Gen Zers Expectations from Health and Wellness Brands

genz expectation

Rising as a critical influence in the health and wellness market, Gen Z is shaping the industry’s future with its unique preferences and values. Born between the mid-1990s and early 2010s, this generation was raised amidst rapid technological advancements and significant social changes, influencing their expectations from health and wellness brands. 

Unlike previous generations, Gen Z emphasises sustainability, mental health, and authenticity, driving new trends and setting higher brand standards.

This article will explore what Gen Z expects from health and wellness brands. Understanding these expectations, health and wellness brands can better connect with Gen Z, effectively meeting their needs and fostering brand loyalty.

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The Importance of Understanding Gen Z’s Preferences for Health and Wellness Brands

Here are a few reasons why it’s important to understand Gen Z’s preferences:

1. Shaping Market Trends: Gen Z’s focus on sustainability, mental health, and authenticity drives new health and wellness industry trends. Brands that understand and cater to these preferences can lead the market and set themselves apart from competitors. For example, a brand that uses eco-friendly packaging or promotes mental health awareness will resonate more with Gen Z consumers.

2. Building Brand Loyalty: Gen Z is known for their loyalty to brands that align with their values. Health and wellness brands can create stronger connections with this audience by understanding what matters to them, such as transparency and social responsibility. This loyalty translates to repeat business and positive word-of-mouth, essential for long-term success.

3. Effective Marketing Strategies: Gen Z spends a lot of time on social media platforms like Instagram and TikTok. Brands that use these platforms to share engaging and relevant content are more likely to capture their attention and convert them into customers. Brand 360 will ensure your marketing and communication channels are right for your brand and objectives.

4. Meeting Diverse Needs: Gen Z values inclusivity and diversity. Brands that offer products and services catering to a wide range of needs and backgrounds will appeal more to this generation. This includes everything from diverse representation in marketing materials to products designed for different skin types, dietary preferences, and fitness levels.

5. Innovation and Adaptation: Gen Z’s preferences push brands to innovate and adapt. This generation is tech-savvy and appreciates convenience, so brands incorporating the latest technology, such as telehealth services or personalised health apps, will attract Gen Z consumers. Staying ahead of technological trends ensures that brands remain relevant and appealing.

What are Gen Z Expectations?

Understanding these expectations is essential for brands to connect with and serve this influential group effectively. Here are five core expectations of Gen Z. 

Digital Engagement

Gen Z expects brands to have a strong digital presence, crucial for connecting with this tech-savvy generation. Health and wellness brands must create engaging content on social media platforms like Instagram, TikTok, and YouTube. Gen Z spends much time on these platforms, looking for entertainment, information, and connections. 

Short, eye-catching videos that offer quick health tips or show how to use a product can grab their attention and keep them interested. Brands that regularly post, respond to comments, and join in on popular trends can build a loyal following and increase engagement.

User-friendly websites are another important part of a strong digital presence. Gen Z values smooth online experiences, so health and wellness brands should focus on creating websites that are easy to use, work well on mobile devices, and look good. 

Features like easy online appointment booking, live chat support, and detailed product information can make the website more useful and encourage people to return. Blogs, testimonials, and interactive tools like wellness quizzes can provide valuable information and keep visitors engaged.

Interactive online experiences go beyond being active on social media and having a good website. Health and wellness brands can use technology to create fun and personalised experiences. For example, virtual fitness classes, wellness webinars, and live Q&A sessions can engage Gen Z users meaningfully. 

Augmented reality (AR) and virtual reality (VR) experiences, like virtual try-ons for health products or guided meditation sessions, can also provide unique and engaging interactions that appeal to this digitally native generation. These advanced digital tools allow brands to stand out and build stronger connections with Gen Z consumers.

Transparency and Trust


Gen Z demands brand transparency, especially in health and wellness. They want to know what ingredients are used in the products they buy and how they are made. This generation values honesty and openness, expecting brands to provide clear, detailed information about their products and practices. 

For instance, listing all ingredients and their sources, explaining the manufacturing process, and sharing certifications (like organic or cruelty-free) can help meet these expectations.

Providing transparent and honest information helps build trust and credibility with Gen Z consumers. When transparent, brands show they have nothing to hide, which can significantly increase consumer confidence. 

Health and wellness brands can benefit from sharing behind-the-scenes content, such as videos or blog posts that show the production process, interviews with product developers, or stories about sourcing materials. This kind of content not only informs but also connects with consumers on a personal level, making the brand seem more trustworthy and authentic.

Educating consumers about health and wellness is another key aspect of transparency. Brands that offer educational content, such as articles, videos, and infographics about the benefits of their products, proper usage, and general health tips, can position themselves as reliable sources of information. 

This approach builds trust and empowers consumers to make informed decisions about their health. For example, a vitamin supplement brand that explains the benefits of each ingredient in their products and how they support various aspects of health can attract and retain Gen Z customers who value knowledge and transparency.

Personalisation and Customization


Gen Z prefers personalised experiences. They seek products and services tailored to their individual needs and preferences. Health and wellness brands can use data and technology to offer customised solutions that connect with Gen Z consumers.

