We’re entering the DIY health care era.

While half of women in the U.S. rely on the mainstream medical community (doctors, scientists) when making choices about their health and wellness, nearly as many say they either do their own research, follow natural or holistic sources, or rely on advice from family and friends.

There are significant generational differences with Boomer women maintaining trust in the medical establishment, while GenZ women increasingly are doing their own research or turning to social media, podcasters or influencers. As a result, GenZ women are nearly twice as likely as Boomer women to be vaccine skeptics. For more on women’s attitudes toward the medical establishment, vaccines, seed oils and who has hopped on the “weighted vest” trend, read the full report here.