1 0 T r e n d s Shaping the Future 2020 Global WellnesS Trends Report of Wellness

T INTRODUCTION Focus Shifts from Organized Religion Sleep to True jumps into wellness Circadian Health By Rina Raphael 1 By Beth McGroarty 6 The Global Wellness Summit (GWS) trends forecasting team predicts new EN Pg. 52 directions in health and wellness—a mission it readily undertook over 15 years ago. Pg. 6 No other forecast is based on the perspectives of so many experts worldwide, including economists, academics, futurists and the CEOs of international T Aging Rebranded: The Wellness corporations from all related fields within the $4.5 trillion wellness economy. This unique input makes for a powerfully informed set of global predictions. Positively Cool Sabbatical By Rina Raphael By Susie Ellis et al The GWS team executes trends using a methodology that encompasses a 2 7 profound respect for evidence-based science and a keen eye on the most powerful Pg. 22 Pg. 58 demographic, cultural and socioeconomic shifts that look to define the future. The result: the GWS being the first to predict the rise of wellness trends that have gone on to become explosive, multibillion-dollar markets, including: wellness tourism; wellness architecture and design; wellness lifestyle real estate; CBD and cannabis; J-Wellness The Fertility Boom sleep; sexual wellness; “dying well”; and more. By Peter Eadon-Clarke CON By Rina Raphael Wellness used to be comprised of more discrete, siloed markets (i.e., the fitness or 3 Pg. 28 spa industries) but now everything is converging in, and around, wellness, and the 8 concept is remaking whole industries and categories of living—whether fashion or Pg. 68 real estate. Look for this to only heat up as the global wellness economy continues to outpace the world’s GDP growth. Mental Wellness Wellness and Technology: Music Rethinking the By Beth McGroarty Beth McGroarty Relationship 4 9 VP, Research & Forecasting By Rina Raphael Pg. 76 Global Wellness Summit Pg. 36

Energy Medicine In Wellness We Trust: Gets Serious The Science Behind By Beth McGroarty et al the Industry 5 10 By Richard Panek Pg. 44 Pg. 88 Judy Chapman Curator, The Karma Group authors Judy Chapman is the former editor-in-chief of Spa Asia magazine and the author of five books. She creates spas, retreats and retail collections for luxury brands around the world. She is the spa, fitness Beth McGroarty and sustainability curator for The Karma Group and consultant for VP, Research & Forecasting, Global Wellness Summit and Oneworld Ayurveda and Menla Mountain Retreat. She is a qualified Global Wellness Institute yoga teacher with a deep respect for Ayurveda and Traditional Chinese Medicine. Some of the places she has lived include Beth McGroarty has been the Global Wellness Summit’s director Singapore, Australia, Bali, India, the Middle East—and now New York! of research for eight years and oversees the Summit’s annual Global Wellness Trends Report as its lead author. She is also the editor of the Global Wellness Institute’s Global Wellness Brief Peter Eadon-Clarke and the author of the TRENDIUM, a compendium of trends Advisor, Conceptasia Inc. impacting the multitrillion-dollar global wellness industry. In addition, Beth edits wellnessevidence.com, the first online Peter Eadon-Clarke is a specialist in J-Wellness, product and technique resource dedicated to the medical evidence for the top wellness trends, wellness tourism and the Stress Check Program. Peter has approaches. She has a BA from Barnard College and an MA extensive experience managing complex multicultural teams; roles from Stanford University. held during the 14 years at Macquarie Capital Securities (Japan) limited included branch manager, global head of economics and Tokyo head of research. Previously, positions included UBS Trust and Banking in Tokyo Susie Ellis as chief investment officer, CIO at Sumitomo Life Investment and CIO for Chair & CEO, Global Wellness Summit and Global Wellness the Pacific Basin at GT (now Invesco). Institute

Susie Ellis is the Co-Founder, chair and CEO of the Global Richard Panek Wellness Summit, the foremost gathering of international Author business, academic and government leaders in the $4.5 trillion global wellness economy. She is also chair and CEO of the Richard Panek’s most recent book is The Trouble with Gravity: Solving nonprofit Global Wellness Institute, considered the industry’s the Mystery Beneath Our Feet. He often writes about science for a leading global research and educational resource. Recognized non-specialist readership, and his books have been translated into 16 as a leading authority on wellness trends and initiatives, Susie languages. He has received a Guggenheim Fellowship, and his book initiated spa and wellness forecasting over 15 years ago, when The Four Percent Universe: Dark Matter, Dark Energy, and the Race she introduced the industry’s first trends report. She sits on to Discover the Rest of Reality won the American Institute of Physics numerous academic and industry boards and holds an MBA Communication Award. from the University of California, Los Angeles.

Rina Raphael Journalist Rina Raphael is a freelance journalist who covers technology, health and wellness. She regularly contributes to publications such as the New York Times, L.A. Times and Fast Company magazine. Her industry newsletter Well To Do examines the latest in health and Illustration/Design: CatchOn – A Finn Partners Company wellness. Art Direction: Paulina Tracz-Dulog Global Wellness Summit Trend 1

Focus Shifts from sleep to True Circadian Health

By Beth McGroarty

Any solution claiming to A $432 Billion reset circadian rhythms must have the TIMING of light at Sleep Market its center. This will become a and We’re Still central pillar of wellness: from circadian lighting to circadian Not Sleeping diets to apps that use timed light doses to crush jet lag. We’re at the strangest place culturally when it comes to sleep. We’ve never been so obsessed: We buy smartwatches and Oura rings to track our sleep quality relentlessly every night; we pony up for the latest, Pg. greatest, smartest mattress; we gobble sleep tonics, CBD (and yes, Ambien and Xanax) and “sleep ice cream”; we pay to 0 7 crawl into nap pods; and we travel far just Pg. 6 | Focus Shifts from Sleep to True Circadian Health Global Wellness Summit Trend 1

