Why Gen Z is ditching pharma for plants

In the last decade, something quietly radical has been happening.
Young people (especially Gen Z!) are turning away from prescription pills and synthetic quick-fixes, and reaching instead for herbal tinctures, teas, and supplements.

This isn’t just a wellness trend. It’s a shift in belief. A growing number of people are starting to ask:

What if real healing doesn’t come in a bottle made in a lab—but from the earth itself?

And as an herbal medicine brand, we’re here to say:
You’re not imagining it. This movement is real, and it’s only growing stronger.

 Why Gen Z Is Losing Trust in Pharma

Let’s start with the obvious:
Prescription drug use is at an all-time high, and so are chronic health conditions. More people are medicated than ever before, yet more people are also burnt out, inflamed, anxious, and metabolically unhealthy.

Gen Z grew up watching their parents cycle through antidepressants, antacids, and statins, only to get sicker or more dependent on prescriptions over time. And thanks to the internet, they’ve had front-row seats to shady pharmaceutical practices, corruption, and a healthcare system that often feels more like a business than a source of healing.

So they’ve started asking harder questions:

• Why am I being offered a pill before anyone asks about my diet or sleep?

• What are the long-term side effects?

• What else is out there?

 Plants Offer Something Different

Herbal medicine doesn’t promise a quick fix.
It works with the body, not against it. It supports systems, instead of overriding them. And maybe most importantly, it invites people to reconnect with their bodies in a way that mainstream medicine often doesn’t.

For Gen Z, this feels empowering.
They want to understand how things work. They want sovereignty over their health. And natural medicine give them that.

From nervous system support with Skullcap and Passionflower to adaptogens like Rhodiola and Holy Basil, plants are stepping in where pharma often falls short, offering holistic support that nourishes over time.

TikTok, Wellness Culture & The Rise of the Herbalist

Platforms like TikTok and Instagram have played a massive role in this shift. Gen Z isn’t hearing about herbal medicine from institutions, they’re hearing it from creators, herbalists, and people who’ve healed themselves naturally and want to share what worked.

There’s something powerful about seeing someone say:

"I was struggling. I tried everything. And it was this remedy that finally made me feel like myself again."

That kind of story hits different than a side-effects disclaimer at the end of a pharma ad.

And it’s why herbal medicine is being rediscovered not as some crunchy, old-school thing, but as something modern, intelligent, and even rebellious.

Science Is Catching Up Too

This isn't just about virality. The research is finally starting to back what herbalists have known for centuries:

• Saffron has been shown in clinical trials to be just as effective as SSRIs for mild-to-moderate depression—with fewer side effects.

• Milk Thistle is being studied for its liver-protective benefits.

• Ashwagandha has real data behind its ability to regulate cortisol and reduce stress.

Herbal medicine is not an alternative. It’s emerging medicine. And it’s showing up at a time when people are craving something more natural, trustworthy, and rooted in biological wisdom.

So What Does This Mean?

The future of medicine isn’t just pharmaceutical. It’s integrative.

And Gen Z?
They’re not just consumers. They’re the drivers of this shift.

They’re not afraid to ask questions. They’re not afraid to go back to the basics. And they’re not afraid to trust that maybe, just maybe, God (or nature, if that’s your language) got it right the first time.

Ready to Explore Herbal Support?

If you’re curious about how herbal medicine can support your energy, focus, hormones, or nervous system—we’ve formulated clinically-dosed herbal tinctures designed to work with your biology, not against it.

Start here: Shop formulas

You deserve options that actually support your body, and we’re here to help you find what works for you.