Gen Z is not just the future of healthcare — they are its present. Now making their own healthcare decisions and navigating a complex system for the first time, these young Canadians are fundamentally reshaping the industry.
Burson's Gen Z Health Report provides critical insights into their unique healthcare priorities, anxieties, and aspirations. The research draws on a global online survey* of 5,000 Gen Z adults (18–27), including 500 respondents in Canada.
Raised in a digital world and profoundly shaped by the COVID-19 pandemic, Gen Z are approaching health with a distinct perspective. This report delves into Canadian Gen Zs' evolving attitudes, revealing:
- A heightened emotional burden: They experience more negative emotions than global counterparts when assuming healthcare responsibility in a post-COVID era.
- A shift towards holistic wellness: There's a growing embrace of alternative approaches.
- Systemic Challenges: Canadian Gen Z face greater difficulties accessing healthcare than their global peers, with prevalent struggles concerning communication and cost within existing systems.
- Proactive health engagement: They are actively researching and advocating for their own care.
- Demand for credible information: Skepticism towards traditional healthcare communication drives a strong desire for sincere, trustworthy health information from credible sources, including healthcare providers and healthcare companies.
Download the full report now to uncover the healthcare experience Gen Z truly desires. This essential reading is invaluable for healthcare providers, pharmaceutical professionals, insurers, and anyone aiming to understand and effectively connect with this unique generation of healthcare consumers.
*September 2024
