 say the pandemic has affected their mental health. With little power to control the external causes of stress, people are leaning into self-care to cope. Wellness-related searches for terms like ‘gratitude’ have risen on 

. But yoga and mindfulness don’t work for everyone, so some are expanding the concept of self-care to include any activities that improve mental and physical wellbeing – from baking and gardening to 

 that celebrate bodily quirks. They’re even taking a more mindful approach to the digital world, swapping stressful social feeds for nourishing 

In times of anxiety, finding space for rest and wellness is an act of self-care in itself. But the narrative of self-care for self-improvement can create counterproductive pressure. Brands are recognising that not tackling self-improvement head-on could be exactly what people need. 

 taps into this feeling, encouraging people to “feel better about staying in child’s pose… the entire class.” 

 is also reframing its messaging to focus on reducing stress, not adding to it with goals.

 to body shaming. Many self-care practices also ignore the structural issues that contribute to mental health difficulties. As a result, BIPOC-focused offerings are emerging, such as Black Hair Management, which acknowledges the 

 Black people face over their natural hair and addresses the interplay between wellness and haircare. For the time-pressed, brands are also facilitating micro-moments of self-care, from 

. But even these multi-tasking rituals may remain an inaccessible luxury for 

The concept of wellness has gained renewed importance in the wake of COVID-19, yet maintaining one’s physical and mental wellbeing is proving harder for some people than others. How can self-care practices be made more accessible and compassionate to those who need it the most?

Why ‘self-care’ needs more compassion

As remote-working means we’re blurring the lines between work and play, the pandemic has pushed us to reassess our relationship with professional obligations, overwork, and burnout. The Nap Ministry reminds people that it’s important to reclaim time for rest, relaxation, and self-care.

The Nap Ministry: rest as resistance

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

The Daughters of Mars is the soon-to-be-launched startup creating period products aimed at enhancing vaginal health and improving menstrual care for overall wellness. As more menstruating individuals desire ease and improvements around health and hygiene, how are brands optimising for better care?

How The Daughters of Mars levels up menstrual care

Is gentle wellness on its way out? Is health AI ready to preempt our needs? And can gynaecology recover in the face of a potential second Trump presidency? In this chapter of Expert Outlook 2025, we speak to three experts about the innovations and challenges set to shape health and fitness.

2025 Expert Outlook on Health and Fitness

Strained healthcare systems mean more patients have to complete their treatment at home – and remote treatment can generate a whole host of anxieties. Looking to support patients at home, Doccla leverages advanced tech to offer patients first-of-its-kind ‘hospital at home’ services.




Doccla treats patients at home with virtual hospital beds

Rising costs, declining work-life balance, and widespread screen addiction are keeping more Americans awake at night. To understand how people are improving and optimizing their sleep, Canvas8 spoke to seven Americans about the steps they’re taking to doze off despite tensions.

How are Americans sleeping amid the permacrisis?

As the emerging sleep economy offers a variety of products and solutions for effective recharging, what is the place of sleep in Britons’ increasingly busy and hectic lifestyles? Canvas8 spoke to seven people across the UK about how, when, and why they sleep.

How are Britons sleeping amid the permacrisis?

Software with voice input, accessible on phones, is helping foreign workers at a nursing home in Japan. The tech aims to clear the language barrier and reduce its staff’s workload. As expectations of employers increase, support and upskilling can lead to greater satisfaction and retention of staff.

Tech supports foreign staff in Japanese nursing home

What’s behind the emergence of the sleep economy? How are people taking control of their health conditions? What’s next for longevity? And how is performance culture driving people to get more out of their body and mind? Our September 2024 Health and Fitness Sector Snapshot dives in.

Health and Fitness Sector Snapshot: September 2024

There’s a growing focus on exploring limits, including physical and mental performance as well as longevity. Previously reserved for elite members of society, this boundary-pushing is becoming increasingly accessible to a wider audience – but as people strive to get the most out of their minds and bodies, a toxic side is emerging. Elsewhere, there’s an opportunity for brands to promote a holistic, inclusive approach to sports.

