Wellness for the ages from Gen X to Gen alpha
Opinion
Brands are failing to acknowledge the differences in how generations pursue health when marketing wellness. Golley Slater’s Paul Sheldon breaks down the generational divide.
There is a misnomer when it comes to wellness and holistic health. Many view it as a single, glossy vision of health that applies to everyone. But the reality is far more complex.
Wellness is deeply personal, shaped by experiences, cultural shifts, and technological advancements. What keeps one generation up at night barely registers for another.
Yet, some brands still just don’t get it when it comes to understanding the how and why of marketing wellness. They fail to acknowledge the differences in how generations pursue health. As the wellness economy booms, brands that fail to segment their approach will be left behind.
Gen X: the longevity seekers
Gen X is focused on one thing: staying power. They’ve seen the rise of chronic diseases, they’re navigating perimenopause, and they’re acutely aware of how ageing impacts everything from metabolism to mobility.
This generation is turning to supplements, hormone health, and science-led wellness innovations. They want products that help them future-proof their bodies, and are more concerned with bone and joint health, whether that’s through precision nutrition or stress resilience. Unlike younger generations, they’re not easily swayed by trends; they want trusted, expert-led information.
For brands, this means shifting from buzzwords to credibility.
Gen X responds to expert endorsements, in-depth content, and long-form storytelling. Think science-backed podcasts, doctor-led panels, and high-quality editorial content rather than social media trends.
Millennials: the optimisation generation
For millennials, wellness is about performing at their peak. They grew up in the era of hustle culture, side gigs, and burnout, so it’s no surprise that their approach to health is rooted in efficiency and performance.
This generation is obsessed with gut health, adaptogens, and biohacking. They’re tracking their sleep with Oura rings, experimenting with nootropics, and choosing functional foods.
In fact, nearly half of UK adults have increased their protein intake in the past year. These supplements aren’t just nice-to-haves; they’re essentials.
For brands, this means scientific validation is key.
Millennials want brands that talk to them in facts. A compelling TikTok trend might grab their attention, but it’s a clinically-backed study that will win their trust.
Gen Z: wellness as a holistic identity
If millennials see wellness as one of many parts of their routine, Gen Z treat it as a way of life.
Their health is not just about what they eat or how they exercise; it’s about their mental well-being and even the ethics behind their choices. With 91% of 18- to 24-year-olds having experienced burnout, it is no wonder this generation prioritises mental health.
Skincare is health, therapy is normalised, and wellness is an experience, not just a product. This generation is less obsessed with calorie counting and more concerned with how a brand makes them feel. They prioritise brands that align with their values, whether that’s sustainability, inclusivity, or transparency.
94% of Gen Z use at least one social platform daily, and over half say they’d change their diet based on online health content. For FMCG brands, the power of social education can’t be underestimated.
Gen Z and millennials are now outspending every other generation on health products such as Plenish and Moju.
In just 18 months, they’ve turned functional health shots into a £42m category.
Plenish’s cheeky ‘Give It a Shot’ campaign splashed across tube stations and vending machines, while Moju took an athlete-backed approach that exploded on TikTok. One’s sleek and plant-based, the other raw and real. Together, they’re tapping into what Gen Z wants: a brand that fits their lifestyle.
Winning Gen Z requires a different playbook. They can appear anywhere. From TikTok, or Discord, or in immersive experiences, they don’t just sell, they engage. Wellness to this audience isn’t prescriptive; 76% define it simply as “anything that makes you feel good.” The opportunity is huge, but only for brands that meet them on their terms.
Gen alpha: personalised wellness
Gen Alpha is the first generation growing up with wellness embedded into their daily lives.
These digital natives are exposed to plant-based diets, sugar-free snacks, mindfulness apps, and fitness trackers from an early age.
Unlike previous generations, who had to discover wellness later in life, Gen Alpha is being raised with it, which means expectations will be higher, standards more demanding, and their approach more seamlessly integrated into technology.
Tech-first health solutions come first. Wellness isn’t about following fads; it’s about hyper-personalisation.
AI-driven nutrition plans, biometric tracking, and DNA-based health recommendations will be the baseline. Wearable tech won’t just track steps; it will offer real-time health insights, adjusting diets, exercise, and even sleep patterns based on individual needs. They’ll expect solutions that fit into their digital ecosystems, gamifying health the way apps like Pokémon GO gamified movement for millennials and Gen Z
Gen Alpha won’t settle for mass-market solutions; they’ll expect wellness to be tailored to their needs seamlessly and effortlessly.
Already, 88% of consumers say they’re interested in receiving personalised nutrition advice powered by AI; a shift accelerated by tools like loyalty cards, which provide the data needed to drive smarter, more individualised health solutions.
As Gen Alpha comes of age, the future of wellness will be fully customised, tech-powered, and embedded in everyday life.
The future of wellness is segmented
The biggest mistake wellness brands make is assuming one size fits all. Each generation has distinct needs, motivations, and expectations regarding health.
The brands that succeed won’t be those that try to market to everyone with a generic message. They’ll be the ones that speak directly to each generation’s needs, in the places they already live and breathe wellness.
Paul Sheldon is senior art director at Golley Slater