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?  

Skincare enthusiasts are taking an interest in preventative care to avoid the appearance of aging, even starting as young as their teens, in some extreme cases. Canvas8 spoke to nine Americans to find out how and why they’re incorporating anti-aging products into their skincare regimens.

How are Americans using anti-aging products?

As young people contend with increasing dissatisfaction due to rising costs and life challenges, they're seeking avenues to regain control. This shift is motivating them to turn to activities like marathon running, and they're challenging the sport's fixation on health benefits alone.

Young people are running marathons to cope with pressure

Chinese youth are fleeing megacities in favor of slower lives in small towns, as money worries and a tough job market hamper their ambition. As economic troubles continue to leave young people behind, many are reacting by changing their priorities and looking for slower lives in smaller cities.

Chinese youth flee megacities for a slower life

Qvin’s femtech innovation introduces the Q-Pad, a self-collection test that transforms menstrual blood into diagnostic tools. This offers an accessible, needle-free health screening, enhancing healthcare inclusivity for menstruating people who have long been overlooked by clinical trials.

How Qvin’s femtech improves at-home diagnosis

More people are living to super-old age (95 years+) than ever before. The eldest of the Silent Generation are hitting the three figures in greater numbers and are an inspiration for us all – especially longevity pioneers, who are pursuing the dream of active, healthy lives as long as possible.

Does life begin at 100? Centenarians are reshaping the UK

Inspired by the outlandish health regimes of tech CEOs, more wealthy Americans are thinking about ways to enhance their health. But they’re not just thinking about how they feel today – the goal of new treatments and supplements is to ensure healthy lives for as long as possible.

How HNWIs are health hacking their way to immortality

Conservative media and wellness personalities are calling for young men to turn to nicotine pouches, framing them as aspirational lifestyle products that amplify traditional masculinity. This highlights the febrile position of masculinity in culture and opportunities to support open dialogues.




Right-wing media touts nicotine pouches as 'manly' fix

Spotting a gap in the market for competitions for the average gym-goer, HYROX has created a new discipline within the world of exercise. Creating a clear goal for amateur gym-goers and more experienced athletes, HYROX offers accessibility and community for a wide range of exercise enthusiasts.

How HYROX brings out gym-goers' competitive edge

Southeast Asia has emerged as the next hotspot for medical tourists seeking high-quality, affordable healthcare and luxury wellness experiences. The region's integration of traditional and modern medical practices attracts millions to its unique blend of treatment, recovery, and vacation.

How Southeast Asia became a medical tourism hotspot

Why are China’s youth giving up their hard-earned credentials to become ‘full-time children?’ How did rest become an act of rebellion? How has the pandemic affected shopping habits in China? This Cultural Snapshot uses local stats to explore the behavioural norms shared by people in China in 2024.

A Cultural Snapshot of China: 2024

Two decades after rolling out its first Forerunner, Garmin is innovating within the realm of wearable fitness tech by rolling out new personalized models for fitness experts and beginners alike. How has the brand continued to stay relevant as health-conscious mindsets evolve?

How Garmin caters to fitness-focused tech enthusiasts

Chinese personal care brand Hi!Papa has gained success by filling a vacuum in the market between all-in-one infant/baby products and teen/adult skincare and cosmetics. How did it tap into the broader kids’ skincare and cosmetics trend, and what can brands learn from this?

How Hi!Papa invites Chinese kids into playful skincare

High-net-worth Indians are bearing witness to a unique convergence of spirituality and luxury, as affluent individuals prioritise spiritual fulfilment over materialistic pursuits. This reflects a changing priority among the affluent class seeking a deeper connection to personal growth and wellbeing.

How is spirituality influencing luxury travel among high-net-worth Indians?

The South Korean government is deploying 7,000 AI companion dolls for senior citizens and patients with dementia. With the country having one of the fastest-ageing populations coupled with the lowest birth rate in the world, the health sector has to consider ways to improve care for aged citizens.

AI robot companions help South Koreans battle loneliness

Period product brand Nana is using Dubai Fashion Week to tackle period taboos in the Middle East. Featuring transparent handbags, or ‘Taboo Totes’, with Nana products visible inside, the campaign draws attention to and aims to disrupt the harmful effects of persistent menstrual taboos.

Nana tackles period stigma with transparent bags

Zepbound, pharmaceutical company Eli Lilly’s prescription medicine for weight loss, is changing the landscape of weight management. Its effectiveness has triggered a surge in demand against the backdrop of a worldwide obesity epidemic and a significant cultural shift in weight-loss conversations.

