Is it wellness — or just diet advice masquerading as science on TikTok?
When it comes to Millennials and Gen Z, the conversation around wellness is often dominated by trends. From “hot girl walks” to adaptogen powders and protein coffee, the hype is everywhere. Yet beneath the surface lies a pressing question: how much of this content is grounded in truth? A recent study of more than 67,000 TikTok videos found that just 2.1% of diet and nutrition content aligns with established public health guidelines, a statistic that underscores growing concerns about misinformation in the space.
That’s why we conducted our latest Pulse Survey on wellness. We asked more than 200 members of our Angelfish community, aged 17-42, what “being well” really means to them, which trends resonate (or don’t), and how they decide what to trust. While sleep, exercise, and hydration emerged as universal priorities, the survey also revealed fault lines in how Millennials and Gen Z approach wellness — from confidence levels and spending habits to scepticism about influencers.
But numbers can only take us so far, and this is where brands really need to pause and listen. As qualitative researchers, we know the value lies in digging deeper into human feelings and motivations, not just surface-level statistics. That closeness can come from depth conversations, community discussions, or customer panels that put brand managers face to face with the people behind the numbers. One example is our Very customer panel project, which shows just how powerful ongoing dialogue can be.
To illustrate digging deeper and being curious, we spoke to two members of our community: Louise, 40, from Warwickshire (Millennial) and James, 26, from Aberdeenshire (Gen Z). Their stories show just how misleading stereotypes can be — and why wellness looks very different depending on who you ask.
“Investing in Myself Is Worth It” – Meet Louise
For Louise, wellness is not about glossy routines or one-size-fits-all fixes. It’s about making space for herself amid the demands of family life.
“I turn 40 this year, I have a six-year-old and eleven-year-old. Sleep is the most important thing for me – having kids made me sleep deprived.”
Her daily practices are simple but deliberate: eating well, going for walks with friends, and fitting in 20-minute YouTube workouts when time allows. At the same time, she sees wellness as something worth actively investing in. From supplements and herbal teas to spa days and skincare, Louise estimates that she spends over half of her income on wellness.
“Some of my friends have cut back due to cost of living, but these things make me feel better. I think they’re a worthy investment.”
What’s striking is where Louise places her trust. While she follows recipe creators online, she is far more influenced by the honest reviews of friends than by paid influencers. Community matters — not because it offers shortcuts, but because it provides balance, accountability, and a sense of belonging.
Louise’s story echoes what we saw in the wider survey: for many Millennials, wellness is less about chasing the next trend, and more about weaving small, sustainable practices into everyday life. It is an act of self-preservation, a way of protecting energy and identity in the face of competing demands.
“The Wellness Industry Feels Alienating” – Meet James
For James, wellness takes on a different shape. At 26, his focus is on clarity and effectiveness — and above all, evidence.
“Exercise increases dopamine… I wanted to be proactive with this.”
With a background in psychology, James sees a clear link between physical and mental health. His habits centre on exercise and diet, but unlike many of his peers, he avoids wellness trends entirely. Instead, he relies on Google searches, YouTube tutorials, and peer-reviewed studies.
“Most importantly, is it backed up by the science?”
Yet James doesn’t just dismiss trends — he feels actively excluded by the industry’s focus on image.
“I feel the wellness industry is really alienating. I hate the focus on the perfect body – when it is unattainable.”
This frustration reflects a broader cultural concern. Male body image pressures are rising, with reports of muscle dysmorphia (sometimes called “bigorexia”) becoming more common, particularly among young men. For James, this relentless pursuit of optimisation undermines the very idea of wellness. Rather than supporting people to feel better, it risks creating more pressure, mistrust, and alienation.
More Than One Story
Taken together, Louise and James highlight why broad generational labels fall short. While both are navigating the same cultural backdrop, their interpretations of wellness couldn’t be more different.
- For Louise, wellness is integrated and intentional: a way to balance family, work, and self through both daily practices and meaningful investment.
- For James, wellness is scientific and sceptical: stripped back to what can be proven, with a clear awareness of how commercialisation can distort it.
And yet there is common ground. Both resist the notion that wellness is purely about aesthetics. Both place value on what makes them feel genuinely well, whether that’s a restorative night’s sleep, or the psychological boost of exercise.
This marks a generational shift. Where wellness marketing once leaned heavily on appearance and aspiration, younger audiences increasingly frame it around function, mood, and mental health. In different ways, both Louise and James remind us that wellness is not about perfection, but about purpose.
Final Thoughts: Listening Beyond the Labels
If there’s one message these conversations leave us with, it’s this: wellness cannot be reduced to a trend or a demographic.
For Louise, it’s about carving out balance and investing in herself amid the chaos of parenting. For James, it’s about cutting through the noise, rejecting unrealistic ideals, and holding wellness to higher standards of truth.
These are not contradictions. They are complementary stories that together reveal a more complex, more human picture of wellness today.
For researchers and brands, the challenge — and the opportunity — lies in listening beyond the labels. Not assuming what Gen Z or Millennials want but engaging with the diversity of experiences that sit within those groups. Because in the end, wellness isn’t a marketing category. It’s a lived, evolving reality.
Further Reading
- Explore the full survey results in our stats-led Pulse blog on Gen Z and Millennial wellness.
- Learn more about our approach to participant recruitment.
- Planning your next insights project? Let’s talk about how you can hear from real people with real stories.
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