Gen Z and Millennials: More Alike Than Marketers Realize

Let society tell it, there are very few similarities between millennials and Gen Z.  Both generations socialize differently, have separate clothing styles (let’s not get started on the skinny jeans debate), and even have different work ethics.  You’d think there was no common ground between either group, but when you look at the healthcare behaviors, it makes you wonder…

…Maybe These Two Groups Are More Similar Than They Think

To run an efficient marketing campaign, marketers must understand who is most receptive to their messaging, especially in the healthcare space.  One way marketers segment consumers for campaigns is by making assumptions based on the consumer’s age.

Although this way does not require targeted segmenting, it is a very basic way of creating an audience and can be effective depending on the goal of the campaign.

When healthcare systems and marketers approach audiences this way, some tend to put Gen Z into its own bucket and sometimes even leave out Gen Z altogether. Oftentimes, this generation is reduced to a group who aren’t quite yet making their own healthcare decisions, therefore they only receive generic messaging from time to time. 

This is changing, however, as Gen Z is beginning to settle into their careers, they’re rolling off their parents’ insurance plans, and even having children of their own.  Learning how to market to this group now will ensure that a healthcare system is top of mind when it becomes time for Gen Z to begin making healthcare decisions.  If marketers were to take a deep dive into the behaviors of this generation, they would quickly realize that these consumers can be marketed to similarly to Millennials.  Maybe if we see the similarities between both generations, learning how to market to Gen Z won’t be so difficult.

Where Gen Z and Millennials Align

1. Primary Care

Unlike their older counterparts, both Millennials and Gen Z (Mill-Z) are slightly less likely to see their primary care provider (PCP) on an annual basis and are much less likely to see the value in having a PCP.  This doesn’t mean that they do not care for preventive healthcare, they – just like many other Americans – would much rather go straight to a specialist and are more willing to try alternative/holistic forms of healthcare.  

2. Healthcare System Loyalty

Most consumers (70.1%) prefer to receive all their healthcare within the same system. They value having records in one place, easy access to appointments through a system app, and providers located in the same building or campus.

Millennials (44.8%) and Gen Z (46.9%) aren’t as committed to staying within one health system. Both generations are open to using multiple providers, though for different reasons.

Gen Z prioritizes convenience (40.0%) followed by personal connection (33.5%), while Millennials put connection first (44.8%) and convenience second (30.8%). For many, being able to see a provider quickly or choosing one they trust, even outside their main system, is what matters most.

3. Telehealth

Although Gen Z is seen as the digital generation, Millennials were around to see computers become regular technology in households, the inception of instant messaging, social media, and much more.  It makes sense that Millennials are just as willing to utilize telehealth as Gen Z is.

 The level of willingness to use telehealth by both generations varies depending on the specialty, but for the most part, both generations are not above the idea of visiting with providers over the phone, as it is very convenient and one can still have a good rapport with their providers.   

Why does this matter?

Learning how to market to consumers who are just now navigating the healthcare space on their own is pivotal.  Rather than fixating on what makes Gen Z different, maybe a change of perspective and thinking of how Gen Z is similar to other generations can simplify marketers’ approaches to this group.

When marketers leave out the younger generation from their marketing strategies, it makes their job harder in the long run.  Rather than having to run a campaign years down the line to persuade a consumer to make the switch to a different provider or health system, marketers can begin their work now and persuade these same consumers to start their healthcare journey with their system, which saves health systems money in the long run while generating revenue today.

By Hailey Russell, Manager of Insights, Causeway Solutions

Source: Consumer modeling and behavioral insights based on proprietary Causeway Solutions data, 2025.

The views and insights expressed are informed by Causeway Solutions’ proprietary modeling methodologies. Models leverage privacy-safe data and advanced analytics to generate audience insights. Specific methodologies are confidential and not publicly disclosed.