The focus on personal health has been one of the dominant trends of the past few years. This report explores how as people's behaviour adapts to current technologies, it is beginning to reveal itself in fresh and exciting new ways.

HealthTap is a website and smartphone app that allows users to quiz doctors about health concerns and get prompt answers to their queries. It is part of a growing trend of using technology to empower people to better manage their own health.

Individuals are now able to monitor every aspect of their physical and mental health. Sleeping, eating, exercise and social activities can be analysed in real time and shared with a like-minded community. But what does this mean for brands?

While the immediate future is unlikely to yield AI pseudo-human carers, the notion of robots aiding the elderly is closer than ever. All over the world – especially in Japan, where more than a quarter of the population is over 65 – technology and healthcare are starting to overlap.