Alice Sweitzer is an independent cultural strategist based in Berlin and New York City.

We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more. The global health and wellness market is expected to reach over $8,945.3 billion by 2032, while self-improvement and the quest for reprieve and relaxation have become integral to all areas of our lifestyles.

Wellness was once for the elite, expressed through a Goop-like look and lifestyle. But now a more fragmented definition of wellness is on the rise, encompassing people’s diverse backgrounds and distinct needs. In a society ruled by high stress and burnout, what was once considered a baseline are now status symbols: sleep is a luxury, glucose monitors signal exclusive healthcare, and sob parlours offer curated spaces for catharsis. People are embracing more radical forms of wellness, employing minor plastic surgery and weight-loss drugs as a means of control over their lives.

Wellness is rapidly reaching new demographics across generations. Exhausted by the permacrisis, Gen Z is rejecting more traditional, buttoned-up wellness movements in favour of little treats, girl dinner, ‘bedrotting’, or ‘rat snacking’ as forms of self-care with a sense of release. At the same time, longevity is becoming a priority as Gen X and Boomers rethink wellness to suit their needs. Some are taking up clubbing as a way of keeping an active lifestyle, while others are looking for nuanced approaches like menopause diets to support the changes that come with age. A desire for more bespoke wellbeing is driving an increase in health hacking – whether through technology or prioritising socialising with peers.

Being+

Sofia da Costa is a registered nutritionist doing a PhD in public health.

Andrea Basuntiis a semiotics expert and founder of cultural insight agency Meaning Agency.

Felix Schütz is the managing director of the gaming strategy firm GAMIFYD.

Media and Entertainment

Gaming

Diets, vitamins, and supplements

Common Sense Media

National Library of Medicine

National Institutes of Health

Newzoo

Deloitte

The Drum

The Bridge

Deseret

IFIC

Interview with Andrea Basunti conducted by the author

PR Newswire

PYMNTS

Oliver Wyman

Interview with Felix Schütz conducted by the author

McKinsey & Company

Future Market Insights

Interview with Sofia da Costa conducted by the author

SciProfiles

Razorfish

The trend of ‘gamer wellness’ among Gen Zers is revolutionising how gamers approach their wellbeing, replacing traditional stereotypes of unhealthy habits with a focus on natural supplements, holistic health, and wearable technology. How can brands tap into this wellness shift in the gaming realm?