Isabella Gannon is a junior behavioural analyst at Canvas8. She holds a BA in European Studies from Trinity College Dublin, and there became interested in the relationship between media, identity and visual culture. Outside of work, she’s frequently reading, going to gigs, and navigating obscure corners of wikipedia.

We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more. The global health and wellness market is expected to reach over $8,945.3 billion by 2032, while self-improvement and the quest for reprieve and relaxation have become integral to all areas of our lifestyles.

Wellness was once for the elite, expressed through a Goop-like look and lifestyle. But now a more fragmented definition of wellness is on the rise, encompassing people’s diverse backgrounds and distinct needs. In a society ruled by high stress and burnout, what was once considered a baseline are now status symbols: sleep is a luxury, glucose monitors signal exclusive healthcare, and sob parlours offer curated spaces for catharsis. People are embracing more radical forms of wellness, employing minor plastic surgery and weight-loss drugs as a means of control over their lives.

Wellness is rapidly reaching new demographics across generations. Exhausted by the permacrisis, Gen Z is rejecting more traditional, buttoned-up wellness movements in favour of little treats, girl dinner, ‘bedrotting’, or ‘rat snacking’ as forms of self-care with a sense of release. At the same time, longevity is becoming a priority as Gen X and Boomers rethink wellness to suit their needs. Some are taking up clubbing as a way of keeping an active lifestyle, while others are looking for nuanced approaches like menopause diets to support the changes that come with age. A desire for more bespoke wellbeing is driving an increase in health hacking – whether through technology or prioritising socialising with peers.

Being+

The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

Generation Sell

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

Global

Home and Relationships

Social networking

The wedding conventions of a new generation are beginning to take shape as Gen Zers start tying the knot. In line with a broader shift away from the overly polished visuals of the 2010s, wedding content is growing increasingly unfiltered as fiancées adopt a curated anti-curation approach.