
Published 05 February 2024
As people redefine achievement – a topic explored in The New High Achievers – they’re reassessing their relationship with failure. Spurred on by new books and festivals, these consumers are treating failure as a rite of passage on the road towards success, a habit that also presents significant opportunities for brand engagement.



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By 2029, the global wellness market will reach $9.75tn, up from about $6.8tn in 2024 (GWI, 2025). The