The key consumer trends and insights influencing the Health sector in 2018 – based on consumer research and analysis from behavioural insights practice Canvas8.

1. Behaviours impacting
HEALTH

2. A highlight of key insights and innovations impacting the
way we keep our minds and bodies in good health

3. 1 HEALTH
HACKERS
3 TALKING
THERAPY
4 DIGITAL
DOCTORS
5 EXPLICIT
PRODUCTS
2 ALT
METHODS

4. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean1 HEALTH HACKERS
People are taking health into their own hands
Getting medical care through traditional
channels can be a slow and expensive
process. Instead, a growing number of people
are taking their health into their own hands,
whether that’s by self-diagnosing with the
help of search engines or using home testing
kits to learn more about their bodies.
Health Behaviour

5. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean1 Thriva
Two-thirds of Britons want to take greater
control of their health, but while they might
do medical research online or track their
fitness with an app, would they be willing to
do their own blood work? Thriva is hoping
so, offering at-home kits that strip blood
tests of their intimidating reputation.
In practiceHealth

6. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean2 ALT METHODS
People are trusting in natural cures
With trust in Big Pharma at an all-time
low and the wellness movement making
people increasingly mistrustful of synthetic
products, there’s a growing demand for
natural remedies that have simple and
familiar ingredients. But are these alt
medicines worth the high price tag?
BehaviourHealth

7. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean2 Jarr Kombucha
Increased awareness of the links between
gut health and overall wellbeing have
seen a surge in sales of pre- and probiotic
foods, including fermented products,
such as kombucha. With kombucha now
commonplace the USA, how is it positioning
itself as a must-drink in the UK?
In practiceHealth

8. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean3 TALKING THERAPY
People are happy to discuss awkward
health issues
When it comes to intimate health
problems, people haven’t always been
that open to discussion. But as the body
positive movement grows, these ‘tricky’
conversations are being normalised,
helping to shed any embarrassment and
driving individuals to confidently address
their health.
BehaviourHealth

9. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean3 Taking the taboo out
of poo
Research suggests that Americans are
more uncomfortable talking about bowel
movements than STDs. But why is it so
awkward? And how can brands fight the
stigma around conditions such as IBS?
Canvas8 spoke to ‘Bacteria Barista’ Alexis
Goertz to uncover how to take the taboo
out of poo.
In practiceHealth

10. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean4 DIGITAL DOCTORS
People are being diagnosed digitally
Many people already turn to Google for advice
when they can’t get a doctor’s appointment or
want to research their symptoms – but tech
could soon play a greater role in medicine,
with AI-enhanced diagnosis tools and
digital consultations easing the pressure on
stretched health services.
Health Behaviour

11. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean4 Ada
Over a fifth of Britons have used search
engines to diagnose a medical condition,
whether that’s because they can’t get
a GP’s appointment or due to ‘cyber-
chondria’. Aiming to ease anxieties and
provide fast, accurate advice is Ada, an AI-
assisted app that gives users more control
over their health.
In practiceHealth

12. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean5 EXPLICIT PRODUCTS
Women want to close the ‘orgasm gap’
Good sex can make us happier, healthier
and more productive, but the cultural
taboos around female pleasure have
created an ‘orgasm gap’, with women
less likely to climax during sex than men.
How are brands, broadcasters, and digital
media producers helping to overcome
this disparity?
BehaviourHealth

13. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean5 OMGYes
When it comes to gender inequality,
we’ve all heard of the ‘pay gap’. But what
about the ‘orgasm gap’? With only 65%
of women achieving orgasm during sex,
compared to 95% of men, OMGYes is a
website that offers advice to women in
need of a little know-how in the field of
sexual pleasure.
In practiceHealth

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