The buzz on generational wellbeing

February 2025

Understanding how different generations approach wellbeing is crucial to meeting their unique needs. Our latest research explores the priorities, motivations, and behaviors shaping wellbeing across Gen Z, Millennials, Gen X and Boomers in both the US and the UK.

From emotional health to physical wellness and from self-care to convenience-focused solutions, these insights reveal the generational shifts and regional nuances influencing modern wellbeing.

Scroll down to discover what drives each group and how they strive to thrive.

UK wellbeing levels have decreased

While overall well-being has remained stable in the US, the UK has seen a drop in levels of positive well-being.

Food as fuel - a trend toward clean ingredients

Consumers are leaning towards functional and alternative foods with clean, natural ingredients – especially seen in the US which contributes to their positive wellbeing perceptions

Conversations around functional health, point towards quality, natural ingredients and plant-based alternatives…

The market trend emphasizes the increasing demand for functional foods offering specific health benefits rooted in natural ingredients. Consumers are increasingly seeking clean-label products with natural ingredients e.g. the rise of plant-based supplements targeting gut health reflects the market’s shift towards natural solutions.

Younger generations prioritize emotional wellbeing, while older generations seek more practical solutions

Generations have different priorities on wellness, though self-care and nutrition impact both emotional and functional wellness elements

In their own words, consumers say...

Buzz tracker draft slides W5 - Buzzback — "Eating well with a wide variety of nutritious and natural foods helps nurture your body. Getting enough quality sleep is essential and without it getting things done effectively each day is very difficult. Travel and holidays also important, especially as many of my friends and family live overseas. Time in nature and mindfulness helps to wind down after stressful days. Stretching the /rain with new learning and challenges also important." -Female, GenX, UK

via buzzback eCollage

buzzback eCollage elicits imagery and emotional associations via interactive online collaging

As Gen Z continue to prioritize their mental well-being, Millennials and Gen X are increasingly seeking ways to support their emotional well-being…

Gen Z are increasingly prioritizing their leisure time but adopting unhealthy habits to support their mental well-being

A healthy lifestyle can be a balance of freedom with pleasure to support both physical and mental health

Key Takeaways

Brands focused on wellbeing should vary their strategic messaging to reach different generations in the US and UK. Below are the key takeaways to help guide audience-specific strategy.

Growing appetite for functional and alternative foods:

Functional drinks or snacks with added benefits are becoming increasingly popular especially among US Gen Z. Furthermore, we are seeing an increasing appetite for vitamins and supplements, natural/clean ingredients and plant-based alternatives, particularly among the younger cohorts.

Emotional wellbeing is at the forefront:

Generations are placing increasing emphasis on emotional wellbeing, seeking support networks, natural therapies and leisure time. Gen Z and Millennials, particularly, value emotional support while older generations are more likely to focus on practical /physical solutions like home-made meals and physical exercise.

Balancing health and pleasure:

While health is top of mind for many, balancing this with leisure time and relaxation are equally important for mental well-being. Gen Z increasingly value their leisure time, indulging on the foods they love, despite focusing on their health.

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