Gen Z Digital Wellness Market

sector - health & wellness
sector - youth
type - market focus
Market Focus
Digitally native Generation Z go online to learn, play, socialise, but also to heal and open up, and this is giving rise to platforms supporting welfare and championing mental fitness.

Gen Z and younger Zalphas are breaking away from preconceived notions of wellness – moving on from Goop-ified, exclusive and codified notions of self-care. They favour an inclusive, untethered and inspirational idea of wellness, promoted by a growing number of voices. On social media, accounts like the Sea Moss Girlies gather communities of self-confessed and unashamed ‘health and wellness weirdos’, while media outlets like trailblazing platform Woo are reframing wellness as a feel-good, ever-evolving culture.

As these voices normalise not feeling okay all the time, a new wave of digital concepts is emerging to support youth welfare on its own terms. Unlike meditation apps like Headspace and Calm or virtual therapy providers, these youth-focused platforms offer alternative ways to learn and nurture mental health.

From interactive and inclusive resource hubs to gamified self-care rituals and grounding daily mental fitness practices, the digital wellness market is getting a youth-led makeover.

Published by:

28 November 2022

Author: Marta Indeka and Isabella Ventura

Image: Oye, US


Oye, US

Creativity-centred self-care

Whereas older generations often resort to meditation or breath work apps, Gen Z favour more creative or gamified self-care activities to incorporate into their daily routines. Mindful game Kinder World invites players to take care of digital pot plants through short and simple wellbeing exercises, such as naming emotions or recalling a pleasing scent.

Elsewhere, Oye is filling a gap in mental health support specific to the Latinx community. Inspired by the personal journey of Colombian singer J Balvin, the company’s chief dream officer, Oye’s mind-body practices, daily emotion check-ins and mindful notifications help users transform their emotions into creative actions.

Next-gen mental health hubs

As mental health support services multiply, new portals are emerging to help consumers access and understand the many available resources. This is the vision guiding Wondermind, a digestible and inclusive ‘mental health fitness eco-system’ co-founded by entrepreneur Daniella Pierson, singer-actor Selena Gomez and her mother Mandy Teefey. ‘We want someone who’s 15 years old to be able to read it, as well as someone who is 57 years old,’ explains Pierson.

Another example is US pop artist Megan Thee Stallion’s Bad Bitches Have Bad Days Too, a website listing diverse resources from therapy platforms to helplines, focusing on underserved communities, namely LGBTQ+ and specific support for Black, Indigenous people of colour.

‘Wellness tools needs to be democratised in a few ways to make them accessible to Gen Z. They need to be discoverable, easy to understand and aspirational – this creates the desire for Gen Z to want to engage.’
Stephen Mai, CEO and founder, Woo

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