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The health & self-care trends for 2024

Updated: Jan 19

Social, psychological, economic and technological changes influence the health & self-care business. This article highlights some of these health, wellness, and self-care trends. It supports the creation of a business strategy that is future-proof.

Welcome to “A Healthusiasm World”, a newsletter by Christophe Jauquet on the future of business in this health-conscious world.

  1. Understand how the boundaries between healthcare, wellness, and consumer industries are blurring.

  2. Discover the latest health behaviours, innovations and trends.

  3. Learn what's next for customer experience, purpose-driven marketing, and digital health.

" As people are more than ever occupied with their health, every business becomes a health business. This is one of the main drivers of the Transformational Economy. "
Christophe Jauquet


Things I need to think about

I've taken a long break from this newsletter over Christmas, mainly because the speaking market is gaining speed again. Bookings are again coming in for gigs that are more than 15 months away (it used to be about two months out in recent years).

But there is another reason for this pause: I've been reflecting upon the formula and approach of this newsletter quite a lot: Dedicating at least 20 hours every two weeks to write you a unique view on the changes in health & self-care... is exceptionally demanding. But beyond the fun and the flattering of its growing popularity, I have to be aware that this time dedicated does not generate any (direct) revenue at all. Should I tone it down? Should I stop altogether? Should I make it exclusive for clients? Or should I hide (some articles) behind a paywall? I haven't figured it out just yet. But I realise that my newsletters are read more than my book. And even if many people have asked for my second book, is a physical book still suitable for time-relevant content today? My second book has been almost finished for over six months, forcing me to review some chapters against new evolutions...

Can this newsletter grow further into a centrepiece of my content creation? It sure will be something to reflect upon and prepare for 2024. But you are indeed at the right place here.

Until then, let me now give you something to think about this year and for the years to come: the health & self-care trends for 2024.


Things you need to think about

Frequent readers are already familiar with this approach. At the beginning of the year, I present several health & self-care trends that will impact your (health) business from 2024 onwards. In the coming year, I'll elaborate on those (and other) trends in my bi-weekly newsletter.

This blog post is my most viewed article, gaining a 100times more attention than the more detailed, specific trends. Almost 95% of my subscribers do so when reading this overview article. I can only encourage you to do the same. (see: 2023 Health & Self-care trends)


Before we start with next year's trends, let me elaborate on the word "trends" again because people often dislike it. Trends may have a bad connotation to them. This is because trends are often confused with gimmicks, hypes or fads. Sometimes they are also referred to as a means to make marketing campaigns more attractive. But what I present here are none of those.

My ambition is to present you with the longer-term impact that cultural shifts, societal changes and technological evolutions have on our health & happiness. You could consider them as probable scenarios for the future. But whether or not they will exactly manifest themselves as written is secondary. The primary purpose is to make you think about what these upcoming changes will mean for humans, society and your business. My newsletters help you prepare your business strategy for these upcoming trends.

However, don't expect me to write about the Metaverse, ChatGPT, and Artificial Intelligence, nor will I speak about the financial or the climate crisis. These are technological or societal trends. My purpose is to explain what THESE mean for health & self-care. Because the real question is what the impact of innovations and cultural shifts will be on our health & happiness.

It's also valuable to know that I mainly focus on trends that will become relevant and impactful within 2 to 5 years because that allows you to prepare yourself and your business for this shift. Once in a while, I bring a foresight into a future that is 5 to 10 years away (see: careguiders, the disease paradigm). These changes are more drastic and require more habituation and adaptation. I consider these worth including in your strategic plans today; therefore, they are also exceptionally contained in the newsletters.

The Healthusiasm Trend

At the root of all these trends is the megatrend of Healthusiasm, which says that people are more than ever conscious about and occupied with their health & happiness. It's a cultural shift that has been 40 years in the making (if not 2000 years already). Ever since the 80s, people have been increasingly focused on becoming healthier and happier: From that point on, more people stopped smoking; a fitness craze was started; people changed doctors more often; and a change in eating habits was noticeable. In the following decades, Doctor Google, mobile apps, wearables and AI only empowered people more. Today, people can take multiple actions to impact their own health. As a result, they are increasingly looking at companies, organisations and brands to help them with that. People want consumer companies to consider their health & well-being and healthcare organisations to provide experiences that meet their expectations.

