What does it mean to be

How is this manifesting now?

Research into longevity is gaining traction, while “miracle drugs” like Ozempic guarantee a quick fix to systemic health issues. Brands are investing in tech such as brain chips and genome therapy to enhance the body’s capabilities. These signals seem to point to a golden age of medicine on the horizon. On the other hand, the wellness industry is facing backlash amid claims that it is full of empty promises. Consumers are divided over how to live healthily, and inequalities in health access persist.

Trends in conflict

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Moderation Mantra

Consumers are embracing self-discipline and balanced indulgence in a bid to achieve healthier living.

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Now or Never

Consumers feel the need to be carefree about the future and live for the moment.

Consumer data

Case studies

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What does the future hold?

We considered a range of weak signals and critical uncertainties to map out 3 potential future scenarios for the reckoning with health.

How should I act?

  • Promote health equity.