
Published 06 October 2025
Amid an ongoing push towards convenience and comfort, a growing cohort are unabashedly prioritising hard work and the rewards (both material and immaterial) it reaps. This is a mindset that’s permeating every aspect of peoples’ routines, from work to faith to leisure.



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