.webp)
We surveyed 2,753 adults across the United States to better understand consumers’ perceptions of self-care, their top wellness priorities and behaviors, and how 2025 wellness resolutions shape their choices and habits.
Self care & wellness attitudes
Perceptions of self care
Self care is a multifaceted concept for consumers, encompassing physical well-being, mental and emotional health, personal grooming, and relaxation. Each element contributes to their overall sense of health and happiness.
Many respondents shared that self-care involves maintaining their physical health through habits such as:
- Regular exercise
- Healthy eating
- Sufficient sleep
- Staying on top of medical check-ups
Respondents also emphasized the importance of nurturing their mental and emotional health through:
- Activities that promote relaxation and reduce stress
- Doing things that bring joy
- Setting boundaries
- Practicing mindfulness
- Taking time alone
Several respondents noted that daily hygiene and personal grooming are essential parts of their self-care routines, including:
- Regular bathing
- Skincare routines
- Using products that help maintain their physical appearance
Many also highlighted the value of taking time to relax and unwind, often through:
- Engaging in hobbies
- Reading
- Watching favorite shows
- Simply resting to restore mental and physical energy
Importance of wellness areas
We asked consumers how important their mental/emotional, physical, financial, spiritual, and social health are to them in order to understand which aspects of wellness matter most in their lives.
Consumers value all aspects of wellness, but they place the greatest emphasis on mental/emotional and physical wellness. This is reflected in the data, with 91% saying mental and emotional health is very or extremely important, and 50% rating it as extremely important. Similarly, 89% view physical health as very or extremely important, with 46% identifying it as extremely important. Gen X and Baby Boomers are especially likely to rate physical wellness as highly important.
Financial wellness also plays a meaningful role in overall wellness, with 86% considering it very or extremely important and 39% rating it as extremely important. Gen X stands out as the age group most likely to view financial wellness as a top priority.
Though still important, spiritual and social wellness rank behind the top three priority areas. A majority of respondents consider spiritual wellness very or extremely important (66%), and many feel the same about social wellness (59%).
Taking action toward wellness
Consumers take meaningful steps to reflect their wellness priorities in their daily lives. This includes both the routines and activities they engage in and the products and services they use to support their overall wellness. Their choices show that wellness is not just a stated value, but an active, ongoing commitment.
Activities
Respondents report engaging in a wide range of wellness activities each month.
To support their physical health and hygiene, consumers engage in various habits:
- 65% exercise regularly
- 54% follow a regular sleep schedule
- 52% take supplements or vitamins
- 43% focus on nutrition
- 41% limit alcohol consumption
- 26% incorporate stretching
- 35% engage in skincare or beauty treatments
For emotional and mental health, consumers turn to both calming and expressive activities:
- 74% listen to music
- 55% spend time outdoors
- 32% practice meditation
- 30% engage in creative activities
- 17% avoid screen time
- 15% journal
- 15% attend therapy
Social wellness is nurtured through connection and engagement:
- 65% connecting with friends and family
- 53% engaging in hobbies
- 17% taking classes or learning new skills
- 14% volunteering
Consumers also prioritize time to relax and unwind, incorporating simple, restorative practices such as:
- 60% spending time alone
- 59% reading books or watching shows
- 29% practicing intentional breathing
Wellness matters to consumers, and their actions prove it.
Generational differences
Wellness looks different across generations, with each age group leaning into routines and activities that reflect their values, lifestyle, and life stage.
Gen Z and Millennials more often focus on creative expression, emotional exploration, and personal development:
- Avoid screen time (21% for both)
- Learn new skills (26% Gen Z, 22% Millennials)
- Journal (26% Gen Z, 23% Millennials)
- Attend therapy (19% Gen Z, 23% Millennials)
Gen Z leans toward introspective and creative practices:
- Spend time alone (65%)
- Partake in hobbies (61%)
- Use skincare and beauty treatments (44%)
- Engage in creative activities (39%)
Millennials frequently incorporate mindfulness and music into their routines:
- Listen to music to support their wellness (79%)
- Meditate (36%)
- Practice intentional breathing (33%)
- Stretch (29%)
Gen X and Baby Boomers tend to emphasize physical health, structure, and home-based wellness:
- Cook or meal prep (61% Gen X, 66% Baby Boomers)
- Take supplements or vitamins (55% Gen X, 65% Baby Boomers)
Gen X blends reflection and routine:
- Spend time alone (68%)
- Meditate (37%)
- Use skincare or beauty treatments (42%)
Baby Boomers prioritize social connection and foundational health habits:
- Connect with friends and family (73%)
- Spend time outdoors (59%)
- Follow a regular sleep schedule (67%)
- Focus on nutrition (48%)
- Limit or avoid alcohol (53%)
These generational patterns reveal that wellness is deeply personal and shaped by context. Understanding these differences helps illustrate the wide range of approaches consumers take to support their wellness, each meaningful in its own way.
Products and services
Respondents use a variety of products and services to support their wellness goals with tools. Their top products and services suggest a strong interest in self-care that nurtures both body and mind. The most commonly used resources include skincare or beauty products (39%), books or podcasts (38%), and dietary supplements (38%). Social media apps (35%) also rank high, reflecting the role of digital communities and content in shaping wellness routines.
Other popular tools include fitness equipment or gear (26%), along with wellness tracking apps or devices (20%), meditation or mindfulness apps (20%), and fitness memberships or programs (18%). These may point to a growing emphasis on proactive self-monitoring and wellness practices. Though used by a smaller share of consumers, services like journals or writing supplies (16%), classes or courses on hobbies and interests (16%), and therapy or counseling services (14%) show that some individuals turn to more intentional or guided forms of support.
Few consumers (11%) said they do not currently use any wellness products or services, suggesting a segment that may rely more on routines or lifestyle changes than external tools.
Generational differences
Consumers across generations turn to different tools to support their wellness habits, with noticeable trends tied to age and generation. Certain products and services stand out as significantly more common within specific age groups.
Gen Z and Millennials are more likely than other generations to use tools that reflect digital engagement, creative expression, and emotional support:
- Social media apps (49% Gen Z, 41% Millennials)
- Journals or writing supplies (28% Gen Z, 23% Millennials)
- Classes or courses on hobbies/interests (20% for both)
- Therapy or counseling services (21% Gen Z, 19% Millennials)
In addition to shared trends with Millennials, Gen Z stands out for their higher usage of books or podcasts (42%) and skincare or beauty products (41%). Millennials are more likely to use meditation or mindfulness apps (26%)
Gen X and Baby Boomers are more likely to prioritize traditional health-supporting tools focused on physical wellness. For example, they are significantly more likely to use dietary supplements (42% Gen X, 49% Baby Boomers). Gen X also shows elevated usage of fitness equipment or gear (30%) and skincare or beauty products (42%). Baby Boomers are also more likely to indicate that they do not use any products or services to support their wellness (14%), suggesting a greater reliance on lifestyle routines over wellness-specific products or services.
These findings reflect broader generational attitudes toward self-care and how wellness is integrated into daily life.
Key takeaways
Self-care is a multifaceted concept for consumers, encompassing physical well-being, mental and emotional health, personal grooming, and rest and relaxation. While all aspects of wellness are important, consumers place the highest priority on physical and mental/emotional health, followed closely by financial wellness. Core priorities may be consistent across groups, but the ways people support their well-being—through routines, products, and services—vary by generation and individual preference. These insights offer a valuable perspective for brands and organizations looking to meet consumers where they are on their wellness journeys.
.jpeg)