to bed down at sleep retreats. The wellness Humans today, however, have never been inspiration from the 2019 world and Silicon Valley have unleashed exposed to so much disruption to their every device and solution seemingly circadian rhythms, such as the glaring global wellness summit imaginable, from sleep robots that cuddle disconnect between natural solar time and us and control our breathing1 to pricey sleep our social “clocks.” We’re taking in light and supplement subscription plans. We have dark in historically whacked-out, unnatural Fighting Jet Lag Actually Is Rocket Science, made complex sleep shrines of our (now ways. We blast our eyes after dusk with Mickey Beyer-Clausen, Co-Founder & CEO, often desexualized) bedrooms, banishing blue-enriched light from ever-brighter, Mickey Beyer-Clausen, Timeshifter Inc., US our partners through “sleep divorces.” This addictive screens, tricking our brains into GWS 2019 has created an entire “sleep economy” set thinking it’s still daytime: Netflix binging, to reach $585 billion by 2024.2 checking social media until we pass out. Work increasingly doesn’t conform to solar light-dark exposure. After dusk, when This trend—from a “sleep” to a “circadian Sleep has suddenly become such an over- time. While 20 percent of people are night- natural light disappears, we must minimize rhythm optimization focus”—takes various the-top wellness trend that the media shift workers, reversing their day-night the negative impact of man-made light. In forms: has begun mocking our agonizing over it, behavior, gig work is also soaring: Fifty the day, we have evolved to be in the light, noting the rise of orthosomnia,3 a condition • More people will finally bring circadian percent of the world’s workforce works ideally sunlight, but if not, high-quality blue- where anxiety over sleep tracking causes rhythm-supporting lighting (and remotely at least half the week,4 part of enriched indoor light. Period. Given that behaviors) into their homes, with an sleep problems. When, in human history, the creeping “always-on” work culture most of our body systems express circadian explosion of tunable, biodynamic lighting have we ached so much for sleep and that encourages us to further disconnect rhythms, ensuring proper alignment of our solutions that sync light with the time of unconsciousness? Why, with an avalanche of from natural cycles. We have a shrinking internal circadian clocks, starting with the day. sleep solutions and a newly sleep-obsessed global world: more airline travel so more management of lighting, will have major culture, do we remain in a sleepless epidemic, circadian disruptions such as jet lag and impacts on human health.” • New technologies such as the with around one in three of us sleeping badly global conference calls at all hours of the Timeshifter app offer personalized jet lag and one in 10 having regular insomnia? While we've been obsessed with sleep, and night. Ours is a 24/7 culture (from gyms to plans with timed light exposure advice as trying to get more of it with smart pillows supermarkets); light pollution increasingly the foundation to help travelers eliminate The reason is that most of these generic and tonics, it’s the timing of sleep that floods our skies at night; and we’re tied to jet lag, and could have important sleep solutions, and our modern lives, is absolutely key to getting high-quality, desks, deprived of natural sunlight in the applications for “timeshifting” shift defy the basic facts of circadian biology. restorative sleep. This means sleeping at the day. Never before have human environments workers to new work schedules, or even Humans evolved to be highly sensitive to right circadian time, and the only solutions been such a “lightmare.”5 preparing patients for surgeries and the 24-hour solar cycle and super-regular that can actually reset circadian rhythms treatments to improve efficacy. exposure to natural light and dark. Nearly As Dr. Steven Lockley, associate professor of have LIGHT at the center of them. all organisms, including humans, have medicine at Harvard and one of the world’s • More hotels, wellness resorts and airlines internal daily clocks (circadian rhythms) So, we predict a major shift in wellness: top experts on circadian rhythms and sleep, will think beyond generic sleep offerings that control almost every biological system less focus on all the generic sleep solutions puts it: “The absolute key to healthy sleep to offer true circadian solutions for in our bodies, from our sleep-wake cycles and a keen new focus on circadian health and circadian rhythms is stable, regularly- travelers based on their circadian cycle, and mood and performance patterns to optimization for not only sleep but for all the timed daily light and dark exposure—our revolving around the timing of light. brain and body systems that are controlled our metabolic, immune and reproductive natural daily time cues. Sleep negates light by the circadian clock. It means that the systems. The bedrock of circadian science input to the brain, and so keeping a regular • While intermittent fasting is all the TIMING of biology will become something is that exposure to regular light-dark cycles sleep pattern will also help maintain regular rage, people don’t realize that this is provides the daily “time cues” needed to we need to measure and manage, and light also usually a circadian-based solution: reset our circadian clocks every single day, will be a central part of any solution. It’s natural for diurnal animals such as and not only determines how well we sleep humans to eat during daylight when we but our very cellular health. We need the evolved to digest food. More people will sun’s bright blue light in the day to be alert Pg. adopt the terminology and practice of and active, and we need dark to kick-start “circadian eating”: eating when it’s light, our brain’s sleep mode and recovery. 0 8 stopping after dark. Pg. 8 | Focus Shifts from Sleep to True Circadian Health Global Wellness Summit Trend 1

Dr. Lockley predicts: “Circadian health Light pollution over Los Angeles occurs later. Researchers estimate about 40 optimization—incorporating the type and percent of people are morning or evening timing of light—will become more important types, and 60 percent are in-between. than ‘sleep’ in health and wellness within the Our chronotype impacts circadian cycles: “New technologies like next few years. Medical and technological Early birds have a faster internal clock, for solutions that will help us realign our internal example, as short as a 23.5-hour cycle, the Timeshifter app, circadian clocks with each other, and our whereas night owls have a slower clock, internal clocks with the outside world, will taking up to 25 hours to complete one cycle. which revolves around surge.” These internal clocks need to be reset, just like a watch, exactly 24 hours each and precisely timed light/ Mickey Beyer-Clausen’s keynote at the every day, and the light-dark cycle is the Global Wellness Summit (GWS), on how synchronizer. timing light exposure can eliminate jet lag, dark ‘doses,’ will kill inspired this wider trend. jet lag, and could have in concert with other proteins, builds up Circadian & Circadian at night and degrades during the day in a important applications continuous feedback loop. This controls not Sleep Miscon- Biology just when we sleep but also our heart rate for ‘timeshifting’ shift and blood pressure, the immune system, ceptions Key Facts metabolism, body temperature, hormones Dr. Lockley points out some key workers…” The circadian clock in sophisticated and even mood. This breakthrough misconceptions and misusages of the word/ life forms (such as mammals) is one research showed how fundamental the concept “circadian” that can plague sleep extraordinary system. The body’s master circadian system is in synchronizing our and wellness markets—in an era where clock-controller lives in nerve cells in daily biorhythms with the 24-hour rotation frustrating “circadian washing” is on the rise. the brain’s hypothalamus called the of the planet—and how we’re ruled by an The circadian clock anticipates environ- suprachiasmatic nucleus, and it’s tuned to inner clock that adapts our body processes “Sleep” is not the same as circadian mental time—it does not reflect it or have the day-night signal by light coming through to different times of the day with exquisite rhythms: Sleep is an output of the circadian anything to do with the “social” time of day. the eyes and optic nerve. This timekeeping precision. These clocks are in our DNA. clock in combination with another control The clock anticipates the timed physiology overlord in the brain then orchestrates a system, the sleep homeostat, which that will happen tomorrow, when we wake/ Disruptions to our circadian rhythms, from network of peripheral clocks that exist in measures how long we have been awake sleep, eat, etc., to ensure that we do these those ever-increasing mismatches between nearly every organ throughout the body or asleep. Many other things affect sleep, things at the right time. To be a real circadian our internal clock and lifestyle, when we (yes, your liver and ovaries have their own so measuring sleep is not the same as rhythm, it must be generated from within. override our natural cycles, have significant clocks), turning on and off a host of clock measuring the clock, and the differences health consequences, including a higher genes and a wave of timekeeping proteins can be enormous. Circadian rhythms are Just because something is rhythmic, it’s not risk of obesity, diabetes, some cancers, that rise and fall in a curve in nearly every much wider and more complex than sleep, necessarily circadian: Rhythms that are not heart disease, depression, gut disorders, cell in your body every 24 hours—just like as they impact and orchestrate all of our generated from within are, by definition, allergies, infections, premature aging—and the sun. It’s a magnificent, light-timed organs, our brain, and cellular activity. not circadian rhythms. They may have a cellular choreography that runs on a tight early death. There have been more than 650 rhythm peaking in the day (diurnal) or night daily cycle and controls almost every body studies connecting light to health. (nocturnal) but may be generated by an external influence such as physical activity, function. Research also increasingly shows7 how eating or sleeping. Growth hormone (GH) people are chronobiologically hardwired In 2017, a group of researchers won the is a good example. GH is not a circadian 6 with genes that make us night owls or Nobel Prize in Medicine for discovering how rhythm but is a sleep-dependent one: It’s early birds—called our chronotype. Early Pg. clock genes control our daily rhythms. One only released during deep sleep, which risers’ daily peak performance occurs early of the many circadian genes is the period usually happens at night, and while it, gene that makes a protein called PER that, during the day, while natural night owls’ 1 1 Pg. 10 | Focus Shifts from Sleep to True Circadian Health Global Wellness Summit Trend 1

