What does fitness look like for a generation redefining wellness on their own terms? Just a few years ago, YPulse found young consumers considered wellness to be anything that made them feel good. This year, it’s looking like their routines are getting more intentional. While just as many working out as last year, skinny culture is on teens and college students’ minds, potentially making toxic standards similar to those of the early 2000s. While they’re still most interested in holistic wellness trends like gut health, the renewed pressure to lose weight is something brands should approach with caution.
In YPulse’s 2025 Health and Fitness report, we dive into how Gen Z and Millennials are approaching health and wellness, how they’re working out, what motivates them, and the diet trends they’re following—or rejecting.
Watch the replay for the Health and Fitness report (Western Europe)
Report length: 23 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded April-May 2025. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in April-May 2025
