Nicolas Lopez is a New York-based behavioural analyst at Canvas8. He holds a degree in political science from Columbia University. His research is driven by the relationship between the political, material, and cultural spheres. Outside of work, he can be found writing fiction and riding his bike with no hands.


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+

Speed and convenience have become the consumer norm. Since the COVID-19 pandemic, when people worldwide were introduced to instant access to goods and services via apps and digital platforms, the supply and demand considerably grew and splintered. The 'I need it now' culture shows no signs of slowing down, yet the complexity around it is becoming more apparent.

Hyper-fast digital services appeal because they fulfil a ballooning desire for instant gratification – contemporary convenience hinges on easy-to-use interfaces that help consumers seamlessly meet their needs. However, the mechanics of consumerism are complex. People are becoming aware of global supply chains, especially in the wake of wars and escalating global conflict. As many brands are cracking down on immediacy (introducing higher delivery fees or offering it as a premium), people are turning to local and smaller-scale shopping for more mindful, slower, grounded spending.

The cost of living crisis makes people reconsider which of their needs are truly immediate, but it's not the only reason some crave a slowdown. The hyper-fast society enables our desires to be fulfilled instantly but might be too fast for our mental health. While convenience used to be a cool thing to have, now it has become essential to function in the current attention economy. People are tormented by a lack of patience and chronic dependency on stimulation from platforms like TikTok – yet the rewards of convenience easily outweigh the concerns.

Compulsive Convenience

Gen Z (born 1997-2010)

United Kingdom

Beauty

Skincare

Shopping

Data has revealed that Gen Zers are 'too busy' to follow a skincare routine and that multi-step practices often fall by the wayside. As skin maintenance gets more complex, people are looking to reduce the number of steps taken and are choosing an ingredient-focused approach instead.