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 

lululemon's 2024 Wellbeing Report found that though people are doing more for their wellbeing, they’re experiencing counterproductive stress to maintain it. These findings highlight the need for more flexible and accessible approaches to wellness that can keep people healthy without pressure.

Study finds people are feeling pressure to appear well

Following the success of an over-the-counter trial, people in Australia who have been on the pill for at least two years can now get a refill directly from the pharmacy. While the move broadens access to healthcare, it also comes as young people are rethinking oral contraception.




New South Wales expands access to birth-control pill

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

Overdrive Defense is offering Fentanyl Test Kits to promote harm reduction and drug safety to party-going Americans. Responding to 112,000 overdose deaths in 2023, Overdrive's vibrant, party-friendly branding and content meet Gen Z's expectations for empathy and social responsibility in brands.

Trendy fentanyl test kits promote drug safety awareness

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

IKEA Singapore's new RESTEN bag is a revamp of their original tote that doubles as a pillow, catering to sleep-deprived Singaporeans. As Asians focus more on wellbeing, the value of sleep is moving beyond a basic need and being coveted as a premium experience that enables slower, mindful living.

IKEA encourages Singaporeans to rest on the RESTEN bag

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 

In a viral letter, the mother of a deceased EY India employee has accused the firm of driving her daughter to death by overwork. The controversy has thrust the country’s brutal workplace culture into the spotlight, and people are calling for meaningful brand actions to put employee wellbeing first. 

Indians demand accountability on EY overwork case

Instagram has recently launched 'Teen Accounts' to offer a safer, more supervised app experience. As Gen Z and Gen Alpha continue to grapple with mental health exacerbated by social media, Big Tech is facing intense scrutiny from the government and parents alike to protect younger users.

Instagram's 'Teen Accounts' put parents in control

Citius Retreats is joining hands with Six Senses Ibiza to curate a retreat that integrates sports medicine, holistic health, and community. As wellness experiences become more accessible to Britons, luxury brands in the space are tapping into elite sports to craft new codes of exclusivity.

Citius tailors wellness retreats for sports enthusiasts

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

Equip and Decathlon have launched a rental system offering free sports equipment in lockers accessed via an app, encouraging spontaneous play and combatting loneliness, screen time, and inactivity. This initiative shows how to integrate fitness equipment into daily life, fostering socialising and play.

Equip fosters spontaneous play with rentable sports gear

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

Waves of AI-generated tarot readers have begun popping up on TikTok, hinting at new modes of virtual spirituality. As the world’s relationship with tech evolves, people are seeking solace in the digital space, and while emerging AI tools can offer support, experts stress a need for continued caution.

TikTok tarot bots signal rise of virtual spirituality

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

Sexual health company Bold Care has launched Sextember, a month-long campaign to spotlight men’s sexual wellness in India. Young people are dispelling the shame around such topics, and they’re gravitating towards more progressive brands that can help them live out fulfilling sex lives.

Bold Care helps Indian men normalise sexual wellbeing

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

A survey by The Conversation revealed significant gaps in menstrual health literacy among teenage girls in Western Australia. Even with education on sexual health, many students lack basic knowledge about the menstrual cycle, highlighting the inadequacy of current educational programs.

Aussie teenage girls have low menstrual health literacy

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

The Indian plant-based meat company has released an ad that stars renowned cricketer Virat Kohli and Bollywood actress Anushka Sharma. The country’s burgeoning middle class is hungry for plant-based nutrition, and celebrity influence is driving the shift towards premiumisation in the space.

Blue Tribe’s celebrity appeal courts the vegan-curious

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

Despite calls to de-stigmatise menopause, many women lack basic knowledge of its symptoms, let alone confidence to talk about it openly. Addressing this, Morrissons has unveiled dedicated bays to raise awareness of menopausal symptoms and offer women experiencing them targeted products.

Morrisons targets knowledge-gap with menopause campaign

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?

Optimize by Equinox takes luxury wellness a step further by integrating longevity-focused health values into its exclusive program – specifically tailored to HNWIs. As its high price point and exclusive access underscore its status as a premium service, is luxury set to take over the fitness space?

How Optimize personalizes fitness longevity for HNWIs

So-called 'medbeds' are gaining traction on right-wing social media platforms, posed by their fans as a futuristic miracle cure to a range of health issues – despite any evidence in support. New scams are targeting Boomers, pointing to a need for education amid an increase in health anxiety.

Boomers turn to 'medbeds' via right wing disinformation

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

Kunstmusuem Den Haag is inviting people with dementia to a multi-sensory tour so they can experience art alongside their loved ones. People's perceptions of the syndrome are shifting, and the museum's move highlights the power of creativity in forging new bonds and boosting mental stimulation.

