% of Generation Z members turn to influencers for health advice: Ipsos Report
Faced with declining trust in traditional institutions, Generation Z is massively adopting influencers as their preferred source of health advice. This new trend raises crucial questions about the quality of the information disseminated and its real impact on young people’s health. In Loire-Atlantique, and more specifically in the Châteaubriant region, this dynamic is also influencing local behaviors regarding well-being and prevention.
The reasons for Generation Z’s massive reliance on influencers for health advice The third edition of the Ipsos Generations 2025 Report
clearly demonstrates that members of Generation Z, born between 1997 and 2006, are turning to social media influencers for their health questions. Why this trend? Several psychological and social mechanisms are at play.
First, this generation grew up in a digital world that is reshaping their relationship with information. Social media is becoming the preferred place to discover, compare, and validate sources, particularly through content perceived as more authentic, spontaneous, and accessible. My Little Paris, for example, regularly offers content that blends healthy lifestyle tips with practical information, strengthening the connection with its audience.
| Secondly, the perception that medical information from institutions like Doctissimo or health authorities is complex or overly formal hinders engagement among these young people. In contrast, wellness brands like Respire or Merci Handy capitalize on a relaxed tone and engaging formats, making it easier for them to adopt healthy habits. | The table below illustrates the 5 main reasons why Generation Z prefers influencers for their health advice: | |
|---|---|---|
| Reason | Explanation | Concrete Example |
| Perceived Authenticity | Influencers are perceived as sincere and relatable. | Feed creates content where personal storytelling takes precedence. |
| Accessibility: Simplified information, short formats. | Healthie Hour on TikTok with 3-minute videos. | Cultural proximity: Language and references adapted for young people. |
| Les Miraculeux, which targets young audiences with humor. | Visual engagement: Dynamic and visually appealing content. | Pharmacie Lafayette on Instagram. |
| Peer trust: Many influencers are perceived as virtual friends. | Gemmyo Bien-être, creating a bond of trust. | 61% of Gen Z express growing distrust of traditional healthcare institutions. |
- 52% trust health advice shared by influencers, reflecting a significant shift in information sources.
- More than a third of them spend more than 4 hours a day on platforms such as Instagram, TikTok, and YouTube. This transformation of the media landscape calls for a complete overhaul of health education strategies, especially in areas like the Châteaubriant-Derval Community of Communes where young people are heavily exposed to social media. The challenge is to leverage this movement while ensuring the quality of the information provided.
- Comparison between health influencers and traditional medical sources for Generation Z
The Ipsos report highlights major differences between the health content offered by influencers and that disseminated through traditional channels such as Doctissimo or public campaigns. This section offers a detailed comparison based on several key criteria.
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Criterion
| Health influencers | Traditional medical sources | Recommendation | Credibility |
|---|---|---|---|
| Varies depending on reputation and expertise | High, based on recognized experts | Complementarity preferred | Content accessibility |
| Very accessible, simple language | Sometimes too technical or formal | Influencers facilitate understanding | Engagement |
| High thanks to visual and interactive formats | Low, often passive | Integrated use of both modes recommended | Update |
| Fast, content often up-to-date | Reliable but slow to evolve | Significant continuous monitoring | Risk of misinformation |
| Moderate to high | Low, controlled | Training in critical thinking is essential | Brands like Respire and Merci Handy collaborate with professionals to limit errors in the health advice used in their campaigns. |
- Local initiatives in Loire-Atlantique, notably through Pharmacie Lafayette in Châteaubriant, are now incorporating influencer marketing into their advice strategies. Displaying sources and transparency are becoming essential criteria in the selection of recommended content.
- This evolution of formats implies increased collaboration between medical professionals and influencers to offer safe and engaging messages that meet the expectations of Generation Z, who are aware of the issues but sensitive to forms of media coverage.
