Gen Z choosing TikTok over therapists — 69% follow mental health advice online without checking credentials

A new study has found that the younger generations are increasingly turning to TikTok, AI platforms and social media influencers for mental health support, rather than speaking to a real person with relevant qualifications and training.
The new national study, commissioned by Towergate Insurance (soon to be Everywhen), and conducted this summer, found that nearly half of UK adults (45%) have turned to digital sources such as chatbots, social platforms or AI-generated advice for emotional support – with that figure soaring to two-thirds among 25 to 34-year-olds.
In a stark sign of changing national attitudes towards therapy and wellbeing, the report also reveals that nearly 7 in 10 (69%) of young adults aged 18–24 admit to following mental health advice seen on TikTok or Instagram, without checking whether it came from a qualified professional.
Disturbingly, almost half (48%) of Gen Z respondents say they have self-diagnosed a mental health condition after watching content on social media, with more than a third (35%) later realising that their diagnosis was inaccurate.
So-called “therapy content” shared by influencers has become a major cultural force, with over a third (39%) of UK adults saying they find it ‘comforting’ even if it is not from a professional, and nearly 1 in 5 (17%) believe it is more helpful than professional advice. For those aged 25-34 this shifts to more than half (54%) and nearly a third (31%), respectively.
However, some concerns remain as 1 in 10 (12%) Brits believe influencer therapy content is potentially harmful. The study also reveals a crisis of trust around the professional boundaries of therapists themselves.
Nearly two-thirds (64%) of respondents said they would lose trust in a therapist who shared anonymised client stories online, even if no names or personal details were disclosed.
Despite these findings, the influence of social media remains powerful. More than 1 in 5 (21%) of UK adults say they would be more likely to seek therapy if an influencer they follow spoke openly about their experiences, with a quarter (25%) of British men saying that it would ‘normalise it’ for them and make it ‘relatable’.
While the majority (39%) said social media therapy content should never be seen as a substitute for professional help, more than 9 in 10 (93%) of 18-24-year-olds said it can, or depending on the subject, could be a substitute.
These findings suggest a generational divide not just in how emotional support is accessed, but in how therapy itself is perceived by the different generations.
Diane Caplehorn at Towergate Insurance, said: “This new research highlights just how dramatically the landscape of mental health support is changing, generation by generation, and particularly for the younger Gen Z and Millennial generations.
“While digital tools and online conversations can help break down stigma, there is a risk that people are relying on unqualified advice and replacing professional therapy with TikTok clips and influencer quotes. Mental health professionals need to adapt quickly and ensure they’re reaching people in ways that feel accessible, trustworthy and human – and importantly that they have the right insurance cover in place to provide compliant care for those in need.”