As alternative medicine isn’t FDA-regulated, it’s difficult to judge its efficacy – and for many people, credentials don’t matter as much as peer endorsements. Buyers of Goop’s supplement packs, for example, spent an average of 

 on the product information page before hitting ‘buy’ – hardly enough time to take in information about ingredients or side effects. It may be a matter of trusting the ‘devil you know’; whether it’s students revising with a whiff of 

 in lieu of Adderall, or health nuts gulping 

, people expect natural medicine to be useful at best and harmless – if expensive – at worst.

But not all alternative remedies are snake oil. Some are scientifically-proven to be useful, often adopted by consumers taking a preventative, rather than curative, approach to their health. For the 

 suffering from digestive issues, drinking probiotic beverages is the easiest way to maintain a healthy gut, while those staving off flu spend 

 over fall and winter. And the negative side effects of synthetic contraception have people interested in 

 or listening to their body with a fertility tracker. Among the 49% of Americans who have tried alternative remedies in addition to or instead of traditional treatment, natural medicine provides a sense of security – whether or not there’s proof to back up the claims.

Wellness brand Goop has come under fire for peddling ‘alternative medicine’ with pseudoscientific claims – yet the backlash had little effect on fans. Amid increasingly unaffordable healthcare and falling pharmaceutical trust, how are unconventional remedies giving people a sense of control?

Why are Americans adopting alternative remedies?

The invention of synthetic and hormonal contraception revolutionised female sexual health by providing a greater sense of control over one’s body. But there’s now a growing dissatisfaction with artificial products, driving demand for ‘natural’ alternatives. How are brands tapping into this shift?

How sexual health is going au naturel

Brazilian cosmetics brand O Boticário’s Christmas ad encourages open conversations among families about care costs and responsibilities. As more generations opt to live together due to the cost of living crisis, brands can go beyond empathetic messaging to offer tangible support for carers.

O Boticário’s ad unites families burdened by care costs 

The realities of the loneliness epidemic have grown impossible to ignore, with many pointing to digital-first lifestyles as a driving force of social isolation. But could digital connectivity be leveraged for good to help repair human connection? Canvas8 spoke to Brandon C. Bouchillon to find out.

A cure for loneliness?! The science of digital friendships

The UK has officially banned the use of puberty blockers to treat gender dysphoria among transgender youth. With access to treatment crucial to wellbeing and wider prejudice against the community growing, there is an urgent need to protect the mental and physical safety of these young individuals.

The UK bans puberty blockers for transgender youth

The Labour government has announced plans to tackle youth unemployment through a job market reform. Measures include overhauling the health and disability benefits system and boosting mental health support. The move is an attempt at closing the accessibility gaps preventing Gen Z from employment.

Poor mental health is key driver of youth unemployment

Gen Z men are transforming hair care, swapping traditional gels for products that prioritize health, hydration, and natural texture. Fueled by wellness trends and sustainability values, they demand clean, ethical formulations and embrace individuality. How will brands meet this self-care revolution?

Why Gen Z men are redefining hair care as wellness

Calm Tech Certification champions products that respect users' time and attention, spotlighting mindful design that minimizes distractions. From screenless devices to unobtrusive displays, the movement taps into rising demand for tech that fosters focus and wellbeing and addresses screen fatigue.

Calm Tech Certification empowers screen-fatigued users

Transdermal patches represent a new frontier in self-care as a novel way to target beauty concerns and highlight – rather than conceal – what the body goes through. Addressing acne and wrinkles and supplying vitamins, these patches highlight a growing desire for stylishly designed, shareable wellness.

How wearable patches are revolutionizing self-care

Creators on TikTok are turning the platform into a lifeline for tackling mounting medical bills, using engaging content to generate funds through views, gifts, and rewards. With seemingly insurmountable gaps in the US healthcare system, some Americans are turning to unconventional solutions.

Americans are using TikTok to pay their medical bills

American high schools are seeing ‘healthy masculinity’ clubs crop up as young men search for safe spaces to challenge stereotypes. In the face of growing gender divides, groups like these illustrate how people are taking proactive steps to care for their personal and communal identities.

