People who menstruate are seeking ways to learn how their cycle 

 for better mental, physical, and emotional health. However, there’s a need for additional 

 of women say that they would feel more empowered if they knew more about their bodies, and 40% want to better understand their menstrual cycle. Brands are taking note. In early 2021, Nike began tapping into the infradian rhythm by adding a specialised training plan to the Nike Training Club app, encouraging women to level up their exercise regime according to their cycle phases. 

, an app from British Olympic gold medallist Jessica Ennis-Hill, followed suit, and Adidas has launched period-proof activewear to give people who menstruate added peace of mind when finding their flow.

 of people who experience menopause have never seen specific advertising or marketing for menopause products, and only 

 of American women feel fully supported by medical professionals when managing related symptoms. The silence around this life event is part of the broader censorship of menstrual health issues. But brands can respond. For instance, Bodyform launched its 

 campaign to break the taboos around endometriosis, periods, and vaginas. Midol, meanwhile, encouraged people to ditch the apologetic tone while menstruating through its 

 campaign. Period tracking app Flo has created menstruation-related Slack emojis that people can use at work, and digital bank 

 offered its employees paid leave after pregnancy loss.

Marginalised groups have long been prevented from accessing the reproductive healthcare, products, and services they need. For 

, harsh language, unwanted physical contact, and unsettling interactions with doctors have meant that 15% postpone appointments or avoid treatment altogether, rising to 28% among trans individuals. 

, a company creating products for trans people who menstruate, and Folx, a healthcare brand offering services specifically catered to the LGBTQ+ community, have emerged to provide ungendered, inclusive products and marketing. And more change is coming – period brand Flex asked Google and the Oxford Dictionary to redefine menstruation to be more gender-inclusive.

http://canvas8.com/signals/2021/05/03/cycle-mapping.html

Healthcare needs for the LGBTQ+ community have been largely overlooked in the US. Folx, a company that provides plans, advice, and information, is one of a new breed of healthcare services that are using digital platforms to address the needs of marginalized communities.

Folx: inclusive healthcare for the trans community

Throughout history, women's bodies have often been associated with stigma and shame, but people are pushing for a change to this narrative. Indian Netflix series Bombay Begums has won fans for its efforts to portray a taboo topic with authenticity – the experience of menopause.

'Bombay Begums' depicts the realities of menopause

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

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?

Oura is stepping into the fertility tracking space to empower users with personalised insights. This appeals to many young Britons who are turning to non-invasive and natural contraceptive options, but concerns about personal data and security are still present for many period app users in the UK.

Oura ring helps Britons track their fertility naturally

Running clubs in the Philippines have given fitness enthusiasts safe spaces and a venue to connect. Brands across varied industries have begun to align with club interests, supporting them while positioning themselves to ride the massively growing participation and interest in the sport.

How Filipino running clubs connect brands and their audience

California's new safety measures protect workers by mandating safe indoor working conditions in extreme heat. As people increasingly feel the impact of climate change, employers and governments will need to address and manage the challenges people face while working in extreme weather.




California mandates indoor heat protection at work

Kayla Itsines, the ultimate Aussie gymfluencer, tackles the gender exercise gap in the fitness industry and makes a healthy lifestyle accessible for all women. But what factors have contributed to Itsines’ meteoric rise, and how has she managed to sustain herself in the fickle world of social media?

How Kayla Itsines bridges the gender gap in Aussie fitness

Periods may no longer be a taboo topic, but they are still heavily misunderstood – as are the pain, disorders, and syndromes that can come with them. Looking to empower menstruating people, Guud offers education, community, and clinically proven supplements for menstrual health.

How Guud is bridging gaps in menstrual wellbeing

From dazzling veneers to discreet aligners, everyone seems to be on a quest for a million-dollar smile. But how exactly do Americans define ‘perfect teeth’? And what role does the US dental industry play in shaping grins – and subsequently making everyone's teeth look the same?

Why are Americans in pursuit of perfect teeth?

In a world of constant noise, Loop earplugs are leading a quiet revolution. From office workers seeking sensory control and focus to ravers protecting their hearing, the brand is redefining how people engage with daily soundscapes – blending wellness, technology, and fashion in the process.

How Loop turns down the volume on auditory overload

Training app TRAIT raised €1 million in seed funding to enhance its AI-powered platform. TRAIT has an opportunity to elevate training by leveraging AI’s conversational capabilities, offering a product that enhances runners’ overall wellbeing and helps them stay motivated.




