When Lyndsey Walkers steps into a conversation about natural health, she leads with data, with curiosity, and with a genuine belief that the gap between personal well-being and planetary health is closing faster than most brands realize. As the Vice President of Marketing & Communications at the Canadian Health Food Association, she sits at the crossroads of consumer insight, regulatory change, and a $7-billion industry that’s rewriting what it means to feel good. We caught up with Lyndsey to talk about the surprising psychology behind sustainable shopping, and why “information fatigue” might be the wellness industry’s most urgent challenge right now.
Share a little bit about your background, your role at CHFA and what CHFA is all about.
I’m the Vice President of Marketing & Communications at the Canadian Health Food Association (CHFA), where I focus on advancing the visibility, credibility, and growth of Canada’s natural, organic, and wellness industry. Our work centres on translating consumer insights into strategic opportunities for our members, creating impactful industry events, and ensuring members stay informed on regulatory and policy developments.
CHFA is a national, member-based trade association. Our role is to connect, advocate for, and elevate the natural, organic, and wellness industry. We support our members through events, consumer research, regulatory advocacy, and community-building, helping bring trusted, innovative wellness products to Canadians.
Photo provided by Duet Public Relations
What role does CHFA play in guiding industry members toward more sustainable and ethically sourced products?
CHFA plays both a convening and an enabling role in advancing progress toward more sustainable, ethically sourced products. We create platforms, such as our trade events, where innovation and leadership can be shared across the industry, helping ideas scale more quickly. We also provide insights into shifting consumer expectations, so businesses can better understand how sustainability influences purchasing decisions and long-term growth.
An important part of our role is facilitating dialogue between industry and regulators to support credible standards around transparency and claims. Ultimately, we are helping members navigate a complex and evolving landscape in which sustainability is becoming an expectation embedded in product development and market entry.
What opportunities do you see for consumers to support both their well-being and the planet through purchasing decisions?
One of the most notable shifts we’re seeing is that consumers are no longer separating personal well-being from environmental impact. There is a growing expectation that products can deliver on both, particularly when there is transparency around ingredients and sourcing.
At the same time, consumers are becoming more deliberate in how they define value. With increased price sensitivity, there is a stronger emphasis on trust and efficacy. Questions like “Is this worth it?” or “Do I believe in what this product stands for?” are shaping purchasing decisions, which creates an opportunity for brands to communicate more clearly and meaningfully.
Photo provided by Duet Public Relations
What’s one surprising insight you’ve uncovered about consumer behaviour when it comes to connecting personal health with environmental impact?
A key insight is the gap between intention and confidence. Consumers want to make choices that support both their health and the environment, but many feel uncertain about how to evaluate the growing number of claims in the market.
This is contributing to a broader sense of information fatigue. Increasingly, people are looking for products that are easy to understand, deliver clear benefits, and fit seamlessly into their routines. Rather than striving for perfection, there is a shift toward making a few intentional choices that feel achievable and meaningful.
How can we integrate Healthy Earth, Healthy Body principles into our daily routines?
From an industry perspective, the idea of Healthy Earth, Healthy Body reflects a broader move toward more integrated decision-making. Consumers are thinking more holistically about their purchases, looking for consistency across categories rather than approaching each one in isolation.
What stands out is a desire for simplicity. Consumers are prioritizing streamlined routines and more intentional purchasing, while expecting brands and retailers to reduce friction through better curation and clearer communication. Days like Earth Day, celebrated last month, amplifies this mindset, underscoring an ongoing shift toward choices that align with both personal priorities and broader values.
