Gen Z Embraces Longevity Trends, Pursuing Extended Lifespans

A significant portion of Generation Z believes that infants born today could live to be 150 years old and are actively experimenting with practices like ice baths, extreme fasting, and 'sleepmaxxing' to potentially extend their own lifespans. A survey of over 2,200 British adults revealed that 61 percent of Gen Z individuals, defined as those aged 18 to 29, are taking proactive steps to enhance their health with the explicit goal of living longer.

For some within this demographic, the prospect of reaching 150 years is not the ultimate ambition. Approximately 38 percent stated they would choose to live forever if science permitted, a sentiment significantly more prevalent than among Baby Boomers, where only 15 percent expressed a similar desire. Furthermore, 44 percent of Gen Z indicated they would want to know the exact age of their death, more than double the proportion of Boomers (19 percent).

The research categorized adults into four generations: Gen Z (18-29), Millennials (30-45), Gen X (46-61), and Baby Boomers (62-80). Gen Z demonstrates a greater willingness to invest in longevity-focused wellness, spending an average of £111.90 per month on nutrition, exercise, supplements, and alternative therapies. This is 11 percent more than Millennials and 39 percent more than Baby Boomers.

Embracing Novel Wellness Practices

Younger adults are more inclined than older generations to try emerging longevity trends. One in five Gen Z respondents (21 percent) have tried ice baths or cold-water therapy, in contrast to just 1 percent of Baby Boomers. 'Sleepmaxxing,' which involves optimizing sleep through strict routines and tracking, has been attempted by 15 percent of Gen Z, while 13 percent follow personalized nutrition plans.

However, when it comes to traditional health habits, older generations often lead. Gen X are the most likely to regularly take supplements (39 percent), followed by Millennials (36 percent), with only a quarter of Gen Z and Baby Boomers doing so. Overall, supplements were the most common longevity habit across all Britons surveyed, used by 31 percent, followed by fitness or health-tracking devices (21 percent) and intermittent fasting (11 percent). Nearly half of all Britons (47 percent) indicated they would take a daily pill or supplement if it could guarantee an additional 20 years of life.

Gen Z also exhibits a strong focus on diet, with nearly a third (30 percent) adhering to a high-protein diet, and almost a quarter (23 percent) tracking their caloric intake, macronutrients, or overall nutritional intake. The same proportion practices mindful or intuitive eating.

Social Media's Influence and Fears of Aging

Social media platforms play a significant role in shaping Gen Z's wellness choices. Among Gen Z individuals who have engaged in well-being practices, 37 percent cited TikTok as an inspiration, and 32 percent mentioned YouTube, compared to 27 percent inspired by friends and 20 percent by family. Despite this influence, over a third (35 percent) of Gen Z trust health advice from social media, yet almost half (46 percent) feel pressured by it to maintain a youthful appearance.

Beneath this engagement with longevity trends lies a notable fear of aging among Gen Z. Almost half (49 percent) admitted to being afraid of getting older, and 45 percent are afraid of looking old. More than a third (36 percent) expressed greater concern about appearing old than feeling old, a sentiment shared by only 16 percent of Baby Boomers.

Dr. Richard Allison, a nutritionist involved in the research, commented on the findings: “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. However, while emerging trends like biohacking and recovery therapies are gaining attention, the foundations of a long and healthy life remain consistent – regular movement, balanced nutrition, quality sleep, targeted supplements, and sustainable daily routines. The key is finding an approach that blends innovation with these proven basics, creating habits people can realistically maintain over time.”

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