Impact of the “Health Influencer” Trend on the Châteaubriant Region and Loire-Atlantique
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The Châteaubriant-Derval intercommunal area is an interesting microcosm for observing how Generation Z adapts its health practices by relying on influencers. Local influence and geographical specificities complement the overall analysis.
This rural-urban area, where young people benefit from increasing access to digital networks, is seeing a growing emergence of awareness initiatives combining influencer marketing and local offerings. For example, the
“Wellness Wednesday” campaign in Châteaubriant incorporates influencers to relay recommendations on health prevention, specifically targeting regional youth. Furthermore, the rise of local startups in the wellness sector, such as distributors of natural supplements or health coaches collaborating with influencers, is creating an ecosystem conducive to the dissemination of content tailored to the expectations of 18-24 year olds. These players, sometimes linked to brands such as Les Miraculeux, Gemmyo Bien-être, or Feed., are contributing to this transformation.
Easy access to social networks allows for precise marketing targeting and message personalization;
- Collaboration between local professionals, pharmacies, and influencers improves the quality of information;
- The role of platforms like Doctissimo remains central for reliable information at the departmental level. This hybrid approach, combining local proximity with global digitalization, paves the way for innovative strategies, which the Châteaubriant-Derval Community of Municipalities strongly encourages to promote public health while adapting to the habits of Generation Z.
- Best practices for ensuring reliable health information via influencers in 2025
Faced with the proliferation of sources and the proven risk of misinformation, it is crucial to define standards guaranteeing the quality of health advice provided by influencers. Brands like Merci Handy and Feed. have begun to integrate these best practices.
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Here is a list of recommended best practices:
Rigorous scientific verification:
- collaboration with medical experts before publication. Transparency:
- clear mention of sources and sponsored partnerships. Influencer training:
- awareness programs include public health and ethics concepts. Interaction with followers:
- answering questions and clarifying doubts live.
- Promoting a holistic approach: emphasizing overall well-being, including nutrition, physical activity and mental health.
These rules are promoted within the local community through initiatives such as “Healthie Hour,” which combines education and entertainment, engaging a large young audience on social media.
- Furthermore, local stakeholders such as the Lafayette Pharmacy in Châteaubriant are strengthening their efforts to train credible local influencers, creating a valuable source of trust within the Pays de la Mée region.
- Well-trained influencers gain legitimacy with their followers;
- Local networks are thus valued as essential vectors for health education;
The fight against misinformation remains a collective battle between healthcare professionals, the media, and influencers.
Future prospects and challenges for digital health among Generation Z in the Pays de la Mée region
With over 9 million young people in France, Generation Z represents a priority segment for the prevention and promotion of digital health. The Pays de la Mée region and the Châteaubriant-Derval inter-municipal authority have a role to play in supporting these transformations. The rise of innovative technologies, combined with the central role of influencers, is opening new avenues: increased control over personal data, personalized health advice via artificial intelligence, and mobile applications as educational tools.
- Here are 5 major challenges for 2025 and beyond: Data protection:
- Ensuring that the platforms used respect privacy, which is particularly crucial for Gen Z. Information quality:
- Implementing specific certifications for health influencers. Inclusive access:
- Reducing the digital divide to reach all young people in the region. Health education:
- Developing digital and critical health skills. Local collaboration:
Integrating stakeholders from the Pays de la Mée region into the overall health communication strategy. These advancements require a shared commitment from both public authorities and private sector actors in the region, as exemplified by the initiatives undertaken with brands such as Merci Handy and Feed, which promote their digital initiatives locally. In parallel, the local community can draw inspiration from feedback and analyses such as the joint Spotify and Ipsos study, which provides insights into the deep-seated expectations and actual practices of Generation Z in relation to influencers.
A digital revolution in healthcare that is becoming embedded in the daily lives of young people in the region; Opportunities to seize to reduce territorial inequalities in access to information;
- The strategic role of the Châteaubriant-Derval Community Council in orchestrating these developments for the benefit of local youth.
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