Italian Gen Z views health as a long-term investment

A new study titled ‘Gen Z Health & Wellness’, conducted by Ipsos Doxa for Weber Shandwick Italia, reveals a significant shift in how Italian adults aged 22 to 30 perceive health and well-being.

According to the research, 46% of respondents view health as a personal responsibility and a long-term investment in their future rather than merely the absence of illness. The data indicates a prioritization of mental health, with 26% of young adults identifying it as the primary component of well-being, surpassing the 23% who define health as the absence of disease.

The study also categorizes this demographic into three distinct groups: ‘involved’ individuals (23%) who have integrated wellness routines into daily life; ‘aspirational’ individuals (60%) who are informed and interested but struggle to maintain consistent habits; and ‘detached’ individuals (17%) who remain distanced from structured prevention or wellness routines.