Gen Z and younger Millennials are flipping the script on what it means to “make it.” A new global study reveals that for today’s young adults, mental and physical wellness now outrank wealth and career success as their top priorities.
The findings come from EY’s latest global report, which surveyed 18- to 34-year-olds across 10 countries. The standout stat? 51% of young people say their mental and physical health is the number one measure of future success—beating out money (42%), career (41%), and even relationships.
“This is a wake-up call for societies that have long equated success with financial gain, material possessions, and personal sacrifice,” EY researchers wrote.
A Global Shift in Values
This isn’t just a Western trend—it’s worldwide. In Brazil, 61% of respondents named health as their primary measure of success. In China, it was 56%. Even in the U.S., where the pursuit of financial achievement is deeply embedded in the culture, health still came out on top, with 45% citing it as their most important success metric.
So while young people still care about their finances, they’re no longer willing to sacrifice their wellbeing to get ahead. They want careers that support their lives, not lives that revolve around work.
Money Matters—But in a New Way
Despite the emphasis on health, money isn’t off the radar—it’s just being redefined. While only 48% of young Americans said “becoming rich” is very important to them, a whopping 88% said “financial independence” is.
In other words, it’s not about becoming the next billionaire—it’s about freedom, stability, and control over their time.
This mindset is fueling resistance to toxic work cultures. In China, young adults are actively pushing back against the infamous “996” grind (9 a.m. to 9 p.m., six days a week), favoring the “lying flat” lifestyle—a minimalist, anti-hustle movement focused on rest, simplicity, and peace of mind.
The Wellness Economy Is Booming
Gen Z and Millennials are also willing to spend more to feel better. In fact, they’re leading a “generational shift” in consumer spending, according to analysts at Bank of America. Fitness memberships and wellness apps are trending up, while alcohol and bar spending is declining.
A 2023 Lifesum survey backs this up: nearly half of Gen Z and Millennials said they’d quit their jobs tomorrow for one that better supports their wellness.
What It Means for Brands & Employers
For companies trying to engage younger audiences or build the next generation of talent, the message is clear: wellness isn’t a perk—it’s a priority.
Young adults want flexibility, value alignment, and health-first environments. They’re loyal to brands and employers who support their mental, physical, and emotional wellbeing—and they’re willing to walk away from those who don’t.
Success, to this generation, isn’t about the corner office—it’s about peace of mind.
