People around the world are taking a broader and more active view of health, according to global trends research covering 38 markets. The findings suggest that the long-running desire to improve physical wellbeing remains strong, but it is now matched by a growing emphasis on mental health, prevention and personal agency. Many consumers say they want to do more to protect their bodies, have greater influence over health decisions and manage weight more effectively. At the same time, wellbeing is increasingly being understood as a combination of physical condition, emotional resilience, nutrition, medical support, exercise habits and environmental influences.
Health control remains a global priority
The research highlights a consistent pattern that has appeared in global trend tracking since 2013: people want more responsibility and control over their health. Across the surveyed markets, large majorities continue to say they should be doing more to look after their physical condition.
Weight management also remains a widespread concern. The findings indicate that many people still see maintaining or reducing weight as central to their personal health goals, reflecting continued demand for tools, advice and services that support healthier lifestyles.
Mental health moves to the centre
A major change is the way mental health has become a core part of the health conversation. Rather than treating physical and mental wellbeing as separate issues, consumers increasingly see them as connected and equally important.
Mental health has ranked among the leading health concerns globally in recent years, reinforcing the shift toward a more holistic definition of wellness. This broader view includes stress, emotional balance and the ability to cope with daily pressures, alongside traditional measures such as fitness or illness.
Wellness becomes something to optimise
New treatments and health technologies are also reshaping expectations. The rise of GLP-1 medicines and other therapies is contributing to a perception that health can be actively improved and fine-tuned, not simply monitored.
That outlook is creating opportunities for innovations that help people prevent disease, recover more quickly or maintain everyday wellbeing. Services that give consumers a stronger sense of progress may also support optimism by reinforcing the belief that better health is achievable.
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