Gen Z Drives Demand for Decentralized, User-First Healthcare

Generation Z, born between 1997 and 2012, is coming of age with a digital-first mindset that is poised to disrupt traditional industries, including healthcare. This generation, raised during the internet boom and the era of financial decentralization, views digital identity and ownership as crucial aspects of their lives. As Gen Z becomes the dominant consumer and workforce demographic, the healthcare system will need to adapt rapidly to meet their expectations.

Unlike previous generations, Gen Z sees health as part of a broader identity ecosystem. They expect real-time, on-demand access to healthcare through fitness apps and wearable devices. This cohort is wary of traditional healthcare providers, with nearly 10% expressing distrust in health information from providers. They are also the least willing to share their health data, with 17% preferring not to share it with any stakeholder. This mindset translates into an expectation to control, share, or even monetize their health information on their own terms.

Gen Z is already seen as early adopters for non-conventional healthcare services, including at-home tests for wellness optimization. They are comfortable using technology to explore health-related topics. For instance, 60% used virtual care in the past 12 months, and 1/3 of Gen Z find texting a particularly popular mode of health access. Additionally, 29% use tools like ChatGPT for purposes such as “diagnosing” conditions. Furthermore, 60% own a smartwatch or connected device, and 64% track at least one health metric digitally, with common metrics including menstruation, weight, and physical activity.

Crypto-native solutions, such as health data wallets, appeal to these expectations. Platforms that allow users to own their electronic health records (EHRs) and grant access via smart contracts rather than paper forms or opaque systems will see growing adoption. In a world where loyalty is built on transparency and control, Gen Z will opt into platforms that treat them like stakeholders, not just patients.

For Gen Z, digital ownership isn’t a novelty—it’s a right. They are exposed to assets such as NFT collections, DeFi accounts, and online avatars. So when it comes to their most intimate information—their health data—the same can be expected. Gen Z is already demanding permission when it comes to their online presence and data. According to Rachel Sterling, Chief Marketing Officer for Identity Digital, Gen Z creators want stability, ownership, and control over their online presence. As platforms start to adopt these new emerging technologies, it is imperative to take into account the privacy of users that adopt into the service.

Healthcare startups and legacy systems alike that align with Web3 values—decentralization, transparency, ownership, and interoperability—will be best positioned to earn Gen Z’s trust and participation. Gen Z is not just another digital generation—they are the architects of a decentralized future. Healthcare must evolve beyond portals and PDFs. The demand is clear: crypto-enabled, user-first, and privacy-respecting systems that recognize patients not just as users, but as sovereign data owners. The question is: who’s ready to build for them?