The Timeshifter app helps (as we hurtle across time zones) for our you get a crystal-clear schedule of when travelers adapt Circadian circadian rhythms to catch up. It’s a massive you need to prioritize bright light and to new time travel problem, with huge costs to human when you need to avoid light, when you zones fast by Travel health and happiness: In 2018, 448 million should take (small amounts of) melatonin focusing on Jet Lag Solved…And Shift from Generic passengers traveled on long-haul flights. and caffeine and when you should sleep/ precisely timed When asked, 93 percent of them said they nap and for how long. It works like magic. light exposure. Sleep Solutions in Travel to Those 9 Personalized to Travelers’ Circadian struggled with jet lag. Everyone knows the It’s easy to control exposure to light (by Realities disastrous impact on our mood, sleep and donning sunglasses in the airport), or see digestion, with frequent travelers suffering as much light as possible during a flight The travel industry—hotels, wellness resorts the same increase in diseases that shift (watching a movie on a brightly lit screen and airlines—have recently gone all-in on workers experience: more strokes, diabetes is enough) when everyone else is trying sleep. We have the hotel mattress wars, a and cancers. The old way people dealt with to sleep. Beyer-Clausen notes that while profusion of sleep-focused wellness retreats, jet lag was entirely wrong: sleep as much you may get funny looks from people now, and sleep scientists designing entire resort as you can on the flight, take meds such in a couple of years, we will see travelers sleep programs. Destinations are throwing as Ambien (which don't shift circadian everywhere in the midst of all kinds of every kind of amenity and program at their rhythms), trust in the airplane’s Dreamliner “timeshifting.” guests’ exhaustion: elaborate pillow menus; lighting systems, maybe have that on-arrival sleep aromatherapy and massages; guided jet lag massage. Jet lag is so debilitating Other research centers are developing meditation; oxygen therapy; cryotherapy; that we arrive a day early to catch up and technology to tackle jet lag: Rensselaer 10 it special sleep workouts; and minibars opt for business class and five-star hotels in Polytechnic Institute just announced has developed a wearable device that and menus filled with sleep tonics, CBD desperation. and “sleep bites.” Travel companies are analyzes a person’s biometric info and can increasingly using “circadian” language The timing of light exposure—not sleep, then recommend the right sleep and light around this avalanche of sleep products/ exercise, food or caffeine—is key to schedule to re-optimize circadian rhythms. services, claiming they “reset circadian eliminating jet lag and can be the difference The clinical gold standard in measuring a rhythms,” with the media even predicting between a successful trip or a miserable person’s circadian rhythm state is blood “circadian travel”8 as a 2020 travel trend one. The right light exposure at the right or saliva tests identifying melatonin and because of the rise of sleep-focused travel time can significantly accelerate travelers’ cortisol levels, hardly an instant reading. therefore, looks circadian, it isn’t, as the everything. adaptation to new time zones. Seeing light But the researchers used algorithms that rhythm would go away without sleep at the wrong time makes jet lag much process data such as heart rate and body occurring and is therefore not internally The problem is these generic sleep worse. Finally, the jet lag nightmare is temperature, collected by the wearable, to generated. solutions, and this huge travel industry focus over thanks to Timeshifter, which helps convert to a circadian rhythm measurement. on sleep and fatigue, while supportive of travelers adapt to new time zones fast by They say their bio-sensing tech that can As an anticipator, the biological clock general wellbeing, are not “circadian.” They focusing on precisely timed light exposure. tell you where you are in the circadian thrives on stability: stable, day-in-and-day- have no impact on our circadian rhythms It’s an app that was literally developed phase works in-line with clinical hormone out light and dark cues; regular sleep-wake and are helpless in fighting what ails so with rocket scientists, as well as with Dr. measurements, and it would be a whole new times; regular lifestyles (exercise, eating). many travelers: jet lag. Lockley, who has worked for more than a approach to jet lag. (It’s being funded by Light governs human circadian biology: Jet lag is caused when our 24-hour sleep/ decade applying circadian science to NASA the US Department of Defense.) astronauts to alleviate their profound jet lag circadian rhythms cannot be meaningfully wake, light/dark cycle shifts too suddenly Timeshifter is both a shining example and improve sleep and alertness. reset by exercise, stress-reduction, yoga, and a metaphor for a new trend in travel: massage, food, sound baths, etc. Timeshifter is blissfully simple: You input more hotels, wellness resorts and airlines your sleep pattern (whether you’re an early expanding beyond generic sleep offerings Pg. bird, night owl or neither), whether you’re to offer true circadian, light-centric solutions open to using a melatonin supplement and/ for individual travelers based on their 1 2 or caffeine and your itinerary. And presto, circadian cycles. Pg. 12 | Focus Shifts from Sleep to True Circadian Health Global Wellness Summit Trend 1 Integrated, circadian lighting emits an immersive glow throughout Because Timeshifter is the first app to would add that hotels and wellness resorts Equinox Hotel and promotes mental and physical health. combine rigorous scientific research with that partnered with a Timeshifter-ish app an intuitive interface, it makes it a go-to could precisely customize lighting in rooms solution for airlines, hotels and resorts; and food schedules for their time zone- travel agencies; and businesses with crossing guests. traveling employees looking to tackle jet lag. So far, they’ve announced partnerships We don’t expect the hotel pillow wars or with wellness travel leader Six Senses Hotels sleep massages to disappear, and they’re Resorts Spas, United Airlines, Montblanc, relaxing and wonderful to have. But we CWT (formerly Carlson Wagonlit Travel) and expect that circadian science will inform have signed up several Fortune 500 clients. travel experiences in crucial new ways. There will be new clarity about how some We will see more circadian “light moves” of the things now being done in the name at destinations. Germany’s Lanserhof of “sleep health” actually make things Tegernsee has launched a new sleep worse for travelers, for example, exercise program that has a medical analysis called or acupuncture at the wrong time, and new Chronotherapie, which works on the sleep- clarity about what actually synchronizes wake rhythm; light therapy and blue-light circadian clocks: LIGHT and DARK. (Again, filter glasses for guests at night; high- not special “sleep” foods, workouts or tech FreshBeds and smart sleepwear that massages.) into their homes. Some of the change will Circadian lighting was a $400 million optimize sleep temperature; and a kill-switch be no-tech: adopting regimes where you market in 2017, expected to jump to When you think about it, some of the in rooms that shuts off all Wi-Fi, light and disconnect from devices/TV and dim lights $4 billion by 2024,11 because we now have biggest current travel trends seem to be electrosmog. New York City's new Equinox well before bed—banishing iPads/phones the technology, and more people will use travelers unconsciously seeking circadian Hotel is all about sleep and has sleep from the room. We will naturally learn over it. People spend so much on their wellness; health and getting back to their natural coaches who analyze a guest’s circadian time that sleep means avoiding light—and they need to spend a few more bucks on rhythms. Slow travel (walking tours, train rhythm state. IHG is piloting circadian the time to disconnect from our devices well their bulbs. travel, etc.) is sustainability focused but also lighting in rooms from Healthe by Lighting before sleep is NOW. Science (more below), using its GoodDay rejects the circadian disruptions of changing There’s an explosion of circadian lighting and GoodNight spectrum light technologies. time zones fast. The camping/glamping More people will make a simple switch in solutions hitting the market. Healthe, Note: For the time zone-jumping traveler, mania, which means rising with the sun their home lighting: using bright, short developed with NASA scientists, has a these would need to be paired with an app and winding down at dark, is a powerful wavelength, blue-light bulbs in the day wireless control device that uses GPS such as Timeshifter to personalize the right circadian re-calibrator. and switching to dimmer, warmer, longer to track the positions of its “SunTrac” light at the right time. wavelength bulbs with red, yellow and lightbulbs with the aim of simulating the orange color spectrums (think: campfire) natural arc of the sun throughout the At the GWS, Beyer-Clausen predicted some Circadian at dusk—which boosts melatonin. And day, transitioning from daytime blue light ways that the travel industry will fight jet more people will go highest-tech: with for productivity to mimicking light that lag. He expects that flight-booking sites will Lighting app-, Bluetooth- and Wi-Fi-controlled promotes the brain’s natural response to add a new “less jet lag” filter in addition to Get Your Home Light Right…Finally LED tunable lights in their homes that sunset. The straightforward Soraa Healthy the existing “cheapest” and “fastest” flight Most of us have read about circadian automatically adjust day and night light Lightbulb emits dimmable “Zero Blue” searches. In-flight entertainment systems lighting for years: the new lighting color temperature and brightness levels. light. Dyson’s new Lightcycle lights adapt will tell us when to nap, see and avoid light technologies that are tunable, biodynamic brightness and color based on time of and eat, based on travelers’ itineraries. and sync with the time of day. You would day, owner’s routine and even age. Savant Personalized jet lag-adapted circadian light think with all the talk that most of us would just launched an app-based home lighting will rise in airplane seats and in hotel rooms. Pg. have it. We think 2020 will be the year that system that is all about flexibility: You can Airport lounges will have jet lag-reduction the light bulb goes off: More people will set different light schedules for different areas with light/dark zones/therapy. We finally bring circadian lighting and behaviors 1 5 rooms (i.e., you need a brighter kitchen, and Pg. 14 | Focus Shifts from Sleep to True Circadian Health Global Wellness Summit Trend 1

