Chronic diseases such as diabetes, cancer, and heart disease are identified as the primary contributors to mortality and morbidity. A deeper understanding of these characteristics, especially in the millennial and Gen Z populations, could facilitate improving public health policies. The present study aims to explore the underlying factors associated with unhealthy lifestyles among millennial and Gen Z consumers. Additionally, this study seeks to gain a deeper understanding of the various factors that contribute to the adoption of unhealthy lifestyles. Therefore, the present study intends to explore qualitative perspectives to gain a comprehensive understanding of unhealthy lifestyles and the factors associated with such behaviours among millennial and Gen Z consumers residing in selected states within Malaysia. This study employs a qualitative research approach, specifically employing open-ended questions to gather data from a sample of 30 selected millennial and Gen Z consumers. The findings from a qualitative content analysis yielded four relevant themes of an unhealthy lifestyle: lack of physical activity, excessive use of social media, influence of family and friends, and poor sleep quality. This study makes a valuable contribution to the existing body of knowledge pertaining to the prevalence of unhealthy lifestyles among millennial and Gen Z consumers residing in selected states within Malaysia.
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