Brands and products
for a balanced life

conscious wellbeing

In GB, we announced an 18-month pilot partnership with UK Men’s Sheds to encourage alcohol moderation, equipping ‘shed leaders’ to facilitate informed conversations about the causes and consequences of harmful drinking.

Trend overview

Wellness is now about more than healthy eating and exercise. Feeling good means taking care of the whole package. Whether it's setting healthy boundaries, exploring alternative options mindful eating, or creating sanctuaries at home where we can decompress, people are serious about what makes them feel genuinely good.

US$ 9 tn

The projected size of the global wellness industry is US$9tn by 2028

Source: Global Wellness Institute

78 %

of Gen Z combine alcoholic and non-alcoholic drinks on nights out, compared with two-thirds of adults

Source: KAM

180 k

ChatGPT's daily power usage is nearly equal to 180,000 U.S. households

Source: Forbes

Tracking The Trend

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Data shows total conversations and YOY growth rate

Trends In Detail

Here is a deeper dive into the data, comparing the volume of conversations, and growth rate of each sub-trend – at both a global and regional level.

Data shows total conversations and YOY growth rate

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Gordon’s Mix It Up Campaign

Gordon's launched Mix It Up, a campaign that highlights consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%. Also known as ‘Zebra Striping’ - the practice of alternating between non-alcoholic and alcoholic drinks.

What to look out for in Culture in 2025

The development of the Conscious Wellbeing in the last 12 months has seen consumer developing an even greater sense of the “self” and focus on their health and self-worth. This is more than simply better exercise and dieting – we are diving deeper into the concepts such as gut health and digital detoxes. Albeit the growth rates of this trend differs geographically, with consumers in Asia-Pacific embracing the concept far more excitedly than those, say, in Europe – suggesting that this is a far more establish trend in the latter.

01.

Mind Matters

People are more empowered to prioritise their mental health, with individuals sharing stress management and relaxation tips. There’s a focus on therapy, religion, meditation as well as parenting conversations.

02.

The Mindful Market

Wellness products and services for improved wellbeing highlight a shift towards conscious self-care focused consumerism, ranging from beauty treatments to white noise machines and art classes.

03.

Cultivating self-worth

Focus on self-empowerment, with discussions on setting healthy boundaries and pursuing self-improvement without external validation. Topics include fostering positive body image, personal growth, and maintaining healthy relationships.

04.

Nourished Body Boost

Conversations on physical health improvements also focus on mindful eating and wellness therapies. Special emphasis is placed on gut health, plant-based diets, and reducing alcohol consumption by exploring alternatives.

05.

Digital - Physical Balance

People are exploring the mental health implications of working from home, and how to maintain focus by doing so. We’ve seen a growth in digital detoxes, people are deactivating social media to reconnect with “real life