Dutch multi-sensory gallery supports people with dementia

British Gen Zers are looking for ‘baby’ versions of their favourite alcoholic drinks, driven by health concerns to seek bite-sized cocktails. As Britons cut down on their drinking, opportunities exist to find fun ways to get damp-drinking Gen Zers to enjoy alcohol in moderation.

Damp drinking Gen Zers opt for 'baby' cocktails

Beyond Meat is shifting its focus to create healthier vegetable- and fruit-based alternatives to its meat-based competitors with its Beyond Sun Sausage. As concern over ultra-processed foods grows, there's a push for more nutritious options to support vegetarian and vegan diets.

Beyond Meat pivots approach towards meat alternatives

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

From dazzling veneers to discreet aligners, everyone seems to be on a quest for a million-dollar smile. But how exactly do Americans define ‘perfect teeth’? And what role does the US dental industry play in shaping grins – and subsequently making everyone's teeth look the same?

Why are Americans in pursuit of perfect teeth?

In a world of constant noise, Loop earplugs are leading a quiet revolution. From office workers seeking sensory control and focus to ravers protecting their hearing, the brand is redefining how people engage with daily soundscapes – blending wellness, technology, and fashion in the process.

How Loop turns down the volume on auditory overload

Training app TRAIT raised €1 million in seed funding to enhance its AI-powered platform. TRAIT has an opportunity to elevate training by leveraging AI’s conversational capabilities, offering a product that enhances runners’ overall wellbeing and helps them stay motivated.




German app TRAIT leverages supportive AI for running

UK-based app Ferly is aiming to help heal those with a negative sexual history through its unique in-app therapy. Its erotica, workshops, and discussions around sexual desire and wellbeing are helping Britons battle pleasure stigma while tackling sexual taboos.

How Ferly provides bespoke sexual wellness to Britons

South Koreans have become more health-conscious post-pandemic. The demand for dietary and body fat reduction supplements – available in various forms – is rising. This shift is driven by innovative product offerings and the seamless shopping experiences of leading health and beauty retailers.

What's driving South Koreans' fascination with supplements?

With budgets squeezed, people are searching for simpler pleasures and smart life hacks. In the beauty space, that's driving growing interest in the power of sleep. Recognizing the growing value of sleep in beauty and self-care, Estée Lauder has released a set of nighttime products.

Estée Lauder targets sleep chic with night products

Closeup has revolutionised the oral care market in Southeast Asia by leveraging innovative products and emotionally resonant campaigns that boost customer confidence. Discover how the brand’s bold and daring approach to soul-stirring marketing and technology changed how people smile.

How Closeup brightens Southeast Asians' smiles and confidence

Athleisure brand Asics is looking to challenge weight loss trends on social media with a new campaign. Centring on body positivity, the campaign emphasises real people’s stories. In doing so, the brand hopes to highlight the positive impact of fitness in a non-toxic way.

ASICS campaign highlights shift in attitudes to fitness

The acceleration of trend cycles has caused the demand for fast fashion (and the synthetic textiles used throughout the industry) to skyrocket. How might concerns about the effects of microplastics on health finally shift younger generations' conflicting attitudes towards the sector?

The planet versus Gen Z’s fast fashion microplastics

Telehealth provider Wisp has unveiled a provocative OOH campaign in New York that playfully draws attention to the censorship of women's bodies in US advertising. Featuring pixelated images of vaginas, the campaign seeks to normalize vaginal health rather than treat it as a taboo topic.

OOH campaign challenges the censorship of female bodies

Endometriosis Australia’s first television commercial brings attention to common endometriosis symptoms, encouraging people to take symptoms seriously. The campaign aims to reduce the six-and-a-half-year average journey toward a diagnosis for people living with endometriosis in Australia.

Australian campaign spotlights on endometriosis symptoms

Podiatry hasn't historically packed a cultural punch, but as Vivobarefoot is finding, it has the potential to cut through a crowded sneaker market. With more people interrogating the value of their purchases, tailored and optimised design has taken on new credibility. 

Vivobarefoot champions power of barefoot running 

SPF awareness is generally higher than before, but there are still areas where sun care isn't prioritised. The Melanoma Fund's new campaign targets sports enthusiasts. Using striking imagery, it shakes up health messaging while showing the importance of sun protection during outdoor activities.

Campaign on sun exposure focuses on safe sports play

Swedish research offers guidance for plant-based fermented foods that meet consumer preferences. As audiences try to incorporate flexi diets into their daily lives, this research is paving the way for more appealing and healthier alternatives in the growing flexitarian market.

