The fear of COVID is gone, but perhaps one of the legacies the pandemic left us is the idea that we still need to take care of our health. And perhaps it will remain so for a long time, at least in Italy, where one in two people considers it important to take care of their health. There's also an unprecedented surge among younger generations who, perhaps for the first time in history, are as concerned about it as their parents. Moreover, the very concept of health has undoubtedly changed irreversibly: physical, mental, and relational (emotional and social). It's a multi-dimensional concept whose significance shifts from generation to generation.

This is the key finding from a study conducted by Luiss (Luiss Research Center – X.ITE on Technologies and Market Behavior) in collaboration with Merck Italia, which was presented today in Rome at the University’s campus during the conference “Emerging healthcare trends. A closer look across generations.”

 “It's certainly true that health, like youth, is ageless, but upon closer inspection, the concept of health has shifted with age,” emphasized Michele Costabile, Director of the Luiss Research Center – X.ITE on Technologies and Market Behavior. The types of health that receive attention and generate anxiety have multiplied, with varying degrees of intensity across different generations. We therefore thoroughly examined these differences to offer suggestions to attentive companies like Merck, as well as to institutional decision-makers, on how to address the varying generational sensitivities toward different forms of health. We are witnessing an exponential shift in the technologies that the healthcare industry is making available, especially in consumer markets. Understanding the expectations, resistance, fears, and hopes of consumers—who are increasingly differentiated by age (and generation)—is therefore a necessary step to ensure that the potential for technological innovation translates into social value and greater health and well-being.”

A systematic analysis of existing studies was complemented by data collection conducted  between January and February 2024, involving 3,000 respondents. This data addressed a wide range of topics and consumer trends related to health (e.g., health status, openness to new technologies, and sources of information), highlighting how different generations adapt their health behaviors based on their values and needs.

“Our commitment to a sustainable future,” emphasized  Ramon Palou de Comasema, President and CEO of Healthcare at Merck Italy, “goes beyond simply listening to the needs of different generations: it's an invitation for all of us to work together to create a healthier, more inclusive, and happier society. To achieve this, it's important to foster dialogue and the sharing of experiences among different generational groups. This approach can bridge any gaps and generate a virtuous blend of knowledge and perspectives that creates invaluable value. Through understanding, discussion, and collaboration, we aim to foster a health approach that meets the needs of every generation.”

Health is primarily understood as physical (30%) and mental (24%) well-being. Family well-being plays a significant role (21%), while social and professional well-being are less important (13% and 12%). However, a difference between older and younger generations lies in the importance they place on different aspects of health. While baby boomers (60–70 years old) and Generation X (44–59 years old) prioritize physical and family health, for Generation Y (28–43 years old) and Generation Z (18–27 years old), mental, social, and professional well-being are certainly among the most important factors for feeling healthy.

Significant generational differences are also evident in how people assess their own health. While older generations consider their mental and social health to be good, the same cannot be said for younger people, who instead report better physical health, with the exception of the consequences of COVID. Indeed, the pandemic has affected the health of young people the most: 35% of Generation Z reported that COVID greatly influenced their perception of their health, compared to 22% of Boomers.

Overall, Italians are showing increasing attention to their health in the post-pandemic era. For most respondents, health shapes their present and future choices, aligning with a balanced diet, sleep, and self-care—with older generations prioritizing this more than younger ones. When it comes to psychological therapy and taking a break from technology, however, these are health needs more commonly felt by younger generations. Taking a break from technology is a more common need among Gen Y (59.5%), with similar percentages for Gen X and Gen Z, at 56.5% and 50% respectively.

Attitudes toward technology vary across generations and depend on the type of technology. More than half of respondents view the use of electronic health records (61%) and wearable devices (51%) favorably, while positive opinions are less common regarding telemedicine (45%) and artificial intelligence (39%). Generally, older generations tend to be less open to using new technologies in healthcare. The generational divide is more pronounced for the use of artificial intelligence (accepted by 45% of Gen Z and 30% of Boomers) and wearable devices (58% of Gen Z and 42% of Boomers), compared to telemedicine (45% of Gen Z and 40% of Boomers) and electronic health records (65% of Gen Z and 55% of Boomers).

Everyone agrees on the source of health information: about 75% of respondents say they first turn to their primary care physician or specialist for information about their health. This percentage rises to 88.3% among older respondents (Boomers) and drops to about 70.8% for Generations Y and Z. The second most commonly used source in Italy is the Internet, even though only 16.7% of the sample considers it very or extremely reliable. Only the Boomer generation seems to prefer pharmacists over online searches for information.

When it comes to assessing the reliability of sources, all generations agree that pharmacists are very or extremely reliable, second only to primary care physicians or specialists. In contrast, 40.3% of respondents view the internet as only somewhat reliable or not at all reliable. This percentage rises among baby boomers (49.1%) and gradually decreases down to Gen Z (35.7%). In contrast, only Gen Z reports using ChatGPT (5.7%) more than traditional media like radio and television (4.6%). Those who place the most trust in answers from generative AI are Gen Y (15.8%), Gen Z (14%), Gen X (11.4%), and finally, Boomers (5.4%). Finally, social media is the source of information that all respondents consider the least reliable (65%).

A key strength of the research was its analysis of Generation Alpha—those born in 2010 and later—whose views on health had not previously been thoroughly explored in national studies. According to parents of Generation Alpha (6% Gen Z, 45.2% Gen Y, 45.7% Gen X, 3.1% Boomers), their children's health primarily encompasses physical well-being, followed by mental health, family and social well-being, and finally academic success. Gen X and Boomers place much more equal weight on physical and mental health when discussing their children than when speaking about themselves. 33.6% of Gen Alpha parents believe the pandemic has greatly influenced their child's perception of health, and they view the integration of artificial intelligence, telemedicine, wearable devices, and electronic health records more favorably for their children than for themselves.