Peak Performance 

People aren’t just looking for solutions to wellness problems; they're actively maintaining a life that (hopefully) means they won’t need those solutions in future. Supplements and enhancements are coming into focus as the building blocks of this new preventative lifestyle.

Preventative Lifestyles

People are seeking a softer, tailored approach to their health, which often involves reclaiming and reframing their health challenges. People aren’t only destigmatising their conditions, from IBS to endometriosis and age-related issues; they’re also hungry for tailored solutions that help them to live a fulfilling life.

Tailored Self-care

Faced with daily pressures, people are increasingly focusing on investing time and resources into rest and relaxation. The aspects of rest previously viewed as a necessity, like quality sleep, are becoming a status symbol for the younger generations. While wellness brands are capitalising on rest as a commodity, there’s emerging desire for spaces of calm and escape as part of daily life.




Rest and Reset 

Weight loss drugs like Ozempic are starting to impact the fashion resale market, with platforms being flooded with cast-offs in larger sizes. While this creates a tricky imbalance in terms of supply and demand, it also presents an opportunity for brands moving into the reselling space.

Ozempic is resizing the fashion resales market

Prominent content creators are shifting towards slower and less attention-grabbing 'no-edit' formats to recapture audiences fatigued by content overload. In an increasingly saturated social media environment, people are looking to take back control through more mindful modes of consumption.

Creators opt for no-edit content to battle ‘brain-rot’

‘Meatfluencers’ are encouraging people to embrace meat-based diets that reconnect with an idealised hunter past. Driven by the ‘manosphere’ but also rising among women, carnivorism represents a rejection of ‘woke’ narratives around health and sustainability and a desire for agency.

The US manosphere drives surge in 'carnivore diets’

Born in 2003, Carlos Alcaraz has experienced a rapid ascent in the tennis world, and this Gen Zer is pursuing new territory both on and off the court by capitalising on his youth and star power. As tennis undergoes a facelift, what do stars such as Alcaraz tell us about changing sports fandoms?

How Carlos Alcaraz became a Gen Z tennis icon

Holland & Barrett is piloting the world’s first express DNA test service, offering audiences immediate genetic insights for skincare and better sleep. People are seeking out wellness products and services that are hyper-personalised, addressing individual needs in immediate, convenient ways.

Holland & Barrett DNA test offers personalised wellness 

The male mental health crisis is well-documented, and yet this problem shows little sign of easing. Men still struggle to seek help when required and report high rates of loneliness. What can brands do to help men find community, positive role models, and, ultimately, a better quality of life?

How can brands help men speak about their mental health?

Research has found that most infant and toddler foods sold in Australia fail to meet the WHO’s nutritional standards. As young parents have to navigate an overwhelming information landscape, brand credibility and trust will factor into their purchase decisions more saliently than ever.

Aussie parents faced with misinformation on baby food

Spending on wellness tourism is soaring as health-conscious individuals splash their cash in the pursuit of longevity. But with advancements in healthcare technology advancing at a rapid pace – incorporating everything from biohacking to hormone tracking – how can hospitality destinations keep up?

How will technology change the future of wellness travel?

Two Texas women who were denied abortions for life-threatening ectopic pregnancies have filed a complaint demanding a federal investigation. Restrictions on women’s bodily autonomy are having serious health and social consequences, as many struggle to navigate the barriers imposed by governments.

New legal environment growing around US abortion access

GLP-1 weight loss drugs are changing users’ skin, according to plastic surgeons across the US, pointing to unseen side effects from the still-novel drugs. With adoption poised to continue skyrocketing, a market may emerge for skincare products for GLP-1 users to treat these side effects.

'Ozempic face' reflects impact of drug on people's skin

As part of its recent transformation to align with the rise of anti-obesity drugs, WeightWatchers has launched #FitsYou. The campaign features real customer stories that challenge conventional weight-loss narratives while highlighting the brand's expanded offerings.

