Lottie Hill is a senior behavioural analyst at Canvas8 with a background in psychology and an eye for spotting trends in numbers. Specialising in data and analytics, she’s spent the last four years digging into cultural insights for clients like Meta, Google, and Adidas. Outside of work, you’ll find Lottie travelling as much as her bank balance will allow or working on her latest lino printing project.

With loneliness declared a public health concern by WHO, its impact on individual wellbeing is becoming apparent. Loneliness is increasingly affecting people's mental health, with 

middle-aged men being particularly vulnerable

 due to a lack of personal and professional resources they can turn to for help. For many, isolation stems from the workplace, with a substantial number of 

Americans perceiving their jobs as socially unfulfilling

, leading to a sense of disillusionment. With remote working on the rise, many aren't getting the social value of work anymore. As a result, people are seeking impactful careers that speak to their values or are looking for new ways to foster connections outside of the workplace. Recognising the hit that their social engagement took over the pandemic, Gen Zers are 

, which will help them meet friends with similar hobbies and passions.

In our increasingly atomised society, where tech often dominates our interactions, there's a growing desire to feel a connection on a more human, embodied level. People are turning to in-person exercise and wellness experiences rooted in a sense of togetherness – it could be a small activity group or a simple fix of sharing space with people anonymously. From 

 uniting hundreds of women weekly in New York's Central Park to the 

deeper connections through fitness and recreational activities

. Recognising this shift, brands are introducing strategies to create a sense of community among their audiences. The 

, for example, encourages runners to share their experiences and provide mutual motivation. 

Nike has introduced boutique fitness studios

 located in small communities to create a supportive environment for individuals to pursue their goals. Brands also play a role in helping people to find their tribes. The 

 uses time-limited drops and custom items for specific events to create shared memories and emotional fixtures for the audience.

Embracing fitness and wellbeing has transcended spas and gyms and has become part of the broader day-to-day lifestyle. For many, this shift means 

redesigning home spaces to inspire wellbeing and joy

IKEA's multifunctional workout collection

 for properties decked out with fully functional gyms, yoga and meditation spaces, and sporting facilities. Recognising the transformative power of wellness beyond specific fitness occasions, brands are positioning themselves as integral lifestyle choices. 

, for example, seamlessly integrates activewear into daily life through its versatile design, which transitions from fitness to leisure and even social events. Alternatively, the realm of wellness has also evolved into highly specialised niches, with 

 offering a curated care experience for postpartum needs. In the holistic wellness landscape, physical stores play a pivotal role in generating hype and providing immersive social hubs. Health-focused LA grocery store chain 

 saw significant footfall by transforming healthy eating into a 

lifestyle accessory and celebrity-endorsed status symbol

of people in the UK are worried about their social life

In the wake of the COVID-19 pandemic and armed with more knowledge about the interconnectedness of physical, mental, and social wellbeing, Gen Zers are looking for more than just cookie-cutter gyms. How can facilities adapt their spaces and messaging to better accommodate this cohort?

What kinds of gym experiences do Gen Zers crave?

Social connection is down and screen time is up, resulting in widespread feelings of isolation. While this affects all kinds of people, women and gender non-conforming individuals are lonely at disproportionate rates. So, how can brands foster more human interaction and caring in the world?

Can brands solve the human connection deficit?

Health and fitness have shot to the top of people’s priorities post-pandemic. One of the largest shifts relates to how wellness is perceived in regard to mind and body, with people exploring ways to incorporate these practices into their lives. How has this change in ideology translated to fitness?

How is Gen Y's wellness obsession changing leisure?  

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?

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

Health and Fitness

People are looking for shared experiences in wellness spaces and routines 

People are increasingly looking for a sense of togetherness when looking after their health. With mental and physical health being intrinsically linked, the ongoing permacrisis is affecting people's ability to work out and stick to healthy routines – and they’re looking to other people and brands for motivation.