We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

Research has found that the use of marijuana and hallucinogens among young people in the US is at an all-time high, with many using them to treat psychological problems. People are moving away from pressurised representations of wellness, and are forging their own non-conventional approaches.

Brad Pitt has launched Le Domaine, a range of skincare products with anti-ageing properties. But while celebrities’ perceived trustworthiness has previously had a positive effect on brand credibility, increased scrutiny from consumers is prompting a backlash against star-backed lines.

From tequilas and whiskies to rosés and Champagnes, the number of drinks brands co-created by actors, athletes, and musicians is on the rise. But what do celebrity-founded products tell us about the power of parasocial relationships? And is D2C really a replacement for brand endorsement?

A desire to take charge of their health is leading some Americans to try alternative wellness treatments such as psychedelics, nature retreats, and sound baths. After investigating this in our Sector Snapshot of Health and Fitness, Canvas8 spoke to eight people to get their opinions on alt health.