Gen Z: Connection over consumption

Every January, we’re bombarded with resolutions rooted in consumption—buy this, try that, subscribe to something new. For Gen Z, this consumer-first vision of the New Year feels outdated and hollow.

Instead, Gen Z is turning to peers for a community-driven “soft start” to the year ahead. Popularized on TikTok, January resets offer a modern alternative to the outdated idea of resolutions. This shift from consumer-driven goals to community-supported resets is especially visible in how Gen Z is approaching health and wellness in 2026.

It’s not surprising either. Earlier in 2025, millions of young people took to social media to publicly document their quit journeys using #QuitNic. The content didn’t resemble traditional wellness influencer culture. It wasn’t polished or aspirational. It was candid and raw, discussing withdrawal, setbacks, cravings, and the emotional work of quitting. The transparency resonated. Comment sections became support networks. More and more young people posted their own progress. Quitting nicotine became a shared, communal wellness act—not a private health struggle.

GEN Z PLANS TO QUIT

As we enter this new year, this momentum continues. Truth Initiative data shows that 67% of nicotine users ages 18–24 plan to quit in 2026, with 60% planning to quit within the next year. Their primary reason: to improve mental and physical health.

The trouble is that quitting has never been more urgent or more complex. Today’s nicotine market has been deliberately engineered for dependence. Nicotine products are larger, cheaper, and more potent than ever before.  Even as unit sales declined, the total amount of nicotine sold in e-cigarettes surged by 249% from February 2020 to June 2024. From disposable e-cigarettes to high-potency nicotine pouches, and “smart” vapes with screens, games, and Bluetooth connectivity, these products are flooding the market illegally. It’s happening faster than oversight can keep up. It’s no wonder that quitting often feels like trying to outmaneuver an industry designed to restrict freedom and undermine agency.

The result? Millions of young people remain trapped in a cycle of nicotine addiction. New research shows that the share of daily middle and high school e-cigarette users who attempted to quit but were unable to rose from 28.2% to 53% between 2020 and 2024, and a Truth Initiative study of teens who vape indicated that 76.2% vaped within 30 minutes of waking up, pointing to signs of growing nicotine dependence. For young adults aged 18-24—often dubbed the “JUUL generation”—nicotine use remains stubbornly high, with many dual-using cigarettes or newer pouch products, like ZYN, VELO, or on!.

THE NEED FOR EVIDENCE-BACKED TOOLS

A wide body of evidence shows that young adults make more quit attempts than any other age group, yet they are the least likely to use evidence-based quit support. Why? Many aren’t aware of quitting resources available to them.

Leaning into this Gen Z social movement, Truth Initiative’s Quit Collective pulls together influencers who are acting on the #QuitNic trend. By supporting them with real resources, like EX Program from Truth Initiative, our organization is bringing light to the conversations about nicotine that have otherwise been stigmatized or ignored.

While Gen Z is listening to social influencers online, we also know from focus groups and qualitative data that they are looking for evidence-based tools. Truth Initiative’s approach is to pair advice from experts and experienced quitters in a free and confidential program. It guides users every step of the journey, from understanding triggers to coping with cravings. It meets young people where they already are—on their phones, online, and on social platforms—making support accessible in real time.

Gen Z is absolutely walking into 2026 with goals and aspirations. By prioritizing genuine connections and well-being, they’re redefining what it means to set intentions for the year ahead. In the process, they are offering a lesson for organizations and brands alike: Authenticity beats aspiration, connection matters more than consumption, and wellness can’t be built on systems that profit from dependence.

Kathy Crosby is CEO and president of Truth Initiative.