Masculinity clubs at US schools offer community support

Boredom is rising, according to new research. Even though people are less bored now than they have been historically, the shift towards feeling bored is notable. For brands, there's an opportunity to surprise people with cultural experiences that ignite excitement and counter algorithm-led sameness.

Research on boredom highlights need for spontaneity

48 Collagen Café in Paris blends beauty and wellness through collagen drinks and treatments. Located in the trendy 9th arrondissement, it caters to the beauty-from-within trend, providing aesthetic lattes and rejuvenation sessions, making it a hub for quick, yet premium and experiential, self-care.

How 48 Collagen Café makes healthy drinks for beauty buffs

Apple’s 2024 Christmas ad spot has been applauded for its unique blend of heart and innovation, redefining hearing technology with purpose and elegance. It underscores the brand's renewed commitment to care, showcasing how it better connects with and uplifts diverse communities.

Apple pulls at heartstrings with Christmas ad

Libraries across the US are helping people get healthier, offering everything from fitness classes to blood pressure monitors that can be checked out like books. As the healthcare system falls short of everyone's needs, third-party institutions are stepping up to address gaps in care.

US libraries address healthcare gap with free services

With personal care products reflecting the skin-brain connection, neurocosmetics brand JustHuman meets Indians' demand for verifiable ‘clean beauty.' Using a science-backed approach, the brand caters to oft-ignored Gen X women, helping them battle negative environmental changes and stressors.

How JustHuman rethinks beauty for mindful women in India

The rise of ‘brain rot’ in 2024 captures fears over the mental toll of trivial online content. Brands can capitalise on this moment by offering balanced, meaningful alternatives that cater to the growing demand for thoughtful escapism, standing out in a sea of digital chaos.





Prevalence of 'brain rot' highlights escapist desires

As the Brazilian population struggles with rising obesity rates, the country has become a booming market for weight-loss drugs. The global demand for GLP-1 drugs is increasing, with some governments stepping in to expand accessibility and treatment to all, not just the wealthy. 

Brazil fuels major demand for weight-loss drugs

The health-focused scanning app Yuka has introduced a feature to bring power to shoppers pushing for changes in the food and beauty industries. This aligns with the high demand for transparency and accountability as people prioritise informed, ethical, and sustainable choices.

Yuka turns shoppers into change agents

The number of single women and female couples having fertility treatment in the UK has risen over the past decade. With family structures evolving and becoming more diverse, people are seeking greater access and choice – but barriers remain for those who fall out of 'traditional' norms. 

More single women and female couples are utilising IVF

A report from UN Women sheds light on the increasing amount of violence women and girls face around the world. In response to deepening gender divides, there’s a need for brands to not only showcase positive role models but also highlight the dangers that women and girls experience.

Report highlights threat of violence against women

TikTok is placing age restrictions on some of its beauty filters to address concerns about how they impact the mental health of its teenage users. With young people feeling increased pressure to look perfect online, there’s a need for more open dialog to combat toxic beauty standards.

TikTok blocks beauty filters for teens' mental health 

Sexual health charity Brook has released a series of films to spotlight the realities of imperfect sex. Acknowledging the prevalent pressure for sex to be ‘perfect’, the campaign aims to alleviate that anxiety by encouraging people to see the funny side when sex doesn’t pan out quite as they hoped.

Brook ad challenges unrealistic sexual expectations

Adidas transformed Berlin's Kraftwerk into a 3,000-person fitness-rave fusion event, blending Les Mills workouts with a nightclub atmosphere. The event reflects Gen Z's interest in experiential wellness and rave culture, simultaneously providing them with an authentic community-focused experience.

Berlin fitness rave turns club into workout festival

Berlin's club scene is evolving as wellness trends reshape nightlife. Once linked with excess, partygoers are now adopting supplements, IV drips, and sober-curious alternatives. Gyms mirror clubs, blending fitness with music, while hearing protection is turning rave fashion safety-conscious.

