Brand Makers
Dil Ka Jod Hai, Tootega Nahin
Gen Z takes charge of healthcare, survey highlights misunderstood priorities: Report
Burson’s report sheds light on Gen Z’s dual focus on mental and physical health, their skepticism of digital solutions, and the demand for greater in-person care.
67% of Gen Z respondents feel positively about taking charge of their health, yet cite significant challenges, including high costs, misinformation, and inadequate communication.
A report by Burson, "Gen Z: Calling for Healthcare Connection and Change," uncovers a generation eager to take control of their health despite grappling with systemic barriers.
Based on a survey of 5,000 Gen Z adults (aged 18-27) across 10 countries, this study represents the largest of its kind conducted by a communications company.
Emerging from the pandemic, Gen Z is proving to be as concerned with physical health (56%) as they are with mental health (57%), with both areas a priority for 59% of respondents. This dual focus counters a common narrative that mental health exclusively dominates their healthcare concerns.
"Gen Z isn't the future of healthcare - they're the present," said Brenna Terry, Global Healthcare Client Leader at Burson. "Our research shows a significant opportunity for healthcare providers to engage with this values-driven, proactive generation to foster trust, collaboration, improved healthcare experiences."
Key findings:
67% of Gen Z respondents feel positively about taking charge of their health, yet cite significant challenges, including high costs, misinformation, and inadequate communication.
Nearly half (46%) report difficulty in receiving sufficient time and attention from healthcare providers.
Despite their reputation as a digitally native generation, Gen Z remains skeptical of tele-health solutions and online health information.
Eight in ten respondents reported encountering false or misleading health advice online. More than 60% expressed a preference for in-person appointments, valuing the respect and connection it fosters.
Gen Z is open to guidance from credible healthcare organizations. 55% believe pharmaceutical companies have the potential to meet their needs through proactive, educational, and transparent communication.
As per Decipher Health, the report further validated key findings. The AI analysis revealed a 92% believability score among Gen Z for claims that misinformation is pervasive online.
Notably, these concerns were echoed by Millennials (91%) and Gen X (89%), indicating shared frustrations across age groups.
SPOTLIGHT
"The raucous, almost deafening, cuss words from the heartland that Piyush Pandey used with gay abandon turned things upside down in the old world order."
Read MoreThe new face of the browser: Who’s building AI-first browsers, what they do and how they could upend advertising
From OpenAI’s ChatGPT-powered Atlas to Microsoft’s Copilot-enabled Edge, a new generation of AI-first browsers is transforming how people search, surf and interact online — and reshaping the future of digital advertising.