Gen-Z adults consider gym memberships, skincare treatments and streaming services to be 'essential' bills, survey reveals

28 April 2025, 08:46 | Updated: 4 May 2025, 14:07

A survey has revealed some Gen Z adults consider a gym membership, skincare treatments and streaming services to be 'essential' bills.

Almost three in 10 (27%) of 18 to 24-year-olds consider gym membership to be an 'essential' bill, according to research by Intuit Credit Karma.

OnePoll surveyed 2,000 people in the UK in March for the findings.

Meanwhile, a quarter (25%) of the surveyed group consider streaming services to be a must-need to meet their basic quality of living.

Among other cited 'essentials' include new clothes (25%), skincare and beauty treatments (22%) and socialising (30%).

The survey shows that across all groups, many adults are extending their view of necessities beyond bills such as utilities and groceries, indicating that young adults are increasingly concerned with looking after their overall wellbeing.

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Akansha Nath, general manager (international) at Intuit Credit Karma, said: “Gen-Z is redefining the meaning of essential spending, ensuring their emotional and physical health, and social needs are met too.

“However, this shift comes with financial trade-offs, with some adults taking on debt to maintain their lifestyle. Tools like credit monitoring and responsible borrowing can help ensure financial stability while maintaining your ideal standard of living.”

A quarter (24%) of adults surveyed across all age groups deem investing in their mental wellbeing is as important as "traditional" expenses including food and housing.

Among 25 to 34-year-olds, the figure increases to 39%. While three in 10 (30%) of surveyed people in this age group agreed that spending money on their physical health is non-negotiable.

Across all adults surveyed, one in seven (14%) stated they would prefer to decrease their long-term savings than sacrifice some lifestyle expenses.

Alfonso Carballo, Head of the Department of People and Organisations at NEOMA Business School, explains that the meaning of 'essential' expenses has changed across all generations, including Gen-Z adults.

He told LBC: "Unlike previous generations who emphasised saving for long-term goals (home, family, retirement), Gen Z often values immediate quality of life, experiences, and ongoing self-care more."

Mr Carballo adds that for some Gen-Z adults, going to the gym is no longer just a "matter of aesthetics".

"Among adults of this generation, exercise is perceived as an important component of self-care and mental health. Maintaining exercise routines is associated with managing stress and anxiety and promoting a balanced lifestyle.

"Another relevant aspect is that these changes are connected to social media culture, where personal image carries a strong symbolic weight."

Mr Carballo adds that economic and political insecurity may be another key driver for changes in spending habits across generations.

"Uncertainty about the future (financial crises, climate change, wars, pandemics) reinforces the focus on taking care of oneself today because tomorrow is uncertain.

"Second, there is the redefinition of what we understand as success. 'Success' for Generation Z is no longer just about money or status, but about having emotional balance, good personal relationships, and authenticity."

Professor Sofia Kousi, Associate Professor at Nova School of Business and Economics, told LBC a more meaningful comparison for the survey would be to compare Gen-Z to answers that previous generations gave to the same question when they were in their twenties.

“The current stage in life that one is drives a lot of what one considers essential. It would be interesting to know how Millennials had answered this question when they were at the age that Gen-Z are now.”

Professor Kousi added: "We slowly become accustomed to certain things in our day-to-day life, and we gradually expand the definition of necessity to include things that were seen as indulgences by previous generations.

“Today nobody would buy a car without electric windows and air-conditioning - even though neither one of these things are necessary for a car to function. Yet we consider them essential and basic.

“It's the same idea for Gen-Z - only it includes different categories of products and services.”