As inflation and economic uncertainties continue to affect consumer behavior in the United States, a new global survey conducted by McKinsey & Company reveals that wellness remains a steadfast priority for American consumers. According to the 2025 findings, a striking 84 percent of U.S. respondents consider wellness either “very important” or a “top priority,” underscoring a cultural shift that positions personal well-being as a non-negotiable aspect of daily life.
The McKinsey report illustrates that wellness, once narrowly defined by physical fitness and diet, has expanded into a broad spectrum of personal care, mental health, emotional resilience, and preventive practices. Younger generations, particularly Millennials and Gen Z, are driving this transformation. These groups tend to approach wellness as a comprehensive lifestyle, incorporating elements like mindfulness, emotional regulation, sleep hygiene, functional nutrition, and beauty routines. The emergence of digital health platforms—ranging from meditation apps and wearable trackers to telehealth services and sleep analytics—has found enthusiastic uptake among younger consumers, who are more inclined to experiment with innovative tools than older demographics.
Older generations, including Baby Boomers and Gen X, still view wellness through a more traditional lens. Their focus tends to center on general health maintenance, such as diet and exercise, along with preventive care like routine screenings and supplements. While they participate in the wellness economy, their purchasing behavior is more conservative and generally limited to fewer categories. However, across all age groups, there is a common emphasis on maintaining well-being amid rising stress levels and increasingly complex lifestyles.
What is particularly notable from the McKinsey research is the resilience of the wellness category in consumer spending. Even as Americans trim budgets to adjust to economic headwinds, spending on wellness products and services remains robust. When asked about areas where they might cut back, respondents indicated that they are more likely to reduce spending on discretionary items such as fashion, leisure, or home decor rather than eliminate wellness-related purchases. This pattern suggests that many consumers see wellness not as an indulgence, but as a fundamental component of their lives—akin to food or housing—especially in times of stress and uncertainty.
McKinsey estimates the U.S. wellness market now exceeds $500 billion annually, and despite economic pressures, the sector continues to grow by 4 to 5 percent per year. A closer look at spending patterns shows that younger consumers are significantly shaping this market. Millennials and Gen Z, who collectively represent about 36 percent of the U.S. adult population, account for more than 41 percent of wellness spending. In contrast, Americans aged 58 and older make up about 35 percent of the population but contribute just 28 percent to total wellness expenditures. This generational contrast reflects broader behavioral trends, with younger people more inclined to pursue a lifestyle built around proactive and personalized wellness solutions.
Different segments within the wellness category are also evolving rapidly. For example, mental health and emotional well-being have risen to the forefront, especially among Gen Z, who report the highest levels of stress and anxiety. About 40 percent of Gen Z respondents describe themselves as “almost always stressed,” and many are seeking out new tools for relief—ranging from therapy apps and journaling services to virtual support groups. At the same time, sleep and cognitive performance have emerged as key wellness priorities, with consumers exploring sleep-tracking devices, sound therapy, and even supplements tailored to improve focus and memory.
These shifts signal an important redefinition of what wellness means in the 21st century. No longer confined to gyms or diet books, the modern wellness movement is characterized by its integration into nearly every aspect of life. Consumers are building routines that prioritize self-care, stress management, and long-term health maintenance. Brands and service providers are responding with tailored solutions that align with this more nuanced, holistic understanding of wellness.
For women, in particular, the focus on wellness has intensified. Industry insiders suggest that women are especially likely to sustain or even increase their investment in wellness, even during economic downturns. As primary decision-makers in many households and often bearing the burden of caregiving, women are seeking stress-relief strategies, beauty-wellness hybrids, hormone health treatments, and age-specific care tools that align with their evolving needs. This pattern suggests that female-led wellness segments may remain among the most resilient areas within the broader consumer economy.
The implications of these findings extend beyond individual consumption. As wellness becomes embedded in American culture, employers, healthcare providers, and policymakers may need to adapt. Companies offering wellness benefits—from mental health resources to flexible scheduling and wellness stipends—are likely to gain favor with younger workers. Meanwhile, healthcare systems may see increased demand for preventive services and integrative health approaches.
In conclusion, McKinsey’s 2025 wellness survey confirms that even amid inflation, market volatility, and budget constraints, Americans continue to prioritize wellness in its many evolving forms. The findings suggest a durable cultural shift toward seeing wellness not as a luxury, but as an essential lifestyle choice—one that spans generations but is most prominently driven by Millennials and Gen Z. For brands, businesses, and institutions, the message is clear: those who can support and align with this consumer mindset will be best positioned to thrive in the years ahead.
