Health and Fitness

The 'Barefoot boy summer' trend sees people bearing their soles to get back in touch with nature. The trend promotes the healing properties of 'earthing' but often neglects the health implications of unprotected feet, creating an opportunity for education on natural wellness.

Nike is launching the Well Collective program to encourage and support holistic wellness. As people establish more dynamic health goals, initiatives like these help build community with like-minded people and highlight how brands can meaningfully be a part of people's wellbeing.

Ketamine clinics are closing down across the US, leaving patients feeling abandoned. Nue Life offers an alternative to patients where they can still access guidance to ketamine therapy on its free health tracking app – offering at-home guidance for therapy treatments so patients can take control.

Cannes Lions winner Partner Life teamed up with the popular murder mystery show The Brokenwood Mysteries on a new award-winning ad about life insurance. Using fictional murder victims as the stars of the ads, it tackles a taboo topic head-on, resonating with demands for transparency and honesty.

Several Singaporean malls have introduced 'calm zones' to offer elderly and neurodivergent people a more comfortable shopping experience. By providing public spaces to accommodate different access needs, this initiative exemplifies how brands can reach a wider audience by leading with inclusivity.

Luxury fitness club Equinox is partnering with eight brands to launch a program of curated and unique offerings. Covering a wide range of categories, leveraging health, wellness, and high-end shopping, the program creates an exclusive experience for members – offering value in a turbulent climate.

Menstrual health start-up Blood creates eco-conscious period products made of corn, designed for Southeast Asia's humidity and tackling taboos around menstruation. As people look for products tailored to their specific needs and values, brands like Blood stand out for their intentional designs.

Depression rates have hit record levels among Americans, with under-30s and women among the most vulnerable groups. As the country faces a significant mental health crisis, brands have the opportunity to offer support focusing on emotional wellbeing and much-needed community care.

The telehealth industry in Southeast Asia is increasingly providing more complete end-to-end care for skincare, reproductive health, and general wellness. This is in response to younger generations demanding a more relevant and digital-first service that feels tailored to them.

Preventative mental health charity Batyr has ‘hijacked’ the marketing campaigns of industry partners to encourage young Australians to talk about mental health. Brands can jumpstart conversations and collaborations across industries can extend the reach of important philanthropic interventions.

Luxury resorts are offering mindful escapes centred around yoga and nature for kids, helping them to grow and connect with the outdoors. As declining mental health among children becomes a pressing concern, there are expectations for brands to help kids develop healthy practices from an early age.

A survey has revealed that Gen Zers are unaware of the risks associated with overexposure to the sun. The findings point to a need for education and awareness around skincare and the risks of tanning and sun exposure – brands are having to choose between oppressive messaging and a softer approach.

Ness has released a credit card that replaces air miles with ways to earn health and wellness-focused rewards. The card makes it easy to earn these perks, meaning holders don't have to change their spending habits to reap the benefits – helping them seamlessly meet their wellness goals.

Gen Y and Z TikTok users are reviewing their relationship with alcohol in the form of 'damp drinking'. With 12 billion views on the platform, the movement has tapped into a burgeoning rejection of alcohol and drinking culture, as people prioritise health and choosing their own path.

Known for educationally-driven children’s media, Sesame Workshop has introduced a variety of emotional wellbeing content. Through its lens of inclusion and drive to address the mental health crisis, the Workshop's initiative is an example of a brand leveraging its focus to meet emerging needs.

Hatch has partnered with Free People's fitness brand to launch a limited line of maternity activewear. Focusing on fashion and functionality, the line proves that people want brands to address their diverse needs with innovative products that meet them where they're at.

Evoking a cosy atmosphere conducive to sleep or meditation, VR sleep rooms are enjoying a moment. As people's mental health suffers amid a state of global permacrisis, using technology to create safe and healing spaces can help strengthen consumers' emotional bonds with brands.

Love Better, a campaign from the New Zealand government, is shining a light on the struggles teens are facing when it comes to relationships. Featuring real stories, the initiative uses authenticity and empathy as part of a broader effort to support mental health in young generations.

