Gen Z Leads in Willingness to Spend on Health, According to Forbes Survey
Krissy Vann | Host, All Things Fitness and Wellness
A recent survey conducted by Forbes Health, which polled 2,000 U.S. adults, shows that a significant majority—81%—are willing to invest financially in exchange for a longer, healthier life. This growing trend highlights the increasing importance people place on health and longevity, with only 5% of respondents reporting that they would not spend money to add healthy years to their lives.
Interestingly, the willingness to invest in health was fairly consistent across generations. Among respondents, 85% of Gen Z, 84% of millennials, 79% of Gen X, and 81% of baby boomers expressed a desire to pay for added years of good health. However, there were differences in how much each generation is willing to spend. Gen Z leads the pack, reporting an average willingness to spend $7,856 per year on their health, compared to an overall survey average of $5,285. Gen X respondents were willing to spend $6,347 annually, millennials $5,186, and baby boomers $3,734 per year to extend their healthy lifespan.
The survey also found that 43% of participants viewed health as a major priority in their lives, and among this group, 92% said they were willing to spend money to improve their longevity. In contrast, only 4% said health was a small priority, and just 1% did not prioritize it at all.
The willingness to adopt lifestyle changes to live a longer, healthier life was also evident in the survey. Many respondents were prepared to give up unhealthy habits, such as fast food (68% willing), soda (65%), ultra-processed foods (62%), and alcohol (56%), in favor of a healthier life. Despite this, fewer respondents were open to giving up meat (41%) or cigarettes (46%).
When it comes to investing in specific wellness activities, the survey revealed that the highest monthly expenditure was on healthy foods, with 16% of respondents spending between $50 and $74 per month. However, other wellness-related expenditures were notably less common. For example, 67% of respondents said they do not spend money on personal trainers or sports coaches, and 63% reported not paying for fitness classes.
In terms of average monthly spending for those who do invest in these areas, the survey showed that respondents spent $68 on healthy foods, $59 on talk therapy or psychotherapy, $58 on physical therapy, $56 on both nutritionists and personal trainers, $50 on fitness classes, $47 on gym memberships, and $43 on fitness apps.
Overall, the survey paints a clear picture of the growing importance of health and longevity for many individuals, with a large portion of the population willing to make financial sacrifices to extend their healthy years. For fitness business professionals, this data underscores the need to cater to a health-conscious market that values long-term wellness and is increasingly open to spending on services and products that can enhance their quality of life.
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