Gen Z, millennials power long-term wellness demand

Younger Americans are emerging as key drivers of the health and wellness industry. Bank of America data shows Gen Z households spend about 2.8 times more on fitness than Baby Boomers, while Millennials spend around three times as much. Despite a broader slowdown in discretionary spending, this generational shift toward healthy living is propping up the wellness sector and offering some protection from recessionary pressures.