lives are for our circadian health—and that any great lighting design needs to tackle Thermal both. Many of the new lighting systems aim to replicate natural light as it would Wellness subtly shift throughout the day. While this is Not a Circadian Agent, But a Supporter unlikely to do any harm, Dr. Lockley argues that these subtle changes are not needed We all know we should sleep in cool and not detected by the brain for control environments, and new solutions to aid of circadian rhythms and alertness. We us are rising. A key aspect of human need bright blue-enriched days and dark circadian rhythms is that after dark, our nights, with as dim and red-enriched light as bodies undergo changes to help transition Thoughtful design elements that support sleep and naural light cycles abound in wellness real estate possible from dusk to bedtime. He argues us into sleep. One big change is that brain developer Troon Pacific’s “ultra-performance homes." Photo credit: Jacob Elliot. nuanced “dawn to dusk” lighting changes and body temperatures drop, and warm throughout the day are unnecessary. And bedrooms counteract this. As a recent article in the Atlantic13 explains, temperature the kids are on a different schedule)—or just In this newly enlightened age, with the rise of all these light therapies plays a critical role in supporting sleep: We press the button, and it switches rooms to neuroscientists, doctors and architects are and masks, we need to remember that need to be able to lose heat to sleep and the natural setting, based on astronomical all working hard on nailing the science of blasting sunlight-simulating light when we’re circadian rhythm-supporting light: what exhausted to perk up or red “sleep” light being too hot or too cold interferes with time and your location. 14 intensity and color, at what time and for when we’re desperate for shut-eye, if not this process. Studies show that people Sleep masks that bring customized light how long. And for whom, because circadian timed correctly, could further whack out with sleep disorders sleep longer—and are therapy right to your face, serving up systems differ from person to person: by an already whacked out circadian system. more alert in the morning—in 61˚F rather dimmer, red light at night when you’re age, where you live, etc. For instance, when Circadian rhythms, we cannot repeat than 75˚F rooms, and people who sleep 15 trying to fall asleep and blue light to wake kids hit puberty, they have their circadian enough, are internal systems, not external in hot environments have elevated stress you up, such as Sound Oasis or Illumi, are and sleep cycles pushed about two hours quick fixes like a pill. They thrive with regular hormones in the morning. Medical experts taking off—with Dreamlight’s model also later than a typical adult, and while human light-dark cycles, day after day after day. agree we should sleep in environments letting you set the mask’s temperature. Blue evolution began near the equator, where somewhere between 60–67˚F. light-blocking glasses are going mainstream: daylight hours are consistent, most of us live Climate change makes for more hot nights, Warby Parker just launched its own line. with ever-shortening and lengthening days, air conditioning your bedroom to 60˚F becoming more extreme as we head up or In the wellness home/real estate wars, “lux” Embr Wave can waste energy and regulating your down toward the poles. (the measurement unit for light) is the new wearable allows temperature can be difficult to do. New luxe, with circadian lighting (and every There are debates among scientists, you to warm up smart mattresses/pads are here to help: or cool down possible sleep design solution imaginable) and certainly among lighting companies For instance, with the Ooler mattress pad, becoming a key selling point. Delos’ new with the touch filled with tubes that bring heated or cooled (seeking market differentiators), about of a button. “home wellness intelligence system” Darwin what the right light at the right time truly water to the surface, you can set your bed features a circadian lighting system that is. Scientists will argue that we focus so to that optimal temperature, or you can use lights up the home with cool tones in the much on over-lighting our eyes (hence the app to schedule temperature changes morning and warm ones in the evening—and brains) at night that we forget how critical over the night—a cool bed for sleep and a it’s completely automatic. San Francisco- the issue of our under-lit, desk-bound day warmer bed to wake up to. Eight Sleep, a based Troon Pacific’s “ultra-performance new “sleep fitness company,” offers a smart homes”12 deploy every design weapon mattress that dynamically warms or cools imaginable to support sleep and natural your bed based on your body temperature, light cycles: from automated motorized while Sleep Number just unveiled its shades to advanced day-to-night lighting Pg. “Climate 360” smart bed, which analyzes systems and even no light-reflecting, shiny the body’s sleep cycles and automatically surfaces anywhere. 1 6 adjusts the bed’s temperature. Pg. 16 | Focus Shifts from Sleep to True Circadian Health Global Wellness Summit Trend 1

“Thermal wellness” solutions, all based on A recent Johns Hopkins meta-review of than evening: Researchers from Harvard impacting body temperature for greater The Circadian studies16 found that it lowers blood pressure, University and the University of Murcia, wellbeing, is a rising wellness trend in lipid levels and heart rate. A new Salk Spain, found that early eaters18 lose 25 general. For instance, Embr Wave is a Diet Institute study17 shows the implications for percent more weight (and faster) than late watch-like device that sits on your wrist, a “Light” Eating the diabetes and obesity epidemic: People eaters. Hebrew University studies show that sensitive area packed with thermoreceptors, with metabolic syndrome who limited food/ synchronizing mealtimes with our circadian and with a press of the button, it changes For decades, diets have been all about beverage consumption to a 10-hour window rhythms leads to significantly more weight how hot or cold you feel (not your actual what we eat (we’ve scurried from the for three months saw big improvements in loss and reduced insulin resistance than body temperature)—and it features a Mediterranean to the keto diet, etc.)—but body composition and cholesterol levels. if you ate the same food (of any kind) thermo-sleep mode. Sleep temperature the science is mounting fast that when we Research from the University of Texas without a schedule, concluding that a larger technology, from apps to smart mattresses, eat has profound metabolic and weight Southwestern Medical Center found that breakfast, a medium-sized lunch and small will continue to rise. But while temperature loss consequences. This new evidence is mice that ate a normal amount of calories— dinner drive optimal results. has a daily rhythm, it’s only circadian when reflected in the rise of intermittent fasting but in restricted hours—lived 15 percent generated internally. As Dr. Lockley notes: (Google’s most-searched diet of 2019), longer; if that applies to humans, that The way that the timing of our eating “The sidewalk does not have an internal which typically restricts eating and drinking would mean increasing longevity from 80 communicates timing info to all the cells in clock but will show a strong 24-hour rhythm to an eight-10-hour window a day. to 92. Intermittent fasting’s association with our body is an extremely complex science. A 2019 study19 showed how insulin resets in temperature. Obviously, the sidewalk A host of studies now indicate that everything from weight loss to forestalling heats up and cools down based on external diabetes is putting chrono-nutrition (timed circadian clocks by increasing the synthesis alternating between periods of daily eating of period proteins (controlled by the “clock factors, not, as in humans, due to an internal and fasting has eye-opening effects, with food intake) front-and-center in wellness. clock. External temperature therapies do genes”) and how the exposure to light (and researchers hypothesizing that it conforms But is it the “intermittency” of eating or the not shift circadian rhythms, but they can its cortisol production) needs to precede to the age-old way that humans ate: We fact that the fasting is circadian-synced support our body’s sleep mode directly.” the insulin/feeding timing to get the highest experienced periods of food scarcity leading that is the lynchpin? Because light and dark amplitude in clock gene rhythm—or optimal to “metabolic switching.” The evidence are the twin gods of our circadian clocks, circadian rhythms. And scientists are for intermittent fasting seems powerful. and humans evolved to digest food in the discovering how the circadian clock directly day—what’s the metabolic (and sleep) affects the microbiome (our gut has its own impact of eating after dark, which jolts the circadian clock): Washington University brain into thinking that it’s daytime? How researchers just discovered20 an immune cell does matching the timing of eating with that sets the clock for the gut, suggesting our circadian rhythms (with light and dark) why circadian rhythm disruptions (those impact health? More studies suggest that late nights, shift work) are linked to we should be embracing—and adopting the gastrointestinal problems and everything terminology of—a CIRCADIAN diet. from obesity to colon cancer.

