The trend: Gen Zers are leading the shift toward a healthspan mindset—defined as “how long we live without significant health problems,” according to a newly released GCI Health survey of more than 3,000 US adults ages 25–54.

• 39% of Gen Z say they are very familiar with healthspan, compared with 35% of millennials and 26% of Gen Xers.
• Younger generations are also more likely to believe they have a high degree of control over their healthspan, including 50% of Gen Zers and 48% of millennials, compared with 43% of Gen Xers.

Why it matters: The healthspan revolution is being implemented through a range of tech-focused health behaviors and activities.

In fact, health tech monitoring is widely viewed as a key driver of healthspan. 85% of wearable users, 81% of GLP-1 users, and 79% of cosmetic treatment users say health tech monitoring can improve healthspan, compared with 71% of the general population.

Implications for healthcare and pharma marketers: Healthspan builds on broader wellness and longevity trends, with about half of consumers across generations prioritizing their health and wellness more than they did in the past, according to KPMG.

Consumers are now extending those behaviors into long-term health and aging strategies. And they’re viewing wearables, weight loss drugs, and cosmetic treatments as part of a broader effort to stay healthier longer, blurring the lines between wellness and medical care.

For healthcare marketers, connecting wellness behaviors and data from wearables and apps to lifelong health outcomes reinforces the importance of prevention and maintenance.

For pharma marketers, positioning treatments such as GLP-1s as part of a broader healthspan strategy emphasizes how medicines can help people live longer, healthier lives, as opposed to just managing symptoms.

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