For years, marketers have searched for the next big consumer obsession. It turns out the answer was sitting in a yoga class, tracking protein intake and comparing magnesium supplements on TikTok.
According to a new Bank of America Institute report, wellness has evolved from an occasional self-care Sunday into something closer to a national operating system. More Americans are prioritizing mental, physical and emotional wellbeing, and increasingly spending money to prove it.
The implications stretch far beyond gyms and green juice.
Consumers are drinking less alcohol, eating more protein, booking wellness-focused travel, experimenting with GLP-1 weight-loss drugs and spending heavily on skincare, beauty technology and cosmetic treatments. In other words, the wellness economy has become large enough to absorb industries that once thought they had nothing to do with wellness.