While intermittent fasting can have people We’re seeing the research on intermittent taking their first bite (an important cue that fasting roll in, but we will see more studies impacts other clocks in our organs) way evaluating whether all intermittent fasting after the light of morning (say, 1–2 p.m.), is indeed created equal. We need more a body of evidence shows that calories studies on the impact of timing meals to the are metabolized better in the morning light-dark cycle (circadian-synced eating and fasting), and how that impacts insulin levels and fat-burning hormones. Syncing up mealtimes with circadian Pg. We predict more people will experiment rhythms may lead to significantly more with timing their eating and intermittent weight loss and other health advantages. 1 9 fasting differently: eating when it’s light, Pg. 18 | Focus Shifts from Sleep to True Circadian Health Global Wellness Summit Trend 1

stopping when it’s dark. The potential has huge implications for the timing of where people are supposed to heal; daylight 9. Condé Nast Traveler survey, 2019.

of “clock nutrition” on weight loss and medicine because when you take different savings; our 24/7 and late-night restaurant 10. A New Way to Optimize Sleep and Light Exposure metabolic health—and research unriddling medicines, have surgery or chemo, and and gym culture; the light pollution Can Reduce Jet Lag and Improve Alertness, the complex interplay of light, our circadian what lab tests reveal, depend intensely on exploding in our increasingly urban world; Rensselaer Polytechnic Institute, 18 December clocks and our microbiota—is an exciting where you’re at in your circadian clock. and how we light our homes. 2019. development and just revving up. University of Pennsylvania researchers Not only if we want to sleep…but because 11. Lighting Start-up Flips the Switch on an Expected are experimenting with pulling data from circadian rhythms rule our physical and $4 Billion Market by Andrea Lillo, HFN Digital, 25 wearables, phone apps and bio samples October 2019. mental health. We expect some circadian to nail each person’s chronobiome fast. market mayhem ahead (some bright and 12. You Might Get the Best Sleep of Your Life in This THE FUTURE Given the skyrocketing circadian science dim ideas)—but the right timing of light House—If You Can Afford It by Rina Raphael, Fast research, wearable-driven apps that could So much research is underway in the and biology will move closer to the heart of Company, 6 September 2019. tell us exactly when to take in light and dark, emerging field of circadian medicine. wellness. Finally. when to sleep and rise, when to eat and 13. Your Bedroom Is Too Hot by James Hamblin, the Scientists are developing molecules that Atlantic, 29 December 2019. exercise, and when we’re at peak and lowest target proteins that could repair and performance, look to be ahead. Humans 14. Ambient Temperature and Obstructive Sleep supercharge our cells’ clock functions, with are horrible at managing time, light and life: Apnea: Effects on Sleep, Sleep Apnea and a new class of circadian drugs that could They would be a breakthrough. References: Morning Alertness by Fredrik Valham, MD; Carin chemically reset our circadian systems and Sahlin, PhD; Hans Stenlund, PhD; and Karl A. prevent some of the worst diseases: obesity, Highest-tech circadian solutions are ahead, Franklin, MD, PhD; Oxford Academic, Sleep, 1. The Best New Gear from CES 2019 That'll Help diabetes, Alzheimer’s—and even slow aging but this trend is also about changing basic Volume 35, Issue 4, Pages 513–517, 1 April 2012. You Get a Good Night's Sleep by W. Christopher way down. See the excellent overview in human behavior and the many human clock- Winter, MD, Men’s Health, 16 January 2019. 15. Elevated Airflow Can Maintain Sleep Quality Wired21 of how the new circadian medicines destroying social and cultural institutions. and Thermal Comfort of the Elderly in a Hot on the horizon could save lives. Consider the new timekeeping app22 Circa 2. Frost & Sullivan Assessment, 2019. Environment, Department of Architecture, School of Design, Shanghai Jiao Tong University, Solar; it has no 12-hour dial or hour or 3. Your Obsession with Sleep Trackers Is Way Less Apps such as Timeshifter, which use timed Shanghai, China, 10 September 2019. minute hands but instead displays a full Healthy Than You Think by Sara Harrison, Wired light exposure to help travelers eliminate jet day showing the local hours of light and US, 3 December 2019. 16. Review of Intermittent Fasting Research Suggests lag, could certainly be extended to help shift darkness and where you’re situated in light Broad Health Benefits by Rich Haridy, New Atlas, 4. International Workforce Group, Flexible Working workers, who suffer circadian disruptions and dark. It might get you fired for missing December 29, 2019. every time their work schedule changes, as Survey, 2018. meetings, but it’s a fascinating thought- 17. Clinical Study Finds Eating within 10-Hour well as help patients get better outcomes 5. Is the Marvel of LED Lighting Also a Blight on experiment in re-aligning time to conform to Window May Help Stave Off Diabetes, Heart from surgery and treatments. Timeshifter Global Health? by Richard G. "Bugs" Stevens, Fast nature. Disease, Salk Institute, 5 December 2019. describes itself as a “platform for circadian Company, 7 August 2018. 18. Timing of Food Intake Predicts Weight Loss shifting that will solve large, previously We need to re-think time, light and human 6. Press Release: The Nobel Prize in Physiology or Effectiveness, International Journal of Obesity, unsolved circadian-based problems”—and life in deep ways. We need to make hard Medicine 2017, The Nobel Prize, 2 October 2017. April 2013. looks to extend its commercial applications. behavior changes and stop lighting up 7. Extreme Morning Chronotypes Are Often our nights with screens and get out in the 19. Your Body Clock Cares about When You Eat by Familial and Not Exceedingly Rare: the Estimated As Dr. Lockley notes, a future development Michele Wilson, PhD, Technology Networks, 25 natural light of the sun. We need to adapt Prevalence of Advanced Sleep Phase, Familial that will revolutionize medicine and wellness April 2019. work and school schedules respecting solar Advanced Sleep Phase, and Advanced Sleep-Wake is the ability to measure people’s unique, time, seasons and age chronotypes. We Phase Disorder in a Sleep Clinic Population by precise circadian clock state in real-time, 20. Scientists Find Gut Cells Affecting Circadian need to address the lightmare of hospitals Brian John Curtis, Liza H. Ashbrook, Terry Young, Clock, Xinhua, 5 October 2019. maybe even from a single blood, urine, Laurel A. Finn, Ying-Hui Fu, Louis J. Ptáček, and saliva or breath sample at the doctor’s office Christopher R. Jones, Oxford Academic, Sleep, 21. Drugs That Boost Our Circadian Rhythms Could or at home. A single sample will be able Volume 42, Issue 10, October 2019. Save Our Lives by Megan Molteni, Wired, 28 May 2019. to measure dozens (or even hundreds) of Pg. 8. The Top Travel Trends for 2020, According to biomarkers at once to pinpoint exactly what Experts by Laura Hampson, Evening Standard, 30 22. This Watch App Will Help You Reorient Your Life our internal circadian time is. The possibility December 2019. to the Earth's Natural Rhythms by Adele Peters, of a circadian “fingerprint” measurement 2 0 Fast Company, 29 July 2019. Pg. 20 | Focus Shifts from Sleep to True Circadian Health Global Wellness Summit Trend 2

Aging

Rebranded:Positively Cool

By Rina Raphael

The 60+ generation is aging radically They’re active, vibrant, different than previous generations. Today’s more engaged than ever retirees start businesses, run marathons and travel widely. With increased longevity (and 60+!). It’s a powerful and substantial wealth, they put a premium demographic with major on health, wellness and nutrition. And yet this powerful demographic attracts only 10 marketing potential— percent of marketing budgets and less than and industries across all one percent of global innovation. That’s changing, as multiple industries target platforms are noticing. seniors with product design, experiences and campaigns that speak to their strengths and sensibility.

