Gen Z Embraces Longevity Trends, Believing Lifespans Could Reach 150 Years

One in five young adults believe babies born today could live to 150, with many already experimenting with longevity-focused practices such as ice baths, extreme fasting, and 'sleepmaxxing,' according to a survey of over 2,200 British adults.

The research, commissioned by nutrition company Herbalife, found that 61% of Gen Z individuals, aged 18 to 29, are actively pursuing health improvements with the explicit goal of living longer.

Beyond a longer life, a substantial portion of Gen Z expressed a desire for extreme longevity. Almost two in five (38%) would choose to live forever if science permitted, a sentiment significantly higher than the 15% of Baby Boomers (aged 62 to 80) who shared this view. Additionally, 44% of Gen Z would want to know their exact age of death, more than double the proportion of Baby Boomers (19%).

Younger generations are also investing more in their health. Gen Z spends an average of £111.90 per month on nutrition, exercise, supplements, and alternative wellness therapies, exceeding spending by Millennials by 11% and Baby Boomers by 39%.

Emerging longevity trends are particularly popular among the youngest adults. One in five Gen Z individuals (21%) have tried ice baths or cold-water therapy, compared to just 1% of Baby Boomers. Fifteen percent have engaged in 'sleepmaxxing,' focusing on optimizing sleep through strict routines and tracking, while 13% follow personalized nutrition plans.

However, more traditional health habits remain more prevalent among older generations. Gen X are most likely to take supplements regularly (39%), followed by Millennials (36%), whereas only a quarter of Gen Z and Baby Boomers do so. Overall, supplements were the most popular longevity habit across all age groups, used by 31% of Britons, followed by fitness or health-tracking devices (21%) and intermittent fasting (11%). Almost half (47%) of Britons indicated they would take a daily pill if it promised an additional 20 years of life.

Dietary habits are also a focus for Gen Z. Nearly a third (30%) adhere to a high-protein diet, 23% track their calorie and macro intake, and the same proportion practice mindful eating.

Social media platforms like TikTok and YouTube are significant influencers for Gen Z's wellbeing practices, with 37% and 32% respectively citing these platforms as inspiration, compared to 27% from friends and 20% from family. While 35% of Gen Z trust healthy aging advice from social media, nearly half (46%) feel it creates pressure to maintain a youthful appearance.

A notable undercurrent to this enthusiasm is a fear of aging. Almost half of Gen Z (49%) admitted to being afraid of getting older, and 45% fear looking old. More than a third (36%) expressed greater concern about looking old than feeling old, in contrast to only 16% of Baby Boomers.

Dr. Richard Allison, a nutritionist at Herbalife, commented on the trend, stating, "It's exciting to see younger generations taking such a proactive approach to their long-term health and wellbeing, and embracing new ideas around longevity." He emphasized that while new trends are gaining attention, foundational elements like regular movement, balanced nutrition, quality sleep, targeted supplements, and sustainable daily routines remain critical for a long and healthy life.

The survey was conducted by Opinium among 2,223 UK adults, including a boosted sample of 500 Gen Z adults, between July 31 and August 5, 2026.