Each January, we’re bombarded with resolutions rooted in consumption—purchase this, strive that, subscribe to one thing new. For Gen Z, this consumer-first imaginative and prescient of the New Yr feels outdated and hole.
As an alternative, Gen Z is popping to friends for a community-driven “gentle begin” to the 12 months forward. Popularized on TikTok, January resets provide a contemporary different to the outdated concept of resolutions. This shift from consumer-driven objectives to community-supported resets is very seen in how Gen Z is approaching well being and wellness in 2026.
It’s not shocking both. Earlier in 2025, tens of millions of younger folks took to social media to publicly doc their give up journeys utilizing #QuitNic. The content material didn’t resemble conventional wellness influencer tradition. It wasn’t polished or aspirational. It was candid and uncooked, discussing withdrawal, setbacks, cravings, and the emotional work of quitting. The transparency resonated. Remark sections grew to become help networks. An increasing number of younger folks posted their very own progress. Quitting nicotine grew to become a shared, communal wellness act—not a personal well being battle.
GEN Z PLANS TO QUIT
As we enter this new 12 months, this momentum continues. Truth Initiative data exhibits that 67% of nicotine customers ages 18–24 plan to give up in 2026, with 60% planning to give up inside the subsequent 12 months. Their major motive: to enhance psychological and bodily well being.
The difficulty is that quitting has by no means been extra pressing or extra complicated. Right this moment’s nicotine market has been intentionally engineered for dependence. Nicotine merchandise are larger, cheaper, and more potent than ever earlier than. Whilst unit gross sales declined, the entire quantity of nicotine bought in e-cigarettes surged by 249% from February 2020 to June 2024. From disposable e-cigarettes to high-potency nicotine pouches, and “sensible” vapes with screens, video games, and Bluetooth connectivity, these merchandise are flooding the market illegally. It’s taking place quicker than oversight can sustain. It’s no marvel that quitting typically seems like attempting to outmaneuver an business designed to limit freedom and undermine company.
The outcome? Hundreds of thousands of younger folks stay trapped in a cycle of nicotine dependancy. New research exhibits that the share of each day center and highschool e-cigarette customers who tried to give up however have been unable to rose from 28.2% to 53% between 2020 and 2024, and a Truth Initiative study of teenagers who vape indicated that 76.2% vaped inside half-hour of waking up, pointing to indicators of rising nicotine dependence. For younger adults aged 18-24—typically dubbed the “JUUL technology”—nicotine use stays stubbornly excessive, with many dual-using cigarettes or newer pouch merchandise, like ZYN, VELO, or on!.
THE NEED FOR EVIDENCE-BACKED TOOLS
A large physique of proof exhibits that younger adults make extra give up makes an attempt than some other age group, but they’re the least seemingly to make use of evidence-based give up help. Why? Many aren’t conscious of quitting sources out there to them.
Leaning into this Gen Z social motion, Reality Initiative’s Give up Collective pulls collectively influencers who’re appearing on the #QuitNic pattern. By supporting them with actual sources, like EX Program from Reality Initiative, our group is bringing gentle to the conversations about nicotine which have in any other case been stigmatized or ignored.
Whereas Gen Z is listening to social influencers on-line, we additionally know from focus teams and qualitative information that they’re in search of evidence-based instruments. Reality Initiative’s method is to pair recommendation from consultants and skilled quitters in a free and confidential program. It guides customers each step of the journey, from understanding triggers to dealing with cravings. It meets younger folks the place they already are—on their telephones, on-line, and on social platforms—making help accessible in actual time.
Gen Z is completely strolling into 2026 with objectives and aspirations. By prioritizing real connections and well-being, they’re redefining what it means to set intentions for the 12 months forward. Within the course of, they’re providing a lesson for organizations and types alike: Authenticity beats aspiration, connection issues greater than consumption, and wellness can’t be constructed on techniques that revenue from dependence.
Kathy Crosby is CEO and president of Reality Initiative.
