The Consumer Shift in Wellness & Nutrition: Trust, Choice & Misinformation | MLS26

*We have never had more information about how to live healthier lives. So why is it becoming harder to know what to believe?* Consumers are taking a more active role in managing their health. Nutrition, supplements, wellness, prevention, diagnostics, and longevity are increasingly part of everyday choices, while social media and digital platforms have given people unprecedented access to information about their bodies and wellbeing. But greater access to information has also created a new challenge: *more information does not necessarily mean better information.* In this panel from the *Milan Longevity Summit 2026*, *Daniela Cerrato, Manon Littek, and Tine Hertz* join moderator *Roberta Farinola* to explore how consumer behaviour is evolving in an increasingly crowded and fragmented health and wellness landscape. The conversation brings together perspectives from *media and communication, investment, entrepreneurship, wellness, and consumer health* to examine how people decide what to trust and what influences the choices they ultimately make. Where do consumers now look for credible health information? How are social media, brands, experts, and communities reshaping traditional sources of authority? What happens when scientific evidence, personal experience, marketing, and wellness trends compete for attention? And how can consumers distinguish meaningful innovation from hype? Trust is becoming particularly important as the longevity and wellness markets expand. New products and services are appearing faster than many consumers can evaluate them, while increasingly sophisticated marketing can blur the boundary between *scientific evidence and commercial promise*. At the same time, consumers themselves are changing. They are more informed, more sceptical, more willing to experiment, and increasingly expect brands and health providers to offer transparency, personalisation, and evidence. *Participants:* • Daniela Cerrato – Chief Marketing Officer, Mondadori Group • Manon Littek – Founder & General Partner, Green Generation Management • Tine Hertz – Founder & Chief Executive Officer, One Thirty Labs • Moderated by Roberta Farinola – Chief Executive Officer, Wellingence Ultimately, empowering people to take greater responsibility for their health requires more than giving them more choices. *It requires an information environment in which people can understand those choices, distinguish evidence from noise, and make decisions they can genuinely trust.* #MilanLongevitySummit #ConsumerHealth #Wellness #Nutrition #HealthMisinformation #ConsumerBehaviour #HealthLiteracy #Trust #Humanity #Longevity