As a pioneer in wellness PR, I’ve had the privilege of participating in numerous industry events, but the HLTH Conference 2024 stood out as a testament to the transformative power of collaboration and innovation. This year, I moderated the “Health Foodies” panel, bringing together visionaries from Albertsons, Impossible Foods, Daily Harvest, and Thistle to explore the evolving relationship between food, wellness, and healthcare.

A recurring theme throughout the conference, and particularly highlighted in our panel, was the notion that wellness is a spectrum. For brands and healthcare providers alike, the key takeaway is the importance of meeting consumers where they are on their unique health journeys and hopefully helping them to the next level.

For some, wellness begins with small, accessible steps like replacing processed snacks with fresh produce. For others, it’s a deeper dive into superfoods, nutrient-dense supplements, and regenerative farming practices. This diversity in consumer needs was echoed by our panelists, who shared how their brands are innovating to support every stage of the wellness journey.

Food as Medicine: A Holistic Approach

Ricky Silver, CEO of Daily Harvest, passionately discussed the emerging synergy between the food industry and healthcare, emphasizing the preventative power of healthy food. “For far too long, the intersection between our food system and health outcomes has been ignored,” Silver remarked. He shared Daily Harvest’s commitment to driving systemic change through organic and regeneratively grown ingredients, underlining that sustainability is no longer a trend but a necessity for both personal and planetary health. And that companies need to work together, even if they are competitors, to spearhead substantial change.

Similarly, Sherene Jagla, Chief Demand Officer at Impossible Foods, highlighted the brand’s efforts to bridge the gap between comfort foods and health-conscious choices. Products like their new Impossible Corn Dogs and Beef Meal Makers cater to consumers seeking both convenience and nourishment, reflecting a broader trend toward making health more accessible and enjoyable.

Ashwin Cheriyan, CEO and Co-Founder of Thistle, highlighted the importance of convenience in driving consumer behavior toward healthier eating. Thistle, a plant-based meal delivery service, is changing they way consumers access nutritious, mostly plant-based meals by offering an alternative that is both time-efficient and cost-competitive with fast food. “Sustainability is no longer an afterthought but a central pillar in shaping health innovation,” Cheriyan said, emphasizing Thistle’s commitment to making better food choices accessible and practical for everyday life. By saving consumers the time it takes to shop and prepare meals, Thistle is helping bridge the gap between intention and action when it comes to healthy eating.

Irina Pelphrey, Group Vice President of Health at Albertsons Companies, introduced the Sincerely Health app, a digital health and wellness platform designed to help customers make smarter choices when it comes to food and prescriptions. The app gamifies nutrition and wellness by rewarding consumers with discounts and coupons for smart shopping, encouraging better dietary habits and holistic health decisions. Features such as plant-based food discovery, diet-specific shopping, and personalized nutrition profiles reflect Albertsons’ commitment to helping customers integrate wellness into their daily lives while avoiding overreaching health claims.

AI and the Future of Healthcare

AI dominated discussions across the HLTH Conference, with practical applications taking center stage. From enhancing diagnostics and remote monitoring to optimizing data for patient care, AI’s transformative potential was a hot topic. Jody Tropeano, Head of Content for HLTH, observed that the focus had shifted from speculative futurism to actionable insights. “Speakers highlighted the need for responsible AI usage and equitable access, addressing biases and ensuring technology integration benefits all,” she shared.

Mayo Clinic’s Tara Schmidt echoed these sentiments, emphasizing the importance of empowering consumers with evidence-based tools and technologies that complement traditional healthcare systems. As Schmidt pointed out, questions about how predictive models can save time and improve outcomes are critical as we navigate the integration of AI into healthcare.

Women’s and Mental Health Take Center Stage

Another standout theme was the prioritization of women’s health. Sessions ranged from Halle Berry’s call to break the stigma around menopause to Chelsea Clinton and Jennifer Klein’s discussion on reproductive rights. With new funding for women’s health research announced by Dr. Jill Biden, the message was clear: Conversations must evolve into actionable solutions.

Mental health solutions also gained traction, with innovative products like Moonbird, a handheld breathing companion designed to manage stress through controlled breathwork. Michael Broes, co-founder of Moonbird, introduced their upcoming moonbuddy, a child-friendly version aimed at promoting relaxation habits early in life. This innovation reflects a broader trend of integrating mental health tools into everyday wellness routines.

A Collective Commitment to Wellness

Throughout the conference, the audience’s engagement was palpable. Preventive health, longevity, and consumer wellness were key topics, with clinician-led innovation emerging as a significant focus for the future. Tropeano summed it up best: “Although we have not solved many of the glaring problems in our healthcare system, there was a lot of positive energy stemming from these conversations.”

The HLTH Conference 2024 demonstrated that wellness is no longer a niche concern but a universal imperative. From AI to sustainable nutrition, the discussions this year underscored the industry’s collective commitment to creating a healthier, more equitable future.

As we look ahead to 2025, it’s clear that the spectrum of wellness will continue to expand, driven by collaboration, innovation, and a shared vision for transformative change.

For more trends, read the latest from trendspotter Nancy Trent.