Gen Z and Millennials: The Next Wellness-Focused Generation Your Practice Shouldn’t Overlook

By Dr. Brad Kristiansen

If your practice has traditionally catered to women aged 35 to 65, you’re likely serving an audience that already values wellness and invests in long-term health. But new research shows a major shift is happening—and it could open a door to a younger, highly motivated group of potential patients.

Nearly 30 percent of Gen Z (born 1997–2012) and millennials (born 1981–1996) in the United States say they now prioritize their health and well-being “a lot more” than they did just one year ago. That’s a stronger increase than what we see among older generations. For holistic practitioners, this signals a prime opportunity to broaden your reach.

Why This Younger Audience Is Ready for Your Services

Gen Z and millennials are reporting higher levels of burnout, greater stress, and worse overall health compared with older generations. They’re also the most exposed to health and wellness content online. This combination, high need and high awareness, makes them more likely to actively seek help.

However, while they’re consuming health information daily, much of it is inaccurate or overly focused on quick fixes. From extreme diets to “miracle” products, younger consumers are flooded with noise. What they lack is a trusted professional to guide them toward evidence-based, personalized wellness strategies. That’s where your expertise can make the difference.

Positioning Nutrition as the Entry Point

At the core of many health challenges facing younger generations is poor nutrition. Nutrition is more than cutting sugar or counting protein grams, it’s the foundation that fuels every system in the body. Without it, they’re running on “low battery” all day.

As a holistic practitioner, you can frame nutrition as the gateway to the benefits they’re already seeking: more energy, better mood, improved focus, and resilience to stress. With the addition of Nutiron coaching, you can educate individuals on how nutrient-rich foods—such as fresh produce, whole grains, quality proteins, and healthy fats—create a lasting foundation for health.

How Social Media Shapes Their Health Choices

This generation’s relationship with wellness is deeply tied to social media. While it can spark interest, it also creates unrealistic expectations and confusion. Younger people see hundreds of “perfect” smoothie bowls, celebrity diet endorsements, and supplement trends, but rarely get the “why” behind the advice.

By creating content or workshops that both connect to their online interests and educate them in a deeper, more practical way, you can position your practice as their reliable source of truth. This approach builds trust and sets you apart from the endless stream of fad advice they encounter online.

Turning Curiosity Into Habits

Younger clients may not have decades of ingrained unhealthy habits, which makes them more open to change. Teaching them realistic, easy-to-implement nutrition habits now—like starting the day with a balanced breakfast, drinking more water, or swapping processed snacks for whole-food options—can give them quick wins. And quick wins are what turn curious followers into loyal patients.

Personized nutrition coaching can be especially appealing to this age group, who value connection and shared experiences.

Marketing to a Generation That Invests in Wellness

One of the biggest misconceptions is that younger people won’t pay for health services. In reality, this audience is willing to invest in wellness when they see clear value. They’re already spending on gym memberships, specialty supplements, boutique fitness classes, and organic food. If you position your nutrition coaching services as part of that lifestyle, and highlight how your expertise can save them time, money, and frustration, they’ll see you as essential, not optional.

The key is to speak their language:

Emphasize results they care about (energy, focus, mood, performance).
Show up where they are (Instagram, TikTok, podcasts).
Offer flexible service options (packages, short programs, telehealth).

Building Your Next Generation of Loyal Patients

Gen Z and millennials are not just a passing trend in wellness—they are shaping its future. By offering credible, actionable nutrition education and services, you can meet their needs while growing a loyal new patient base.

For practices that want to move beyond the traditional 35–65 demographic, the time to act is now. These younger clients are actively seeking guidance, value holistic approaches, and are ready to invest in their health. All they need is a trusted expert to show them the way—and that could be you.

Author Bio

Dr. Brad Kristiansen, a chiropractor and nutritionist, is the clinical director of Holistic Health Solutions Inc. He has trained hundreds of successful holistic practitioners in personalized nutrition programs and nutrition coaching.