Swedish researchers develop plant-based fermented foods

Georganics is offering eco-minded Britons options for updating their oral care and dental hygiene routines. With its painstaking natural production process, diverse food-grade oral hygiene products, and plastic-free packaging, Georganics stands out as a wholesome and sustainable alternative.

How Georganics elevates eco-conscious oral care

Launched in the late 1980s, Australian beauty brand Aesop is well known for its quiet, understated, and minimalist design. It has long pioneered the concept of ‘quiet luxury,’ even before there was a name for it, and imagines its customers as worldly and cosmopolitan rather than beauty buffs.

How Aesop sustains beauty and quiet luxury for Aussie men

The AAMWA and WeRun313 have partnered to launch health programs explicitly designed to promote Black men's wellness. By combining physical activity with community support and health education, initiatives like these address multiple facets of wellness in particularly vulnerable groups.

AAMWA and WeRun313 boost Black men's health in Detroit

Etsy is banning the sale of sex toys and other adult materials, causing sellers to express their frustration with what has long been a safe place for artisanal, handmade products and free expression. The reaction to the ban showcases people's shifting attitudes towards sexuality and self-expression.

Etsy bans the sale of sex toys sparking seller outrage

Run clubs are gaining popularity in Australia as a milder way to socialise, fostering connections and friendships better than conventional events. This trend reflects a cultural shift, blending fitness enthusiasm with a solution to digital isolation and fulfilling the need for genuine social bonds.

Run clubs are the new dating apps for Australians

Othership Spa spotlights emotional wellbeing and community-centered spiritual rejuvenation. As the public sense of belonging declines, Othership aims to redefine communal wellness experiences, bringing people together in innovative ways to foster connection and holistic health. 

Othership Spa spotlights communal wellbeing

Gen Zers are increasingly swapping weekends of hedonism for calmer (and cheaper) alternatives. As anxiety levels rise among young Britons and the lingering effects of the cost of living crisis tighten budgets, how can brands across food, drink, and leisure connect with this quiet cohort?

Why are Gen Zers staying in?

Cottage cheese sales are surging as people share recipes online, driven by a desire for an easy, cheap way to get more protein into one’s diet. As people become more health conscious, they’re turning to affordable, nutritious, and versatile staples they may have previously overlooked.

Protein-conscious eaters drive cottage cheese popularity

TikTok users are divided over 'coffee badging' – an office trend where workers show up, get a coffee, and go home to finish the day. The trend points to a desire for greater career autonomy and is part of how younger generations question traditional work structures and office norms.

‘Coffee badging’ showcases desires for flexible work

Zyn nicotine pouches have become a phenomenon in US youth culture as a symbol of masculinity and conservative values. The brand’s virality has sparked significant debate around ethical marketing and nicotine regulation, revealing a new culture war arena that has launched it into the mainstream.

How Zyn became a status symbol among Gen Z conservatives

The nutraceutical start-up Wellbeing Nutrition has launched a campaign that uses humour to promote its dissolvable oral nutrient strips. As more Indians adopt a ritualised approach to health and wellness, brands can be assistive by showing how customers can build new routines around their products.

Wellbeing Nutrition makes health rituals fun for Indians

First bubblegum, then Oreos, now… sunscreen? Influencer Nara Smith has gone viral again for making sunscreen from scratch on TikTok. The video reflects the ongoing issue of health misinformation on the platform, which is putting younger people at risk.

TikTokers risk burn with homemade sunscreen

Polycystic ovary syndrome (PCOS) is a common chronic disorder that affects women, trans men and non-binary people – yet it’s underdiagnosed and under-researched, leaving many struggling in silence. Digital health platform Allara addresses the hormone health gap by cultivating a community of care.

Why Allara is advocating for women’s hormone health

‘Wild-eating’ is gaining popularity among China’s Gen Z population, allowing for a return to simplicity, freedom, and balance. Renowned for intensive work expectations, China’s youth is reassessing their priorities and leaning on nature and the outdoors as a means to improve wellbeing.

Chinese Gen Zers turn to 'wild-eating' for escapism

Meditation app Headspace has launched a free toolkit aimed at helping people cope with election-induced stress. As election cycles ramp up around the world, there’s a clear need for empathetic understanding and action from brands as consumers look for intentional mental health support.

Headspace toolkit combats election-induced stress 

Women’s health is often mistreated and misunderstood, and this has led to millions of missed cervical screenings in the UK. In response, femtech companies are advocating for self-serving management through tools like Thyia’s at-home screening kits that make gynae-care affordable and accessible.

How Thyia empowers women’s at home gynaecological care

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