Generation Z:
The Future of Health and Wellbeing

Behavioural differences between generations

Our mission is to inspire healthy decisions. And bringing about real behaviour change in health requires a deep understanding of our audiences. For us, there’s one audience raising a lot of questions at the moment – Generation Z.

Born between the mid-1990s and early 2000s (aged between 16 and 23), these young people have never known a time before mobile phones and the internet. As our youngest generation of voters, they live in politically polarised times, full of uncertainty and fake news. And as the country’s most tech-literate adults, they access their information through diverse, immediate channels and platforms.

But what do they think about their health? What steps to they take to maintain it? How do they access health care and advice? And what impact does their social and political environment have on their health and wellbeing?

Download the full report to find out more.

Gen z

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