On a global scale, the wellness market reached $6.3 trillion in 2023 and is projected to climb to $9 trillion by 2028. In today’s hyper‑connected, post‑pandemic world, wellness has become a cultural language and a ladder to reach audiences. From matcha lattes to mental clarity apps, Gen Z and Millennials now expect brands to embody values like calm, transparency, sustainability, and purpose in the way they communicate.
Wellness as a lifestyle
For younger generations, wellness has become an everyday self-care. They value small rituals, such as functional food, breathwork apps, and sustainable routines more than exclusive indulgences. Brands that position themselves as accessible and woven i
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