The Wellness Revolution
We all need to look after ourselves if we are to live a long and healthy life. But in the hustle and bustle of modern living – from running a household to balancing work, friendships and family – staying fit and active isn’t always easy.
But change has to start somewhere, so we polled 2,000 UK adults to discover how they’re driving their very own Wellness Revolution.
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The road to wellness
Wellness refers to “the state of being healthy, especially when it is something that you actively try to achieve”, according to Cambridge Dictionary.
In the UK, it’s fair to say we’ve come a long way. Alcohol consumption was highest in 2004, dubbed ‘Peak Booze’, and has been steadily falling ever since.
Meanwhile, the rate of smoking in the UK has declined since the first recorded data in 1974, when nearly half (45.6%) of over 16s were smokers, compared to 10.5% in 2023.
Along the way, new trends and technologies have challenged our healthy instincts – from the mass adoption of the microwave in the 1970s, to today’s concerns about screentime and its impact on our physical and mental health.
Generation health
These days, many young people are at the forefront of a culture change around health and fitness, self-care, mental health and mindfulness. In fact, the recent UK Health & Fitness Market Report 2025 found that people aged 25-34 years old are the most likely to have a gym membership, followed by 16-24 year-olds.
While not everyone’s a fitness fanatic, our survey uncovered a wellspring of support for wellness – particularly among younger millennials.
Regionally, nearly half (48%) of Greater Londoners said health and wellness were a top priority – higher than anywhere else in the UK. In contrast, people in the East of England were the least likely (23%) to say it was a top priority.
In terms of gender, men were more likely than women (35% to 26%) to cite health and wellness as a top priority, whereas women were more likely (47%) to say ‘important but not my main focus’ compared to men (39%).
The ‘sober curious’ generation
Alcohol has been brewed in Britain for millennia, but excessive drinking is associated with great risks – from accidents and injuries to high blood pressure and liver disease. Throw in a cost of living crisis and it’s little wonder why some Brits are cutting back on beer, wine and spirits.
But how many of us are swapping pints for Pilates?
- Almost a quarter of people (23%) told us they’re ‘regular’ drinkers, but this was significantly lower among Gen Z – just 13% of 18-24 year-olds. In contrast, 27% of Baby Boomers (55+) said they drink ‘regularly’.
- Similarly, 23% of Gen Z said they ‘never’ drink alcohol – the highest percentage of any age group.
- Wales was the region with the highest percentage of ‘regular’ drinkers (30%) while South West England topped the teetotal list – 22% answered ‘never’.
Even among those who like a drink, there is a clear direction of travel. A majority of drinkers (54%) say they have reduced their alcohol intake over the past 12 months. People in Manchester were the most likely (59%) to say they’ve cut back on alcohol.
The way towards wellness
As our survey shows, many of us want to get in shape, save some cash and get a good night’s sleep! But how can we work towards better physical and mental health?
While 30% of respondents told us they don’t practice any wellness habits, the majority have made changes to boost their health and wellbeing.
Younger millennials (25-34 year olds) were the most likely (62%) to say that physical fitness was a frequent wellness habit.
Meanwhile, Gen Z (18-24 year olds) were the most likely (17%) to say ‘digital detoxing’ is a regular wellness activity. This follows a recent report by the British Standards Institution which found that almost half (47%) of people aged 16 to 21 would prefer to be young in a world without the internet.
Judging by our survey, many of our wellness habits aren’t simply a passing trend, but increasingly integral to how we live.
Which wellness habits, if any, are the most important to you?
| Healthy eating | 53% |
| Nature and outdoor time | 36% |
| Mental wellbeing/mindfulness | 36% |
| Fitness and strength training | 36% |
| Sleep hygiene | 32% |
| Social connection and support | 18% |
| Reducing alcohol or going sober | 15% |
| Holistic or alternative therapies | 8% |
| None are important to me | 1% |
| I'm not sure | 1% |
| Other | 0.2% |
Across the UK, Plymouth was the city that was most likely to vote for ‘healthy eating’ (65%) as an important wellness habit, followed by Sheffield (62%) and Glasgow (60%).
Women were more likely than men (40% vs 33%) to list ‘nature and outdoor time’ as an important wellness habit. Men, meanwhile, were more likely than women (18% vs 13%) to say ‘reducing alcohol or going sober’ is a key wellness habit of theirs.
Wellness and our wallets
It’s no secret that by living well, we can improve our mood and put a spring in our step. But can healthy living also boost our bank balance?
As we’ve explored, 34% of those who’ve reduced their alcohol consumption did so due to the cost of drinking. This rose to 42% among Gen X (45-54 year olds) and 58% of people in Norwich.
But some respondents we polled are going even further.
They say the best things in life are free, and 38% of the people we polled said they spend £0 per month on wellness activities.
Baby Boomers were the most likely (62%) to spend £0 per month, while Wales was the region where people were most likely (50%) to say they spend nothing.
It’s a reminder that some of the best ways of protecting our physical and mental health – like exploring nature in the great outdoors – are also friendly on the wallet.
There were, however, some notable differences. Men told us they spend an average of £41.30 per month on wellness activities, compared to £29.01 among women. And Greater London had the highest wellness spend – £60.70 per month, while the East Midlands had the lowest (£26.59).
Wellness all year round
Of course, staying fit and active is all well and good, but in those cold, dark winter months, it’s that little bit harder to pack the gym bag and head outside.
A clear majority – 64% to 24% – told us they find summer a more motivating time to make lifestyle changes.
And for many respondents, there’s no time like the present. 67% of young millennials (25-34) told us they’re planning to make wellness-related changes this summer.
Of those who are planning a summer reset, eating healthier (60%) is the change they’re most likely to implement.
Thankfully, there are lots of ways we can embrace winter wellness – from living room workouts to topping up our Vitamin D. And by accessing a new generation of digital health services, we can protect our physical and mental health without leaving the sofa.
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