The Youth Lab

How Gen Z is Hacking Biology with Tech

In last week’s 52INSIGHTS, we explored Gen Z’s shift towards health-conscious living. This time, we’re taking a deeper dive into an emerging wellness trend: biohacking. From AI-driven wearables to hormone-balancing supplements, young people are embracing a new era of self-optimisation. This isn't just about fitness—it's about hacking biology itself.

In this edition of 52INSIGHTS, we’ll explore how Gen Z is merging AI, biotech, and biohacking to redefine the human experience.​

TECH-POWERED LIFESTYLES

In 2025, the fusion of biology and technology is no longer science fiction—it's a burgeoning lifestyle choice. Young people are leading the charge, integrating AI and other technological advancements into their daily routines to enhance physical and mental performance. This movement is driven by a desire for control, personalisation, and peak performance.​

The market reflects this evolution, with AI healthcare companies attracting $2.8 billion in investment in early 2024. This surge in funding is driving innovations across multiple fronts. And young people are ready to embrace the future. According to the Vogue Business beauty standards survey, 68% of respondents would consider using a product that works at the genetic level for longer-lasting beauty effects.

Young people are already “plugged in” to biohacking devices; 60% of Gen Z own a smartwatch or connected device, and 64% track at least one health metric digitally, such as menstruation (36%), weight (23%), or physical activity (20%). For example, popular ‘smart ring’ devices like the Oura ring (which, among other things, aids in fertility management by estimating ovulation dates and predicting the fertile window using physiological data like temperature and heart rate), have become basic tools for daily monitoring. And they’re turning to AI for wellness solutions; 29% of Gen Z are using AI tools like ChatGPT for health-related questions, including "diagnosing" conditions (18%) and exploring treatment options (16%).

Gen Z's proactive approach to integrating technology into their health and wellness routines is driving the biohacking movement and reflects a broader generational shift towards personalised, tech-driven solutions.

DIY BIOHACKING COMMUNITIES & NOOTROPICS

The biohacking movement is gaining momentum, with communities forming around the shared goal of self-optimisation. Online forums and social media platforms are abuzz with discussions on the latest supplements, techniques and technology available to enhance physical and mental performance.​

Within DIY biohacking communities, a growing number of individuals are experimenting with pharmacological substances to enhance cognitive and physical performance. This includes the use of prescription medications like Adderall and Ritalin, as well as unregulated supplements and experimental compounds.

Nootropics, often referred to as "smart drugs," are a category of substances that claim to improve cognitive functions such as memory, creativity, and decision-making. While some nootropics are derived from natural sources, others are synthetic compounds that may carry significant risks, including adverse health effects, dependency, and legal repercussions. The lack of medical supervision and standardised dosing further exacerbates these dangers, highlighting the need for caution and professional guidance when considering pharmacological biohacking.​

The unregulated nature of these practices means that users often rely on anecdotal information and self-experimentation, increasing the potential for harm. Moreover, the long-term effects of many of these substances are not well understood, and their interactions with other medications or health conditions can be unpredictable and dangerous.

A NEW ERA OF SELF-OPTIMISATION

The convergence of technology, AI and biology is ushering in a new era of self-optimisation. As technology advances, we're witnessing the emergence of sophisticated tools that allow individuals to monitor and enhance their physical and mental well-being in real-time.​

However, this rapid technological advancement is leading to ethical considerations. Data privacy is crucial to this, as many AI-driven health tools rely on extensive personal data to function effectively. Ensuring informed consent and safeguarding this sensitive information is key.

There's also a growing concern about equitable access to these technologies. Without deliberate efforts to make AI-driven health tools accessible to all, we risk exacerbating existing health disparities.

As we navigate this new frontier, it's essential for tech developers, healthcare professionals, and policymakers to work together to prioritise ethical considerations, data security, and inclusivity. By doing so, we can harness the full potential of AI and biohacking to benefit society as a whole.​

BRAND TAKEOUTS

Brands have an opportunity to engage with this trend by offering products and services that support personalised health and wellness. This could include AI-driven apps and tech, customised supplements, or educational content on biohacking. Transparency and ethical considerations will be key to building trust with consumers in this space.

Brands can play a pivotal role in democratising access by developing affordable, user-friendly products and services that cater to a broader audience.

Looking at the success of Heineken® 0.0’s Match Day Experiment, brands can employ biohacking tools to substantiate the benefits of experiences aligned with their offerings. By measuring real-time emotional and cognitive responses, brands can move beyond assumptions and provide concrete data that reinforces their value propositions.

Shows like Netflix's "Black Mirror" offer a compelling avenue for brands to engage with audiences on the ethical and societal implications of emerging technologies. The show's latest season delves into some of the potential negative ramifications of biohacking and the commodification of health. Entertainment brands have an opportunity to raise more ethical issues that spark debate and resonate with consumers’ values and concerns.

THINKHOUSE NEWS

THINKHOUSE Founder Jane McDaid will speak at the Checkout Conference 2025 – Ireland’s premier grocery retail and FMCG event – sharing insights on how retail brands can connect with youth audiences. The conference takes place on 29 April at the InterContinental Hotel, Dublin. Tickets are available at checkoutconference.com.

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