
Published 06 October 2025
In 2026, individuals, governments, brands and businesses will reimagine how their national identity and cultural heritage are expressed, experienced and preserved for future generations. These mindsets will trace new pathways of belonging and consumption – pathways that will shape how brands engage and retain consumers in the years ahead.



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