Trend watch 2026: Wellness-first creativity

If 2024 was the year that creatives rediscovered chaos and 2025 was the year we all pretended we weren’t burnt out… then 2026 is shaping up to be the year the industry collectively takes a much-needed breath.

Audiences don’t want to buy better, they want to feel better.

After 12 months of pitching in virtual reality, presenting on planes and scheduling brainstorms when your brain really needs a rest, one thing has become obvious. Wellness isn’t a side project anymore.

And whether they admit it or not, every brand – from beauty to banking, from streaming to sports – is scrambling to find its place in a world where audiences don’t want to buy better, they want to feel better.

This shift isn’t happening in isolation. As our screens grow louder, and genuine connection grows quieter, a new cultural current is forming. People are turning to wellness not just for health, but for belonging.

Above: Dove's long-running Self-Esteem Project is part of the brand's move from product-first to people-first marketing.

Movement rituals and shared experiences have become the new town square - from run clubs and cold-plunge circles to breathwork gatherings and seaview sunrise yoga decks. Research continues to confirm what we see happening every day: moving together builds trust, eases stress and strengthens social bonds. Strangers arrive alone and leave as part of something bigger. Whether it’s a group run or a quiet yoga flow, wellness is now one of the few places where connection feels natural and where everyone feels seen.

The brand isn’t just selling moisturiser, it’s selling self confidence and emotional resilience.

So, as we wrap up this year, here’s my review of where creativity is headed next.

Holistic branding: The new emotional fluency

Brands can no longer get away with telling you what they sell. In 2026, they have to tell you how they help you stay sane. This shift isn’t theoretical, it’s already happening. For example, Dove’s long-running Self-Esteem Project has gone from “that nice corporate social responsibility thing” to a globally recognised wellness platform. The brand isn’t just selling moisturiser, it’s selling self-confidence and emotional resilience. In a world where young people’s mental health is under siege, Dove has done what every brand is now being forced to do: move from product-first to people-first.

The real flex next year? Work that makes people pause instead of scroll.

We can expect more of this in 2026. FMCG brands will talk about boundaries rather than benefits. Telecoms will frame connectivity as support, not speed. Even your food delivery app will promise to nourish your soul (which, let’s face it, some late-night sushi absolutely does).

Above: Apple’s partnership with Calm moved mindfulness mainstream and set a design language that brands across categories are now borrowing.

Calming design: Creativity that breathes

2026 is the year overstimulation finally becomes uncool. The era of more things faster is dead. Enter: soothing creativity.

Apple got there early with its Breathe app and its partnership with Calm didn’t just move mindfulness mainstream, it set a design language that brands across categories are now borrowing.

Imagine campaigns triggered by collective calm instead of collective outrage… Imagine creative that knows when you need a nudge, a laugh or a quiet moment.

We should expect more content that feels like a deep exhale instead of an energy drink. The real flex next year? Work that makes people pause instead of scroll.

Empathetic data: Biometrics as storytelling fuel

Wearables are no longer just measuring our sleep and stress. WHOOP has turned sleep and recovery data into personalised coaching stories, translating biometrics into human behaviour in a way that never feels creepy or invasive. Nike has been quietly nudging in the same direction, using personalised training data to create experiences that feel genuinely supportive rather than performative.

This is a big creative unlock for 2026. As long as brands get consent right, heartbeats, sleep cycles and attention data will become narrative tools. Imagine campaigns triggered by collective calm instead of collective outrage. Imagine media that adapts to your mood. Imagine creative that knows when you need a nudge, a laugh or a quiet moment.

In 2026, the workplace wellness revolution is getting teeth.

Empathetic data is coming, and it's gentler than the algorithm that convinced you to buy that inflatable hot tub last summer.

Above: Patagonia clothing brand is now well established as a leader in eco consciousness, chiming with increased reverence for nature.

Well workplaces: Creativity that doesn’t break people

A trend I didn’t see coming. The hottest cultural currency in 2025 wasn’t AI mastery or craft obsession, it was having boundaries. And in 2026, the workplace wellness revolution is getting teeth.

Google led the charge with mindfulness programmes, quiet zones and resilience workshops. Agencies have followed with meeting-light Fridays, email curfews and pitch processes that don’t feel like multi-day hostage situations. And guess what? Creativity got better. Not worse.

As AI floods the world with perfection, the countertrend is obvious. Organic textures, irregular shapes and visuals that feel alive.

Next year, the best work will come from teams that feel supported, not squeezed. Wellness isn’t a perk but a crucial strategy.

Nature aesthetics: The return to the real

In 2026, the most futuristic thing a brand can do is look a little more human. Aesop has proven this for years, using natural materials, warm tones and earthy simplicity to create retail spaces that feel like sanctuaries. Patagonia took it further, anchoring storytelling in regenerative design and environmental repair.

As AI floods the world with perfection, the countertrend is obvious. Organic textures, irregular shapes and visuals that feel alive. Nature is becoming more than a rustic aesthetic, and is now a grounding force in a hyper-digital world.