Pg. Perceptions have changed since the “I've fallen, and I can't get up!” commercials of the late 1980s. No longer are baby boomers treated like feeble victims by way 2 3 of fear-based messaging (or worse, simply Pg. 22 | Aging Rebranded: Positively Cool Global Wellness Summit Trend 2

ignored). Numerous legacy brands and companies are noticing these people are David Harry Stewart, inspiration from the 2019 start-ups realize this is an active, vivacious really cool.” GWS 2019 and connected group deserving of the same global wellness summit empowering, aspirational attention lauded Ageist works with start-ups and on younger consumers. multinational conglomerates eager to capitalize on the sunset years. Many It certainly makes financial sense: In countries incorporate senior feedback to create The New Emerging 50+; Unpacking the Most such as the US and Japan, boomers control aesthetically driven products created with Powerful, Discerning Consumer in History David Harry Stewart, CEO, Ageist, US the highest percentage of disposable income. thoughtfulness, practicality and, more The “silver economy” has brands racing to importantly, respect. This spans multiple appeal to older demographics—as well as the categories, including fitness, food, tech, ones to come. The World Health Organization beauty, travel and transportation. Boomers, (WHO) predicts the 60+ population will reports Nielsen,1 account for approximately New Life Builders: Aging Is Better Than You Think! nearly double by 2050 from 12 percent to 22 $230 billion in sales in the US consumer- Dave McCaughan, Founder & Storyteller, percent. packaged goods category. Bibliosexual, Thailand “Four years ago, nobody would take our In Japan, for example, legacy cosmetics call. They fled from us,” recalls David Harry brand Shiseido launched PRIOR, a brand Stewart, CEO and founder of Ageist, a catering solely to mature women. Its middle-aged women going through as an emotional crutch. Such AI-assisted Los Angeles-based media company and campaign stressed the beauty in aging and menopause. It also sells discreetly labeled technology will rapidly grow as healthcare consulting firm specializing in older markets. accommodated its audience with larger products that, as Gennev CEO Jill Angelo further transitions from the hospital to one’s “[Our age group] was what they didn't fonts and simple instructions. Likewise, explains, adult women would want to home. want. But now, it's quite the opposite. These Pause Well-Aging is a US beauty line display on their bathroom shelf. Some entrepreneurs look to wholly reinvent specifically developed for menopausal skin categories. Perennial is a plant-based adult concerns. “We're seeing more and more companies go after this audience because they're nutrition beverage taking on industry stalwarts such as Ensure and Boost. The Perennial is The majority of innovations center around underserved,” says Angelo. “They've got product’s promotional campaign features crafted to health since older populations have a higher spending power, but they want products support a new percentage of medical concerns. Still, these that come from places they can identify buff senior citizens running on a beach with way of aging. issues are treated sensitively, free of any with, that are authentic to them.” the tagline, “longevity tastes good.” condescension or indignity. New York- Millennials and baby boomers increasingly based Willow sells underwear for the 400 The tech industry sees a multitude of products addressing adult health concerns mirror one another in adopting healthy million people worldwide with incontinence. lifestyle habits, and yet the latter are often Unlike its bulky diaper-like predecessors, the from a meaningful, practical standpoint. Virtual reality games improve seniors’ left out by the food and beverage sector. A collection comes in functional, sleek designs recent study found that boomers are more that echo the style of trendy fashion labels. cognitive function; home diagnostic kits allow for easy health monitoring, while likely than any other generation to choose Seattle telemedicine start-up Gennev a host of robotic assistants tackle the nutritious foods. encompasses an online community for loneliness epidemic. “People are aging so much better than in ElliQ is an elegant digital companion helping prior generations,” notes Perennial Co- older individuals live independently longer. Founder Sara Bonham. “We wanted to Created by Israel’s Intuition Robotics, the create a product that empowered them, not faceless robot radically differs from overly just for a need-state, but something that Pg. cutesy devices. It’s not meant to infantilize they want.” its user, says Co-Founder Dor Skuler; it’s The fitness industry is another industry 2 4 there to respectfully assist without serving seeing a demographic shift. Boomers Pg. 24 | Aging Rebranded: Positively Cool Global Wellness Summit Trend 2

compete alongside millennials for most in the senior market, rapidly onboarding such as Nike5, JCPenney and Williams- References: active generation, with many retirees opting consultant firms and partnering with testing Sonoma partner with over-50 social media for at-home fitness equipment models groups. In the near future, expect a stronger influencers, who prove more approachable such as Peloton or upscale boutique gyms. focus on the personalized wellness space than their jet-setting Kardashian peers. 1. Introducing Boomers: Marketing’s Most Valuable Generation by Nielsen and BoomAgers, 2012. According to The International Health, with more prevention and management “More people are living longer and Racquet & Sports Club Association,2 those solutions for chronic illnesses such as 2. The 2018 IHRSA Health Club Consumer Report by healthier,” says Stewart. “This is where the aged 55 and up compose nearly a quarter diabetes or heart disease. the International Health, Racquet & Sports Club of all US health club members. They are market is shifting to. You can’t ignore it.” Association. “There isn’t a good embedded sense of the now the fastest-growing membership group 3. Forget Generational Stereotypes, Baby Boomers capability of older people,” says Smith. “Big and show the highest rate of frequent Are Just as Addicted to Smart Phones as attendance. companies are just starting to figure it out. Millennials by Nicole Fisher, Forbes, 6 May 2019. They are still going to progress a lot over Thought “The real spend behind all of [fitness club the next few years.” 4. The Online Shopping Habits of Today’s Baby Boomers, SKUlocal, 12 November 2018. growth] is going to come from the boomer Brands still struggle with how to appeal starter market,” notes health club industry analyst 5. Are Baby Boomers the Next Kardashians? by Guy Bryan O'Rourke, founder and CEO of to a diverse and often fractured 50+ Age-Friendly Cities Avigdor, Forbes, 7 May 2019. Vedere Ventures. “It’s all based on people demographic. Many lump whole age ranges getting older and wanting to have a better into one uniform monoculture, assuming Along with the private sector, how can quality of life.” they all possess identical concerns and cities, local governments and urban desires. But people don’t age equally. planners better design for seniors’ health Ken Smith, director of the Mobility Division “The more people age, the greater the needs? Globally, 57 percent of people 60+ Covergirl at the Stanford Center on Longevity, divergence,” says Stewart, noting the reside in towns and cities. From sidewalks spokesmodel predicts more conglomerates such as breadth of psychographics. “People see to transportation, they depend on an Maye Musk, 71 Procter & Gamble will invest resources this gigantic demographic with these huge accessible environment to better interact numbers and think they can capture this with their neighbors and local services. entire market. You need to pick a lane.” In 2010, the WHO launched the Global Gennev offers full-circle With a 19-year age range, it’s naive to Network for Age-Friendly Cities to help menopausal care. assume boomers constitute a cohesive communities and organizations across the group. And often, they’re subject to globe share ideas. Some of the ideas are common misconceptions: They do not all smart, yet remarkably simple, to implement: fumble with technology, spend their days In the UK, Manchester’s city hall holds golfing or desire to retire in Florida. In fact, “Older People’s Forums” for senior citizens a recent survey found that boomers spend to voice complaints and suggest fixes. 3 nearly five hours a day on smartphones And Ottawa, Canada, added hundreds 4 and spend more on online shopping than of outdoor benches and modified fitness “More people are living millennials. An increasing number move equipment to encourage their elders to stay into hip condos in downtown urban areas, active. longer and healthier. paving the way for new retirement housing projects within walking distance to cultural This is where the market and foodie destinations.

