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Our latest Future of Wellness survey finds that distinct consumer segments are catalyzing demand for goods and services in six wellness subcategories. To millennials and Gen Zers, wellness has become a daily, personalized practice rather than a set of occasional activities or purchases. As this shift takes hold, it’s influencing the direction of the $2 trillion global wellness industry, which is expanding beyond its core categories. Even though younger demographics may be pu

Mental health, meme culture, and gaming tribes—marketers need to explore what Gen Z's actually want this 2025. If you want to understand what drives Gen Z in 2025, forget stereotypes and start looking at what actually moves them: mental health , creator-driven content , community-based gaming , and a revived love for Y2K culture . With more than half of Gen Z experiencing mental health challenges and a growing desire to live life as the “main character,” their expectations fo

1. Who they are Gen Z is not a monolith Over the course of the past 12 months, Ipsos public opinion polling has revealed a significant gap in attitudes between Gen Z men and Gen Z women . More so than in any other generation polled, men and women in Gen Z are not seeing eye to eye. A significant portion of young men are becoming more conservative and leaning towards more traditional values. At the same time, young women are often becoming more progressive and liberal than the

Chinese platforms and brands are capturing Southeast Asian Gen Z through cultural fluency, price accessibility, and AI-powered personalization strategies. Image: Pinkflash Contents Digital diaspora: Heritage and hashtags Wellness, ethics, and sustainability Chinese brands gaining ground fast TikTok, Xiaohongshu define the purchase journey Building community: Online to offline strategies Next-wave markets: Indonesia, Vietnam, Philippines Recommended Five hundred million votes