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Pegasus, one of our creative agencies within Ashfield Healthcare Communications, has created a whitepaper focusing on the health attitudes and behaviors of Generation Z.

This paper also looks at the generational differences and points of views of Generation Z (aged 16-23) and the Baby Boomers (aged 54-72) in regards to health-related topics including the NHS, trust in healthcare professionals and mental health.

A strong theme runs through this paper; our youngest voting generation believes that health services won’t meet their needs or expectations in the future.

Brexit was one of the main concerns for Generation Z with two-thirds (59%) believing an exit from Europe will have a negative impact on the NHS, compared to just 28% of Baby Boomers. This shared opinion amongst Generation Z has caused the importance of healthcare professionals to really understand the needs of this audience in order to move forward positively.

When it comes to UK healthcare professionals, 72% of Generation Zs say they have a lot of respect for doctors and specialists, and more than a third (38%) would visit a GP when feeling ill. But their experience in the consulting room isn’t always positive. 41% say they feel a doctor dismisses them during a consultation, as if they are imagining or exaggerating their symptoms.

Generation Z also say they experience barriers when discussing mental health. 46% indicate they would struggle to tell their doctor if they were experiencing mental health problems. As a generation, they appear to take a more holistic approach to mental health with 20% practicing mindfulness and meditation in an attempt to stay healthy, compared to 10% of Baby Boomers.

Corrina Safeio, Director of Strategy & Insights at Pegasus who carried out the research, says these findings are key for anyone working in health. “Anyone who wants to inspire others to make healthier decisions needs to first have a deep understanding of the people they are trying to reach. Generation Z is one audience raising a lot of questions for health organizations. Which is why understanding them and their health behaviors better is incredibly important right now.”

The report also asked the two generations about the impact of social media in the desire to stay healthy, how they try to achieve work-life balance, and views on the pharmaceutical industry, all uncovering some notable differences. To find out more about these results and to download the full report visit 

About Pegasus, an Ashfield company, part of UDG Healthcare plc.

Pegasus inspires healthy decisions through creative, inspirational and integrated communications. Working with ambitious clients, they deliver big ideas and far-reaching campaigns across industries and channels in a health first, sector second approach. They have 140 specialists span earned and owned channels, technologies, and audiences ranging from consumers to healthcare professionals. And, as part of Ashfield Healthcare Communications, they have a global footprint across 24 countries and every conceivable therapy and service area. Being plugged into this wider network means they’re able to provide end-to-end solutions to healthcare organizations across the world. Since 2016, they have been proud to receive seven ‘Consultancy of the Year’ awards and in 2018 their public safety film ‘Small Talk Saves Lives’ for Samaritans and Network Rail won Campaign of the Year in the Campaigns For Good awards. For more information, go to

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