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Bringing Wellness Innovations to Consumers of All Ages

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From Gen Z to Boomers, understanding each generation’s usage and attitudes toward wellness innovations is the first step to bringing people the solutions they need. 

Well-being is important for people of all ages. But the road to well-being is different for everyone. In our recent survey, the Future of Wellness, we looked across generations to learn how people use wellness technologies and innovations, and where there may be opportunities to reach even more people. 

What we found is that every generation has specific challenges and opportunities. For example, Gen Z prioritizes saving money, and they don’t trust new technologies as much as other respondents. Millennials are concerned about sharing personal data. Gen X prioritizes improving mental health. 

For Boomers, ages 57 to 75, the data shows some staggering gaps in adoption and attitudes. Boomers recognize many wellness tech benefits at higher rates than other generations — how it can improve physical health, prevent future health problems, and more. In fact, 94% said that these innovations have the potential to help improve quality of life — the highest of all generations. And yet, this demographic is not yet using the solutions they need. 

Healthline has launched a Healthy Aging: Wellness at Every Age initiative that will serve as the definitive guide to aging for people in their 50s, 60s, and beyond. Understanding what Boomers actually want, and where their needs aren’t being met, is the first step toward reaching them as consumers and improving their wellness. The following insights from our survey provide a place to start.

Boomers Want to Save Time and Money

Across generations, Boomers are most likely to see cost as a barrier to adopting wellness technology. 

  • Half of Boomers and Gen X say wellness technology is too expensive. Younger generations disagree — only 28% of Millennials and 7% of Gen Z said the same 

  • Boomers have the greatest experience with low-cost technologies — health trackers (25%), fitness trackers (36%), and compression socks (35%)

  • 72% of Boomers say affordability should be a brand priority, vs. 59% on average

  • Only 20% of Boomers think wellness tech could actually save them money, well below the next-lowest group, 30% of Gen X 

Boomers also seem unsure of whether wellness innovations can be time-savers.

  • Half said these technologies could help them work on their goals on their own time, the highest across generations

  • Yet only 16% think that wellness tech could save them time, well below 24% for Gen X 

It is important to recognize these gaps — and the messaging opportunities it presents. Marketers may need to help educate Boomers to understand the time-saving and cost-saving advantages of their solutions. 

Boomers Aren’t Sure Whether Wellness Is for Them

Across generations, there is high sentiment that wellness innovations can improve people’s quality of life. But for Boomers, there may be more work to do to help them realize the potential of this technology for them.

  • Unlikely to be early adopters, just 17% of Boomers said they were the first to try new wellness products, trailing far behind 40% of Gen X and 62% of Millennials

  • 37% said they don’t understand wellness technology well enough, vs. 32% of Gen X, 31% of Millennials, and 27% of Gen Z

  • 28% said it sounds too difficult to use, vs. just 17% of Gen X, 11% of Millennials, and 13% of Gen Z

  • 22% said these innovations are “not designed for people like me,” vs. 7% of Gen X and Gen Z, and 8% of Millennials

Boomers Could Benefit from Mental Health Solutions

Although some Boomers are taking advantage of technologies in nutrition, sleep, and fitness, their usage is notably low in one concerning area: mental health. 

  • Boomers show low usage for mental health innovations: 6% for mental health apps, 8% for light therapy, and 2% for smartphone assisted therapy

  • At the same time, their average interest in mental health innovations is just 19%, well below 28% for the next-lowest generation, Gen X

  • Only 36% of Boomers recognize the potential of wellness tech to improve mental health, vs. about half across the other generations

Given these low numbers, it seems clear that there is opportunity to bring affordable, time-saving mental health solutions to more Boomers — and help them recognize the potential these innovations offer. 

How Healthline Media Works to Reach People of Every Age

As we lead and reimagine the conversation around healthy aging, our data-based insights will continue to inform our approach. Across nutrition, fitness, sleep, skincare, sex, and other wellness categories, we offer explanations and recommendations that are empowering and focus on the whole person. Our specific content initiatives speak directly to Boomers, understand their concerns, meet them where they are, and break down concepts and recommendations to ensure topics are approachable for this group. In addition, Healthline’s upcoming series for Boomers includes a focus on mental health in midlife, acknowledging the need for better mental health support and education for this group. 

Visit our Healthy Aging: Wellness at Every Age initiative to learn more. 

For more information on the Future of Wellness or to learn how we can work together to empower audiences to move, contact your Healthline Media representative or email us today.

About Healthline Media

As the #1 health media property in the US, Healthline Media reaches more than 94MM unique visitors each month (Comscore, August 2021). We provide credible health information with a compassionate approach.