Millennials

3 articles

Split screen showing a dynamic TikTok health trend feed versus a static, traditional doctor's office, illustrating the generational shift in health information seeking.

Why Digital Natives Are Choosing TikTok Health Trends Over Traditional Advice

45% of Gen Z women and 35% of millennials now use social media for health information, a stark contrast to just 6% of baby boomers, according to eMarketer .

Ryo Hashimoto·July 8, 2026

A person selecting a mid-strength wine bottle from a shelf, symbolizing a shift towards healthier beverage choices and booming sales.

Long Reads

Why Mid-Strength Wine Is Booming: The Moderation Generation Redefines the Bottle

Mid-strength wine, typically between 7-9% ABV, is rapidly gaining popularity as health-conscious, younger consumers seek moderation and flavour without the full alcohol impact. This trend represents a significant growth opportunity for the wine industry, which is actively developing and promoting these lighter options.

Aisha Abasi·June 21, 2026

Young adults, Gen Z and Millennials, enthusiastically participating in a trendy coffee clubbing event, showcasing a vibrant and sober social scene.

Drink

Why Gen Z and Millennials Are Ditching Booze for Non-Alcoholic Trends

Coffee clubbing events have grown by 478% in recent years, transforming social gatherings for younger demographics.

Ryo Hashimoto·May 29, 2026