This month, we’re exploring key wellbeing trends shaping health, food and drink, and lifestyle. From social media’s push for digital wellness to the rise of mindful drinking and femtech’s rapid growth, brands must adapt to evolving consumer expectations. Staying ahead of these shifts ensures impactful PR strategies and media engagement.

The Femtech Boom: Why Brands Must Engage in the Evolving Women’s Health Conversation

The femtech sector has experienced remarkable growth, expanding from just 9 companies in 2013 to 58 in 2023 - a staggering 554% increase. This rapid rise has brought women’s reproductive health and fertility into the spotlight, driving wider public discussion. In the UK, funding for sexual health services - including STI testing, contraception, and advice, has dropped by over a third since 2013. As trust in traditional healthcare services declines, many women are turning away from conventional contraception in search of alternative wellness solutions. Fertility awareness-based methods (FABMs), wellness-focused solutions, and period-tracking apps are gaining traction, offering deeper insights into hormonal changes, mood, and symptoms.

For femtech brands and digital health platforms, this shifting landscape presents both opportunity and challenges. Increased media scrutiny means companies must navigate a complex public discourse, where trust is not guaranteed. Rebuilding confidence requires a proactive approach - transparent communication, educational initiatives, and stronger community engagement.

For PR professionals, the priority is shaping a more informed and balanced conversation. Here at Eulogy, we work closely with our clients in the health space, including ŌURA – the leading smart ring company - who provide in-depth insights into women’s health through a range of features. Similar to ŌURA, it’s important that brands position themselves as credible, science-backed solutions while advocating for better regulation helps brands stand out. Now is the time to lead the discussion, challenge outdated narratives, and create meaningful connections with consumers navigating an increasingly complex healthcare landscape.

Sober Curious? How Mindful Drinking is Reshaping Social Culture

It has been an ongoing observation that the younger generations are shifting away from excessive alcohol consumption, embracing mindful drinking habits that prioritise quality over quantity. While 91% of UK adults still drink, nearly half (48%) are looking to cut back - motivated by health benefits (27%), weight management (27%), and improved mental wellbeing (19%).

This continuing wellness-driven movement has sparked a rise in alcohol-free social experiences, from sober bars popping up across London, to a surge of social media content celebrating alcohol-free lifestyles. As consumer expectations evolve, alcohol brands must adapt, redefining their messaging and product lines to align with a more health-conscious audience.

The key to staying relevant? Innovation in no and low-alcohol alternatives. Consumers still want social drinking experiences - just without the negative effects. For example, Lucky Saint, the alcohol-free beer brand, wants consumers to view their product as more than a substitution for alcoholic beer, and position itself as a beverage suitable for any time of the day

For PR professionals, this shift requires repositioning alcohol brands to reflect the changing cultural narrative. Moving beyond traditional indulgence-driven messaging, brands should emphasise moderation, premium experiences and inclusivity. Strategic collaborations with wellness influencers, partnerships, and campaigns that challenge outdated drinking norms will be crucial. For example, brands like Gordon’s Gin have successfully promoted their 0% range alongside their alcoholic versions, demonstrating how drinkers can still enjoy a drink but moderately.

How Social Media is Promoting Digital Wellbeing

Recent studies show that people now spend an average of 2 hours and 23 minutes on social media daily, driving platforms to introduce wellness-focused features that promote healthier digital habits. Instagram’s “Nighttime Nudges” encourage mindful engagement, while TikTok’s new “wind down” feature helps teens disconnect by displaying full-screen reminders with calming music if they’re still scrolling past 10PM.

For PR and social media professionals, this shift presents a powerful opportunity to align brands with the growing digital wellbeing movement. By leveraging these platform features and integrating wellness-driven messaging into campaigns, brands can foster stronger engagement, build trust, and demonstrate a commitment to positive social impact. Prioritising digital balance isn’t just about responsibility - it’s about staying relevant in an evolving media landscape.