Most Wellness Brands Don’t Connect with Gen Z Women. What’s the Cure?

July 8, 2024

The tweens, teens, and 20-somethings who make up Gen Z have different health and wellness priorities than older generations. How can health care organizations meet them where they are?

// By Amanda Williams //

Amanda Williams is Parallel Path’s senior directorIn today’s fast-paced world, the landscape of health and wellness constantly evolves, driven by diverse needs and perspectives of different demographic groups.

Among these, Gen Z women stand out as a formidable force, shaping trends and conversations around holistic well-being. As they strive to prioritize their health and wellness, Gen Z women, influenced by digital technology and evolving societal norms, bring a fresh perspective to this industry that challenges conventional approaches.

Yet as these women navigate the complexities of their well-being journey, they face a health care system and brands that often fall short of meeting their needs, leaving them juggling multiple responsibilities and struggling to find holistic support. Understanding their unique attitudes and behaviors becomes paramount for brands seeking to engage authentically and effectively.

Here, we look at some of the challenges this generation faces, the ways it defines health and well-being, and how health care brands can resonate with it — plus we share some examples of successful brands that have built strong connections with Gen Z women.

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