People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

How is wellness fatigue impacting attitudes towards new trends? What is the future of personalised health? How have savvy shopping habits raised expectations for brands? In this part of the 2024 Expert Outlook, we speak to three experts about how people are looking to simplify wellness practices.

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.

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?

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?