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?

While Gen Yer wellness has been defined by pastel pink colorways and Goop-driven experiments, a new generation of creators is platforming self-care in a whole new way. Enter Sea Moss Girlies, the podcast, meme creator, and community of Gen Zers coming for a trillion-dollar industry.

Gen Zers are looking for relatable and engaging content that better reflects their understanding of personal wellbeing – and Woo is a platform aiming to provide just that. As young people's wellness values shift, how can brands best cater to their changing mental health needs?

The London outpost of Gwyneth Paltrow’s wellness empire is closing, marking a shift in appetites when it comes to wellbeing. Jaded by content and brands championed by rich, White women, audiences are instead turning to extremes in their pursuit of health or rejecting wellness altogether.