What does it take to live a healthy life? For Canadians, it’s about more than nutrition and exercise — it’s financial stability. Our research shows that 90% of Canadians say feeling financially secure directly improves their well being, helping reduce stress and create a stronger sense of balance overall. But that sense of stability feels increasingly out of reach. Rising costs are reshaping everyday decisions: gym memberships, nutritious groceries, and even essentials now come at a higher price. In fact, 60% of Canadians say cost is the biggest barrier to living healthier. There’s a clear path forward here. Canadians aren’t just feeling the pressure — they’re looking for support. Eight in ten say financial incentives like discounts or rewards would help them stay committed to their health journey. That signals a powerful moment for brands to step in and make wellness feel more accessible. When cost relief is paired with genuine support, it builds trust. It builds connection. And it creates the kind of loyalty that lasts. For marketers, this insight is a game changer. 💪 Canadians see financial security as the foundation of their wellness — not an add on. Brands that help people stretch their budgets, reduce friction, and prioritize well being will stand out in an increasingly competitive landscape. That means transparent pricing, personalized financial tools, and wellness focused rewards that make healthy living achievable — not aspirational. This content series breaks down Mastercard’s proprietary research — drawing from thousands of qualitative interviews and quantitative surveys across the Americas — to uncover the real attitudes and behaviors shaping consumers today. The insights featured here come from our Culture Tap Pulse study and well being research. Each insight is delivered as a short form video designed for teams across product, marketing, portfolio, experience, sales/operations, and creative. The goal is simple: to help anyone telling stories at scale turn consumer realities into meaningful action. Subscribe for the latest insights from Tobias Puehse, SVP Insights & Intelligence Americas. Let’s Stay Curious! ✨ #WellnessEconomy #FinancialWellbeing #ConsumerInsights #CultureTap #Canada

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