Survey Reveals How Much Americans Are Willing to Spend for a Longer Life

Fast food and soda top the list of sacrifices Americans are willing to make for longevity, while some habits remain hard to break

A recent survey conducted by Forbes Health and Talker Research has shed light on the financial and lifestyle sacrifices Americans are willing to make to extend their lives.

With 81% of respondents expressing a willingness to spend money on amping up their longevity, the findings highlight a growing awareness of intergenerational health and wellness and could be useful information for fitness industry forecasting.

Willingness to Pay for More Time

The survey, which was reported in Forbes and polled 2,000 U.S. adults, found that the average person values an additional year of healthy life at $5,285. However, the amount varies significantly by generation. Gen Z participants, the youngest group surveyed, indicated they would spend an average of $7,856 per healthy year, the highest of any generation. In contrast, baby boomers were more conservative, willing to spend an average of $3,734.

This widespread willingness to invest in longevity spans generations, with 85% of Gen Z, 84% of millennials, 79% of Gen X and 81% of baby boomers reporting they would pay to extend their healthy years.

Beyond financial investment, the survey also explored what lifestyle changes Americans are willing to make for a longer life. A majority of respondents indicated they would give up fast food (68%), soda (65%) and ultra-processed foods (62%) in exchange for a healthier tomorrow. On the other hand, fewer were willing to give up meat (41%), cigarettes (46%) or alcohol (56%).

Despite these results, a significant portion of participants remain attached to certain habits, with 43% continuing to smoke cigarettes and 56% refusing to give up meat.

Health Spending Priorities

While luxury offerings like Equinox’s $40,000 annual membership may be out of reach for many, the survey revealed that Americans are still prioritizing spending on health and wellness. Healthy foods emerged as the highest monthly expenditure, with respondents spending an average of $68 per month. Other areas of spending included $59 for talk therapy, $56 for personal trainers, and $50 for fitness classes.

However, the survey also highlighted areas where Americans are less inclined to invest. A significant percentage of respondents reported not spending money on personal trainers (67%), nutritionists (64%) or gym memberships (58%).

Still, the survey suggests that Americans are more interested in prioritizing their health, and the willingness to invest in longevity—both financially and through lifestyle changes—is evident. Arguably, the findings provide a snapshot of how much people are willing to sacrifice for the possibility of a healthier lifespan.