The key consumer trends and insights influencing health and beauty in 2017 – based on consumer research and analysis from behavioural insights practice Canvas8.

1. w
BEHAVIOURS
IMPACTING
HEALTH AND BEAUTY

2. HEALTH AND BEAUTY 2
A highlight of four emerging behaviours that are
impacting the way we look after ourselves, both
mentally and physically.

3. HEALTH AND BEAUTY 3
1. UNCENSORED
SELVES
2. SADNESS SOCIETY
3. CLEAN RELIEF 4. TALKING SENSE

4. HEALTH AND BEAUTY 4
1. UNCENSORED SELVES
People want to see real bodies
While body positivity and female empowerment has seen plus-
size more broadly celebrated, it’s had far wider implications,
impacting the way women talk about everything from
breastfeeding to periods. In a new era of openness, brands are
demystifying and de-shaming bodies.
OF WOMEN FEEL A STIGMA
EXISTS AROUND PERIODS
Water Aid, 2015
70%

5. HEALTH AND BEAUTY 5
1. UNCENSORED SELVES
In practice
Bodyform’s 'Blood' spot is the first to tackle the physical
manifestation of having a period. Vials of blue liquid and
grinning, rollerblading models have been replaced with the blood
of powerful sportswomen. It’s an ad attempting to represent real
women’s attitudes to menstruation.
Bodyform – ‘Blood’
OF WOMEN FEEL A STIGMA
EXISTS AROUND PERIODS
Water Aid, 2015
70%

6. HEALTH AND BEAUTY 6
Mental health was once a subject for behind closed doors, but
the stigma is subsiding. While Gen Y women embrace the Sad Girl
aesthetic – proudly displaying their tears on social media – Drake
is proof that rappers no longer have to limit their lyrics to ‘bitches
and money’.
THE INCREASE IN REFERRALS
TO COMMUNITY MENTAL
HEALTH SERVICES BETWEEN
2010 AND 2015
Community Care, 2015
19%
2. SADNESS SOCIETY
People are embracing mental illness

7. HEALTH AND BEAUTY 7
In practice
Memes are part of the fabric of internet culture. But at a time
when there’s such a disparity between reality and social media
perfection, the subversion of the classic meme format reflects a
shift in how people express themselves digitally. Nihilist Memes
show the silver lining of sadness.
2. SADNESS SOCIETY
Nihilist Memes
2. SADNESS SOCIETY
In practice
THE INCREASE IN REFERRALS
TO COMMUNITY MENTAL
HEALTH SERVICES BETWEEN
2010 AND 2015
Community Care, 2015
19%

8. HEALTH AND BEAUTY 8
People want to know exactly what’s going into the food they’re eating,
the products they’re putting on their skin and the medicine they’re
taking. It’s why sales of vitamins now outpace painkillers and why
coconut oil is being used for a range of medicinal purposes.
OF GEN YERS REGULARLY
TAKE SUPPLEMENTS
Mintel, 2015
73%
3. CLEAN RELIEF
People want transparent medication

9. HEALTH AND BEAUTY 9
In practice
We can’t get enough of supplements – half of Americans take them
regularly – but with little evidence to support health claims and worries
over their contents, people are looking for transparency. Ritual delivers
on this, providing ‘clean label’ vitamins for the wellness movement.
3. CLEAN RELIEF
Ritual
OF GEN YERS REGULARLY
TAKE SUPPLEMENTS
Mintel, 2015
73%

10. HEALTH AND BEAUTY 10
While speaking up online is increasingly celebrated, tech can also
dehumanise healthcare and mental care. With more internet-only
options available, it’s easy to get swept up in anxiety and
algorithms. But when it comes down to it, sometimes, nothing
can beat a good natter.
OF AMERICAS PREFER TAKING
ADVICE FROM A HUMAN, RATHER
THAN A DIGITISED CHANNEL
Accenture, 2016
77%
4. TALKING SENSE
People take comfort in conversation

11. HEALTH AND BEAUTY 11
In practice
Celebrities and brands may champion trans issues in the public
eye, but fear and discrimination are still prevalent in the lives of
many transgender individuals. Through her project Nail
Transphobia, Charlie Craggs is fighting prejudice through free
manicures and a friendly chat.
4. TALKING SENSE
Charlie Craggs
4. TALKING SENSE
In practice
OF AMERICAS PREFER TAKING
ADVICE FROM A HUMAN, RATHER
THAN A DIGITISED CHANNEL
Accenture, 2016
77%

12. HEALTH AND BEAUTY 12
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