
Published 22 April 2024
In several wealthy countries, young people are admitting to lower levels of happiness than older generations, according to the World Happiness Report 2024. We unpack possible reasons for these youngsters’ dissatisfaction and explore how brands can support this cohort.



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