Worries about the future are deeply subjective because they’re highly dependent on who we are and where we are. In the rich Western world, there’s a pervasive feeling our world is unraveling. In other parts of the globe (and 90% of the population is non-Western), people have a more positive outlook. The relentless rise of the global middle and upper class has much to do with this. According to a new report from HSBC, in the next 25 years, there’ll be more than 1.2 billion new middle- and upper-income consumers. By then, mostof the world’s upper-income class will live in Asia. This is bullish for wellness in Asia, but also for wellness globally. Once a large share of the population crosses the discretionary-income threshold, wellness expenditures tend to grow faster than income. Malleret explains why the rise of the upper and middle classes outside the West will drive the future wellness industry.
GWI’s Build Well to Live Well: Case Studies, Volume 2details important wellness real estate projects in Saudi Arabia and the UAE—a region defined by its vast projects and unusually powerful commitments to sustainability, community wellbeing and local heritage. We spotlight one case study in each Brief.
Master-planned city of the future, built on the site of Expo 2020 Dubai.
Expo City Dubai is a master-planned, mixed-use community aiming to become a model of a future-looking, innovation-driven, and people-centric city. Borne out of the legacy site of Expo 2020, it is the first ever World Expo site to be extensively repurposed into a permanent community, with over 80% of the Expo 2020-built infrastructure being preserved or adapted for long-term use. Designed as a 15-minute city, Expo City features multiple residential districts; offices; and educational, healthcare, cultural, and entertainment offerings—including retail, food & beverage, hospitality, conference & event venues, education-driven attractions, a hospital, and a school. It will eventually host 35,000 residents and 40,000 professionals when all development phases are completed.
Expo City Dubai features several innovative approaches for wellness:
Leaning into heritage and culture to design a destination community.
Creating a test bed for urban health and wellness innovations.
Harnessing nature for sustainability solutions and human well-being.
Prioritizing accessibility and inclusiveness to build a city for all.
A new study from the University of Sydney found that a quicker walking speed may be just as effective as increasing step count in lowering the risk of both all-cause and cardiovascular deaths. People who achieved fewer than 5,000 steps per day at a rapid pace had a mortality risk similar to those who did 10,000 steps per day at a slower pace.
Early findings from the GWI’s Hydrothermal Initiative’s 2026 Bathhouse & Thermal Wellness Development Benchmark Survey reveal a fast-evolving, capital-intensive sector with major revenue potential and expansion plans. According to responses from 43 bathhouse operators (including Othership, Kabuki Springs and Alchemy Springs), 65% expect to operate multiple locations within the next three years, with half reporting gross monthly revenues of $300,000 or more. However, development costs are considerable, with 35% investing at least $5 million. Day passes are the primary revenue driver, but operators are diversifying through memberships, treatments and food and beverage. And 77%offer or plan guided thermal programming like Aufguss and group sauna rituals, pointing to a new generation of bathhouses combining heat, cold and water experiences with richer social offerings. The survey remains open, seeking greater international participation to establish more comprehensive industry benchmarks.
GWI’s Aging Well Initiative’s new report, Advertising & the Aging Well Category, reveals a significant disconnect between the ad industry and the over-60 population, one of the fastest growing and wealthiest consumer groups. Drawing on insights from more than 30 advertising creative directors and experts across 11 countries, the report finds that older consumers remain largely invisible in mainstream advertising or are portrayed through outdated stereotypes focused on decline and dependency. In reality, older adults desire experiences, independence and connection. Campaigns from brands including Dove, Specsavers, Viking River Cruises and Golden Goose are highlighted for portraying them with authenticity, humor and aspiration. The report calls for greater age diversity within ad agencies, deeper understanding of older consumers’ motivations, and inclusive messaging that celebrates the opportunities of later life rather than treating it as a problem. All brands, and especially wellness brands, miss a huge commercial opportunity by overlooking this demographic’s spending power and mindset.
