This month’s trend report takes a look at the rising notion that a healthier person is a happier person.

Happiness, an age-old pursuit and a subject tackled by philosophers, theologians and artists, is increasingly coming to be seen as a core component of health and wellness. This month’s trend report takes a look at the rising notion that a healthier person is a happier person—and, in turn, a healthier person is a happier person.

With health now viewed in a more holistic way that takes both mind and body into account, happiness has been getting folded into the equation. “Health and Happiness: Hand in Hand” spotlights some of the scientific evidence linking happiness and health, along with other factors driving this trend. The report also looks at how this development is playing out in culture, from a spate of books on the topic to a range of marketing examples from around the world, and how brands can best leverage it.

A recent survey we conducted in the U.S. and U.K. confirms the connection between health and happiness in the minds of today’s consumers. For instance, around 9 in 10 respondents believe that happiness can have a positive impact on one’s health and vice versa, according to our poll of 1,247 adults in the U.S. and U.K., conducted using JWT SONAR™, our proprietary online tool.

Watch for more brands to demonstrate how they can serve as catalysts for lifestyles that are both health and happy. To download the full report, click here.