If you’ve noticed more gym selfies, cold plunges, and non-alcoholic cocktails flooding your social feed—there’s a reason. Gen Z and millennials are not just chasing wellness; they’re funding an entire industry around it. Even in uncertain economic times, these generations are doubling down on healthier, more mindful living. Let’s break down how their habits are giving the wellness economy a serious boost.
Wellness Over Retail: A Spending Shift
While overall retail numbers have plateaued, spending on wellness is soaring—particularly among younger consumers. Rather than splurging on fast fashion or the latest tech, Gen Z and millennials are choosing gym memberships, wellness retreats, and fitness gear. This shift signals a major cultural pivot: wellness isn’t a luxury anymore—it’s a lifestyle necessity.
Fitness as a Daily Habit, Not a Hobby
Forget the occasional yoga class—young adults today are building consistent fitness into their routines. Compared to boomers, millennials are spending three times more on fitness, with Gen Z close behind. It’s no longer about hitting the gym before summer—it’s about year-round physical and mental wellness.
The Rise of Alt-Wellness: From Cold Plunges to Red Light
Wellness isn’t just about exercise anymore. Gen Z and millennials are getting creative, embracing practices like cold plunges, red light therapy, and infrared saunas. What used to be niche (or even considered weird) is now mainstream—and, thanks to TikTok and influencers, wildly popular.
Sober Curious and Proud
There’s also a noticeable drop in alcohol consumption among young people, with many embracing “sober-curious” lifestyles. The demand for non-alcoholic wines, beers, and cocktails is exploding. Wellness to them isn’t just external—it’s about feeling good from the inside out, too.
Smart Money: The Wellness Stocks They’re Fueling
Companies are taking notice. Brands like Life Time Group Holdings and Planet Fitness are seeing massive user growth among 18- to 44-year-olds. Meanwhile, wellness appliances from SharkNinja are flying off digital shelves thanks to influencer-backed buzz. This surge isn’t just good for consumers—it’s creating new market opportunities.
A Generation Defining the Future of Wellness
What we’re seeing isn’t a short-term trend; it’s a generational shift. These younger consumers are creating a wellness-first economy that’s adaptable, resilient, and inclusive. As this trend continues to evolve, the wellness industry is no longer optional—it’s foundational.