Flu season exposes generational gap in self-care attitudes among Brits

Gen Z are far more likely to prioritise self-care when they’re under the weather, while Baby Boomers tend to just carry on as normal, according to a new poll. Gen Zers, those aged 18 to 28, are most likely to take time off work to rest and recover, with 55% saying they’re comfortable doing so.

In contrast, just 30% of Baby Boomers, those aged 61 to 79, would do the same, suggesting many of them still follow the mantra of 'keep calm and carry on' pushing through even when they're not feeling 100%, rather than taking time to recuperate and get better.

Younger adults are also more likely to pause socialising, exercise and household chores, with 83% of Gen Z believing that slowing down actually speeds up recovery.

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Boomers, meanwhile, tend to manage sickness in a more traditional way by reaching for over-the-counter remedies, eating nourishing meals and getting extra rest in bed.

For Gen Z, self-care is all about small comforts that make being unwell more bearable, such as running a hot bath, curling up with a favourite TV show or film, and taking time to rest. But four in ten Boomers admitted they’d rather power through at work than take time off to recover.

Almost half of Boomers admitted they feel bad for taking time off work to look after themselves, and nearly a quarter worry about being judged by their manager if they do.

Dr Roger Henderson, NHS GP and spokesperson for Olbas, which commissioned the research, said: “Many people and families are now taking a gentler approach to ‘sick days’, with more focus on rest and simple comforts rather than just ‘pushing through’.

“Recovery is now seen as a chance to support both body and mind, with good sleep, hydration and calm activities all helping along the way.

“Small rituals can make a big difference too, such as steam inhalation, natural decongestants, warm baths or even propping up pillows at night can ease symptoms and bring comfort.

“These little moments of care not only help us feel better but also give peace of mind for caregivers during cold and flu season.”

However, attitudes may be changing as a third of all respondents predicted there will be a shift in future, with more people prioritising self-care. And 40% believe workplaces will adapt further, offering more remote working and flexible hours to accommodate employees who are unwell.

Rachel Ramsden spokesperson for Olbas, said: “Self-care was perhaps once thought of as indulgent, but it’s now a necessity for many people.

“Being comfortable to rest and recover, embracing your personal ritual for periods of illness and having a support system in place that allows this is essential.

“A lot has happened in recent years, which has impacted how we care for ourselves and general attitudes towards cold and flu recovery.

“With winter approaching, it’s important that people recognise the signs of illness and know how they can help themselves recover as quickly as possible – whether that is through self-care, natural medication or visiting their local pharmacy for more advice.”