What Gen Z Consumers Really Want from Wellness Brands

Gen Z is rewriting the playbook for consumer behavior. They may not be the wealthiest or largest generation, but they hold a great deal of influence with the power to dictate trends and decide what is “cool”. Unlike previous generations, their approach to health is holistic, inclusive, and impact conscious. As early-stage investors in wellness, we’ve seen some clear patterns emerge when it comes to what resonates with this influential demographic.

Here are three things Gen Z consumers are looking for in wellness brands:

1️. Community, Not Just Products
Wellness for Gen Z isn’t a solo journey—it’s a shared experience. They gravitate toward brands that foster connection, whether that’s through forums, in-person events, or digital communities on platforms like Discord and TikTok. These spaces allow them to share their opinions, feel supported, and foster new connections. For this generation, buying into a brand often means buying into a community.

2️. Authenticity Over Perfection
Gen Z can spot inauthenticity from a mile away. They are very intelligent consumers, and they value transparency above everything—from ingredient sourcing to business practices—and they’re quick to call out greenwashing or performative wellness. They want brands that embrace imperfection, reflect real-life struggles, and stand for something bigger than just profits.

3️. Wellness as Self-Expression
For Gen Z, wellness is personal. They want customizable, inclusive products that cater to their unique needs and preferences, whether it’s customizable supplements, tailored recommendations, or beauty products that cater to specific pain points. A brand that can help them express who they are (and share it on social media) is one they’re likely to champion.

4. Swipe-to-Buy Culture
Unlike the millennial that is more likely to purchase on a desktop or in person, Gen Z does most of their shopping through their phone. 60% of Gen Z consumers use social media to find new brands and products. Brands that prioritize a mobile experience and focus on in-app shopping, like Instagram Shop, TikTok shop, and Substack will capture this younger audience.