Wellness is big business, and younger Americans are driving it. Data from McKinsey estimates that the global wellness market is worth about $2 trillion.
In the U.S., Gen Z and millennials make up 36% of adults but account for more than 41% of wellness spending.
While younger Americans have been a driving force, this year’s survey showed baby boomers are engaging with wellness more than ever.
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The share of older adults who said they prioritize wellness climbed 11 percentage points to 49%.
Consumers say wellness ranks high on their list of priorities. For many, it ranks just behind family but ahead of professional success and friendships.
More than a third of U.S. consumers describe wellness as core to their identity. For some, it has also become a way to express that identity, with the report noting that "consumers are even sharing sleep scores as a badge of discipline."
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According to the report, U.S. consumers are increasingly focused on trying to "operate at their peak," with more than 40% saying they're willing to "do whatever it takes to live as long as possible."
