In a period marked by inflation, rising living costs, and economic uncertainty, what’s Britons’ relationship with self-care? The latest data from YouGov Profiles provides five key insights into how the nation currently manages self-care. Based on nationally representative data, the findings reveal generational divides, behavioural gaps, and attitudes that shape how individuals prioritise wellbeing.

1. Two-thirds feel they fall short of their health goals

Nearly two-thirds of Brits (63%) agree that they don’t look after their health as much as they should. This sentiment is consistent across age and gender groups, with little variation between men (63%) and women (62%). While most respondents claim to actively try and take care of themselves physically (77% agree), a sizable minority (15%) still disagree, highlighting a gap between intent and behaviour.

2. Younger generations struggle more with mental and emotional health

Age significantly influences how people perceive their own health. While 51% of UK adults consider themselves mentally healthy, this figure rises to 64% among Baby Boomers but falls to 41% among Gen Z.

More than four in five UK adults (81%) say they try to take care of themselves emotionally. This rises to 85% among women, compared to 78% of men. Despite the effort, only 44% of all respondents describe themselves as emotionally healthy. Younger generations report the lowest levels of emotional wellbeing, with 39% of Gen Z and 41% of Millennials feeling emotionally well, compared to 52% of Baby Boomers.

3. Lack of time is still a barrier to personal care

Roughly three in six respondents (59%) say they have enough spare time to enjoy activities, a significant portion (24%) disagrees. Fewer Millennials (48%) and Gen X (50%) Britons report having sufficient time, though it’s nearly half the group.

Time constraints affect younger adults when it comes to certain personal care. Gen Z is most likely to say they don't have time to use personal care products (18%), compared to just 4% of Baby Boomers. Still, younger people are more likely to turn to beauty products to boost their mood — 43% of Gen Z and 47% of Millennials agree, while only 27% of Boomers say the same.

4. Entertainment is the go-to form of self-care

When it comes to "me time", UK adults overwhelmingly turn to passive entertainment. Watching TV or movies is the most common activity (66%), followed by listening to music (48%). Millennials lead, with 70% watching TV, while Gen Z leads among those who listen to music (62%). Activities that require more effort like exercising (27%), cooking (18%), crafting (16%), or journaling (6%) are less commonly chosen by all Brits. Notably, gardening is especially popular among Baby Boomers (31%), highlighting how self-care habits vary by age.

5. Health and happiness are not always linked

More than a third (36%) of UK adults believe that being healthy is essential to being happy, while 46% disagree. Gen Z (51%) and Millennials (47%) are among the most sceptical, suggesting that younger generations may be placing less emphasis on health as a prerequisite for happiness.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative of the population and weighted by age, gender, education and region. Learn more about Profiles.

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