More Americans Prioritize Longevity Over Luxury

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According to a new study by Hims, more Americans would prefer to live a long life than a luxurious one. The survey found that longevity has become a growing priority, with 56% of respondents saying their top goal for the year is "prioritizing longevity" over other aims like paying off debt or having better sex. Generationally, older respondents are most focused on living longer, but Gen Zers are also increasingly interested in longevity. The study also found that the majority of Americans would rather fight aging than ease into it, with women more likely to say they'll fight aging at all costs.

Why it matters

This shift in priorities reflects a growing focus on health, wellness, and extending lifespan through scientific advances and lifestyle changes. It's fueling a surge in health and wellness spending, as Americans redirect discretionary dollars towards living better and longer rather than splurging on luxury items. The findings highlight the importance people are placing on longevity and the steps they're willing to take to achieve it.

The details

The Hims study found that Americans believe they could extend their lifespan by about 10 years through proactive health and lifestyle measures. The most optimistic respondents, from cities like Miami and Sacramento, think they could live to 91 with the right interventions, and 20% of people in Philadelphia and Tampa believe they'll reach 100 or more. However, the survey also found that motivation and self-control are the biggest barriers to taking the steps needed to extend life, like exercising, eating better, and reducing screen time.

• The Hims study was conducted in August 2025.