Key Takeaways:
- Younger adults are driving much of the growth in GLP-1 use. Resonate data identifies 6M Millennial and Gen Z adults currently taking a GLP-1, and 53% of them see the medications as a valuable medical tool.
- Price is their top purchase influence (51%), but convenience (26%) ranks above brand (24%), which is unusual. Time-saving, convenient products and shopping experiences create a real opening with this group.
- They’re more likely to choose products that are popular, and 23% search for brands and products on social media, 4.5 times more often than the average US adult.
When you hear about GLP-1s in the news, it’s often in a couple of contexts: Experts flip-flopping over new uses and potential side effects, people talking about the costs, and stories about older adults using the medications to manage their diabetes.
There’s a lot going on in that sentence, and you’d think it was the full story. It isn’t.
Younger adults are a fast-growing share of GLP-1 users. According to an Evernorth Health Services report cited by eMarketer, Gen Z’s prescribed use of GLP-1s for weight loss grew 177% in a single year, and Millennials’ use grew 146%.
For brands and agencies, this means you have an opportunity to meet a big, in-market audience with products and services that meet their needs. If, that is, you can nail down who they are amidst their changing habits and purchases.
Who Are the Millennials and Gen-Zers Using GLP-1s?
It might be obvious, but it’s worth noting that Millennials and Gen-Zers taking GLP-1s will differ from their older counterparts. That’s why you need insights specifically about them if you’re looking to target them. Otherwise, you’re just spending money to target everybody who takes GLP-1s and hoping something lands with the younger crowd.
Resonate’s audience is made up of 6M Millennial and Gen-Z adults who are currently taking a GLP-1. This group feels pretty positive about the medications: 53% view them as a valuable medical tool. For marketers, this matters because the positive feeling signals commitment, which makes their behaviors related to the category more durable. In other words, they’re more likely to stay on the medications and go through the shifts that come with their use, like buying new clothes, traveling more, and building new routines. This means brands and agencies are crafting strategies for a long-term audience rather than a short-lived trend.
Their reasons for taking GLP-1s are varied:
- 45% take a GLP-1 for weight management, four times more likely than the average US adult
- 22% take one because a doctor or healthcare provider recommended it
- 19% take one to manage Type 2 diabetes
These insights matter because the reason someone is taking a GLP-1 shapes what they want from the brands around them.
- Weight management: This group chose the medication to reach a personal goal, so they’re likely to respond to messaging about progress, confidence, and the life changes that come with it. That includes new clothes, travel, and more active routines. Aspirational messaging fits best here.
- Doctor-recommended: This group may not have sought out the medication on their own. They’re following professional advice, which makes trust, credibility, and expertise more persuasive than aspiration. Expert endorsements, clear information, and knowledgeable staff will likely land better than “transformation” messaging.
- Type 2 diabetes: For this group, the medication is about managing their health day to day, not about appearance. Weight-loss or body-focused messaging could feel irrelevant or even insensitive to them. Practical support works better: convenience, routine, nutrition, and products that make daily management easier.
Here’s what brands and agencies should keep in mind:
- One message won’t fit everyone. A campaign built entirely around weight loss and new beginnings could miss or alienate more than 40% of the audience.
- Segment by motivation where you can. Tailor creative to the reason behind use, rather than treating all GLP-1 users as one group.
- When you can’t segment, stay broad. Messages about feeling good, saving time, and supporting healthy routines work across all three groups without making assumptions about why someone is taking the medication.
How Do Millennial and Gen-Z GLP-1 Users Shop?
A habit shift inevitably means a change in shopping behavior; this large group is an emerging market with unique preferences that are influenced by GLP-1 use. Having the right insights will ensure you’re ready at the moment when Millennial and Gen-Z GLP-1 users are in-market, offering them what they need, when they need it, and in the right channel. Here are a few big takeaways
1. Convenience actually beats out brand
For most audiences, the primary influence on purchase is usually a competition between price and brand. Convenience generally comes in last place; frequently, it’s a distant third. That’s not true for this group. Price leads at 51%, but at 26%, convenience beats out brand (24%).
The list of product qualities they’re looking for also reveal interesting insights. They’re more likely to buy products that are popular, energy-efficient, and time saving and less likely to prioritize durability, trustworthiness, or dependability.
What it means: Lead with what makes life easier and what’s popular right now. Proof that a product saves time, or that other people love it, will likely outperform a heritage or reliability message.
2. Price matters, but traditional retail promises won’t be enough
The breakdown of what Millennial and Gen-Z GLP-1 users prioritize when they think about retailer selection also deviates from the usual. When choosing a retailer, 46% look for the best prices and sales, 28% want convenient locations, and 21% look for a larger selection. That 46% is notably low: Usually, at least 65% of the audience goes for the best prices or sales.
What it means: Standard retail promises won’t set a brand apart with this group.
3. Consumer loyalty among this audience is steady
While 22% say they changed brands recently because prices went up, the bigger picture reveals a loyal group of customers:
- 62% haven’t changed their brand loyalty stance in the last year
- 50% are still loyal to the same brands they were 12 months ago
- 42% call themselves name-brand shoppers
What it means: Yes, price is a pressure point, but most of this audience isn’t actively looking to switch. You can retain current customers by providing consistent value instead of offering heavy discounts. Just keep an eye on those price increases: That could push a bigger percentage toward your competitors.
4. Stores and retail partners still matter
When you think of Millennials and Gen Z, especially the latter group, you might conjure an “always-online” image in your mind. This is one of those marketing assumptions that may be hurting you. Resonate data shows only 46% of GLP-1 users from these generations are shopping online, and 68% prefer to buy brands through retailers like Target or Macy’s, either in-store or online. Seventeen percent place high importance on knowledgeable staff, nearly twice the rate of the average US consumer.
What it means: Retail partnerships, in-store experiences, and well-trained staff are worth the investment.
Where Can I Reach Millennial and Gen-Z GLP-1 Users?
First, where not to go: Skip the print. This audience pays little attention to newspapers or magazines, and that includes the digital versions.
Prioritize streaming TV: 62% are heavy or medium streaming TV viewers. Online video should also get a generous portion of your media plan: 53% are heavy or medium internet video viewers. And here’s an interesting tidbit: These consumers are more engaged with radio than with podcasts.
Finally, to social media: 23% are heavy social media users, spending more than 21 hours a week on it, and 23% search for brands or products directly on social. Make sure your brand shows up when they search, not just when they scroll.
Where Resonate Fits
Resonate’s predictive consumer intelligence shows why audiences like this one act, not just what they buy. Brands and agencies can see the values, purchase drivers, and media habits behind a group, then build and activate audiences around the life changes that make them most receptive. Ready to talk more about how your brand can market to this audience, or have a different one in mind? Schedule a consultation with a data expert today.
