April 14, 2026
New Study Decodes Healthspan: A Powerful Growth Engine for Health & Wellness Brands
GCI Health, a leading global health impact agency, today released new research that quantifies and decodes a significant cultural shift in people’s attitudes toward healthy aging, characterized by the concept of healthspan — the measure of how long we live without significant health problems.
The GCI Health report, “From Live Long to Live Well: The New Healthy Aging Paradigm,” found that a resounding 86% of respondents would rather “live to age 80, remaining healthy, active and independent until the end versus live to age 90 in poor health.” The study also upends the conventional wisdom that older adults are the most focused on aging. Instead, Generation Z (born between 1997 and 2012) emerges as the unexpected driver of healthspan, most aware of the concept and most interested in laying the groundwork for a healthy future now.
The research also identifies a new influential early-adopter healthspan consumer, “Healthspan Hackers,” proactive bio-optimizers who use modern technology and tools, like biowearables, GLP-1s and aesthetic interventions, not as quick fixes but as part of a disciplined, holistic health strategy. The study marks a clear departure from the passive, reactive “patient model” focused on illness and recovery.
GCI Health undertook this comprehensive study, surveying 3,002 consumers ages 25 to 54, to quantify and decode the concept of healthspan for health & wellness brands and to illuminate new opportunities to drive consumer impact.
“Our research clearly shows that people are looking at aging very differently,” said Kirsten Whipple, Executive Vice President, Consumer Wellness, at GCI Health. “This shift, influenced by everything from personal experiences with aging parents to the complexities of our healthcare system, holds profound implications for consumer health brands. Strategies must evolve: younger audiences need to be prioritized and messaging needs to reflect the priorities of diverse generations to seize the new opportunities created by this healthspan revolution.”
Additional insights from GCI Health’s “From Live Long to Live Well: The New Healthy Aging Paradigm” report include:
- Control is a health catalyst: An individual’s perceived control over their aging process is the most critical catalyst for engaging in healthy lifestyle choices and adherence.
- Affordability and access create barriers: Foundational issues like affordability, perceived access to high quality healthcare and whether a person has health insurance make healthspan a luxury for many.
- Social connection is a health multiplier: Strong social ties directly correlate with healthier habits, enhanced mental resilience and a greater sense of agency over one’s health journey.
- AI and social media are essential sources, but healthcare professionals (HCPs) are trusted most: AI search is gaining ground as a trusted source for health and wellness information along with social media platforms, yet a hierarchy of trust has emerged. Across all sources, HCPs still gain the most trust.
The full report is available for download here.
Methodology
GCI Health and Morning Consult surveyed 3,002 adults ages 25-54 across the United States. The online survey was conducted from August 25, 2025 through September 2, 2025, and utilized a nationally representative sample. Data was weighted to reflect U.S. demographics.
About GCI Health
GCI Health is the leading health impact agency built to realize the future of health. GCI Health leverages deep healthcare expertise, award-winning creativity and proprietary technology to create health impact through communications and engagements that change behavior and catalyze action. From molecules to the masses, GCI Health embraces the entire healthcare spectrum in every corner of the world, spanning North America, Europe, Asia-Pacific, the Middle East and India. GCI Health is a celebrated, highly respected healthcare agency with industry honors that include PRWeek Best Place to Work, PRWeek Global International Agency of the Year, MM+M PR Agency of the Year, PRovoke Media Global Healthcare PR Agency of the Year and PRovoke Media Agency of the Decade. GCI Health is part of Burson, which is part of WPP (LSE/NYSE: WPP). Follow us at www.gcihealth.com and on LinkedIn and Instagram.