How Berlin’s club culture is merging with wellness

GLP-1 drugs aren't just suppressing appetites – brands like Hershey’s and Walmart have reported lower sales of snacks as more people avoid sugar and reduce their overall food consumption. Eating and drinking brands face a challenge in shaping their product development around this growing trend.

Hershey’s sales dip as appetite for GLP-1 drugs grows

Flexitarianism, or occasional vegetarianism, is finding new Australian converts every year thanks to a rise in health and environmental consciousness. Social media and foodie influencers have also played a role in popularising the trend but more work needs to be done to make flexitarianism more accessible, affordable, and enjoyable for the majority of Aussies.

Aussies are turning ‘flexitarian’ to fight climate change and heal their bodies

Dubbed 'winter arc', a fitness trend aimed towards men is spreading online. Seeped in language and optics that push for self-discipline and productivity, the trend speaks to how body optimisation is quickly becoming viewed as a year-round form of self-improvement for men.

'Winter arc' trend pushes body optimisation in winter

Bumble and Puma India have partnered to create a bespoke running event for single Gen Zers and Yers, combining fitness and dating. The event comes at a time when young people around the world are looking for unique experiences that blend wellbeing, community, and even romance.

Puma and Bumble partner for singles-only running event

Nike is reimagining community engagement through a Milan kiosk partnership with Mental Athletic, offering exclusive merchandise to running enthusiasts. By offering an experience that blend exercise, culture, and connection, the brand is reaching out to those seeking accessible fitness communities.

Nike creates cultural hub with Milan running kiosk

Australian men have a higher life expectancy than most of their global peers. But obstacles such as low health literacy, stereotypes of masculinity, and a lack of male-centred institutional support are keeping them from being healthier.

How to cater to Aussie men’s desire to be healthier

Paperwork takes up an enormous amount of time for healthcare providers. To help clinics focus on their patients’ health instead of admin tasks, a start-up is leveraging artificial intelligence to automate report writing procedures, giving them time back and boosting efficiency. 

Pharos taps AI to ease admin for medical staff

Sport and fashion are becoming more and more interwoven as sports stars front campaigns for high fashion brands and clothing labels make their mark between the lines. Now, the media is catching up as Carine Roitfield unveils a publication dedicated to the intersection of these two worlds.

Carine Roitfield courts fashion-conscious sports fans

Amid a state of permacrisis, droves of people are battling poor sleep and, in turn, shelling out big bucks on ways to enhance their slumber. But not all sleep aids are safe, leading MIT researchers to develop a headband that helps people fall asleep faster with minimal risk.

Elemind boosts Americans’ sleep quality with audio waves

Amid a loneliness epidemic, finding ways to build meaningful connections is crucial. While social support has typically centred on conversation, emerging research suggests gift-giving could be a key tool to help people feel more connected. How can giving gifts tackle loneliness, and what are the opportunities for brands to tap into?

That’s for me?! The science of gift-giving

In a fresh wave of online mysticism, claims about the link between 'ancestral karma' and misaligned teeth are circulating on TikTok. With perspectives on health growing increasingly holistic, the social media-based trend speaks to an ongoing convergence of spirituality and wellness.

‘Teeth karma’ trend points to spiritual-wellness fusion

All-day wearable fitness trackers that monitor our health outside of the gym are changing from bands, straps, and watches into jewellery and luxury goods. Why are people keen for their wearables to be high-fashion items? And how are brands entering this luxury market?

How are fitness trackers competing on cool to win luxury shoppers?

Despite the 2009 ban on the sale, import, and advertising of e-cigarettes, illegal vapes are becoming increasingly popular in Brazil as they sell through social media platforms. With people finding ways around the ban, there are differences of opinion on how to best move forward.

Brazilians use social media to hack national vape ban

Aussies are united by their love for sport, and the record-breaking attendance at the 2024 Australian Open is not the only proof of that. As online communities and content consumption habits evolve, what does it mean to be a sporty Australian, and how can brands place themselves accordingly?

How can brands win over sporty Australians?