German app TRAIT leverages supportive AI for running

UK-based app Ferly is aiming to help heal those with a negative sexual history through its unique in-app therapy. Its erotica, workshops, and discussions around sexual desire and wellbeing are helping Britons battle pleasure stigma while tackling sexual taboos.

How Ferly provides bespoke sexual wellness to Britons

South Koreans have become more health-conscious post-pandemic. The demand for dietary and body fat reduction supplements – available in various forms – is rising. This shift is driven by innovative product offerings and the seamless shopping experiences of leading health and beauty retailers.

What's driving South Koreans' fascination with supplements?

With budgets squeezed, people are searching for simpler pleasures and smart life hacks. In the beauty space, that's driving growing interest in the power of sleep. Recognizing the growing value of sleep in beauty and self-care, Estée Lauder has released a set of nighttime products.

Estée Lauder targets sleep chic with night products

Closeup has revolutionised the oral care market in Southeast Asia by leveraging innovative products and emotionally resonant campaigns that boost customer confidence. Discover how the brand’s bold and daring approach to soul-stirring marketing and technology changed how people smile.

How Closeup brightens Southeast Asians' smiles and confidence

Athleisure brand Asics is looking to challenge weight loss trends on social media with a new campaign. Centring on body positivity, the campaign emphasises real people’s stories. In doing so, the brand hopes to highlight the positive impact of fitness in a non-toxic way.

ASICS campaign highlights shift in attitudes to fitness

The acceleration of trend cycles has caused the demand for fast fashion (and the synthetic textiles used throughout the industry) to skyrocket. How might concerns about the effects of microplastics on health finally shift younger generations' conflicting attitudes towards the sector?

The planet versus Gen Z’s fast fashion microplastics

Telehealth provider Wisp has unveiled a provocative OOH campaign in New York that playfully draws attention to the censorship of women's bodies in US advertising. Featuring pixelated images of vaginas, the campaign seeks to normalize vaginal health rather than treat it as a taboo topic.

OOH campaign challenges the censorship of female bodies

Podiatry hasn't historically packed a cultural punch, but as Vivobarefoot is finding, it has the potential to cut through a crowded sneaker market. With more people interrogating the value of their purchases, tailored and optimised design has taken on new credibility. 

Vivobarefoot champions power of barefoot running 

SPF awareness is generally higher than before, but there are still areas where sun care isn't prioritised. The Melanoma Fund's new campaign targets sports enthusiasts. Using striking imagery, it shakes up health messaging while showing the importance of sun protection during outdoor activities.

Campaign on sun exposure focuses on safe sports play

Swedish research offers guidance for plant-based fermented foods that meet consumer preferences. As audiences try to incorporate flexi diets into their daily lives, this research is paving the way for more appealing and healthier alternatives in the growing flexitarian market.

Swedish researchers develop plant-based fermented foods

Georganics is offering eco-minded Britons options for updating their oral care and dental hygiene routines. With its painstaking natural production process, diverse food-grade oral hygiene products, and plastic-free packaging, Georganics stands out as a wholesome and sustainable alternative.

How Georganics elevates eco-conscious oral care

Launched in the late 1980s, Australian beauty brand Aesop is well known for its quiet, understated, and minimalist design. It has long pioneered the concept of ‘quiet luxury,’ even before there was a name for it, and imagines its customers as worldly and cosmopolitan rather than beauty buffs.

How Aesop sustains beauty and quiet luxury for Aussie men

Etsy is banning the sale of sex toys and other adult materials, causing sellers to express their frustration with what has long been a safe place for artisanal, handmade products and free expression. The reaction to the ban showcases people's shifting attitudes towards sexuality and self-expression.

Etsy bans the sale of sex toys sparking seller outrage

Run clubs are gaining popularity in Australia as a milder way to socialise, fostering connections and friendships better than conventional events. This trend reflects a cultural shift, blending fitness enthusiasm with a solution to digital isolation and fulfilling the need for genuine social bonds.

Run clubs are the new dating apps for Australians

Othership Spa spotlights emotional wellbeing and community-centered spiritual rejuvenation. As the public sense of belonging declines, Othership aims to redefine communal wellness experiences, bringing people together in innovative ways to foster connection and holistic health. 

Othership Spa spotlights communal wellbeing

Gen Zers are increasingly swapping weekends of hedonism for calmer (and cheaper) alternatives. As anxiety levels rise among young Britons and the lingering effects of the cost of living crisis tighten budgets, how can brands across food, drink, and leisure connect with this quiet cohort?

