Digital Health & Wellness: The 2026 Bupa Pulse Check Reveals a Nation in Transition
"Australians are using digital platforms as a first step and an accessible support layer alongside traditional care."
— Dr Nic Woods, Bupa Chief Health Officer
A major new survey of 2,000 Australians, conducted by Quantum Market Research for the 2026 Bupa Pulse Check, reveals a complex picture of the nation’s health. Increased reliance on digital wellness is colliding with rising burnout and the severe financial strain of the cost-of-living crisis.
The Rise of Social Media Health
Social media is fast becoming a primary source of health advice, particularly for parents. The survey found Australian parents are significantly more likely than non-parents to trust, act on, and spend money based on health content they see online.
- Purchasing Power: Three in 10 Australians have purchased a health product directly influenced by online content.
- Active Change: Over a third (35%) have changed a health habit based on social media advice.
- Perceived Value: Almost four in 10 (38%) believe "bite-sized" health content helps them make healthier choices.
For mental health support, social media now rivals professional clinical care. In the past year, Australians turned to:
- Family and friends: 34%
- GPs: 29%
- Social media: 18%
- Psychologists/Psychiatrists: 13%
- AI tools: 10%
- Mental health apps: 9%
Dr Nic Woods notes that while these digital platforms boost access and convenience, users need trusted advice to avoid the pitfalls of misinformation.
Mental Health & Burnout: A Stressed Workforce
While 57% of Australians rate their mental health as "good" or "excellent," the data reveals significant underlying stress.
- Burnout is Widespread: 70% of employed Australians report experiencing burnout at some point, a 2% increase from 2024.
- Management Difficulty: 42% find it difficult to manage their overall health and wellbeing—the first increase in this metric in three years.
- A Silver Lining: Despite this, 33% say their quality of life improved over the past 12 months, the highest figure recorded in four years.
The most common steps people are taking to improve their mental health include:
- Healthy eating: 49%
- Exercise: 47%
- Time with family/friends: 43%
The Cost-of-Living Health Divide
One in three Australians say the cost-of-living crisis is directly impacting their ability to make healthy choices. This strain is most evident in three key areas:
- Purchasing fresh produce.
- Engaging in family health activities.
- Accessing preventive care.
This financial pressure is likely driving the record-high interest in predictive medicine. 63% would consider predictive medicine in the future, a massive increase from just 35% in 2022.
Health Fears & Future Trends
Chronic disease is a top concern for 72% of Australians. The most feared conditions are:
- Cancer
- Back pain
- Heart disease/Stroke
- Weight Management: 57% of Australians want to lose weight, with interest in weight loss drugs growing, especially among women in their 40s.
- Fitness Activity: Over half (51%) now participate in at least one regular fitness activity, up 2% from 2024.
"Digital health boosts access and convenience, but requires trusted advice to avoid misinformation."
— Dr Nic Woods, Bupa Chief Health Officer