YPulse’s Health and Fitness data shows 78% of 13-24-year-olds agree that “wellness can be anything that makes you feel good,” but that broad definition has created an environment where new wellness trends seem to appear every week. And each one sounds a little more outlandish (and like a Dr. Seuss book) than the last. From supplement stacking and proteinmaxxing to nervous system regulation and circadian fasting, social media has become a nonstop stream of unregulated wellness advice. And young consumers are paying attention: YPulse data shows 57% of 13-24-year-olds have followed health or fitness advice from someone on social media. When a new wellness trend starts circulating on TikTok, there’s a good chance Gen Z has at least seen it—but just because a trend is viral doesn’t mean it’s being widely adopted. As always, headlines about “Gen Z’s latest wellness obsession” can overstate what’s actually happening. Some turn a handful of creators (or worse, just one 37-year-old) posting to attest to an entire “Gen Z”movement. That’s why in...
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