- Hard- & Softcare Collide: Beth McGroarty, research director at Global Wellness Institute (GWI) identified a tension between “hardcare” and “softcare” across the 2024 trends. “Hardcare” represents medicalised or pharmaceutical interventions, while “softcare” describes the accessible, aestheticised behavioural shifts.
Trends discussed at the event that exemplify hardcare include the growing influence of longevity science and life-lengthening medical therapies (see also Longevity: The Tech-Lengthened Lifespan), a wellness-led approach to weight loss as the market for GLP-1 agonists expands (see also New Dietary Dynamics), and high-tech homes with medical-grade health-monitoring systems and smart furnishings that adjust to individual wellbeing needs. Softcare trends include “the power of the pilgrimage” – a rise in walking-focused holidays – and a new emphasis on men’s social and emotional wellness (see also Refining Modern Masculinity).
Wellness Themes for 2024: Global Wellness Summit Trends Day
Published 02 February 2024
4 min read
Worth $5.6tn in 2022, the global wellness industry has expanded by 12% annually since 2020, with further 52% growth projected by 2027 (Global Wellness Institute, 2023). Industry experts, analysts and media gathered at the Global Wellness Summit Trends & Research event (New York City, January 30) to discuss the trends propelling this growth. We highlight the overarching themes.
- Hard- & Softcare Collide: Beth McGroarty, research director at Global Wellness Institute (GWI) identified a tension between “hardcare” and “softcare” across the 2024 trends. “Hardcare” represents medicalised or pharmaceutical interventions, while “softcare” describes the accessible, aestheticised behavioural shifts.
Trends discussed at the event that exemplify hardcare include the growing influence of longevity science and life-lengthening medical therapies (see also Longevity: The Tech-Lengthened Lifespan), a wellness-led approach to weight loss as the market for GLP-1 agonists expands (see also New Dietary Dynamics), and high-tech homes with medical-grade health-monitoring systems and smart furnishings that adjust to individual wellbeing needs. Softcare trends include “the power of the pilgrimage” – a rise in walking-focused holidays – and a new emphasis on men’s social and emotional wellness (see also Refining Modern Masculinity).
In 2024, consumers will choose between hard and soft approaches to wellbeing
- Future-Proofing Wellness Environments: Climate-adaptive wellness is GWI’s lead trend for 2024 as climate resilience becomes a cross-industry health and wellbeing concern – a topic also addressed in Look Ahead 2024. Design will be key. “We’re going to see more rooftop gardens, more green space, more new building materials, as well as strategy for heat-resilient design being incorporated into buildings,” said Jane Kitchen, editor-at-large of UK-based Spa Business magazine. Alongside design, Kitchen noted that the market for cold therapy – including wild swimming, contrast bathing and cryotherapy – is poised to grow as freezing temperatures become less common.
Wellness will also take on a greater domestic role, echoing the home electronics launches we saw at CES 2024. “Homes are becoming advanced outpatient care centres, powered by digital health services,” said McGroarty. By 2025, medicalised data gathering will be practised on a community scale by the Dr Neom programme in Saudi Arabian megacity Neom. Each resident will have a digital twin, which will store the health data gathered about them from environmental sensors. In exchange for data, users will get customised health advice, including recommendations for medical screenings to identify potential issues at their earliest stages.
- Future-Proofing Wellness Environments: Climate-adaptive wellness is GWI’s lead trend for 2024 as climate resilience becomes a cross-industry health and wellbeing concern – a topic also addressed in Look Ahead 2024. Design will be key. “We’re going to see more rooftop gardens, more green space, more new building materials, as well as strategy for heat-resilient design being incorporated into buildings,” said Jane Kitchen, editor-at-large of UK-based Spa Business magazine. Alongside design, Kitchen noted that the market for cold therapy – including wild swimming, contrast bathing and cryotherapy – is poised to grow as freezing temperatures become less common.
Wellness will also take on a greater domestic role, echoing the home electronics launches we saw at CES 2024. “Homes are becoming advanced outpatient care centres, powered by digital health services,” said McGroarty. By 2025, medicalised data gathering will be practised on a community scale by the Dr Neom programme in Saudi Arabian megacity Neom. Each resident will have a digital twin, which will store the health data gathered about them from environmental sensors. In exchange for data, users will get customised health advice, including recommendations for medical screenings to identify potential issues at their earliest stages.
Rooftop gardens will be positioned as a wellbeing strategy as global temperatures climb
Neom
Neom
 Neom |  Neom |
- Hospitality’s Sports & Art Wellness Opportunity: By 2027, the global sports hospitality market is expected to reach $20.24bn, up from $4.7bn in 2020 (Research and Markets, 2022). Patricia Ladis, founder of New York-based physical therapy practice WiseBody, predicted that hotels would drive growth with programmes that allow amateur athletes to train and recover like pros. Speaking with Katrina Adams, former CEO of the US Tennis Association, Ladis explored how enhancing the spectator experience could increase sports engagement. She cited the Team USA House, which the US Olympic Committee will operate at the 2024 Paris Olympics. Spectators will be able to watch events, attend special medal ceremonies and meet the competitors.
Ari Peralta, founder of London-based multisensory research studio Arigami, explained how art that stimulates the senses is positioning museums as communal wellness destinations. Peralta highlighted the Mandala Lab pop-up at New York’s The Rubin Museum that explores emotional wellbeing – as discussed in our report from the London Design Festival 2023 – and the sensory room at Dubai’s Museum of the Future that uses light and sound to soothe visitors.
- Hospitality’s Sports & Art Wellness Opportunity: By 2027, the global sports hospitality market is expected to reach $20.24bn, up from $4.7bn in 2020 (Research and Markets, 2022). Patricia Ladis, founder of New York-based physical therapy practice WiseBody, predicted that hotels would drive growth with programmes that allow amateur athletes to train and recover like pros. Speaking with Katrina Adams, former CEO of the US Tennis Association, Ladis explored how enhancing the spectator experience could increase sports engagement. She cited the Team USA House, which the US Olympic Committee will operate at the 2024 Paris Olympics. Spectators will be able to watch events, attend special medal ceremonies and meet the competitors.
Ari Peralta, founder of London-based multisensory research studio Arigami, explained how art that stimulates the senses is positioning museums as communal wellness destinations. Peralta highlighted the Mandala Lab pop-up at New York’s The Rubin Museum that explores emotional wellbeing – as discussed in our report from the London Design Festival 2023 – and the sensory room at Dubai’s Museum of the Future that uses light and sound to soothe visitors.
Team USA
Team USA
Mandala Lab
Museum of the Future
 Team USA |  Team USA |  Mandala Lab |  Museum of the Future |