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Wellness is becoming more digital, personalized, and consumer driven, with technology playing a central role in health management, fitness, and self-care.

US smart wearable users will surge past 100 million by 2025 as AI capabilities drive adoption. Generational preferences, device convergence, and rising form factors like smart glasses and rings will reshape the market through 2028.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2025 that clients should be aware of, as compiled by our forecasting team.

From AI-powered smartphones to virtual shopping assistants, AI is becoming a powerful force in daily digital interactions—reshaping how people live, work, and shop.

Gen X consumers are dealing with their own health issues in addition to caring for children and older family members. Providers and marketers now have an opportunity to build generational trust—but they must better understand Gen Xers’ healthcare attitudes and behaviors.

Digitally native Gen Zers engage with healthcare in different ways from other cohorts—e.g., they’re likely to turn to online channels for health information before going to a doctor. Providers and marketers must quickly adapt if they want to form lasting relationships with this age group.

Digital-savvy millennials are demanding a digital-first approach to accessing health and wellness information, as well as healthcare services. They’re trusting family, friends, and social media for medical advice, almost more than doctors.

Technology is now at the center of patients’ health journeys. To improve the consumer experience, healthcare providers and marketers must gain a better understanding of how digital health tools differ across platforms and populations.

More than a quarter of the US population wears a connected device, including a growing number of older consumers who are interested in health and fitness tracking.