One in five young adults believe babies born today could live to 150, while many are already trying ice baths, extreme fasting and “sleepmaxxing” as they look for ways to extend their own lives.
A survey of more than 2,200 British adults, commissioned by nutrition company Herbalife, found that 61 per cent of Gen Z respondents—defined in the study as those aged 18 to 29—are actively improving their health with the specific goal of living longer.
For a significant number, even a lifespan of 150 years would not be enough. Almost two in five Gen Z adults, or 38 per cent, said they would choose immortality if science made it possible. That compares with just 15 per cent of Baby Boomers aged between 62 and 80.
Gen Z are also more likely to want certainty about their future. Some 44 per cent said they would like to know the age at which they will die—more than double the 19 per cent recorded among Boomers.
The research grouped participants into four generations: Gen Z, aged 18 to 29 and born roughly between 1997 and 2008; Millennials, aged 30 to 45 and born approximately between 1981 and 1996; Gen X, aged 46 to 61 and born between about 1965 and 1980; and Baby Boomers, aged 62 to 80 and born roughly between 1946 and 1964.
Young adults are also spending heavily on their pursuit of better health. Gen Z respondents reported average monthly spending of £111.90 on nutrition, exercise, supplements and alternative wellness therapies—11 per cent more than Millennials and 39 per cent more than Boomers.
Ice baths are among the longevity strategies Gen Z are using in an effort to add years to their lives
The youngest adults are far more willing than older generations to experiment with emerging longevity trends. Around one in five Gen Z respondents, or 21 per cent, have tried ice baths or cold-water therapy, compared with only 1 per cent of Boomers.
Meanwhile, 15 per cent have tried “sleepmaxxing”—using strict routines, tracking and other methods to optimise sleep—and 13 per cent follow personalised nutrition plans.
Older generations are more likely to stick to some established health habits. Gen X have the highest rate of regular supplement use, at 39 per cent, followed by Millennials at 36 per cent. By comparison, only a quarter of Gen Z and Boomers take supplements regularly.
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Supplements were the most popular longevity habit among Britons overall, used by 31 per cent of respondents. They were followed by fitness or health-tracking devices, used by 21 per cent, and intermittent fasting, practised by 11 per cent. Almost half of those surveyed, or 47 per cent, said they would take a daily pill or supplement if it promised an extra 20 years of life.
Diet is another major focus for Gen Z. Nearly a third, or 30 per cent, follow a high-protein diet, while 23 per cent monitor their calorie, macronutrient or wider nutritional intake. The same proportion practise mindful or intuitive eating.
Social media is playing a powerful role in shaping these choices. Of the Gen Z respondents who had tried wellbeing practices, 37 per cent said TikTok had influenced them and 32 per cent cited YouTube. Friends were an inspiration for 27 per cent, while 20 per cent pointed to family.
More than a third, or 35 per cent, said they trust healthy ageing advice shared on social media. However, 46 per cent also said these platforms make them feel pressured to maintain a youthful appearance.
The enthusiasm for longevity is accompanied by a pronounced fear of ageing. Almost half of Gen Z, or 49 per cent, said they are afraid of getting older, while 45 per cent fear looking old. More than a third, 36 per cent, said they were more concerned about their appearance than how ageing would feel—compared with just 16 per cent of Boomers.
Dr Richard Allison, a Herbalife nutritionist and former head of performance nutrition at Arsenal FC and Tottenham Hotspur Women’s FC, said: “It’s exciting to see younger generations taking such a proactive approach to their long-term health and wellbeing, and embracing new ideas around longevity.
“However, while emerging trends like biohacking and recovery therapies are gaining attention, the foundations of a long and healthy life remain consistent – regular movement, balanced nutrition, quality sleep, targeted supplements, and sustainable daily routines.
“The key is finding an approach that blends innovation with these proven basics, creating habits people can realistically maintain over time.”
Opinium surveyed 2,223 UK adults, including an increased sample of 500 Gen Z participants, between 31 July and 5 August 2026.
