Younger generations are at the forefront of a wellness revolution, according to new findings from a survey by L&G. A poll of 2,000 people reveals that Gen Z is prioritising physical health, mental wellbeing, and healthier habits more than older age groups.

Only 13% of Gen Z aged 18 to 24 identify as regular drinkers, compared to 27% of Baby Boomers aged 55 and above. This difference reflects the rise of the sober curious movement, where nearly a quarter of all drinkers have replaced alcohol with functional or wellness drinks. This trend is most evident among younger demographics, with 45% of 18 to 24-year-olds and 53% of 25 to 34-year-olds making the switch.

According to The Drinkaware Monitor 2024, 71% of UK drinkers now incorporate drink-free days into their weekly routines. Over half of all drinkers, at 54%, have reduced their alcohol intake over the past year. Their main motivations include improving physical health, cited by 51%, saving money by 34%, and achieving better sleep by 29%.

Digital wellness is also becoming a key priority for Gen Z. Nearly one in five, or 17%, regularly take digital detoxes, making them the age group most likely to consciously unplug from screens to protect their mental health. This behaviour is particularly relevant given that the average person now spends around six hours each day in front of screens.

This attention to mental health fits within a broader trend towards active and intentional wellbeing. Among 25 to 34-year-olds, 62% regularly engage in physical fitness, while 53% of all survey participants listed healthy eating as their most important wellness habit.

A more holistic view of wellbeing is emerging. Respondents identified healthy eating as the top priority at 53%, followed by outdoor time and mindfulness, both at 36%. These preferences reflect a shift in how people define wellness, with emotional and mental health valued equally alongside diet and exercise.

Spending on wellness varies significantly across the UK. Londoners are the biggest investors, spending an average of £60.70 each month on wellness. This is nearly double the national average of £35.08. In contrast, 50% of people in Wales report spending nothing on wellness each month. This regional contrast points to disparities in accessibility and affordability of wellness services across the country.

Seasonal motivation also plays a role in wellness habits. Summer is the time when 30% of Brits feel most inspired to improve their health. This figure rises sharply among 25 to 34-year-olds, with 67% saying they are most motivated during the warmer months. Within this group, healthy eating is the top seasonal focus, cited by 60%.

While summer prompts a boost in motivation, wellness is no longer just a seasonal interest. The rise of online workouts, mindfulness apps, and home cooking has made it easier for people to sustain wellness practices throughout the year, regardless of the season or budget.

James Shattock, managing director UK Protection, said: “At L&G we see first-hand how long-term lifestyle choices can shape not just health outcomes, but also financial resilience and overall quality of life. The growing shift towards more mindful living, led by younger generations, is a positive and powerful cultural change. From drinking less to moving more and taking regular screen breaks, these everyday habits can make a real difference.”