Nicolas Lopez is a New York-based behavioural analyst at Canvas8. He holds a degree in political science from Columbia University. His research is driven by the relationship between the political, material, and cultural spheres. Outside of work, he can be found writing fiction and riding his bike with no hands.


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. The global health and wellness market is expected to reach over $8,945.3 billion by 2032, while self-improvement and the quest for reprieve and relaxation have become integral to all areas of our lifestyles.

Wellness was once for the elite, expressed through a Goop-like look and lifestyle. But now a more fragmented definition of wellness is on the rise, encompassing people’s diverse backgrounds and distinct needs. In a society ruled by high stress and burnout, what was once considered a baseline are now status symbols: sleep is a luxury, glucose monitors signal exclusive healthcare, and sob parlours offer curated spaces for catharsis. People are embracing more radical forms of wellness, employing minor plastic surgery and weight-loss drugs as a means of control over their lives.

Wellness is rapidly reaching new demographics across generations. Exhausted by the permacrisis, Gen Z is rejecting more traditional, buttoned-up wellness movements in favour of little treats, girl dinner, ‘bedrotting’, or ‘rat snacking’ as forms of self-care with a sense of release. At the same time, longevity is becoming a priority as Gen X and Boomers rethink wellness to suit their needs. Some are taking up clubbing as a way of keeping an active lifestyle, while others are looking for nuanced approaches like menopause diets to support the changes that come with age. A desire for more bespoke wellbeing is driving an increase in health hacking – whether through technology or prioritising socialising with peers.

Being+

Following years of pandemic-era leniency, institutional authorities are coming down hard on individual freedoms. Despite nine in ten office workers saying they don’t want to return to old ways of working, 70% of companies globally are mandating a return to the workplace. Meanwhile, reselling old clothes and concert tickets burgeoned into profitable side hustles for millions across the world, only for governments to start taxing sellers on their profits. Even online, where people had grown accustomed to a borderless existence, they’re having to grapple with new safety regulations that restrict what they can see online and where they can see it.

As the global cost of living crisis continues to determine people’s behaviours across everything from their careers to their shopping habits and personal relationships, people are growing hyper-aware of the capitalist systems upholding the status quo. With that awareness comes disappointment and cynicism – according to the 2024 Edelman Trust Barometer, 59% of people trust businesses to integrate innovation into society, compared to just 50% who say the same for governments. No longer feeling supported by social structures, people increasingly believe it’s up to individuals to take care of themselves within a broken world order. As this belief takes hold in society, people’s relationships with power, authority, and morality are shifting.

People are getting strategic in all aspects of their lives to carve out new modes of freedom and individual gain. Having to exist within the larger-than-life systems, people can’t ignore the status quo – they need food on the table and have bills to pay – but they’re gradually realising they can subvert it. From using ‘algospeak’ to evade Big Tech’s censorship to secretly working two jobs or using AI to get ahead, people are finding innovative ways to make systems work for them – and not the other way around. They’re channelling their disillusion into subversion, finding power in defiance and agency in loopholes. This has given rise to anti-heroes, fraudsters, and tricksters becoming new role models for those seeking to inject a sense of irreverent joy and playfulness into a challenging reality.

The hacking mindset is rising across sectors. People are ready to hack their bodies, from quick-fix body modifications in beauty to influencers and digital platforms offering unlicensed, unregulated medication and treatments, including abortion pills, marijuana, and Wegovy imitators. They’re hacking their pleasures and entertainment by settling on luxury dupes and pirated content and escaping the renting trap by becoming permanent sofa surfers, setting up modern communes, or living with their parents.

Gaming the system is emerging as a way to have your cake and eat it too. As people learn to idolise professional scammers, don office punk attire, and default to digital piracy, breaking the rules is on trend. When self-determination feels precarious, people seek ways to get back into the driver's seat of their own lives. And you know what they say – if you can't beat 'em, hack 'em.

Life Hackers

United States

Physical health

Beauty

Health and Fitness

Beauty providers

Skincare

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.