For Gen Alphas, skateboarding isn’t just a sport – it’s a chance to build community, channel creativity, and express oneself. As more children and teens turn to skateboarding as both a way to stay active and a wider lifestyle, what does this say about the connections young people form with sport?

Who are the Gen Alpha skateboarders?

A new campaign by Australian Unity reflects the challenge of balancing work and life through multiple life stages, improving representation and services for older Australians. The campaign highlights an opportunity for brands to consider the evolving health needs of older shoppers.

Australian Unity spotlights balance throughout life

A rapidly ageing population and recent economic boom are giving rise to a new model of senior living in South Korea. Blending independence with high-end leisure and luxury, interest in services designed for ageing on one's own terms is emerging in the East.

South Korean seniors seek out luxury retirement homes

Changing norms around male grooming, new-age body ideals and cosmetic advancements are causing an uptick in men seeking six-pack surgery. Grappling with new pressures around appearance and status, surgical treatments are seen as the quick-fix path to self-improvement for a growing number of men.

Body dissatisfaction leads men to undergo ab-sculpting

Focusing on pleasure over performance, the Slow Cycling Club is the collaboration brainchild between two leading French sports brands. With a focus on slowness and satisfaction, the shift highlights a growing desire for a softer approach to endurance sports.

Slow Cycling Club apparel champions mindful cycling

Chinese people are hiring emotional support companions for hikes, highlighting a larger cultural trend of addressing loneliness through paid companionship. As the loneliness epidemic continues to impact daily life, people are seeking revitalised and supportive ways to socialise.

Chinese hikers are paying climbing buddies for support

Pharmaceutical companies have turned their attention to male contraception with a number of products, including gels and implants, currently in trials. Demand for male contraception is projected to grow, but brands will still be expected to stay focused on supporting bodily autonomy for all.

Male contraception edges toward retail reality

Due to post-pandemic fitness rituals, the mainstreaming of weight loss drugs, and the ebb and flow of the trend cycle, thinness is back in the form of the "ballet body." People want brands to care for their mental and physical health and continue to represent all body types. 

'Ballet body' trend signals return to thinness ideals

Portion sizes in US restaurants are beginning to shrink due to rising food costs, climate concerns, and the "snackification" of mealtimes. Despite a sizeable contingent of Americans being unwilling to relinquish their super-size portions, the dining landscape is shifting.

US restaurant portion sizes begin to shrink

Asics is continuing its Movement for Mind initiative through a foul-mouthed campaign starring Succession star Brian Cox, who encourages workers to escape their desks and get some exercise. People are emphasizing their fitness and mental health, so wellness is no longer separate from work.

Asics calls for workers to move for their minds

A third of teens and young adults in the US can’t afford or access menstrual products, according to new research from Children’s National Hospital in Washington. Despite some progress, period poverty remains a widespread issue impacting people who menstruate, pointing to a need for more action.

Study finds widespread period poverty in US 

Research conducted by nutrition and health app Lifesum reveals a staggering gap in menstrual health support in the workplace. People are increasingly prioritising holistic wellbeing and workplace equality, and the demand for comprehensive menstrual health support is growing.

Lifesum reveals gaps in workplace menstrual support 

Social search engine Diem is designed to empower women and nonbinary people by bridging the gender information and disinformation gap. Combining AI-driven insights with community-driven conversations, Diem is creating a trusted, personalized space for candid, essential discussions.

How Diem closes the gender information gap via community

Hospitality brand Sbe revolutionizes wellness with lifestyle concepts. With people increasingly prioritizing health and wellness, brands can follow Sbe's lead in redefining the intersection of luxury hospitality and preventative healthcare.

Sbe taps longevity and luxury with hospitality offering

From waking up early to using less plastic, people find it easier to make better choices when they’re being kept on track by a friend or a digital journal. To understand how to help people sustain responsibilities, Canvas8 spoke to Dr Mujde Yuksel about the mechanisms that influence accountability.

Wait, I can do it?! The science of accountability

Activewear label Crop Shop Boutique has garnered a cult reputation for putting its community first. As Aussie wellness and fitness enthusiasts seek out activewear that seamlessly fits from work to workouts, CSB empowers Aussie women to feel good about themselves in and out of the gym.

