This session explores how Millennials and Gen Z are reshaping the self-care landscape through their emphasis on wellness, prevention, and values-led decision-making. As digital natives, these generations are driving a shift toward e-commerce, functional health products, and holistic wellness approaches.

At the AESGP Annual Event, David Gray, Head of Healthcare Brand Strategy, IQVIA Consumer Health examined how innovation—whether through new product formats, digital delivery models, or purpose-driven branding—is transforming the self-care industry. David also covered emerging global trends, with a spotlight on category and channel evolution, and what businesses need to do to stay ahead.

Key Discussions You Won’t Want to Miss:

• Consumer Cohorts: Deep insights into the values, behaviours, and lifestyle choices of Millennials and Gen Z—and how these shape their health and wellness expectations.
• Holistic Health: The shift from episodic treatment to proactive, everyday wellness. Consumers are blending food, supplements, and digital tools into their health routines.
• Innovation in Health: Real-world examples of product and service innovation designed around relevance, convenience, and prevention—driven by a tech-enabled generation.
• Social Consciousness: Why sustainability, CSR, and authenticity aren’t optional. Brands must show purpose and transparency to win trust and loyalty.
• Global Trends: A look at how self-care innovation is playing out across markets, including standout models from South Korea and Europe.

See video timecodes below:

00:00:00 – Session Introduction. Understanding Millennials and Gen Z in health and wellness.

00:00:47 – Consumer Insights. How changing consumer behaviours, especially among Millennials and Gen Z, are reshaping the market.

00:01:12 – Millennials and Gen Z Characteristics. Deep dive into the demographics, digital fluency, and values that define these cohorts.

00:02:13 – Brand Transparency. Why realness, purpose-led branding, and trust are essential for resonating with younger consumers.

00:03:29 – Holistic Health. How younger consumers view health as a long-term, lifestyle-focused journey, rather than acute treatment.

00:05:11 – Wellness Economy. The convergence of food, medicine, and wellness, and how functional products are becoming everyday staples.

00:07:48 – Innovation in Health. Case studies of companies innovating around prevention, ease-of-use, and digital integration.

00:12:31 – Social Consciousness. Sustainability, ethical sourcing, and CSR as non-negotiables for modern brand relevance.

00:15:12 – Roadmap to Success. Key takeaways for brands seeking to connect with and serve these new consumer expectations.

00:17:04 – Global Innovation. What can be learned from international models, including South Korea, where wellness is mainstream and digitally integrated.

If you have a request for a proposal in any area discussed during this presentation, please click the “CONTACT US” button floating on this page to make an enquiry.