Key takeaways from our recent webinar.
Four macro factors indicate that health and wellness is a national priority:
- Ageing Population. (There are currently over 21 million people aged 50 and over in England. This represents 38% of the population, up from 32% in 1981).
- Pharma Breakthrough of GLP-1s Amid Obesity Crisis. (In 2024, 64% of UK adults were overweight including obesity).
- Mental Health and Loneliness Crisis – Increasing demand for mental health support and wider strain on NHS. (NHS referrals for mental health issues were up 37.9% in 2024).
- The Cost of Living Crisis – diminishing quality of life. (In September 2025, 65% of UK households reported that their cost of living had increased.
These factors are driving three dominant cultural trends for 2026:
- Longevity Obsession
- GLP-1 Revolution
- The Spiritual Health Surge
Shift 1: Longevity Obsession
A cultural fixation on improving healthspan (period of life spent healthy) is emerging. The headlines paint a false picture; Silicon Valley-style biohacking-IV drips, cryotherapy, supplements, and high-tech optimisation. In reality, everyday consumers are embracing accessible, non-toxic ‘micro-biohacks’ like sleep tracking, cold plunges, functional foods, and habit stacking.
What people really want:
Control- Desire to feel in charge of personal health.
Trust- Preference for transparent, data-driven health insights over marketing claims.
Status- Health knowledge and discipline as new social currency.
Brand Implications:
- Make healthy habits easier – Integrate services that reduce friction. E.g. Gym Box playing to stacking behaviour with infrared saunas.
2. Reward small winds – Meeting people where they are on their journey. E.G Gentler Streak celebrating small wins with their mindful movement app.
3. Lifestyle integration – Position health tools as premium accessories through design. E.g. AG1 making distinctive lifestyle products to accompany their supplements.
Shift 2: The GLP-1 Revolution
With 1 in 20 adults now using GLP-1 medications, major social and behavioural changes are unfolding. The headlines suggest a ‘miracle fix’ to end obesity with easy-to-maintain weight loss, accessible to all, but that’s far from the whole picture.
The reality sees:
- Emotional Shifts – appetite detachment & reduced pleasure in food. Worries about maintenance & physical side effects: hair loss, loose skin, nausea, identity anxiety.
- Social Behaviour – reduced alcohol and dining-out habits, changing the way people socialise and spend leisure time.
- Shopper Shifts – drop in demand for snack and impulse categories with growth in functional health products.
What People Want
- Clarity – They know they need to start looking after my health better but need clear guidance.
- Pleasure – They still want to enjoy what they eat and drink, not feel like diet is a punishment.
- Social Acceptance – They don’t like feeling like the odd one out. They want people to share experience with.
Brand implications
- Educate Through Human-Friendly Mental Shortcuts – Make healthy choices simple, accessible, and easy to understand through intuitive cues and storytelling. E.g. Vital using Glp-1 friendly language.
2. Champion Pleasure and Emotional Benefits – Reframe BFY options as indulgent, uplifting, and emotionally rewarding through format, flavour, and messaging. E.g. Misfits using indulgent positioning for their functional snack brand.
3. Normalise New Behaviour – Facilitate new, healthier ways for people to connect and socialise without stigma or restriction. E.g. Premium restaurants like Island, London, offering inclusive options for smaller appetites.
Shift 3: Spiritual Health Surge
Spirituality Goes Mainstream
Spiritual health is now part of the wider wellbeing conversation.
Consumers are no longer viewing spirituality as fringe – it’s becoming a central part of modern self-care. The cultural language around health and wellness is evolving – moving from functional and goal-driven to emotional and spiritual, evident in the use of language in this space e.g. movement, soul, heal, ritual.
What People Want
- Purpose – People want to feel that what they do, buy, and believe reflects what really matters and gives them purpose.
- Calm – They want to feel grounded while the world spins fast.
- Connection – They want to find belonging and connect with likeminded others.
Brand implications
- Lead with Purpose – Provide tools for self-improvement that align with values. E.g. My Protein’s ‘Move Club’
2. Help People Slow Down – Offer stripped-back, mindful experiences that promote stillness and reflection. E.g. Nike’s mindfulness-focussed fitness app, Mind SETS.
3. Create Safe, Supportive Communities – Build spaces (online or offline) that foster connection, vulnerability, and belonging. E.g. Women’s Supplement brand Sisterly creating community swim events.
Things to remember:
Start where people really are: Before telling people what to change, understand what they’re already dealing with, what they can and want to do right now.
Trust is your advantage: Health is crowded and confusing. Brands that act with honesty and care will always stand out.
Make messages brain friendly: Anchor new wellness ideas in recognisable habits and symbols.
Purposeful Health wins: People will adopt new health behaviours when they feel clear, guided, and connected to a more emotional purpose.