Almost two-thirds of Indian Gen Z (67%) now prioritize physical health more than before, while 63% consider mental health a major concern according to “Gen Z: Calling for Healthcare Connection and Change”, a new report by communications agency Burson.
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A striking 78% of Indian Gen Z respondents report feeling at least one positive emotion when actively participating in their healthcare decisions, according to Gen Z: Calling for Healthcare Connection and Change, a new report by communications agency Burson. This insight marks a major generational shift in how young Indians perceive and engage with their health—no longer as a reactive necessity, but as an empowering, ongoing journey.
At the heart of this transformation is a growing sense of ownership over personal well-being. Unlike older generations who may have viewed healthcare largely through the lens of illness management, today’s Gen Z embraces a more holistic and proactive stance. The report highlights a new era in Indian healthcare, where young adults are becoming active participants, rather than passive recipients, in their own care.
The pandemic appears to have served as a turning point. With heightened awareness around physical and mental well-being, Indian Gen Z is now taking a more balanced approach to health. Nearly two-thirds (67%) of respondents say physical health has taken on greater importance since the pandemic, while 63% say the same for mental health. This mind-body equilibrium is reflective of a broader cultural shift—one that acknowledges the interdependence of physical vitality and emotional resilience.
More than just an emotional or philosophical shift, this change is influencing behavior. Young Indians are increasingly investing in preventive care, integrating mental health practices into their daily routines, and leveraging digital tools to track and enhance their well-being.
While Gen Z is often labeled as digitally native, the Burson study reveals a nuanced relationship with technology in healthcare. Though open to using apps and online platforms for convenience, the majority still value the human touch. In fact, 66% of respondents expressed a preference for in-person consultations, signaling that digital health tools are being embraced as supplements—not substitutes—for traditional care.
Furthermore, Gen Z maintains a strong level of trust in doctors (77%) and healthcare institutions (68%), reinforcing that credible expertise remains central to their health decisions. This blend of digital curiosity and institutional trust points to an ideal hybrid healthcare model—one that offers both accessibility and reassurance.
Despite the optimism, challenges persist. Over half of the respondents (53%) cited issues such as affordability, accessibility, and health misinformation as major concerns. The digital space, while a valuable source of information, can also be a double-edged sword. The spread of unverified health claims and wellness trends underscores the need for greater transparency and responsible communication from both healthcare providers and platforms.
This call for clearer, more reliable health messaging is particularly pressing in India, where regional diversity, language barriers, and socioeconomic differences further complicate information flow. For Gen Z, effective communication isn’t just about facts—it’s about relatability, relevance, and resonance.
One of the most fascinating findings from the report is Gen Z’s openness to holistic and alternative treatments. Over half (53%) are receptive to practices that extend beyond conventional medicine, such as Ayurveda, yoga, and meditation. This reflects a broader shift toward integrative care models that align with cultural roots and modern wellness goals.
Moreover, 59% of Gen Z believe healthcare companies should play a long-term role in supporting their overall well-being—not just during times of illness. This perspective opens up new avenues for health brands and institutions to engage more deeply with their audiences, not just through products and services, but through meaningful partnerships in lifestyle management, education, and community wellness.
To validate its findings, Burson used Decipher Health—an AI-powered tool developed with Limbik and integrated into WPP’s marketing ecosystem. The technology helped confirm that these trends were not only statistically significant but emotionally resonant with Gen Z audiences.
As India’s largest demographic group, Gen Z holds immense power in shaping the future of healthcare. Their expectations—rooted in empowerment, transparency, and personalization—are driving a new paradigm. For healthcare providers, policymakers, and innovators, the message is clear: engaging with Gen Z requires a fresh, empathetic approach that blends technology, trust, and total well-being.
In essence, Indian Gen Z is not just participating in their healthcare journey—they’re rewriting the script. And in doing so, they’re laying the foundation for a healthier, more connected, and more compassionate future.
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