J Balvin, a Colombian singer affectionately nicknamed the ‘Prince of Reggaeton’ and a best-selling Latin artist, has debuted Oye, a bilingual app named after the Spanish word for 'listen' that aims to inspire people to use creativity as an emotional outlet. And Megan Thee Stallion, an American rapper and body positivity advocate, has launched a mental health website called Bad Bitches Have Bad Days Too, with the platform showcasing different types of resources available to people from links to therapy platforms, helplines and text lines.

In a McKinsey & Company survey of roughly 7,500 consumers in six countries, 79% of respondents said that they believe wellness is important and 42% consider it a top priority. Mental health, mental wellness, wellbeing and mindfulness are being destigmatised by entering mainstream narratives through figures like J Balvin and Megan Thee Stallion, leading people to engage with these culturally relevant and considered topics in new ways.

As people opt out of self-improvement trends with online communities rebuffing all things self-optimisation, wellness culture is changing and evolving. Audiences' trust and belief is shifting away from brands and toward creators and authority figures in this space, so challenging approaches to self-care in digital, tech-based worlds through innovative and intuitive user experiences will be key going forward.