The data: About two-thirds of US consumers feel that “wellness culture” has put too much pressure on people to feel perfect, per a November 2025 survey of about 3,000 US adults from Coefficient Capital and Toluna.

• Millennials (73%) are the most likely to feel this way, though at least 60% of respondents across all generations believe that wellness culture creates too much pressure.
• In this context, wellness culture refers to expectations around health, fitness, appearance, and daily habits—often shaped by media, brands, and influencers.

Unpacking the trend: Social media wellness content has surged in recent years, from general health information to influencer-driven tips, product promotions, and the celebrity-fueled rise of weight loss drugs.

The downside of wellness content on social media is the constant comparison it encourages, often leading to feelings of inadequacy and dissatisfaction with one’s health and fitness.

• For example, research has linked TikTok’s “What I Eat in a Day” trend to increased social comparison and caloric restriction among teens.
• Per Coefficient’s survey, 44% of Gen Z and millennials familiar with GLP-1 drugs say they feel more pressure to lose weight.
• Meanwhile, just 14% of Coefficient respondents report feeling less pressure, underscoring how weight loss medication content and ads are shaping perceptions, especially among younger consumers.

Why it matters: Wellness culture is likely a key factor driving consumers to invest in their health.

Health and wellness is the only measured category in which more consumers plan to increase spending than reduce it in 2026, according to CivicScience data from December 2025. Among those planning to increase health and wellness spending this year, 50% intend to spend more on healthy groceries—by far the top category. Many also plan to boost spending on mental health (26%), skincare (26%), and home fitness equipment (22%).

Implications for health and wellness brands: Consumers have bought into wellness hype, but enthusiasm doesn’t guarantee long-term loyalty or sustained spending. And those who feel pressured to improve their well-being may be turned off by companies or advertising that overpromise transformation. Brands in this space should avoid messaging that shames consumers about their health. Instead, they should position their products and services as supportive tools that help people manage their health and build sustainable habits rather than as standalone cure-alls.

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