The Healthusiasm trend is the trunk of a tree from which numerous branches grow, large and small. Any of the trends presented here could be considered as those branches that originate from Healthusiasm. They grow as the world changes and technology progresses. Some trends might be big branches with a life span of 15 years. Others might still be smaller branches that grow towards the sun (to feed their needs), uncertain about how important they might become over time.

I guess you get the picture. Let's get into it.

Here are ten more relevant health & self-car trends for 2024 onward:

1. The rise of the robots

Twitter bots and chatbots are commonly known in the meantime. But these are hard to be called robots as we've got to know them from science fiction movies. Maybe you've once encountered a real robot at the conference entrance. Perhaps you've heard about robots applied in hospitals during covid? You might have seen Stretch, the warehouse robot jumping over things. These were playful, gimmicky and most likely still expensive for a single job today. In the coming years, we will get acquainted with robots that will have a tangible impact on our lives: from our homes to hospitals, from the city to general social encounters.

2. Trauma anima

People deal with ageing and dying differently today. Taboo topics such as Finances and mental health are being discussed in the open. Continuing down this same path, traumas are also stepping out of the taboo sphere. Healing journeys go deeper and further than before, leaving no stone unturned. This changes how we deal with the past, manage our present struggles and prepare for the future (traumas). Whether you are a healthcare business, mental health business, or even just trying to do good for employees, this evolution will undoubtedly change how you go about things.

3. Mood boosting

Our mood is influenced by the many things inside and outside our body. Hormones influence our mood. What we eat & drink alters how we feel. People may affect our mood. Also the environment we find ourselves in contributes to how we feel, from the temperature to the lighting and the colours used. In the following years, it will be unthinkable not to reflect upon how we (positively) impact how people feel. Just like our mood can be influenced by almost everything, we can expect an increased focus on mood-boosting in every situation.

4. Recovery reliance

It's been trending globally ever since the pandemic: recovering from. People needed to recover from being isolated for too long, and businesses had to recover from supply chain disruptions. Meanwhile, nature became the natural habitat for recovery again, and it has its own need to recover. In (amateur) sports, there is an increased focus on recovery, with personal coaches leading the way and innovations hitting the masses. Recovery even became apparent in the way we grieve. We started realising that in the rat race to improve our lives and ourselves, we often forgot to recover from the efforts made. In the coming years, I expect an increased focus on recovery to balance this lopsided situation. Doing more will be as crucial as doing less. New tools will even allow us to be smart about it. Or in other words, doing nothing will sometimes be the smart thing.

5. (sub)Conscious consideration

Our consciousness is something which characterises humans. Our brain is used to assuming and processing information and doing something deliberately with that information for survival or achievement. It's a central feature of human existence. But artificial intelligence is now invading our world and has started to take over these assumptions and processes. What we use to reflect upon is now taken away from us. Do we go left or right? How will we describe this feeling? What do we prefer? Technology does it for us without humans even being conscious of it anymore. Not to mention the potential impact on our consciousness of dystopian/utopian ambitions to upload one's brain to a computer or to insert a computer into one's brain. On the other side of the spectrum, more focus in psychology seems to go to unravelling subconscious behaviour. Unlocking the subconscious reality is even expected to be healing people better. As a result, I believe that it is very plausible that we will become more conscious about our subconsciousness or unconsciousness.

6. City Dwellness

Caring about citizens' health has primarily been a national (or regional) responsibility. Meanwhile, prevention received only a fraction of the attention and resources. But as the Healthusiasm trend triggered people to focus on self-care, it fuelled organisations to make their customers healthy and happy. With some delay, that same evolution is now visible in how cities are managed. Accelerated again during the pandemic, the importance of the social determinants is no longer a framework only used in discussions about future city planning. Actions taken by city governments now also include short-term actions with an immediate impact on the well-being of citizens. Expect more innovations by local politicians to win over the many people actively involved in their health & well-being.

