Wellness Influencers: Is “Healthy” Just a Filter?
Gen-Z wants to be well. We talk about mental health more than any generation before us, we track our sleep, and we chug green juices. But in a world drenched in curated feeds and exploding wellness fads, is our "self-care" truly nourishing our souls, or are we just performing for the algorithm? It’s time we face the performativity paradox: our quest for well-being is increasingly aesthetic, not authentic. And it’s costing us.
Despite the constant stream of #wellness content on platforms like Instagram and TikTok, Gen Z is disproportionately struggling. For Gen-Z, mental health diagnoses are incredibly prevalent, with almost half (46%) having received a formal diagnosis, and an additional 37% suspecting they have an undiagnosed condition. Gen Z's deep engagement with wellness and mental health isn't merely a lifestyle trend, it's a collective coping strategy for a generation overwhelmed by global crises, financial insecurity, and constant digital comparison. So, when our "wellness" looks perfect online but leaves us feeling empty offline, it's a problem we can't afford to ignore.
The "That Girl" Trap: Perfection Over Peace
From perfectly arranged journaling spreads to sunrise yoga selfies and elaborate smoothie bowls, the digital landscape paints an irresistible picture of wellness. Self-care is a luxurious, aesthetically pleasing endeavour, and the global wellness market, currently valued at over $6.3 trillion, thrives on this narrative. But this obsession with appearance creates a dangerous trap. Are we genuinely nourishing ourselves, or are we simply striving for an Instagram-worthy ideal, which can be both unattainable and exhausting? This extends to everything from bio-hacking rituals and meticulously tracked protein intake, to luxurious spa days and even performative "digital detoxes" – all often shared for likes rather than meaningful, personal benefit.
Gen-Z lives on the internet, so when it comes to health, it is no surprise that the first destination for health information is often social media. In online forums, influencers – from micro to celebrity in status – share their health insights, often coloured by their lived experiences. However, these "insights" are frequently thinly-veiled sponsored recommendations for products that aren't genuinely healthy or necessary, driven by lucrative brand deals rather than well-being. The seemingly flawless physiques and glowing skin promoted by these creators can often be the result of expensive cosmetic procedures like fillers, injectables, or surgery, and intensive personal training – all frequently funded by their influencer income, rather than purely "natural" healthy lifestyles. These curated, aspirational images become the unrealistic ideals Gen-Z often tries to model, without understanding the artificial scaffolding and commercial interests behind them. Furthermore, some influencers chase virality by adopting shocking or extreme wellness trends – like restrictive diets, unproven supplements, or niche, unscientific practices – prioritising brand-building and controversy over actual, sustainable health and often leading to misinformation.
But this oversaturation of wellness content can be detrimental for Gen Z. 85% of Gen Z feels unsatisfied comparing themselves to others online. This isn't just a mild annoyance, it can translate to real harm. A staggering 91% of Gen-Z women report negative mental health impacts from social media, with 51% considering permanent body changes due to content they see online. While men also feel the pressure, women and non-binary individuals often bear the brunt of these unrealistic beauty standards. This pressure hits diverse communities differently, too: lower-income Gen-Zers are 2.5x more likely to feel uncomfortable discussing their mental health, indicating that the "openness" of wellness culture isn't always inclusive. This discomfort to discuss health can stem from the significant financial barriers to entry – the perceived "wellness ideal" requiring items like expensive yoga mats, organic foods, personal trainers, gym memberships, and trendy spandex sets – is inherently costly and difficult to maintain without substantial wealth. Moreover, while wellness culture often appropriates practices from other cultures (e.g., yoga), its dominant aesthetic is frequently built around Eurocentric beauty and fitness standards, inadvertently excluding or marginalising diverse body types and racial backgrounds. Beyond aesthetics and cost, systemic factors such as limited access to quality healthcare, stable housing, and educational opportunities also disproportionately affect mental well-being in lower socioeconomic communities, making open discussion and genuine self-care a far greater challenge.
Beyond the Green Juice: What Real Wellness Looks Like
Genuine well-being isn't about flawless aesthetics or expensive supplements peddled by influencers. It's often messy, unglamorous, and deeply personal. It’s about setting boundaries, seeking professional therapy, and allowing yourself to truly rest without guilt. It's about genuine connection over digital validation.
What's insidious is how often we don't even realise we're being influenced. The sheer volume of "wellness" content online – with "Health & Wellness" being the second-most popular content category for influencers, with 86% of wellness creators active on Instagram and 78% on TikTok — means that we are constantly absorbing trends and misinformation without conscious thought. This information overload is so overwhelming, it often leaves us in one of two states: either paralysed and doing nothing, or trying to do everything and burning out.
While we've made incredible strides in de-stigmatising mental health — 42% of Gen Z will attend therapy in 2025, a 22% increase since 2022 — relying solely on viral trends for health guidance is risky. Nearly half of TikTok health videos contain non-factual information, often from non-medical influencers. This means many Gen-Zers are adopting practices that are unproven or even harmful, like restrictive diets or questionable "detoxes," because they look good on screen.
And what about spirituality? While Gen-Z embraces personalised practices like meditation, we struggle with spiritual health as a generation. This disconnect suggests that even seemingly "deep" practices can become superficial, if the pursuit is more about an aesthetic lifestyle than a genuine search for meaning.
Reclaiming Authentic Self-Care
It’s clear: our generation is desperate for well-being. We’ve grown up amidst anxieties about climate change (78% of us are concerned), political instability, and financial precarity (65% of us don't feel financially stable). Wellness has become a critical "survival mechanism," a way to reclaim agency in an unpredictable world. But we need to ensure that this survival isn't just a facade.
Here’s the radical act of self-care we actually need:
Question Everything: Don’t blindly adopt viral trends. Critically evaluate online health information. If it sounds too good to be true, it probably is. Prioritise scientifically supported sources over influencer testimonials.
Log Off, Live More: Regular social media breaks are non-negotiable. Unfollow accounts that trigger comparison or promote unrealistic ideals.
Embrace the Unfiltered You: Real wellness isn't always pretty. It's therapy sessions, crying into your pillow, saying "no," and prioritising genuine rest over productivity. Working hard or exercising can be good, but overworking your body or mind is not. True self-acceptance means loving yourself even when you don't look "perfect."
Demand More from the Industry: Gen-Z is driving this multi-trillion-dollar market. Demand transparency, scientific validation, and ethical practices from wellness brands. Your well-being shouldn't be exploited for profit.
Gen-Z is changing the conversation around mental health. We are unafraid to talk about our struggles and actively seek solutions. Yet, for all our openness, the very dialogue around 'mental health' can sometimes get lost in the noise of performative wellness, focusing more on aesthetic fixes than genuine healing. But true wellness won't come from a perfectly curated feed. It will emerge when we courageously look beyond the aesthetic, dismantle the performativity paradox, and fiercely prioritise the messy, beautiful reality of genuine self-care and health. It's time to stop performing wellness and start living it.