How Crop Shop Boutique brings style to active Aussies

West Cancer Center is the first in the US to begin using ‘hologram’ technology for some of its doctor visits. With rural Americans facing systemic barriers to healthcare, the tech is expanding access to care, providing a deeper connection between patients and doctors to further build trust.  




Hologram tech expands cancer care to rural Americans 

A new Virgin Active campaign takes aim at unlicensed wellness advice, urging people to “leave the cult” and “join the club” when it comes to health. As people grow weary of fleeting wellness fads, they’re seeking a more accessible approach to fitness that centres self-care before self-optimisation.

Virgin Active targets harmful fitness fads

Audible has partnered with sex therapist Chantelle Otten to create an immersive dining experience that encourages conversations around sexual wellness. As food-based aesthetics continue to dictate marketing cool, there’s an opportunity to unlock meaningful indulgence for experience-hungry Aussies.

Audible podcast brings sex therapy to the dining table

The healthcare multinational has launched a digital ecosystem that supports people on their journey to healthy ageing. As Britons’ appetites for digital health and wellness coaching continue to grow, there’s an opportunity to cater to older adults who are often underserved in this space.

Bayer personalises healthy ageing with tech companions

Fitness First is the first mainstream UK gym to offer IV drips to its members, tapping into the rising interest in holistic health solutions. As more people seek diverse forms of all-encompassing wellness, brands will need to expand their offerings and innovate to meet these evolving expectations.

Fitness First launches IV treatments for members

Dating app Drybaby is creating a hub for sober curious singletons to connect offline. The hub taps into the shift among young Americans towards more mindful focused forms of leisure. And as dating app fatigue grows, it also shows the opportunity for brands to support a slower approach to dating.

Drybaby dating app caters to sober curious singletons

A viral trend sees users deconstruct their overnight self-care routine in a bid to wake up looking their best. As beauty and wellness rituals gradually merge, people are taking a more integrated approach to personal care, but experts urge that some extreme measures may fuel harmful beauty standards.

‘Morning shed’ trend signals beauty-wellness fusion

Healthcare technology company Zelis has debuted an out-of-network payments solution to help plan members navigate medical bills in a convenient and accessible way. The service acknowledges challenges around paying for medical care, addressing pain points around affordability and transparency. 

Zelis removes barriers around medical payments

Apple has announced that the AirPods Pro 2 will soon double as over-the-counter hearing aids. Designed to expand access to hearing assistance, the product launch highlights the potential of assistive tech to help provide equity and meet the rising demand for disability inclusion.

AirPods upgrade provides accessible hearing assistance

A report has found that a major scheme helping people in England connect with nature resulted in big improvements in mental health. With a mental health crisis across the UK, there is a need to support people in getting access to care, and connecting to nature is one avenue to help.

Report shows nature prescriptions improve mental health

Selena Gomez’s Rare Beauty fuses makeup and mission by empowering people to develop their unique sense of self, using sales to support youth wellness. The brand's advocacy and expansion into China align with the country’s growing She-Economy, which prioritises mental health and self-care.

How Rare Beauty satisfies Chinese women's wellness values

Clue wants to understand the root causes of women’s health issues like endometriosis, and it utilizes its biggest asset to do it – its extensive and international dataset. The menstrual tracking app is strengthening its longevity and loyalty by collaborating with global researchers and its community.

Why Clue is addressing research gaps in women’s health

Health and Fitness

Trust in Big Pharma is at an all-time low, with just 9% of Americans thinking pharmaceutical firms put people before profits. And thanks to the wellness movement, there’s a growing distrust of synthetic products, including industrially-produced medication; 53% of US consumers say ‘all-natural’ ingredients are important to them, while three-quarters are happy to pay a higher price for goods that contain ingredients they recognise and trust. For better or worse, the perceived complexity of medical care has people seeking greater control over their bodies, driving them to treatments that seem simpler, but may be ineffective.