What Wellness Really Looks Like for Gen Z and Millennials

At Angelfish Fieldwork, our Pulse Surveys aim to uncover what real people really think — not just about brands and products, but about the bigger themes that shape their lives. For our August/September 2025 edition, we focused on two groups who’ve been at the heart of cultural wellness conversations for years: Millennials (1981–1996) and Gen Z (1997–2012). 

From matcha, magnesium and morning routines to gym culture, gut health and wearable tech, wellness has become part of the cultural fabric for these groups. Some media stories paint them as obsessive and overly optimised, while others suggest a growing backlash: Gen Z in particular is pushing back on influencer culture and calling out misinformation, especially across platforms like TikTok.

There’s no shortage of buzz. Recently, The Guardian explored how Gen Z are rewriting the rules of drinking moving away from traditional hedonism towards more conscious choices. While Healthline reported that just 2% of wellness content on TikTok is grounded in science – a stat that underscores rising concerns about credibility in the space. And let’s not forget that Millennials have long been dubbed the “wellness generation”, credited with sparking mainstream awareness around things like mental health, burnout and work-life balance.

So, what do these two groups actually think about wellness in 2025? What do they prioritise, what frustrates them, and what do they want from the brands trying to reach them?

We asked. Here’s what they told us.

Who We Asked

We heard from over 200 members of our Angelfish Opinions community, with Millennials making up around 62% of the sample and Gen Z 38%. There was a slight female skew, and respondents opted in via our community panel.

While the sample naturally leans toward people who are more engaged in wellness (and possibly more confident about their habits as a result), it still provides a valuable window into the attitudes, goals and behaviours shaping two of the most influential generations in consumer culture today.

1. Back to Basics: Sleep, Food, Exercise

Despite the explosion in niche trends, supplements and biohacking tools, respondents’ top wellness actions were refreshingly simple:

• 68% said they were already taking steps to improve their sleep
• 55% were prioritising exercise
• 37% were trying to drink more water

And when we asked what really helps them feel well, responses repeatedly came back to simplicity:

“Enough sleep, water, and not gaining weight.”

“Sleeping well, eating well and exercising.”

“For me, being well in 2025 means having balance in my life — feeling physically healthy, mentally calm and emotionally stable.”

Takeaway: Don’t assume younger audiences are chasing trends. Messaging that focuses on balance, sleep, hydration and simplicity may resonate more than niche health hacks or influencer-led fads.

2. Confidence Is High — But Understanding May Be Mixed

When asked how knowledgeable they feel across different wellness areas, confidence levels were high. Almost half rated themselves “very” or “extremely knowledgeable” about exercise, sleep, mental health, and diet.

Even in more technical areas like skincare and supplements, 30–40% felt highly informed.

But is this confidence backed by accurate knowledge?

It’s hard to say. As with any self-assessed survey, optimism bias could be at play, especially among more engaged respondents. One quote summed up this tension well:

“I want to make better decisions… but it’s hard to know what to focus on.”

Takeaway: There’s space for clear, science-backed education, especially in areas like supplements, skincare or diagnostics, where confusion can be high. Assume your audience is interested, not expert.

3. Wellness = Feeling Good, Not Just Looking Good

Respondents — especially Millennials — are increasingly defining wellness in emotional and functional terms. It’s less about aesthetics, more about energy, resilience and mood.

“Being well is about feeling confident, feeling yourself and understanding that every day is a new day to be the best version of yourself.”
“It’s not just about looking good or being in shape.”
“Being well means being happy in a real, complete way.”

This shift suggests a maturing view of wellness. Several Millennials reflected on how their priorities have evolved — from fitness goals or appearance to deeper markers of wellbeing like mental health, emotional regulation, and family life.

Takeaway: Gen Z might want products that work. But Millennials may want ones that fit — into messy lives, complex feelings, and real priorities. Messaging that acknowledges this evolution will resonate.

4. Gen Z Pushes Back on Wellness Misinformation

Roughly a third of respondents use social media (like TikTok, YouTube and Instagram) to get wellness advice. But Gen Z were far more likely to be sceptical of what they saw.

When asked what builds trust in wellness brands, top answers included:

• Science-backed claims
• Realistic promises
• Transparency around ingredients or services
• Trusted voices (e.g., GPs, dietitians)

“Too many brands overpromise. I don’t believe half of them.”

