Independent brand elevation agency, Free The Birds, has developed a new trend forecasting report—
Free The Birds unveils key longevity trends shaping the future of health and wellness, without age limits
—which offers insights, observations, and guidance on the many ways longevity is reshaping the future of health and wellbeing.
The longevity movement is here to stay—and for good reason. While it may have started within the beauty and skincare industries, quickly taking centre stage, it has now firmly embedded itself within healthcare, bringing these powerful sectors closer together.
In the aftermath of COVID-19, the pharmaceutical industry has shifted from a reactive approach to a preventative lifestyle, designed not only to extend life but to enhance its quality. This transformation has unlocked a wealth of opportunities for brands to explore branding and communication strategies that are more sophisticated and engaging than ever before.
While regulations and packaging requirements continue to shape product design, the branding and marketing of vitamins and supplements have undergone a dramatic transformation. Daily wellness has become an integral part of our lifestyles, with consumers now embracing their VMS (Vitamins, Minerals, and Supplements) choices rather than hiding them away in bathroom cabinets.
This shift is driving an exciting wave of opportunities for brands to rise to the challenge of a more informed, passionate, and health-conscious consumer base—one that is willing to invest in a longer, healthier life. More than ever, younger consumers are aware of the ageing process, observing the challenges faced by previous generations and recognising the difference between lifespan and healthspan.
To better understand the scale of this evolving consumer mindset, Free The Birds collaborated with Euromonitor International, a leading international market research body. Their findings reveal that 36% of consumers plan to increase spending on health and wellbeing, while 54% of consumers in 2024 stated they know which vitamins and supplements align with their specific health goals and concerns.
Additional insights from Euromonitor International suggest that global life expectancy is set to increase by four years—rising from 70.7 years in 2010 to 74.5 years in 2030. Furthermore, 52% of consumers believe they will be healthier within the next five years. From younger consumers attuned to the impact of environmental and lifestyle factors on their wellbeing, to Gen Xers with the financial power to invest in their health, and baby boomers who are part of an ageing population living longer—and better—this shift is truly cross-generational.
Free The Birds applies its philosophy of ‘attitude, not age’ to the next generation of trend reports—an approach that moves beyond demographics to embrace perspectives that span generations and reflect real human behaviour. It is designed to help brands forge deeper connections with their audiences by tapping into core behavioural drivers.
Structured around seven powerful consumer attitudes, the report explores each archetype in detail—who they are, their influence within the sector, and what motivates their spending. It delves into how these consumer mindsets are engaging with the evolving health and longevity space, the trends capturing their interest, how to communicate with them effectively, and the brands that are rising to meet their expectations.
Brands that have traditionally approached product development, packaging design, and marketing through a clinical, pharmaceutical lens risk falling behind if they do not embrace the lifestyle-led opportunities emerging from this preventative philosophy.
Nick Vaus, Co-founder & Managing Partner of Free The Birds, shares:
“We’re witnessing a profound cultural shift where our sense of wellbeing is no longer treated as part of a reactive solution, but as a broader lifestyle. The longevity movement has evolved far beyond beauty, pulling healthcare, consumer behaviour, and branding into a shared space of opportunity. With Crowsnest, we wanted to give brands the tools to better understand and connect with a new kind of health-consciousness and the key ways in which different types of consumers are engaging with it. What brings them together is their appreciation for prevention, personalisation, and purpose. This is no longer about marketing products; it’s about inspiring long-term loyalty through meaningful, lifestyle-led experiences.”
