Access to health information is proliferating both on- and offline, but the resulting information overload is causing many to feel confused about who to trust. Global trust in institutions (including workplaces, media and businesses) to protect public health fell by four percentage points between 2023 and 2024 (Edelman, 2024). Cue expert-backed podcasts, social media and news that elevate trustworthy voices.

Across the US, UK, France and Germany, 70% of consumers would adopt new rituals to find meaning in their lives (Warc, 2024). This is renewing interest in spiritual and religious practices. “As people look for belonging, grounding and purpose, spirituality is what they are turning to,” says Morgan Shipley, professor of spirituality at Michigan State University.

From fitness to health, people want support to navigate challenges and meet their goals. However, only a slim majority (53%) worldwide feel attached to a community (Lululemon, 2024). Brands are stepping in as social coordinators, building experiences for consumers to learn skills and overcome problems together – addressing social wellbeing alongside physical or mental health.

Pushback against screen time and social media is accelerating as governments strive to limit young people’s exposure to social media, digital mindfulness apps proliferate, and everyone from celebrities to the WHO emphasises social media’s addictive nature. These conversations are likely to accelerate as more research emerges regarding the effects of screen time on mental wellbeing.

The wellness property boom forecast in 10 Wellness Trends to Watch 24/25 continues with the rise of luxurious health-focused communities, which combine housing and health amenities in stunning natural environments. Momentum is just beginning: by 2028, the global wellness property market is expected to be worth $912.6bn, up from $512.7bn in 2023 (GWI, 2024). For more, see Wellness Travel Trends 25/26.

By 2031, longevity therapies are expected to be a $4.1bn global market, up from $2.7bn in 2023 (Insight Ace, 2024). Research into the mechanics of longevity is fuelling the industry, inspiring (increasingly affordable) age-conscious supplements, biological age tests and informing health interventions. For earlier thinking, see our tech and beauty reports on longevity.

In 2024, 63% of American adults said they feel anxious about their health, with 43% worrying more in general than they did previously (APA, 2024). Brands can step in and help people alleviate or manage their anxiety with more thoughtful wellness trackers or guidance on how to improve their intuition when it comes to managing their health.

As detailed in New Dietary Dynamics, growing awareness of GLP-1 agonists continues to change attitudes towards weight loss. Some 53% of American adults believe they’re helpful for people who are overweight or obese (Pew, 2024). Cue supportive services, from apps that track body composition to tools for monitoring nutritional balance.

Globally, 45% of people felt burnt out on self-care in 2024, and 61% cited societal pressures to appear well as a driver (Lululemon, 2024). To alleviate this pressure, consumers are adopting simpler, nimbler routes to wellbeing. Think unwinding with an herbal tea (a favourite ritual of young Chinese) or tuning into a self-hypnosis app for motivation.

As explored in Reframing Vice, smoking remains popular among young adults – although rising rates are inspiring more brands and campaigns focused on helping people to quit. Whether making nicotine replacement therapy (NRT) appeal to young vapers or doubling down on anti-smoking messaging and programmes, expect to see more anti-smoking sentiment in 2025.