Some companies and marketers get it right. is shifting to. You can’t Covergirl added Maye Musk, 71, as one of its spokesmodels. Cult fashion brand Rachel Pg. ignore it.” Comey regularly features silver-haired — David Harry Stewart, CEO, Ageist models in its campaigns. Meanwhile, brands 2 7 Pg. 26 | Aging Rebranded: Positively Cool Global Wellness Summit Trend 3

J-Wellness By Peter Eadon-Clarke

Brilliantly marrying Connecting to revered traditions with innovative technologies, the World Japan asserts a As awareness of the 100-year Life Society spreads globally, it is natural to comprehensive culture of look to Japan.1,2 In 1965, Japan had 153 wellness—and encourages centenarians, and in 2017, there were 67,824, representing the largest per capita ratio of the world to follow suit. them in the world. Fifty percent of Japanese citizens born in 2007 are expected to reach Sony's companion robot, aibo, develops 107. 3 There are lessons to be learned from its own unique personality through everyday interactions with its owner. Japan’s lengthy leadership in longevity. Pg. Japan is not standing still, but rather executing exciting innovations on top of its cultural traditions of trust, exacting quality in 2 9 all matters and a deep reverence for nature. Pg. 28 | J-Wellness Global Wellness Summit Trend 3

Recent years have seen each of these inspiration from the 2019 become a global phenomenon: Ikigai, Connecting purpose but at a measured pace;4 Kintsugi, global wellness summit "art of repairing broken pottery"; Wabi-sabi, to Others 5 embracing imperfection and transience; Iki-iki Plazas, the Stress Check Program, Marie Kondo, de-cluttering by auditing Social Robots 6 J-Wellness: The Future of Wellness in Japan the spiritual value of our possessions; and Yoriko Soma, CEO, Conceptasia Inc., 7 Shinrin-Yoku, forest bathing. Japan is also 2019 Global Wellness Summit Co-Chair, Japan known for its wellness-related products. Social, community wellness and innovating for aging societies are two global mega Incense is used to purify, cleanse and relax. trends where Japan’s policy is to empower With a reputation for the highest quality, individuals and companies. As a World Forest Bathing 2.0: Japanese incense sticks have long been Health Organization (2012) study The Art and Science of Shinrin-Yoku exported worldwide. Behind this are deep demonstrated, better health is associated Dr. Qing Li, Author & President, Japanese Society Susie Ellis and delegates fell in love with traditions. Seasoned artisans train for years, with high “social capital,” such as trust Sony’s aibo puppy dog at the 2019 GWS. of Forest Medicine; Nippon Medical School, Japan with 70 percent of all production being between neighbors, repeat interactions centered on Awaji-shima, a small island and helpful actions reciprocated.9 Japan’s southwest of Kobe city. When the burning Iki-iki Plazas, neighborhood facilities for with improving the psychosocial work of incense moved beyond temples, incense- generational mingling, recreation and Robot Assisted Activities: Scientific Evidence of environment.11 Corporate support programs listening, or Koudou, emerged in the 13th learning, are strengthening people’s Activating Human Communication by Robots century and is still practiced today: a ritual- mutual trust. Emerging from Japanese include Sumitomo Corporation’s Iki-iki Masahiro Fujita, VP, Senior Chief Researcher, AI rich game involving the identification of psychological studies, “Iki-iki” captures the Waku-Waku (energy and excitement) Health Collaboration Office, Sony Corporation, Japan 12 incense aromas.8 Japanese incense sticks subjective aspects of wellbeing deep within and Productivity Management program. are being followed globally now by wave the human mind, such as positiveness, The Stress Check Program, and the upon wave of highly distinctive J-Wellness stability of mood, self-acceptance, and life separate mandatory annual health check products and techniques. 10 The Wellness Investment Climate in Japan satisfaction. With government support, Iki- for employees, are not expected to stay Miwako Date, President & CEO, iki Plazas are spreading locally nationwide. unique to Japan for long. We expect Mori Trust Co, Ltd., Japan Japan’s Ministry of Health, Labour and other countries’ national health systems Visitors at the Senso-ji Welfare stated in its 2012 policy document to embrace wellbeing. Japan’s corporate temple in the Asakusa that mental health is as important as leaders are acting as health ambassadors. district cover their heads To quote Miwako Date, president of being left behind. Long-term care provision with incense smoke. physical health. Since December 2015, all employees in companies of 50 or more Mori Trust, at the 2019 Global Wellness is a crucial test of this, especially since people complete mandatory annual Summit (GWS) in Singapore: “Caring for Japan’s government is predicting 380,000 stress assessments. When approving this people’s comfort and health is essential care staff vacancies by 2025. Robots legislation, the Japanese Diet concluded for enhancing productivity. We have set are spreading through the nursing care that the Stress Check Program should ‘wellness for all’ as one of our key visions for industry to improve the productivity of care focus on the primary prevention of mental real estate development.” workers, e.g., physical assistance. Social robots provide psychological support, such disorders, not the screening of mental Prime Minister Shinzo Abe's Council as PARO, the AI-driven interactive furry disorders, and this should be combined for Designing the 100-year Life Society seal from Tsukuba’s National Institute of concluded in June 2018 with two key Advanced Industrial Science & Technology. recommendations: 1) significant increases Studies confirm that PARO reduces anxiety in pay for long-term nursing care workers Pg. and depression, and by calming down and 2) a “drastic expansion of recurrent dementia patients, incidents of them education” to enable multistage lives. wandering off have been reduced. Other 3 0 Japan pursues a philosophy of no one Pg. 30 | J-Wellness Global Wellness Summit Trend 3