Visit Finland is sharing the joy with a Masterclass of Happiness that teaches ten lucky winners the Finnish approach to cultivating content mindsets. The theory is that their happiness is rooted in a strong connection to nature and offers a chance for others to facilitate mindful moments outdoors.

CerHom has joined TBWA\Paris to crack down on unsolicited pictures on dating apps and raise cancer awareness. As safety concerns create dating app fatigue and men put their health at risk by continuing to avoid seeking medical help, this ad playfully addresses two pressing issues.

Forget the climbing gym: more and more Australians are installing custom rock walls in their homes. While this may be an extreme manifestation of the sport’s growing popularity in the country, it also reveals what Gen Y and Z look for in their ideal home – a personalised recreational paradise.

Norfolk is set to welcome a free nature therapy programme in response to demands for accessible menopause treatment. The back-to-basics approach features a series of wellbeing workshops that provide sensory immersion through forest bathing – a practice that can help to lower stress and anxiety.

Impossible Foods has given its product range a healthy upgrade, aiming to satisfy people’s interest in their personal, as well as planetary, wellness. With plant-based alternatives gaining popularity, people’s expectations of products are beginning to expand beyond eco-credentials.

A meme featuring multitasking with a Family Guy compilation has risen slowly to virality over 2023, poking fun at a collective dependence on constant stimulation. People are beginning to address the effects of endless scroll behaviors on their mental health and attention spans.

As the demand for health and wellness products grows, FitJab ensures that Muslim women are not excluded from their lifestyle benefits. The culturally-aware app provides Muslim women with challenging home workout routines that eliminate the religious obstacle of entering male-dominated gyms.

Wheels4All has launched in Weymouth to empower locals to take to their bikes regardless of their ability level. It's hoped that the scheme’s provision of adaptable bicycles will foster a culture of inclusivity and accessibility for participants who may be navigating physical impairments.

Dubai has announced plans to build three integrated rest stops for delivery riders, signalling efforts to improve wellbeing after a series of strikes in the city. While these initiatives are a step in the right direction, the exploitation of gig workers needs to be addressed on a systemic level.

Post-pandemic work life has seen dramatic changes as people try to find a system that works for them. The rise and fall of 'quiet quitting' and the Great Resignation has resulted in the rise of 'Bare Minimum Mondays' that see employees challenging traditional workload allocation.

Dr. Allison Rodgers has released an inclusive illustrated guide to understanding female anatomy. Targeted at a younger audience, the book is set to break down harmful stereotypes and stigmas while also empowering young people and their parents to have open, honest discussions about sex.

Nike is addressing the sportswear hype in China with a line of leggings designed for both comfort and activity – produced with Chinese women in mind. The global giant is honing its local focus to compete with brands with more locally tailored products and grassroots initiatives.

A report published by the World Health Organization and the Organisation for Economic Co-operation and Development has shed light on the effects of insufficient physical activity. It suggests exercise levels across Europe are not sufficient and that socioeconomic factors are, in part, to blame.

Zomato, an Indian delivery company, is developing rest stops where gig workers can safely take a break and access resources and support. This step highlights the need for more prevalent protections for gig workers who are at the forefront of the labour rights movement around the world.

Post has launched a cereal to encourage healthier sleep and nighttime habits. Adding to its regular breakfast offerings, the brand is moving into the functional eating space, appealing to those that are looking for ways to enhance physical and mental health through their food and drink experiences.

Spain has announced that it will be the first European country to introduce paid menstrual leave from work. The introduction of the landmark legislation positions women’s rights as a matter of priority at a time when they have come under increasing threat from established institutions.

Popular for its period underwear among other hygiene apparel, Modibodi has released an inherently inclusive collection that highlights the gender diversity of those who menstruate. The brand exemplifies an intentional step to uplift gender diversity while still being rooted in community support.

A study has found that a majority of Americans are forgoing roses and chocolate on Valentine's Day this year in favor of gifting cannabis products to their significant other. As behaviors change, people are adapting and updating holidays and traditions to align with their lifestyles.