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From product performance to cultural relevance, why the brands winning wellness are becoming part of the communities they serve.

Wellness has always been rooted in the pursuit of a better self. But that pursuit has expanded, from improving how we look, feel and perform to optimising almost every aspect of our lives. From how we eat, sleep and move to how we travel, socialise and spend, wellness is no longer confined to a set of products, practicesor moments; it’s now become a lens through which we make everyday choices.

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And as its role in our lives has expanded, so too has the economy built around it.

The global wellness economy reached $6.8 trillion in 2024, more than doubling in size since 2013, and is projected to reach $9.8 trillion by 2029. Over that period, wellness grew at an average annual rate of 6.5%, around twice the 3.2% growth rate of the global economy.