Individualised Health Plans: Gen Z values health and wellness products tailored to their needs. For example, personalised vitamin packs based on individual health assessments are gaining popularity. Brands like Care/of and Persona Nutrition allow customers to complete a health quiz and receive a personalised vitamin regimen based on their responses. This customisation ensures consumers get the nutrients they need, enhancing their overall health and wellness.

Custom Skincare Routines: Skincare is another area where personalisation is key. Brands like Curology and SkinCeuticals use skin quizzes and consultation data to create customised skincare products for their customers. These brands analyse individual skin types, concerns, and goals to formulate products that address specific needs, making the skincare routine more effective and satisfying for Gen Z users.

Fitness Programs: Fitness apps and programs are increasingly offering personalised workout plans. Apps like Fitbod and Nike Training Club use data such as fitness goals, current fitness levels, and exercise preferences to create custom workout routines. This personalised approach helps keep Gen Z engaged and motivated, as they feel their unique needs are being met.

Diet and Nutrition: Personalized diet and meal planning services are also popular among Gen Z. Apps like Noom and MyFitnessPal provide tailored diet plans based on individual health goals, dietary restrictions, and food preferences. These customised plans help users achieve their nutrition goals more effectively, promoting better health outcomes.

Gen Z’s preference for personalised experiences drives health and wellness brands to offer more customised products and services. By leveraging data and technology, brands can create tailored solutions that resonate with Gen Z consumers, meeting their needs and enhancing their health and wellness journeys. 

Mental Health Awareness

Gen Zers Expectations from Health and Wellness Brands

Mental and physical health are equally prioritised by Gen Z, central to their overall well-being. This generation highly values brands that acknowledge and support mental health initiatives. Offering mental health resources, promoting mental well-being, and creating products that address mental health needs can significantly enhance a brand’s appeal to Gen Z.

Gen Z appreciates brands that provide access to mental health resources. This can include partnerships with mental health organisations, access to counselling services, or educational content on managing stress and anxiety. 

Promoting mental well-being through marketing and products is another way to meet Gen Z’s expectations. Brands encouraging mindfulness, meditation, and regular physical activity resonate well with this generation. 

Headspace, a popular meditation app, collaborates with various brands to offer free or discounted subscriptions, personalising mental health resources. This approach aligns with Gen Z’s desire for brands to promote and facilitate mental well-being.

Health and wellness brands can also develop products specifically designed to support mental health. Examples include relaxation and stress relief supplements, essential oils for aromatherapy, and wellness journals that encourage mindfulness and self-reflection. 

Olly’s range of supplements aimed at improving sleep and reducing stress directly addresses common mental health concerns, meeting Gen Z’s expectations for products that support their mental health needs.

Additionally, mental health apps and services incorporate personalisation to support users better. Apps like BetterHelp and Talkspace match users with therapists based on their needs and preferences. This personalised approach ensures that individuals receive the most appropriate mental health support, enhancing their overall well-being and meeting Gen Z’s demand for customised care.

Lululemon, for example, often shares mental health tips and personal stories from its ambassadors, creating a supportive environment. This community-building approach meets Gen Z’s expectation that brands engage with them meaningfully and support mental well-being openly.

Sustainability and Eco-Friendliness

Gen Zers Expectations from Health and Wellness Brands

Gen Z values sustainability and eco-friendliness, expecting brands to reduce their environmental impact actively. Health and wellness brands that embrace sustainable practices can significantly appeal to this environmentally conscious generation. 

Gen Z looks for brands that implement eco-friendly operations, such as reducing waste, using renewable energy, and adopting sustainable production methods. For example, brands like Patagonia, which use recycled materials and eco-friendly processes, set a standard that health and wellness brands can follow.

Another key expectation is using eco-friendly materials. Gen Z prefers products and packaging made from biodegradable, recyclable, or sustainably sourced materials. Brands like Lush, known for minimal packaging and refillable options, resonate well with this demographic. 

Health and wellness brands can adopt similar practices, such as plant-based packaging or refillable containers, to reduce plastic waste and meet Gen Z’s eco-friendly expectations.

Transparency about environmental impact is crucial for building trust with Gen Z. They want detailed information about a brand’s sustainability efforts and the environmental footprint of their products. Brands can use their websites, social media, and product labels to provide transparent information about their carbon footprint, sourcing practices, and sustainability initiatives. This open communication aligns with Gen Z’s values and helps build a stronger connection with them.

By prioritising sustainability and eco-friendliness, health and wellness brands can align with Gen Z’s values, attract and retain their loyalty, and contribute to the broader goal of environmental conservation.

Building Strong Relationships with Gen Z for Long-Term Success

Building Strong Relationships with Gen Z for Long-Term Success

In conclusion, understanding and meeting Gen Z’s diverse expectations is crucial for health and wellness brands. Aligning with their values and preferences helps build strong, lasting relationships. This approach drives growth and ensures long-term success in the rapidly evolving health and wellness market.

Find out how working with Brand 360 can improve your online engagement. Visit our website or contact us today to see how we can help you stay competitive and relevant in the fast-changing digital world.