FITNESS, FEELINGS, AND FINDING YOUR PEOPLE: A NEW LOOK AT WELLNESS

By Lilly Minkove, Strategy & Transformation Expert & Women's Wellness Advocate

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To understand what’s really driving health and wellness behavior in 2025, we at ArtLogica Group surveyed over 1,000 consumers across the U.S. and conducted a series of in-depth interviews and focus groups with individuals across age, gender, income, and life stage.

Our goal: to move beyond surface-level trends and uncover the deeper motivations, barriers, and behaviors that shape how people engage with their health.

We explored everything from mental health and motivation to technology adoption, lifestyle tradeoffs, and the role of community — all with an eye toward helping brands, providers, and innovators better support real people in building healthier, more sustainable lives.

What we found was both sobering and inspiring: Americans overwhelmingly believe they can influence their health, but struggle to stay consistent — especially women, caregivers, and lower-income groups. Wellness is deeply personal, but also deeply social. And mental health is no longer a separate category — it’s at the center of everything.

Health and wellness are universal priorities, but how consumers define and pursue them varies significantly by gender, life stage, and generation. From mental resilience to functional fitness, new data and in-depth interviews reveal striking differences — and surprising common ground — in how people seek well-being today.

GENDERED APPROACHES: WOMEN SEEK BALANCE, MEN SEEK OPTIMIZATION

Women, especially caregivers, view wellness as a form of emotional and physical self-preservation. Their top concerns — mental health, weight, bone health, and hormonal balance — reflect not vanity, but survival.

As one Gen X woman explained:

“I do more things like weight lifting now. I used to cycle, but now I’m afraid of falling and dying… I have to stay strong for my kids and my aging parents.”

In contrast, men are more likely to invest in tools, supplements, and home gyms to optimize energy and physical strength. One 30-something male described the shift:

“I used to go for convenience… cheap food, caffeine, fast fixes. Now I pay attention to how I feel. I cut out sucralose, started sleeping more, and I don’t crash anymore. It’s like I finally gave myself permission to care.”

GENERATIONAL MINDSETS: FROM STRESS MANAGEMENT TO AGING WELL

GEN Z & MILLENNIALS: FEEL BETTER NOW
Younger consumers are driven by stress relief and mood regulation. Mental health is the #1 motivator for working out — especially among Gen Z women.

As one Gen Z professional put it:

“Exercise doesn’t make me feel amazing. It just makes me feel less bad. With all the stress from work and life, it’s the only thing that keeps me from spinning out.”

GEN X: STRETCHED THIN, SEEKING STABILITY
Caught between caregiving and career demands, Gen X prioritizes function over form. Many women say they’re dealing with perimenopause, anxiety, and burnout — often unsupported by traditional care:

“My gynecologist isn’t helpful. I’m dealing with hot flashes and mood swings and just figuring it out myself with podcasts.”

BOOMERS: PREVENT AND PRESERVE
Older adults are motivated by longevity, mobility, and disease prevention, but many struggle to break habits and feel unmotivated to embrace new behaviors:

“I know I should walk more, drink more water, but I just don’t. It’s not that I don’t know — I just can’t get myself to start.”

THE ROLE OF MENTAL HEALTH: INVISIBLE BUT FOUNDATIONAL

Across generations, mental well-being drives engagement — or disengagement — with health.

“When I was working night shifts, I was so depressed I couldn’t do anything. Once I left that job, it was like a reset. I started cooking, walking, lifting — and I haven’t looked back.”

Stress, sleep deprivation, and emotional overload often manifest physically — as fatigue, weight gain, and digestive issues. But consumers are increasingly aware of the connection:

“If I don’t sleep well, it’s usually because I’m stressed. No supplement can fix that. You have to address the root cause.”

TECHNOLOGY AND BIOHACKING: CURIOUS BUT CAUTIOUS

Despite media buzz, adoption of advanced wellness tools — like blood diagnostics, hormone panels, and wearable trackers — remains low, especially among women. Consumers cite cost, complexity, and skepticism.

“There’s so much noise. It’s hard to tell what’s actually useful. I don’t want to spend $500 on some scan if I don’t even have a doctor to help me understand the results.”

Still, interest is growing in simple, science-backed tools like protein supplements, habit tracking apps, or structured fitness communities:

“I pay for unlimited classes. If I only go once a week, it’s $200 per class. So I go. The accountability works.”

CONNECTION THROUGH FITNESS: THE SOCIAL MULTIPLIER

From Gen Z to Boomers, community is a powerful — and often overlooked — motivator for movement and consistency.

“I love workout classes. It’s not just the sweat, it’s the people. Even if I don’t talk to anyone, I feel like I belong.”

Some groups, especially women who’ve relocated or experienced life transitions, describe fitness as a lifeline:

“When I moved to Austin, I joined a cycling group. It wasn’t just about the ride — it was how I made friends, learned local history, and found my people.”

The community effect is especially strong among younger women and those experiencing loneliness or isolation:

“So many people are lonely. If you attach movement to connection — like walking clubs, group classes, or just shared routines — it becomes so much more sustainable.”

TAKEAWAY: WELLNESS IS PERSONAL — BUT COMMUNITY-DRIVEN

Consumers are not looking for perfection. They’re seeking realistic, emotionally grounded support that meets them where they are — whether that’s a walk outside, a community gym class, or a better night’s sleep.

The brands that succeed will be those who understand that health is not just about performance metrics — it’s about how we feel in our bodies, our lives, and our relationships. Wellness is a journey, and consumers are asking: Who’s walking with me?

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