RISE 2026: Let's talk 'the cost of average'...
The global wellness economy is worth $6.8 trillion, and much of
it has been built for who is considered ‘normal’.
At RISE, we asked the hard questions: Who are you missing?
What unmet needs have you yet to design for? And what is the cost of ignoring them?
For those of you who couldn’t make it, here are the key takeaways that are redefining the space...
Health as identity: Samira Brophy and Eleanor Thornton-Firkin, Ipsos shared a critical shift:
we are moving from ‘maintenance’ to ‘optimisation.’ Health is no longer just a sector; it is a core part of ‘who we are.’ With 68% of people now seeking health information themselves rather than relying
on a GP, the era of 'Trust me, I’m a doctor' has been replaced by the power of 'Trust me, I’m me'.
Ancient wisdom and modern disruption: Ingenuity+ Exec Director, Richard Robinson hooked us into aconversation to look at how challenger brands are harnessing ancient traditions to redefine categories with founder Thomas Hal Robson-Kanu, The Turmeric Co. who challenged us to rethink the linkbetween intake and impact. His lesson: 'Functional, unprocessed food is the new medicine.'
If your product isn't solving a genuine need, you have to work twice as hard at education.
And Niall McKee, incoming marketingdirector, Vivobarefoot then reminded us of the power of simplicity. Why do we wear shoes that aren’tshaped like human feet?
His challenge: Really think about what your business is there to do for people.
'Creativity as a catalyst: Annie Smith, Lions | Advisory, blew the house down with
Cannes Lion-worthy examples of creativity driving health outcomes. We saw how brands areusing clever, unconventional tactics, like turning a ‘no-go’ category into a viral moment to deliverentertainment and bypass traditional barriers.
Innovation through understanding: Sunil Bajaj led the Contagious fireside with Meredith Kelly, Škodawho demonstrated what happens when cultural intelligence, bold leadership, and brand strategy collide.Her example of the Duobell - a life-saving innovation for cyclists tuned to a frequency that cuts throughnoise-cancelling headphones - was a masterclass in meeting the unmet need.
The values-led mindset: Susan Augustin, co-founder, Here We Flo and Jason Edwards, strategydirector,Creative Equals gave a masterclass in community-centric brand building.
The north star? 'The authentic self, is the only self'. When people feel truly part of your brand, they don't just buy; they engage and advocate.
The trust mandate: Vicky Edmonds, Social Impact Director, Haleon left us with a powerful
call to arms. Misinformation is the new health-inclusivity barrier, and it is growing at scale.
We cannot solve this alone; she is calling for a coalition to drive urgent, systemic change.
And from LinkedIn...
'Growth and inclusion are sometimes talked about as separate priorities,
but inclusivethinking can be a powerful source of growth.' - Mia
'People have stopped waiting for their GP to tell them what to do about health.
We’re in the age of ‘everyone is an expert.' - Emily
‘Inclusion pays. Start with the human tension, then the product.’ - Anna
'The KPIs we track are easy to measure and predict. Big creative ideas are much harder ... but sometimesthese breakthrough ideas lead to growth from audiences we'd never reach otherwise.' - Rafael
'Health has entered the ‘age of doubt’. Misinformation is a health-inclusivity barrier.' - Lisa
Why not sign up for our next event?
RISE Health & Wellness trend reportcoming soon...
The full RISE Health & Wellness trends report - curated by the phenomenal team at
Creativebrief and led by Editorial Director Nicola Kemp - IS COMING SOON.
Keep an eye on your inbox for your comprehensive guide to the trends and strategies
shaping the futureof the sector.
As Nicola perfectly captured on the day, the summit was a masterclass in having the curiosity toquestion our assumptions, the courage to challenge conventions, and the imagination to buildsomething better.
It is time to put those insights into action.
At Creative Equals, we call that the 'Return on Inclusion'.
The power of representation: Britain's oldest running team has a combined age of 321
If you want to see what happens when you stop ignoring the ‘invisible’ consumer, look at this recent Altra campaign featuring Britain's oldest running team - created by London agency Brandnation and photographed by Rankin.
Age is just a number but considering people over 50 make up 47% of UK adults, they only appear in 12% of ads in a leading role. This campaign is a brilliant reminder that when you lean into real stories rather than tired tropes, you don't just gain attention.
It's better than that... You gain a massive new audience.