The Gen Z Health Paradox: Green Juice in One Hand, A Vape in the Other
Explore the contradictions shaping Gen Z’s health and wellness behaviors, from fitness and functional foods to vaping, appearance trends, and the gap between what they say and what they actually do.
Download the Report
Report Details
Gen Z’s approach to health and wellness doesn’t fit neatly into one category. They’re tracking their sleep, joining run clubs, buying supplements, and choosing functional drinks, while also vaping, spending hours on screens, and embracing trends like looksmaxxing.
Based on a custom-designed study from Prodege and First & First Consulting, this report takes a closer look at the tension between Gen Z’s health intentions and their everyday behaviors. It explores the motivations, pressures, trade-offs, and rationalizations behind their choices, going beyond stated attitudes to uncover what’s really happening in the moment.
Inside, you’ll find a deeper look at fitness, supplements, functional foods and drinks, appearance and wellness trends, and other everyday health behaviors, along with distinct Gen Z cohorts that challenge the idea that this generation can be understood through a single “healthy” or “unhealthy” lens.
The takeaway? Understanding Gen Z means understanding the tension, not trying to eliminate it.