Why are Gen Zers staying in?

Zyn nicotine pouches have become a phenomenon in US youth culture as a symbol of masculinity and conservative values. The brand’s virality has sparked significant debate around ethical marketing and nicotine regulation, revealing a new culture war arena that has launched it into the mainstream.

How Zyn became a status symbol among Gen Z conservatives

The nutraceutical start-up Wellbeing Nutrition has launched a campaign that uses humour to promote its dissolvable oral nutrient strips. As more Indians adopt a ritualised approach to health and wellness, brands can be assistive by showing how customers can build new routines around their products.

Wellbeing Nutrition makes health rituals fun for Indians

Polycystic ovary syndrome (PCOS) is a common chronic disorder that affects women, trans men and non-binary people – yet it’s underdiagnosed and under-researched, leaving many struggling in silence. Digital health platform Allara addresses the hormone health gap by cultivating a community of care.

Why Allara is advocating for women’s hormone health

‘Wild-eating’ is gaining popularity among China’s Gen Z population, allowing for a return to simplicity, freedom, and balance. Renowned for intensive work expectations, China’s youth is reassessing their priorities and leaning on nature and the outdoors as a means to improve wellbeing.

Chinese Gen Zers turn to 'wild-eating' for escapism

Offering much more than a regularly scheduled workout, many young people are lacing up their trainers and joining running clubs in an effort to make new friends and even find a romantic partner. What’s fuelled the evolution of these groups from spaces for enthusiasts to social hubs?

Why running clubs are the new social hotspots

A revolution in female-focused wellbeing is underway as women become more informed and connected to their menstrual cycle, with femtech helping to spearhead this change and transform women’s lives so they feel empowered. How can brands best deliver in this profitable space?

How menstrual health impacts women’s wellbeing routines

Waifafo Resort Hội An, a new technology-led wellness resort, will open in Vietnam with state-of-the-art wellness tools for health-focused holidaymakers. As wellness travel becomes more popular, people are looking to get tangible health results from their trips abroad.

Hội An offers tech-led retreat for wellness seekers

Long stigmatized in ‘polite society’, women are finally embracing conversations about menopause. The market for menopause-related wellness and medical care is subsequently poised to make significant gains, but how can brands harness advances in technology and acknowledge new attitudes to aging?

Embracing the change: menopause for modern women

The Sleep Company, India’s first SmartGRID-based mattress maker, disrupts the comfort sector by championing the transformative power of a good night’s sleep. Amid rising stress and hustle culture, how is this brand leading with innovation and catering to Indians’ newly formed wellness priorities?

How The Sleep Company cradles Indians and their need for rest

Japan faces one of its most pressing concerns yet – a sinking birth rate. To address this nationwide problem, the country’s government wants to play a more significant role in people’s dating lives and marriage, with children (hopefully) being the ultimate outcome of its efforts.

Japan’s grappling with a sinking fertility rate – who’s winning?

An interest in outdoor recreation that emerged among Chinese people during the pandemic has transformed from a trend to a long-term lifestyle. Why are citizens, especially Gen Y and Z youth, heading outdoors, and how can brands tap into this booming market that is even changing how people dress?

Chinese youth are embracing the great outdoors

Decaffeinated coffee is seeing increased interest, with one winning the Brewers Cup – typically won by conventional caffeinated options. As demand for better-for-you and functional drinks grows there is an opportunity for brands to support shoppers dialling in their health and wellbeing.

Decaf coffee prestige signals ‘better for you’ demand

Online meat marketplace Licious is making Indians ‘born to eat meat’ – to some extent. The brand attempts to organise a heavily unorganised meat sector, eat up the premium meat market, and fight social stigma. Already on the IPO route, how did Licious become a success in a not-so-vegetarian society?

How Licious repackages India’s meat-loving culture

French food company Danone is leaning into offerings for ageing populations – an ever-increasing demographic. Demand for products and services that cater to older people will continue to grow, creating an opportunity for brands to meet a new set of needs, from healthcare to beauty and cosmetics.

Danone meets needs of ageing global population

Health and Fitness

People are reframing reproductive health for inclusion, wellbeing, and power

People who menstruate want respect, autonomy, and innovation, and are rejecting the old customs surrounding reproductive health. How we talk about periods, menopause, non-traditional menstruating bodies, and fertility has evolved, and people are expecting brands to give them the tools to take charge of their reproductive wellbeing.

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