Why Eli Lilly’s Zepbound entices the weight-loss market

Sexual wellness has entered the mainstream, making lovers refocus on self-care, health, and sensuality. With vibrators and lube being stocked in Boots, Sephora, and even John Lewis, the commercial success of this approach is clear – but how exactly did it happen, and how can brands capitalise?

Sexual healing: how wellness took over the bedroom

With UK Gen Z workers struggling to maintain a work-life balance post-pandemic, the younger generation is turning to wellness to solve their problems and looking for travel experiences that provide rest and relaxation. How can the leisure industry capitalise on this growing interest?

How Gen Z is embracing wellness travel for rest

Young people are struggling to sleep more than any other age group because of increased screen time and growing anxiety. Instead of turning to medical professionals, they’re visiting TikTok for at-home remedies and supplements. How can mainstream health brands tap into this experimental mood?

What’s driving the Gen Z sleep crisis?

Women’s football in Brazil has been steadily growing in recent years, with players like the sublime Marta acting as aspirational figures for the next generation of players – but race and gender discrimination continue to impact the development of the Brazilian game. Can brands do anything to help?

What’s next for women’s football in Brazil?

Fitness trackers aren’t new, but the level of detail they offer is changing. Take the WHOOP band 4.0; it can learn a user's body norms and routines and help them achieve fitness goals through tailored recommendations. What do personal tech innovations like this mean for the future of fitness?

How WHOOP’s approach transforms fitness tracking

Amid a sea of generic health apps that crowd smartphones, Healthify positions itself as a mix of personalised wellness and tech wizardry. The app is about more than just counting steps or leafy greens. It's understanding the beat of every user's lifestyle, making health a goal and a way of life.

Why Healthify serves AI-planned diets to busy Indians

Gen Zers work out more than previous generations, and they’re also more invested in skincare. With #Gymskincareroutine receiving millions of views on TikTok and fitness influencers sharing their gym routines, how is this merger of skincare and fitness influencing Gen Zers’ self-care habits?

How are Gen Z fitness buffs upgrading their skincare?

The brand's ‘You Got This’ campaign aims to reshape perceptions around performance anxiety in sports. At a time when people are searching for alternative sources of authority in their daily lives, the brand is positioning itself as inclusive, solutions-driven, and universal.

Adidas launches campaign backed by neuroscience

Gymshark has released a new headband in response to people with textured hair postponing workouts to preserve their new hairstyles, such as braids or wigs. The company's move highlights how brands are understanding their consumers' diverse needs to develop inclusive products. 

Gymshark launches sweat headband for textured hair 

Megan Thee Stallion has collaborated with Nike to release Hot Girl Systems, a fitness apparel line catering to all bodies. Speaking to the rapper's brand of inclusivity and wellbeing first, the release responds to growing demand for body representation and softer approaches to wellbeing.




Megan Thee Stallion x Nike launch inclusive apparel line

A study has found that physical exercise apps are not meeting older people’s needs – exacerbating inequities in physical exercise. With more people worldwide living longer, and physical activity being crucial to prolonged health, the health sector must consider ways to adapt to an ageing population.

Study finds exercise apps are failing older people

Aya Care is changing the period game for Nigerian women through a multifaceted approach. By offering affordable menstrual products, capitalising on social media virality, and emphasising products made by women for women, it provides practical solutions towards menstrual equity.

How Aya Care centres women in the menstrual conversation

From puberty to perimenopause, hormonal changes affect all aspects of life – particularly for women. Understanding personal cycles helps with all kinds of endocrine experiences, but information is scarce, with Gen Z and Y seeing misleading content on TikTok. How can brands and businesses help?

How hormonal health content is misleading women

Gusto Snacks is a sustainable snack company combating the excess waste of food by focusing on the social impact of climate change. Backed by £186 million funding, the company is expanding into the European market and encouraging consumers to lean into healthy alternatives to snacking.

Gusto's apple crisps make snacking sustainable

In Japan, the sauna industry is booming and influencing people’s approaches to health, wellness, and self-care. It has evolved from an activity for older men into a thriving, identity-shaping subculture that attracts people across demographics, including women and young people.

How sauna culture is shaping the Japanese wellness economy

Saucony found that the average American swipes their phone screen for 78 miles a year. In response, the brand has launched the Marathumb Challenge to promote physical activity over screen time – addressing collective unease about screens and helping people to rebalance their relationship with tech.

Saucony pushes Americans to run further than they scroll

Health-conscious Britons are increasingly tired of institutional health failures and are ready to take matters into their own hands, armed with wellness apps and wearable tech. Canvas8 spoke to nine people across the UK to see how devices help them to train, rest, and feel good.

