The trend: Younger consumers are more likely than older generations to put off care or treatment due to cost, according to a September 2025 Pymnts survey of 2,368 US consumers.

Digging into the data: 24% of zillennials (the microgeneration between Gen Z and millennials) and 23% Gen Zers said the strain of healthcare costs has been an extreme or major burden over the past three months—the highest of any generation and over triple the rate of baby boomers (7%).

Financial pressures are driving younger generations to cut back on healthcare services and treatments more than older cohorts.

• 63% of Gen Zers said they’ve made some behavior change to reduce the cost of healthcare in the past three months, the most of any generation—well above the 40% average.
• For example: Gen Z respondents are most likely to skip recommended tests or treatments (22%), seek out new doctors due to cost (18%), and forgo prescriptions (17%).

Why it matters: Delaying care can have significant consequences, even for healthy people.

• 24% of people ages 18 to 29 admitted that their health got worse because they put off care due to cost, per a July 2025 KFF survey.
• That’s far higher than the 6% of adults 65+ who reported worse health from delaying care due to cost.

For instance, preventive screenings and routine exams are essential for early detection of health concerns that can become more complex and costly if left unaddressed. And for younger people with a health issue that requires treatment, avoiding check-ins with the doctor or not taking medication as prescribed can result in serious complications.

Recommendations for healthcare providers and marketers: Younger consumers are generally healthier than older adults, which may make their medical needs feel less urgent. This is especially true for younger people who are just starting to figure out insurance coverage, or are forced to choose between healthcare costs and other priorities.

Provider organizations and their marketers must show Gen Z why staying on top of their health matters—and that care doesn’t have to be expensive in many instances.

• Develop resources that highlight rising cancer rates in younger people and the importance of routine check-ups, even when no issues seem urgent.
• Use social media and digital channels to ensure this message resonates with the target audience.
• Show consumers how to access low-cost or free care, including preventive screenings, bloodwork, and generic medications.
• Provide video and asynchronous doctor visits with transparent pricing, giving younger consumers affordable options in their preferred format.