Understanding Gen Z: A Strategic Opportunity for the Health and Wellness Sector
At Daxko, we believe in the power of partnerships to illuminate fresh perspectives and strengthen our mission. This spring, we collaborated with Dr. John R. Thompson, Ph.D., Visiting Professor of Business at Southwestern University, and his Management Communications class to examine how Generation Z engages with health, wellness, and work. The findings uncovered by this student-led research have real implications for Daxko and the broader health and wellness industry.
Spanning career aspirations and lifestyle choices, the insights gathered provide a blueprint for attracting Gen Z as both employees and fitness consumers. Organizations that are ready to meet Gen Z where they are digitally connected, mentally health-conscious, and seeking purpose stand to gain a lasting advantage.
What Gen Z Prioritizes: Mental Health, Flexibility, and Meaning
The research, which included campus surveys and secondary sources like Pew Research, revealed that mental health takes precedence for Gen Z. When students were asked about the word “health,” the dominant association was mental.
In tandem, students emphasized the importance of holistic well-being, suggesting that both physical and mental health must be addressed together — through careers and consumer offerings.
The findings from student surveys, backed up by secondary research, demonstrate that Gen Z will value and guard their mental health in making decisions in life.
Dr. John R. Thompson, Ph.D.
Visiting Professor of Business, Southwestern University
Why Digital-First Experiences Are Non-Negotiable
As digital natives, Gen Z expects seamless, tech-enabled experiences in every area of life — including work and wellness. From onboarding to workouts, everything needs to be optimized for mobile.
This finding has clear implications for Daxko and our customers. Whether you’re recruiting this generation or delivering fitness services to them, personalization and mobile accessibility are key to earning their engagement.
hey expect things to be easy to interact with, all through a portal in their hands. They also expect a customized gym experience to essentially come to them.
Dr. John R. Thompson, Ph.D.
Visiting Professor of Business, Southwestern University
Recommendations from the Next Generation
Student teams provided actionable ideas that can inform how companies like Daxko and its customers engage with Gen Z:
For Employers: Offer comprehensive health benefits, especially those addressing mental health. Cultivate a supportive culture that values work-life balance and authenticity.
For Fitness Providers: Integrate mental health features—like guided meditations—into fitness apps. Offer AI-driven, customized workouts and keep every touchpoint mobile-friendly.
These findings point toward a Gen Z cohort that is mission-aligned with the wellness industry, but also highly discerning.
Survey respondents reported they were open to considering careers in health and fitness. With that said, any potential employer of Gen Z needs comprehensive health plans that encompass mental health.
Dr. John R. Thompson, Ph.D.
Visiting Professor of Business, Southwestern University
Preparing for Gen Z’s Influence
Each generation changes the landscape, and Gen Z is no different. Their needs are clear: holistic health, technology-driven convenience, and meaningful work. Our collaboration with Dr. Thompson and his students affirmed that aligning with these values is essential strategy.
To learn more about how Daxko supports values-driven engagement for both customers and employees, schedule a demo with our team.
About the Author
John R. Thompson, Ph.D. is a college educator and communication expert who teaches leadership and management at Austin-area colleges, most recently serving as Visiting Professor of Business at Southwestern University in Georgetown, TX. With a Ph.D. in Communication Studies from the University of Texas at Austin, he brings both academic and corporate experience to his work. He is also founder and principal of John Thompson Communications LLC, helping executives craft impactful strategic narratives.