There’s also growing rejection of “toxically positive” messaging and influencer hype. While Millennials may still be influenced by story-driven or lifestyle content, Gen Z respondents appeared more data-driven and wary.

Takeaway: Influencer fatigue is real. To build trust, offer facts, transparency and real results. Think peer-led content, user reviews or expert collabs, not just glossy endorsements.

5. Alcohol? It’s Complicated

Media narratives often suggest Gen Z are ditching alcohol altogether — but our data paints a more nuanced picture.

Only 13% said they don’t drink alcohol at all. Most do, but many are re-evaluating how and why they drink. Social reasons and enjoyment were the most common motivators, while hangovers, health concerns and mental wellbeing were the top reasons for cutting back.

• Gen Z were more likely than Millennials to associate alcohol with social settings
• They were also more likely to say they were actively trying to reduce their intake

Takeaway: Alcohol messaging for younger generations may need a rethink. Instead of extremes or black and white thinking, think balance, moderation and flexibility. 

6. Cost is a Barrier — But So Is Confusion

When asked what wellness-related products or services they’d love to invest in but can’t currently afford, popular answers included:

• Personal trainers
• Therapy
• High-quality supplements
• Spa treatments or massage
• Skincare or dermatology

But money wasn’t the only issue. Some respondents also felt overwhelmed by choice, or unsure what actually works.

“Wellness feels like a luxury… something for people who have time and money.”
“It’s hard to know what to spend on — there’s too much noise.”

Takeaway: Especially in a saturated market, value = clarity + evidence. Make your offer easy to understand, backed by real benefits, and simple to incorporate into everyday life.

What Does “Being Well” in 2025 Mean?

Perhaps the most powerful insights came from one simple open question: What does being well mean to you in 2025? 

The responses were thoughtful, grounded and emotionally resonant. Many described “being well” as a balance — between work and life, mental and physical health, enjoyment and discipline.

“Being well in 2025 means stepping off the hamster wheel of the rat race and living at a pace that feels human.”

“It’s about feeling good in my mind, body and soul. Feeling alert and able to enthusiastically dive into things I enjoy.”

“It’s about doing the best I can on a very low budget and with very little time due to a young family.”

Themes included sleep, mood, confidence, energy, skincare, food, family life and a desire to feel like yourself again. One respondent summed it up best:

“Wellness isn’t just about eating well or exercising. It’s about protecting my energy, nurturing the people I love, and making space for joy, curiosity and rest.” 

What This Means for Researchers and Brands

It’s tempting to reduce wellness down to a set of trends or purchase behaviours. But this Pulse Survey shows it’s far more personal — and far more diverse.

There’s no single picture of “wellness” for Millennials and Gen Z. But the key takeaways are simple:

• Simplify, don’t overcomplicate. People are tired of endless wellness “hacks” and quick fixes. Clear, achievable guidance resonates more than overwhelming lists or extreme trends.
• Back it up with proof. Misinformation is everywhere — from TikTok trends to celebrity endorsements. Audiences want evidence, not just marketing. Transparency is key to building trust.
• Make it accessible. Cost remains the biggest barrier. Affordable options and inclusive messaging will go further than premium, exclusive positioning alone.

By keeping these principles in mind, brands can cut through the noise and connect with Gen Z and Millennials on a level that feels real, relatable, and sustainable.

But of course, quantitative data can only take us so far — it provides a snapshot. If you want to delve into the lived experiences of these generations, check out our follow-up blog, where we ask Louise and James, two members of our Angelfish community, what wellness looks like in their own lives.

Want to Hear Directly From Gen Z and Millennials?

At Angelfish Fieldwork, we bring you closer to the people behind the data. Whether it’s recruitment for qual studies, online communities or tailored insight panels, we help you connect with the audiences that matter. 

If you want to hear directly from Gen Z and Millennials — not just what they buy, but how they think — we’re here to help you make that happen.

Explore our Gen Z online community case study 

Appendix: Who We Asked – Respondent Breakdown (%) 

Gender: Female 61.6% · Male 37.1% · Non-binary 1.3%

Country: England 85.3% · Scotland 8.9% · Northern Ireland 3.1% · Wales 2.7%

Ethnicity: White 64.7% · Asian 17.9% · Black 10.7% · Mixed 5.4% · Other 1.3%

Children: No 62.9% · Yes 36.6% · Prefer not to say 0.4%

Age Groups: Gen Z (18–28): 38.1% · Millennials (29–44): 61.9%