The Most Health-Conscious Generation?
The Most Health-Conscious Generation?
College students' beliefs about health and wellness were profoundly shaped by the pandemic. Now, as this generation enters college, they’re consciously prioritizing physical and mental wellbeing.
College students' beliefs about health and wellness were profoundly shaped by the pandemic. Now, as this generation enters college, they’re consciously prioritizing physical and mental wellbeing.
Background: From COVID-Era Teens to Health-Conscious Young Adults
Background: From COVID-Era Teens to Health-Conscious Young Adults
College students' beliefs about health and wellness were profoundly shaped by the pandemic. As teens, they endured years of isolation, physical separation from their peers, and spiking rates of anxiety and depression, often with little support from overtaxed institutions and family members. Now, as this generation enters college, they’re consciously prioritizing physical and mental wellbeing.
College students' beliefs about health and wellness were profoundly shaped by the pandemic. As teens, they endured years of isolation, physical separation from their peers, and spiking rates of anxiety and depression, often with little support from overtaxed institutions and family members. Now, as this generation enters college, they’re consciously prioritizing physical and mental wellbeing.
40% of students say improving their physical health is a top goal this year.
40% of students say improving their physical health is a top goal this year.
Methodology: A National Survey of Student Attitudes
Methodology: A National Survey of Student Attitudes
In February 2025, we conducted a national survey to broadly assess college students’ sentiments. The survey received 1,803 complete responses from students across 29 states and 67 universities. Responses were analyzed to identify key trends, habits, and attitudes around physical and mental health and wellbeing.
In February 2025, we conducted a national survey to broadly assess college students’ sentiments. The survey received 1,803 complete responses from students across 29 states and 67 universities. Responses were analyzed to identify key trends, habits, and attitudes around physical and mental health and wellbeing.
INSIGHT: Physical and Mental Health Are Top Priorities
INSIGHT: Physical and Mental Health Are Top Priorities
Our research indicates that students are actively pursuing their physical and mental health. When asked about their biggest priorities for the year ahead, students ranked improving both physical fitness and mental health among their top five goals, with 40% citing physical fitness specifically—surpassed only by saving money and finding a job or internship.
Our research indicates that students are actively pursuing their physical and mental health. When asked about their biggest priorities for the year ahead, students ranked improving both physical fitness and mental health among their top five goals, with 40% citing physical fitness specifically—surpassed only by saving money and finding a job or internship.
Which of the following best describes your primary goals for the next 12 months? Select up to 3.
Which of the following best describes your primary goals for the next 12 months? Select up to 3.
INSIGHT: For Many Students, Fitness Is Also A Hobby
INSIGHT: For Many Students, Fitness Is Also A Hobby
In the close-knit environment of a college campus, wellness becomes a social pursuit. A 2023 survey by the College Student Mental Wellness Advocacy Coalition found that 90% of students turn to friends for mental health information, with 40% doing so regularly. Additionally, 67% of students reported socializing with friends as a primary method to manage stress.
Our own research shows that 27% of students consider fitness to be a passionate hobby, more than every other category except music. These priorities reflect a generation that sees health as essential to success and belonging.
In the close-knit environment of a college campus, wellness becomes a social pursuit. A 2023 survey by the College Student Mental Wellness Advocacy Coalition found that 90% of students turn to friends for mental health information, with 40% doing so regularly. Additionally, 67% of students reported socializing with friends as a primary method to manage stress.
Our own research shows that 27% of students consider fitness to be a passionate hobby, more than every other category except music. These priorities reflect a generation that sees health as essential to success and belonging.
Which of the following interests or hobbies are you most passionate about? Select up to 3.
Which of the following interests or hobbies are you most passionate about? Select up to 3.
The key lesson for brands is to show up with real care. Students can tell when a brand truly supports their well-being, and they reward it with trust and loyalty. Brands that lead with wellness-first messaging and deliver products that genuinely help students feel healthier, more balanced, and more confident will find an audience that’s eager to engage and ready to grow with them
The key lesson for brands is to show up with real care. Students can tell when a brand truly supports their well-being, and they reward it with trust and loyalty. Brands that lead with wellness-first messaging and deliver products that genuinely help students feel healthier, more balanced, and more confident will find an audience that’s eager to engage and ready to grow with them
27% of students consider fitness to be a passionate hobby, more than every other category except music.
27% of students consider fitness to be a passionate hobby, more than every other category except music.
College Inc. — Your Partner in Winning Gen Z
College Inc. — Your Partner in Winning Gen Z
Our research and insights tools help brands decode the rapidly changing college audience and make data-informed decisions about their brand. As the first (and only) omnichannel college marketing platform for reaching students at scale, we pair deep behavioral insights with smart ad delivery to make sure your message doesn’t just show up—it sticks. Learn more about our insights into the college audience.
Our research and insights tools help brands decode the rapidly changing college audience and make data-informed decisions about their brand. As the first (and only) omnichannel college marketing platform for reaching students at scale, we pair deep behavioral insights with smart ad delivery to make sure your message doesn’t just show up—it sticks. Learn more about our insights into the college audience.
Ready to see what our research can uncover for your brand?
Book a call with a College Inc. strategist today or learn more about our insights into the college audience.
Ready to move beyond assumptions and start speaking the college audience’s language?
Book a call with a College Inc. strategist today and start shaping campaigns that connect.