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Are We Really Buying Wellbeing — Or Just Rebranding the Basics?

The things most likely to improve long-term wellbeing are often the least commercial.

They include:

Strong relationships and social connection

Meaningful work and autonomy

Physical activity and sleep (not products, but habits)

Psychological skills like emotional regulation and reflection

A sense of direction shaped by values, not consumption

These are harder to package, scale, and sell — which is precisely why they occupy such a small share of the market.

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