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Consumers Are Skeptical of Longevity | Fitt Insider

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Long live. With US consumers spending >$500B annually on wellness, the concept of healthspan has been widely embraced — but longevity messaging isn’t landing. Preventative diagnostics, regenerative medicine, personalized routines, and sex-specific science shouldn’t be controversial, yet the category has become synonymous with snake oil. Out of touch. Chasing quality years over quantity, 66% would rather die young and live well than live long and be sick. Overindexing on sci-fi fantasies and expensive protocols, longevity conjures images of biohackers and billionaires, but most Americans can’t relate — or don’t want to. Within reach. Catching on, Oura’s “Give Us the Finger” campaign swapped anti-aging rhetoric for portraits of diverse elders with storied lives. A positive shift, the category must communicate how preserved vitality can make life’s simple pleasures more fulfilling. Human-centered. 63% approve of regenerative medicine for curing disease, but the optics of the wealthy optim

Consumers Are Skeptical of Longevity | Fitt Insider September 2, 2025 - Trends Consumers Are Skeptical of Longevity The category has to feel more human. Longevity has a branding problem. Long live. With US consumers spending >$500B annually on wellness, the concept of healthspan has been widely embraced — but longevity messaging isn’t landing. Most want to live to 90, yet less than a third discuss “longevity” with their doctor. Even though 80% of Americans believe healthtech can extend life, just 18% use it. Preventative diagnostics, regenerative medicine, personalized routines, and sex-specif

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