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Insight of the Day: Health and Fitness Report

YPulse 2024 Health and Fitness Report: Summary for Brands


  • Gen Z and Millennials have a holistic view of wellness, encompassing not just diet and exercise but also mental health, skincare, and work-life balance.

  • They are moving away from restrictive diets and focusing on enjoyable fitness activities that promote self-care.

  • Headlines suggest a Gen Z-driven increase in gym attendance, but the report provides a more nuanced analysis of this trend.

Key Takeaway:

Brands need to understand and cater to the evolving definition of wellness among young consumers, who prioritize self-care, enjoyment, and a balanced lifestyle.


The trend is shifting towards a more holistic approach to health and fitness, with an emphasis on mental well-being and overall lifestyle choices. Young consumers are seeking brands that align with these values and offer products and services that support their diverse wellness needs.


  • Brands need to broaden their definition of health and fitness to include a wider range of activities and practices.

  • Marketing messages should focus on self-care, enjoyment, and overall well-being rather than just weight loss or appearance.

  • Brands should leverage technology and social media to connect with young consumers and offer personalized wellness solutions.

  • Collaborating with influencers and experts can enhance credibility and reach among Gen Z and Millennials.

Implications for Brands:

  • Product Development: Create products and services that cater to the diverse wellness needs of young consumers, including mental health, skincare, and work-life balance.

  • Marketing and Communication: Develop messaging that emphasizes self-care, enjoyment, and overall well-being, moving away from restrictive or guilt-inducing narratives.

  • Technology Integration: Utilize wearables, apps, and other digital tools to track progress, offer personalized recommendations, and enhance the overall wellness experience.

  • Partnerships and Collaborations: Partner with influencers, experts, and other brands to create authentic and engaging content that resonates with young consumers.

  • Community Building: Foster a sense of community and belonging by creating online and offline spaces where young people can connect, share experiences, and support each other in their wellness journeys.


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