'Fits You' campaign challenges weight-loss narratives

Breast Cancer Now has launched a new campaign drawing attention to difficult conversations. Inspired by real people living with breast cancer and their stories, the campaign looks to highlight their struggles and help them find the words to express what they are going through.

Breast cancer film exposes patients' hidden struggles

The price and rigidity of healthcare payments present a major barrier to Americans getting the support they need. Acknowledging the challenges around payment plans, PayZen enables people to pay their healthcare costs in installments either before or after they receive the treatment.

PayZen adds flexibility to American healthcare bills

American athletes at the Paris Olympic Village were surprised to discover they could access free healthcare services during the 2024 Summer Games. The revelation sparked viral discourse about healthcare accessibility, presenting an opportunity for brands to address current gaps in the system.

Free healthcare at Olympics sparks viral discourse in US

Fashion fans looking to sleep in style are fuelling growth in the nightwear category and driving fresh demand for premium offerings. As disconnecting from busy digital lifestyles becomes increasingly difficult, people are increasingly viewing relaxation as a symbol of luxury. 

Bedcore sees premium shoppers elevate their sleep style

The user base for ingredient scanning app Yuka is growing, but it’s attracting criticism around its reliability. As the wellness boom continues, health buffs are turning to alternative sources of authority, but there’s a need for brands to foreground a balanced, science-backed approach.

Yuka app gains traction with health-conscious shoppers

Gen Z is making fitness a priority, with gym attendance rising due to weightlifting trends and inclusivity movements. Zers also see gyms as a way to find connections, creating opportunities for gyms to enhance social spaces and integrate workouts with overall wellbeing.

Gen Zers are flocking to the gym for social experiences

In February 2024, Germany passed legislation that made it easier for people to carry and cultivate a fixed amount of cannabis. How might this partial legalisation affect the way people socialise, and what does the law’s ascent tell us about the nation’s recreational cannabis culture?

How might legal cannabis change socialising in Germany?

Japan’s fast-food industry is a fascinating landscape where historical roots and modern innovations merge. From the early days of speedy dining to the fusion of flavours and the focus on healthy food, it highlights exciting opportunities for creative culinary innovation and global expansion.

What are Japanese people craving for in their fast food?

Telehealth startup Eucalyptus is taking the Australian healthcare arena by storm with digital clinics catering to different regions. However, alongside its rising clientele came controversy surrounding its asynchronous consultations and prescriptions. What does this mean for Aussie’s healthcare?

Why Eucalyptus democratises telehealth autonomy for Aussies

Japan’s healthcare system is undergoing a digital overhaul. Meanwhile, healthcare apps and personalised wellness tools empower citizens to take charge of their health. However, Japanese hospitals are still expensive, leaving room for brands to step in and make healthcare more accessible to all.

Health-conscious Japanese people turn to digital therapeutics

Currys is looking to make shopping more accessible for customers with disabilities through a new app that allows people to pre-register specific requirements before a store visit. Demonstrating increasing awareness of disability needs, Currys' personalised approach speaks to changing expectations.

Currys supports inclusive shopping with assistive tech

Originally intended for people with diabetes, the marketing for Ozempic shifted to focus on weight loss for women in the late 2010s, and start-ups are now encouraging men to man up by slimming down. But is this approach to male weight loss just another form of toxic gender stereotyping?

Are Gen Y and X men in their ‘Brozempic’ era?

Health and Fitness

People are adopting wellness rituals that suit their needs

As people have grappled with the pandemic’s impact on their wellbeing, many have been drawn to self-care rituals. But the wellness industry doesn’t serve everybody equally, and as COVID-19 increased attention around the discrepancies in healthcare, people have sought to adapt practices to better serve their individual needs.

https://cdn.sanity.io/files/1mk9ifx4/production/d441cc590bdc8f69e7051eb8e007407001fae031.pdf