Is fitness tech aligning with Britons’ wellness goals?

With many Americans prioritizing the improvement of their physical health, a new generation of gadgets, apps, and wearable tech has equipped people with more insights about their bodies than ever. Canvas8 spoke to eight Americans to find out how they put these insights to use.

Is fitness tech aligning with Americans’ wellness goals?

TikTok's 'legging legs' trend has fuelled the spread of toxic beauty standards as young girls discuss the 'perfect' body shape. With signs that harmful body image tropes are returning via social media, platforms have a responsibility to protect users from potentially detrimental content.

'Legging Legs' trend signals toxic beauty standards

The sexual wellness market is growing, and people are receptive to progressive stories and priorities around it. While the conservative taboo-ridden approach is still common in many markets, cultural representation is becoming more open – but there’s still a need for trustworthy education and targeted healthcare.

More Joy

With multiple approaches to working out, people want to get the most pleasure and results out of their training and wellness – while also putting in less strenuous work. Wellness is expected to work for you, not vice versa.

Smarter Not Harder

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.

In It Together

Following the pandemic, people’s attitudes towards their health have been largely holistic and relatively soft. However, amid the ongoing permacrisis, some are looking to strengthen their grasp on their health as a way of regaining control in an increasingly unpredictable world.

Hardcore Health

Consumers are craving control over their health, leading to a push for personalisation over one-size-fits-all wellness solutions. In this landscape, personalised nutrition app Zoe lets users take their health into their own hands, reflecting a broader cultural shift towards bespoke wellbeing.

How Zoe personalises wellness for health enthusiasts

How are people shunning soft approaches for firm control in their routines? What’s the value of togetherness in health and wellness spaces? Who are the people keen to work smarter, not harder, for their gains? Why are people demanding progressive and joyful stories about sexual health?

Health and Fitness Sector Snapshot: February 2024

Motor Neurone Disease Association has collaborated with ITV soap Coronation Street to raise awareness about the illness. Allowing personal insight into the impacts of MND, the campaign caters to both desires for increased representation and more empathetic approaches from companies.

ITV raises awareness for Motor Neurone Disease

In India, an app lets unborn babies take care of their moms by blending Ayurveda and new-gen tech. Garbh Sanskar Guru pioneers the pre-parenting domain by serving expectant moms across India with the help of Ayurvedic doctors, yoga coaches, psychologists, and an AI baby voice that gives reminders.

Why Garbh Sanskar Guru guides moms using Ayurvedic AI

NGO Sidaction has launched a campaign attempting to combat the spread of misinformation online surrounding HIV/AIDS with the use of fake clickbait ads. As people seek transparency in a post-truth era, this campaign makes the facts accessible and digestible in a lighthearted yet impactful way.

NGO Sidaction combats HIV/AIDS misinformation with fake clickbait

Nike has inaugurated its largest outlet in Asia outside of China in the heart of Singapore’s premier shopping district, Orchard Road. Emphasising experiential retail, it’s offering a breath of fresh air in a sea of monotonous shopping malls that have come to define the local retail landscape.

Nike’s sports hub elevates local retail in Singapore

Gen Zers are abandoning hormonal contraception and instead prioritising mental and physical health. As young people focus on holistic wellbeing, this shift underscores the need for open discourse and individualised approaches to contraception and the role of brands in supporting these desires.

Gen Z are shifting away from hormonal contraception

The popular athleisure brand Alo Yoga has enlisted the K-pop artist to be the face of its spring collection. The collab has increased Alo’s brand awareness among Asian audiences, which speaks to the enduring power of celebrity endorsements particularly in regions that boast strong K-pop fanbases.

Alo Yoga taps BLACKPINK’s Jisoo to broaden APAC appeal

The Australian Government has joined forces with Ogilvy to release 'Beforeplay', a campaign aiming to normalise STI testing. As companies heed desires to see sexual health de-stigmatised, they're leaning into a radically transparent approach, creating a space for guilt-free honesty and action.

Australian Government attempts to normalise STI testing

Classes in so-called 'Clown Cardio' have grown in popularity in Los Angeles, where practitioners use pratfalls, scrambling, and similar silliness to get their heart rates up. Rejecting overly serious workouts, many are beginning to look for fun and friendship in group fitness classes.

'Clown Cardio' workouts combat 'gymtimidation'

With wellness at the forefront of healthcare, the Oura Ring lets users take control of their lifestyle by providing easy-to-understand reports on overall health, beyond sleep and exercise. It reflects Americans’ growing desire to prioritize taking care of body and mind post-pandemic.

