From Barbie to Netflix and several dating apps, brands across a spectrum of categories have started tapping into the monetisation opportunities around meditation and mindfulness in ingenious ways.

After years of rising interest, the pandemic has pushed these wellness practices squarely into the mainstream. YouTube saw views of guided meditations jump by 40%, while users of the meditation app Calm listened to more than a billion minutes of content in 2020, up by 100% over 2019. After a new funding round in December, Calm is now valued at a remarkable $2bn.

In this Three-Minute Trend, Marian Berelowitz, Stylus' US senior editor, explores how mindfulness has quickly become a clear brand opportunity, and reveals some of the intriguing commercial directions in which it's heading.

In this time of accelerated change and global volatility, Stylus' Three-Minute Trend videos offer short, sharp insights into the business challenges and commercial opportunities that matter right now, whatever industry you're in.