7. Identity Overload

When Facebook became popular, we suddenly had to manage our online and offline personalities. We may have been used to being somewhat different at home, at work or amongst friends, but online does not involve any direct, visible presence. Consequently, there was more perception than reality, making our online personalities more about who we want to be than who we (perhaps) are. And as more social networks grew, this "schizophrenia" became even more challenging to manage. It requires a lot of work to keep that image alive (and our self-esteem afloat) amongst the many beautifully-styled lives others (seem to) have. As the world is preparing for the Metaverse, I expect this focus on identity and personality to ramp up in the coming years. Social media was a constant source of debates around freedom of speech. Social media also facilitated minorities to have a voice and claim recognition for who they are. In the Metaverse, the perception will (literally) have a new dimension. I now expect "freedom of form" to be at the epicentre of many (non)empathetic conversations, starting a new wave of identities, and related identities crises, that will impact our health & happiness massively.

8. Emotive AI

Perhaps no more than five years ago, the general tone around Artificial Intelligence was that creativity would save humans from being obliterated by technology. Today, ChatGPT, Brad, Stable Diffusion, DALL-E and many others have already caught up with this "truth". Generative AI was the first technology to reach 100 million users in less than two months. It will be commonly used in our everyday lives very soon. In the same way, as creativity became the centrepiece of this recent success, I expect "emotions" to spark the next wave of AI's popularity. But this will come with great opportunities and challenges for our health & happiness. Amongst the many questions, I think the following is the most fascinating and impactful: How will people deal with technology that feels like a sentient being?

9. Health as a transaction

Health has always been described as a status. We are in good or bad health. But, of course, our health could be declining, stable or healing as well. It could require or miss some form of attention. Therefore, health can also be considered the result of "deliberate" action. However, in the years to come, I see a future in which health becomes a transaction in itself. Value-based healthcare will pay patients and healthcare providers when good/better health outcomes are achieved. Insurance companies reward healthy behaviours with lower premiums or higher discounts on various purchases. Fitness coins gained through activity have now become real financial value stored on credit cards. But Web 3.0 technology might accelerate this trend even more. Patients who own their health data in the form of (soulbond) NFTs might be able to sell (access to) their data. It's unclear to me if and how this might happen. But their health data might, in this decentralised world, still be valuable to governments, researchers, insurance companies, marketers, pharma and tech companies or even healthcare providers. Would one's health then become a transaction as well?

10. Good Gut

The focus on gut health is part of a macro trend to limit the harmful effects caused by the industrialisation of our society, food and drinks. Tiktok and Instagram influencers have been spreading this conviction by pushing products, juices, and bizarre diets that reduce bloating, improve digestion, or "heal" the gut. This is also visible in the popularity of "ancient" fermented drinks, conversations about stool, smart toilets and pro/pre/postbiotics in food and beverages. But the Good Gut trend goes beyond this hype. The gut is the second brain of our bodies. This is no longer a gut feeling anymore. We realise that by taking care of our gut health, we also protect our health for later years. Scientific studies now show that good gut health might alleviate depression and anxiety, chronic ailments, avoid allergies and even restore (some of) our immunity. As a result, supermarkets are initiating clinical studies on gut health. Microbiome analyses are even expected to become essential for precision medicine. It's a shift in how we go about our health and touches many industries and companies.

The other trends

These are the trends I want (you) to focus on this coming year. Additional research will confirm or alter my initial analyses and their importance. But they are worthy of keeping an eye on.

Of course, many trends did not make the 2024 list (yet or anymore). Some might not be relevant enough. Others might have (temporarily) lost their mojo before they could become relevant. Specific trends are, then again, very niche and don't have an impact on multiple industries yet. But in a world with accelerated change, things may evolve and be picked up again later, of course.

Here are some noteworthy trends that are still on the radar:

  • Dopamine deprivation,

  • Health perception,

  • Knowledge velocity,

  • Lymphatic health,

  • Skin science

  • Multi-immersive & multi-sensory

  • Caring Clothing,

  • Science faith & social fiction

  • Shady, shallow shaming

  • Men's mental(ity),

  • Care confusion,

  • ...

That’s it for now. I hope you’ve enjoyed the discovery of these new shifts impacting our health & happiness. Stay tuned for more in-depth insights on how these will affect the healthcare, wellness and consumer industries in the upcoming years.

Did I miss any changes worth mentioning? Feel free to highlight them to me.


Author and speaker on the future of business in this health-conscious world

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a deep dive into one specific trend.

2 commenti

Maybe menstrual cycle health is one to add? :)

Mi piace
Risposta a

It's partially treated here. but you are right that it is a valuable topic on its own.

I do have specific keynotes on this matter.

Mi piace
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