Nudging the Nation to Healthier Habits

In this whitepaper, we explore:

• The current state of UK public health and lifestyle risk factors
• The psychology of “nudging” and digital behaviour change
• How leading health apps drive motivation, habit formation and adherence
• Lessons learned from our work on Couch to 5K and NHS apps
• The future of mobile health: AI, wearables, and predictive nudges
• A practical checklist for building effective health & wellbeing apps

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Trusted by leading brands across health and wellbeing

Lifestyle-related conditions are placing unprecedented pressure on public health systems.

• 29% of adults in England live with obesity

• 64% are overweight or obese

• Obesity-related hospital admissions rose 13% in a single year

• Over 400,000 smoking-related admissions annually

• One in five children are obese by age 11

Traditional interventions alone are no longer enough.

To create lasting change, we need scalable, personalised, and engaging solutions that fit into everyday life.

Why Mobile Apps Are Changing the Game

Health and wellbeing apps now live in millions of pockets — creating a powerful opportunity to influence behaviour in real time.

• 3.6 billion health & fitness app downloads globally

• Over 50% of consumers actively use apps to track wellbeing

• Global mobile health app market set to more than double by 2033

• Proven improvements in physical activity, nutrition, sleep, and smoking cessation

When designed intentionally, mobile apps don’t just track behaviour — they change it.

Download the whitepaper to discover what’s next.