compound over time
Evidence-based reassurance
Why we care:
Millennials want interpretation, not just information. From Continuous Glucose Monitors (CGMs) to symptom-tracking apps, they value clarity because it reduces cognitive load. They seek tools that fit their lives, not dominate them.⁹
Gen X health resolutions are increasingly centred around preserving long-term vitality: strength, independence and cognitive sharpness. Their decisions are pragmatic, selective and outcomes-led.¹⁰
What motivates them:
Why we care:
Gen X demand credibility and clinical confidence. They’re drawn to solutions backed by proof — whether that’s metabolic tech, supplements with scientific grounding or digital therapeutics with measurable impact.¹¹
Boomers approach health resolutions through the lens of preservation, purpose and staying connected — physically, emotionally, and socially. Their health goals focus on staying active, maintaining independence and keeping relationships strong.¹²–¹³
What motivates them:
Maintaining physical and cognitive health
Staying socially connected
Stability and reassurancePositive emotional reinforcement
Why we care:
Boomers respond best to healthcare communication rooted in warmth, trust and continuity. They value solutions that support consistent routines and help them remain engaged, independent and confident.¹³
This generational divergence creates a powerful opportunity for healthcare brands — from pharma and medtech to consumer health and wellbeing.¹–³,⁵
Your 2026 mantra:
People change when they feel understood — emotionally, behaviourally and clinically.⁴–⁵
Brands that win will:
Let’s talk
Let’s talk about how we can help you uncover the motivations shaping 2026 and how to meaningfully connect with every generation. Get in touch.
Europe: Karen Douglas, Commercial Director, Healthcare Europe — kdouglas@buzzback.com
US: Jonathan Weiser, Healthcare Practice Lead — jweiser@buzzback.com
In the meantime, explore our related case studies:
https://buzzback.com/case-study/a-patient-journey-through-menopause/
Sources
McKinsey & Company (2024) “Mind the Gap”
Deloitte (2025) “Global Gen Z and Millennial Survey 2025”
Innova Market Insights (2025) “Gen Z, Gen X, Millennials and Boomers Trends in the US & Canada”
Public Health Wales / WHO Collaborating Centre (2024) “Identifying and Applying Behaviour Change Techniques”
PwC (2025) “Transform consumer health by enabling behavior change”
McKinsey Health Institute (2023) “Gen Z mental health: The impact of tech and social media”
Mental Health UK / YouGov (2025) “Burnout Report 2025”
News-Medical (2025) “How Millennials and Gen Z Are Driving Evidence-Based Wellness Trends”
Elsevier / ScienceDirect (2024) “Managing data overload: AI, wearables, and apps”
Mather Institute (2025) “The Gen Xperience – Year 2 Report: Health & Wellness”
NICE (2019; last reviewed 2022) “Evidence standards framework for digital health technologies”
UCL Centre for Longitudinal Studies (2024) “Baby boomers living longer, but in poorer health than previous generations”
The Lancet Healthy Longevity (2025) “Strengthening social connections to address loneliness in older adults”
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