Gen Z and Millennials Driving Shift Towards Healthier Habits: How Gyms and Wellness Brands Can Keep Up
Gen Z and millennials are leading a generational shift towards healthier habits, and it’s not just affecting their personal lives—it’s also impacting their spending habits. According to analysts, the focus on health and wellness topics on platforms like TikTok is driving growth in wellness-related stocks and products.
One Bank of America analyst described this trend as a “generational shift towards healthy habits,” with fitness spending, leisure activities, and non-alcoholic beverages and anti-aging products seeing significant growth. Data from BofA showed a 7% year-over-year increase in fitness spending, with foot traffic to fitness establishments surpassing bars and pubs.
In response to this trend, gyms and wellness brands are looking for ways to keep pace with the changing preferences of Gen Z and millennials. Ramping up social media presence, creating camera-ready spaces for gym selfies, and partnering with influencers are all strategies that fitness operators are considering to appeal to the younger demographic.
TikTok has also emerged as a powerful platform for wellness-related products, with the TikTok Shop becoming a popular destination for Gen Z shoppers. Health and beauty products are the top-selling items on the platform, with sales totaling billions of dollars in 2024.
The wellness preferences of younger generations are not just limited to personal habits—they are also influencing other sectors like workplace culture and residential design. Companies that invest in corporate wellness programs may have an edge in attracting and retaining younger workers, while developers are incorporating wellness amenities like green spaces, pickleball courts, and fitness spaces into residential and mixed-use developments.
Overall, the shift towards healthier habits among Gen Z and millennials is reshaping the way businesses operate and the way communities are designed. As these trends continue to evolve, gyms and wellness brands will need to adapt to meet the changing needs and preferences of the younger generation.
