Health, Wellness Brands Are Missing the Mark with Gen Z Women

• by Amanda Williams , July 19, 2024

The health and wellness world seems to be in a state of perpetual transformation, especially because of the influence of the diverse viewpoints and needs of various demographics, particularly Gen Z women. This consumer base has emerged as a potent influence, shaping dialogues concerning comprehensive well-being. As a generation molded by digital technology and shifting societal norms, female Gen Z audiences disrupt conventional approaches in their pursuit of health and wellness.

However, navigating the intricacies of their well-being journey poses challenges for Gen Z women as they encounter a healthcare system and brands that frequently fall short of meeting their needs. Understanding their distinct attitudes and behaviors is pivotal for brands striving to engage with genuineness and efficacy.

The Gen Z Health & Wellness Experience

Gen Z women enjoy unparalleled access to information, particularly through digital channels. They traverse a landscape inundated with health-related content, molding their perspectives on overall well-being. Yet, within this abundance of information lies a formidable hurdle: misinformation. The profusion of choices and veiled marketing content doesn’t propel female Gen Zs toward improved health. Instead, it fosters dismissiveness and bewilderment, exacerbating the anxiety prevalent in this generation.

Research by McKinsey and the 2024 World Happiness Report shows that Gen Z reports inferior mental, social, and spiritual health compared to older generations. Female Gen Z-ers are nearly twice as likely as males to report subpar mental health. 

For Gen Z women, wellness focus revolves around fitness, sleep, and overall health, signaling a yearning for a balanced approach. However, despite their active prioritization of health, Gen Z women grapple with a significant spending disparity. Independent studies have noted their relatively modest healthcare expenditures compared to their population size.  

How BrandsCan Connect With Gen Z Women

Responsibility and advocacy: Brands that actively champion better health and wellness can resonate more with Gen Z women. This might involve forming partnerships with health organizations, engaging in community initiatives, and maintaining transparent communication.

Authentic engagement: With 22% of Gen Z women anticipating health and wellness brands to connect on a deeper level, authenticity becomes crucial. Brands need to demonstrate a genuine commitment to this demographic’s well-being.

Holistic offerings: Gen Z women seek brands that acknowledge the interconnectedness of physical, mental, and emotional well-being. While it may not be feasible for a single brand to be all those things, it needs to consider the full spectrum of a woman’s health journey and strive to address multiple aspects where possible.

Leveraging digital tools: Given that 66% of Gen Z use wellness apps and fitness trackers, brands should incorporate digital health tools into their offerings. This not only meets the technological expectations but also facilitates personalized health solutions.

Mental health support: Considering the high rates of anxiety and depression among Gen Z women, brands should prioritize mental health in their messaging. Providing resources and destigmatizing mental health will forge stronger connections with this demographic.