Gen Z is not waiting to get sick. But are we overestimating their self-care literacy—and underestimating their contradictions? Review of the Decoding Gen Z Report by Pharmarack
The original IPM Diaries presentation makes a compelling case: Gen Z (born roughly 1997 to 2012), now comprising about 26 per cent of India’s population, is shifting healthcare from reactive, doctor-led episodes to proactive, demand-driven, continuous wellness management. Therapies like dermatology, ophthalmology, gastroenterology, and sexual wellness are seeing disproportionate growth, driven by screen time, appearance consciousness, stress, and digital-native behaviors.
But is the full picture this linear? A critical review of recent Indian and international data—from Burson, Simon-Kucher, ICICI Lombard-Kantar, McKinsey, Deloitte, and IQVIA—reveals a more nuanced, actionable reality for pharma leaders.
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