Millennials Consumer behaviour in Health.

According to Bannon et al (2011) Millennials were born between 1980 and 1992, also known as Generation Y, this generation is more technologically savvy, more ethnically diverse and better educated than previous generations reaching almost 80 million they represent 15 percent of the U.S. labour force currently entering the lower management ranks. Furthermore, at the moment this generation are the only that have experienced a post digital and globalizing world. Millennials expect that the brands don’t only made good things related to the environment or good corporative practices they appreciated that brands produce quality goods. In this aspect, Millennials are a more demanding generation regarding to its health, an example of this is the increasing demand of healthy products among population of this generation, according to Cheng, A. (2017) millennials are changing the makeup of the beverage and food space what before the companies considered as premium has become something standard for their requirements, value features such as locally sourced, environmentally sustainable meat or GMO free are among the examples. The reason for this is that 8 out of 10 millennials claim to feel more health conscious making those features and benefits more attractive.

Generation X

Generation X are the people who born between 1965 and 1979 that could be represented for about 50 million of individuals, with a $1 trillion spending power (Schiffman and Wisenblit, 2015, 330) this generation is recognized for its unlike for labels, also not as its previous generation the Baby Boomers, Generation X are not in rush to get married, start a family or work in excess to earn high salaries for this generation have a good job satisfaction is usually more important than salary furthermore they are not notably interested in long-term employment for a single company, they understand the value of money but do not see salary as an overwhelming reason to stay with a company they instead prefer to work with a company that could bring them life-work flexibility, the quality of the work and relationships built on the job are more important. Also, it is suggested that most of the generation X persons are nowadays in the peak of their careers with high spending power (Bedgood, L. 2016). It is also suggested that Generation X consumers are a frequent users of loyalty programs which generates a more frequent purchase of the product or service according to Bedgood sixty-five percent of generation X buyer, who got loyalty card from the store, bought items at least once a month.

Source: Bedgood (2016)

One similar aspect among Generation X and Millennials is the fact that Millennials often go to internet to gather information before seeing a doctor this could be related to the rising cost of the health care and even more increasing number of help resources available (Wanstrath, K. 2015) such as Doctor on demand which is an app that allows people have live video chats with doctors facilizing assessment, diagnosis and prescription when necessary (Doctor on demand, U/D). Another significate aspect is that Millennials trust in doctors but at the same time they avoid them because of high cost of treatments, high times of waiting and shortage of care (Lerman, K. 2015) these factors have affected their consumer behaviour decreasing the visits to hospitals and increasing the demand of different care options such as emergency rooms or home remedies, also 53 percent of millennials consider family or friend advise as a trusted source of information what concerns to medical advice, in fact millennials are 28 percent more likely to self-diagnose and 36 percent treat at home before going to a doctor than older generations, following is a bar chart representing the behaviour of millennials in the past year:

Source: Lerman (2015)

As could be analysed in the graphic the previous generations as Generation X or Baby Boomers are among the generations that are still attending to the doctor’s office for a treatment or prescription, one similar aspect among generation X and Millennials is the fact that both generations look after information previous attend or acquire a healthy product.


Source: Tapbuy (u/d)


The usage of new technologies such as apps or portable health tracking devices are almost double in proportion for Millennials that for Generation X, this could be caused because Millennials grown up with the convenience of online services that means get what they need at the moment moving on and go back when they need again (Advisory board, 2016), this type of behaviour is known in the tri component attitude model as cognitive component (Schiffman and Wisenblit, 2015) because Millennials search for information and carefully evaluate all the data, evaluating product information by brands, attributes and advantages that can be more beneficial for them (Solomon et al, 2013). In this aspect the behaviour of generation X is expressed in two components affective and conative component also the attitude formation could be observational learning and instrumental conditioning because according to Smith and Jones (U/D) among the factors that they have into account to choose a hospital could be found hospital reputation with 28 percent, this could indicates that generation X associate observation process to their selection process because as it is stated observation learning occurs as a function of seeing and embracing the information perceive through the search conditioning their decision.

Also the same article suggest that 23 percent based their decision on prior experiences which indicates an instrumental conditioning behaviour, because its decision is based on trial and error process (Sheth et al, 1999) ergo generation X are highly motivated to search for purchase information and they are adept to searching, they tend to use the information to assurance that the marketers are not taking advantage and to guarantee the best deal possible, in this aspect generation X are more independent minded that Millennials who rely more in the opinion of others specially their parents (Siddiqua, M. 2016)

Health is also related with a different variety of products and services not only doctors, treatments or drugs, being healthy starts from inside if you eat healthy food and do regular exercise your body and mind will notice it.

In this aspect, the consumer behaviour of millennials and generation X is totally different, it has been reported by Young (2016) that millennials are more concern that any other generation in healthy eating thanks to media exposure such as bloggers and as stated before healthy apps, also it is stated that the definition of “healthy eating” is different in every generation, for instance for millennials it means high protein and high vitamins versus other generations with more traditional definitions such as low fat, in the following bar chart it is explained the difference between generations and their care to have a healthy life:

Source: Young (2016).

Finally, the tricomponent attitude model is a model that demonstrate very limited information about the strength of an attitude also the conduct of generation X and millennials have similar behaviour in some aspects such as both generations present a positive respond to media advertising such as online advertising, television or messages to some extend millennials are more affected by the advertising but both generations are affected

among the differences presented is the fact that millennials are more eager to use wearable devices to track their health and the use of health related apps, further more generation x present a consumer learning more focus on observational and instrumental facet while millennials present more significant cognitive component, another difference is the fact that millennials are more concern about their food in order to prevent future health problems its very common to see in most of the products GMO free or every day more detailed nutritional information or allergies millennials do not diet they just eat well whilst generation X are not that worried about this type of information.

Millennials and Generation X are careful before acquire a service or attend to a doctor consulting first on internet, family or close friends.


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Created with images by hahn.elizabeth34 - "Millennial Consumer" • jurvetson - "Churchill Club Top 10 Tech Trends Debate" • fabiennefrancis - "family portrait smiling" • illustir - "S2H" • tekgator - "My new Fitbit Charge 2 activity tracker" • IntelFreePress - "Health Applications for Android Tablets" • FirmBee - "iphone visa business" • Thad Zajdowicz - "Healthy lactation?" • chimothy27 - "Father and Son" • nateOne - "Thank You"

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