A striking 78% of Indian Gen Z respondents report feeling at least one positive emotion when actively participating in their healthcare decisions, according to a new study. The insight comes from Gen Z: Calling for Healthcare Connection and Change, a report released by communications agency Burson, which explores how young adults in India are reshaping the country’s healthcare landscape.
The study highlights a significant generational shift, with Indian Gen Z increasingly viewing healthcare as a source of empowerment rather than a response to crisis. Unlike previous generations, this cohort approaches wellness with optimism, prioritizing preventive care, mental health, and the smart use of technology in managing their well-being.
The pandemic appears to have accelerated this change. Nearly two-thirds of Indian Gen Z now place higher importance on physical health (67%), while 63% say mental health has become a top concern. This balanced, mind-body perspective marks a departure from the more segmented health approaches of the past. While they are digital natives, many still prefer traditional healthcare models. The report found that 66% favor in-person consultations, and the majority continue to trust doctors (77%) and healthcare institutions (68%)—suggesting that digital health tools are seen as complements, not replacements, to established systems.
However, the journey isn’t without obstacles. Over half of the respondents (53%) cited challenges related to affordability, accessibility, and the spread of health misinformation online. These concerns point to an urgent need for more transparent and credible health communication, especially in digital spaces.
The study also found that 53% of Gen Z Indians are open to holistic or alternative treatments, while 59% believe healthcare companies should play an active, long-term role in their overall well-being. Burson used Decipher Health—an AI-based platform developed with Limbik and integrated into WPP’s marketing ecosystem—to verify the reliability of its findings, which were shown to resonate strongly with Gen Z audiences.