Belonging

As people push back against prescriptive self-optimisation, a new hybrid festival format is emerging, using music, movement and recovery to create a more joyful wellness experience.

Our latest Future:Poll findings explore how a new era of longevity is reshaping consumers’ expectations – redefining the relationship between brands and consumers, wellbeing and lifestyle, and luxury and health.

Brands are reviving the intellectual salon as a space for live debate, cultural discernment and collective thinking.

At World Retail Congress 2026, retailers reframed the art of shopkeeping around participation and human connection, as localisation, experience and emotional engagement emerged as key drivers of long-term relevance.

These four typologies map a generation rewriting the rules of wellness – trading relentless optimisation for productive contradiction.