According to a new consumer wellness survey by Hero Digital, a digital business transformation company, half of Gen X consumers and 40 percent of Gen Z consumers prioritize empowerment in wellnessbrands.

While the wellness category has been gaining momentum for years, the pandemic gave brands in the space an extra nudge in their acceleration as consumers searched for new ways to improve mental and physical health — from digital fitness to wearables and weight loss. However, wellness solutions and transformational tools do not look the same for all consumer demographics. In fact, Hero Digital’s new report reveals insights into key differences found across Gen Z, Millennial, Gen X and Baby Boomer consumers including the attribute they place as a top priority.

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