How Oura transforms holistic wellness into wearable tech

Planet Fitness emphasizes inclusivity at their gyms in the 'Sasquatch' ad, addressing Canadians' preference for a welcoming gym environment. Gymtimidation has led to workout avoidance, but this highlights a chance to lessen the spotlight effect, making fitness spaces more inclusive for everyone.

Planet Fitness dissolves gymtimidation with Sasquatch ad

Singapore’s Agency for Integrated Care (AIC) has launched a campaign to debunk ageist stereotypes and encourage more uplifting narratives around ageing. There’s an opportunity to lean into joyful, humorous storytelling to break the silence around social stigmas without undermining their gravity.

Singapore ad celebrates active seniors to combat ageism

Attitudes to wellness among Gen Zers have shifted away from material gain and aesthetic self-optimisation and towards a desire for emotional and spiritual fulfilment. So how are they incorporating such needs into daily life? And what’s the health and wellness industry doing to adapt?

Welcome to the Gen Z wellness revolution

Chilean startup SystemBiotech has created a yoghurt infused with psychobiotics to tackle the country’s mental health crisis. As people seek out more holistic pathways to wellbeing, healthy snacking and functional foods can be an accessible means to incorporating mental wellness in everyday routines.

Mood-boosting yoghurt promotes mental wellbeing in Chile

Southeast Asians often find dental care hard to access due to rising costs and the amount of time an appointment takes from their day. Enter Zenyum, a Singaporean startup making oral beauty more accessible and habitual through affordability and offering personalised dental services powered by AI.

How Zenyum frees Asian smiles with access to oral beauty

Compared to its beauty industry counterparts, the oral care industry has fallen behind in innovation and transformation. But a renewed laser focus on dental wellbeing means the sector is full of potential, with luxury brands like Selahatin looking to capitalise by elevating everyday routines.

Why Selahatin brings artisanal oral care to luxe consumers

Lyon-based startup Ziwig has launched Endotest, an AI-driven saliva test for speedy endometriosis diagnosis. Patients can self-administer the test, providing results within days, avoiding the usually long diagnosis time. Low trust in institutions is causing people to seek autonomy in wellbeing.

Ziwig offers speedy endometriosis diagnosis with AI

London-based Soft Life Ski brings an Afro-Caribbean spin to snow sports with an annual festival on Europe’s slopes. In doing so, it’s tackling the homogenous archetype of the White wealthy skier – improving access to a sociable outdoor pursuit that Black people have long been excluded from.

How SLS democratises snow sports for Black Britons

As the ageing Japanese population grows, so does the number of dementia cases. Mistaken Orders’ restaurant and cafe pop-ups create an environment where older people and those living with dementia can still live their lives by making dining a warmer, educational experience for patrons.

Why Mistaken Orders hires servers with dementia

Merchant Gourmet is encouraging consumers to take pride in the convenience of their microwave-ready, good-for-you plant products. As time-poor Britons look for ways to eat healthier without sacrificing convenience, this ad encourages consumers to lean into quick and easy plant-based alternatives.

Merchant Gourmet sells guilt-free convenience food

A photo of 3 black girls doing ballet in a dance studio 

Ballet has historically been inaccessible to women of colour but Pointe Black aims to change that. They have created a safe space for Black girls and women to learn ballet right in the heart of South London. How can brands support and mentor underrepresented communities within this space?

Why Pointe Black places Black girls at the heart of ballet

Beyond Meat is rejecting the New Year’s push to do more, instead encouraging consumers to do less by treating themselves to its plant-based steaks. As people move away from rigid conceptions of wellness and towards easier, more accessible alternatives, this campaign offers a welcome reprieve.

Beyond Meat encourages consumers to do less in 2024

Amid growing awareness of the profound impact of phone addiction on mental health, a new generation of apps is employing diverse strategies to assist users in curbing their screen time and redirecting their focus toward activities that contribute to a more fulfilling life.

How screen time apps are curbing tech addiction

Healthcare for women in America is in crisis. But it’s not just abortion care: the women’s health landscape in general is in need of attention. Taking a strong stance on politics, Hey Jane believes there’s power in de-stigmatization and accurate information – and is using billboards to say so.

Hey Jane drives awareness, and growth, through abortion care

Gymbox is trying a different approach to New Year’s gym advertising, embracing the reality of London life in all its fun and busyness. Appealing to consumers through the relatability of local culture, this campaign reflects shifting attitudes towards fitness away from constant optimisation.

Gymbox uses relatability to appeal to London’s gym-goers

Health and Fitness

People are looking for shared experiences in wellness spaces and routines 