social robots include RoBoHon monkey natural ingredients) and a moisturizer. dispenser has 80,000 possible skin-care Dr. Qing Li of the Nippon Medical School in from Sharp and Sony’s aibo puppy dog Facial masks are a weekly activity. Since combinations. Skin quality analysis from Tokyo and president of the Forest Therapy that was demonstrated at the 2019 GWS layering is at the core of J-Beauty, most a smartphone photo and sleep data used Society, who also spoke at the 2019 GWS, in Singapore and gave the hundreds of of the products are of a very light texture to detect biological rhythm disruption are notes that we spend 93 percent of our time audience members the experience (and resulting in super-hydration of the skin. The combined with locational environmental indoors, leading to a nature-deficit disorder. surprise for many) of falling in love within goal is effervescent skin, “bihaku,” a bright data (time, temperature, humidity, pollen As the inbound tourism boom is discovering, about 30 seconds. skin tone, and the elimination of sun-related and PM2.5 air quality). Users are also able to Japan has an incredible wealth of natural skin damage. Products emphasize natural, input data on their mood. assets to facilitate recovery: in addition to functional, nontoxic, sustainable ingredients. the 62 healing forests, there are 20,972 A leading essence lotion is the SK II facial onsens (hot springs), two-thirds of the Connecting to treatment essence, with the patented key global total, providing a rustic, authentic, ingredient Pitera (galactomyces ferment Connecting and hyper-specific wellness experience. In Technology filtrate), a blend of 50 micronutrients addition to the medicinal benefits of the J-Beauty, Kao’s Future Skin by Fine Fiber with anti-aging properties. J-Beauty’s to Nature various minerals in the water, deep-soaking Technology and Shiseido’s Optune technology and innovation leadership are Shinrin-Yoku (Forest Bathing), Therapeutic bathing has thermotherapeutic effects leading to revolutionary products: Onsens and Yummy Shojin Ryori Vegan (a higher body temperature stretches Reflective of an exacting quality in all Temple Food capillaries improving circulation, increasing Future Skin by Fine Fiber Technology was matters, J-Beauty is about long-term metabolism and reducing fatigue), water launched in December 2019 under the reliability. This includes an anti-aging focus Japan’s deep reverence for nature also pressure effects (improving the flow of Kao brand “est” and the Kanebo brand and a simplified beauty regime backed acts as preventative healthcare. For your blood and lymph fluid) and buoyancy “SENSAI,” combining an essence with by science. All of this is the antithesis example, forest bathing began in 1982 effects. The latter, by reducing the body’s an ultrafine membrane, delivered by a of “fast fashion.” In Japan, purity and with a Japanese national health program. weight to one-tenth of what it normally is, diffuser, for a nighttime skin-care routine. In deep cleansing are culturally based, with Coordinated by the Forest Therapy Society, addition to protecting against dryness and morning and evening bathing rituals there are now 62 official healing forests and maintaining a moisture-rich environment, having supported the original cleansing 1,200 certified guides, with over 2.5 million the membrane activates protein expression oils popularized by Shu Uemura. Today’s people walking the healing forest trails in in the skin. The translucent membrane daily routine is typically double cleansing 2018.14 Studies support the breadth of health stays in place overnight like a second skin, followed by an essence lotion (a clear benefits of connecting all five senses to which is then peeled away the following liquid that hydrates and preps), a serum nature, from reduced blood pressure, lower morning. Kao expects to advance Fine Fiber “Caring for people’s (a watery liquid with beneficial, usually stress and improved cardiovascular and Technology into makeup, through being metabolic health to lower blood-sugar levels able to create a natural look by covering comfort and health is and improved concentration, memory and pores, blotches and uneven skin color. energy.15, 16, 17 The phytoncide in cedar and essential for enhancing Shiseido opened a 76,000-square-foot cypress has been shown to have calming Global innovation Center in late 2018, effects on people, as well as providing a productivity. We have committed to cross-discipline research boost to the immune system, with one study and dedicated to delivering the future. having shown a 53 percent increase in the set ‘wellness for all’ as Visitors are encouraged to explore the count of the body’s natural killer cells after facilities. The full launch of its new Optune two days in these forests. one of our key visions for product in July 2019 saw the arrival of data-driven, automated, personalized skin real estate development.” care.13 An Internet of Things (IoT) system — Miwako Date, president & CEO, Mori Trust Co, Ltd. with a dedicated iPhone app analyzes, Pg. Optune by Shiseido is a skincare system that prepares and dispenses the optimum serum analyzes skin condition, environmental and sleep and moisturizer for the user’s skin. The data to detect biological rhythm disruption. 3 3 Pg. 32 | J-Wellness Global Wellness Summit Trend 3

Buddhist monasteries offer Shojin Ryori which incorporates seasonal vegetables, wild mountain plants and nuts. Connecting through the Olympics to the World Move to Be Well, the 2020 Tokyo Olympics, an Irresistible Comprehensive Japan’s wealth of natural assets provides a rustic, Culture of Wellness authentic, and hyper-specific wellness experience.

With no gender or age limitations, Japanese martial arts such as judo, karate and aikido References: 9. Is Social Capital Good for Health? A European remain wildly popular, contributing to Japan’s Perspective by Lorenzo Rocco and Marc Suhrcke, allows muscles and joints to rest, enabling overall strong showing in the physical activity 2012. 1. The 100-Year Life: Living and Working in an Age tensions in the body to dissipate. Japanese marketplace. The 2019 Global Wellness 10. The Role of “ikiiki (Psychological Liveliness)” in Institute Move to be Well report ranked of Longevity by Lynda Gratton and Andrew Scott, bathing influences are appearing worldwide. 2016. the Relationship between Stressors and Stress The new Shou Sugi Ban House in the Japan third in the total physical activity Responses among Japanese University Students Hamptons, US, has a Japanese design, market behind the US and China. Japan has 2. Extra Time: 10 Lessons for an Aging World by by Yoshiyuki Tanaka and Akira Tsuda, Japanese hinoki soaking tubs, tea ceremonies, etc. a relatively high recreational physical activity Camilla Cavendish, 2019. Psychological Research, Volume 58, No.1.71-84, 2016. participation rate of 69.6 percent (the US is at 3. Japan Begins to Embrace the 100-Year Life by The 2018 Monastery Stay & Meditative, 58.8 percent, while China is at 48.6 percent, Leo Lewis, Financial Times, 8 August 2018. 11. The Stress Check Program: a New National Policy Spiritual Cuisine legislation opened respectively). for Monitoring and Screening Psychosocial Stress Japanese temples to lodging tourists, 4. Ikigai: The Japanese Secret to a Long and Happy in the Workplace in Japan by Norito Kawakami enabling visitors to access their inner Along with the billions watching through Life by Hector Garcia and Francesc Miralles, 2016. and Akizumi Tsutsumi, Journal of Occupational Health, 2016. Zen with meditation, silence and the global media, the expected 600,000 5. Kintsugi Wellness: The Japanese Art of famous vegetarian cuisine that Buddhist overseas visitors to the July–August 2020 Nourishing Mind, Body, and Spirit by Candice 12. Adoption of the “Declaration of Iki-iki Waku-waku monasteries offer known as Shojin Ryori. Tokyo Olympics will see more than just Kumai, 2018. Health and Productivity Management,” Sumitomo the sports events. Jon Omori, the Tokyo- Corporation, September 2018. “Shojin” means a devotion to pursue a 6. The Life-Changing Magic of Tidying by Marie perfect state of mind, while “ryori” means based special advisor and coordinator for Kondo, 2010. 13. Shiseido Launches Full-Scale IoT Skincare Service food. Dating back to the 6th century, it is the US Olympic Committee comments: Brand “Optune”: Company news release, 1 July 7. Shinrin-Yoku: The Art and Science of Forest prepared around soybean-based foods “Beyond the sports stadiums, visitors 2019. Bathing by Dr. Qing Li, 2018. such as tofu and incorporates seasonal will experience Olympic standard focus 14. https://www.fo-society.jp/therapy/cn45/index_ vegetables, wild mountain plants and nuts. and dedication in everyday activities in 8. Incense Listening in Japan: as Intricate as a Tea en.html. Meat, fish or other animal products and Japan.” While highly distinctive J-Wellness Ceremony—How You Take Part in a Session by pungent flavors such as garlic and onion products and techniques are gaining wider Lucy Dayman, South China Morning Post, 15 April 15. Forest Bathing Enhances Human Natural Killer 2019. are excluded. The monks employ two “rules recognition, we believe the Olympics will Activity and Expressino of Anti-Cancer Proteins of five”: five colors (green, red, yellow, reveal the holistically whole of J-Wellness by Li Q, et al., 2007. black and white) and five flavors (sweet, and Japan’s irresistible comprehensive 16. Effect of Phytoncide from Trees on Human sour, salty, umami and bitter). Encouraging culture of wellness. The resulting benefits to Natural Killer Cell Function by Li Q, et al., 2009. contemplation and appreciation, the cuisine global wellness are expected to make the Pg. 17. Effects of Forest Bathing on Cardiovascular and leads to balance and alignment of the body, upcoming Olympics the most consequential Metabolic Parameters in Middle-Aged Males by Li mind and spirit. ever. 3 5 Q, et al., 2016. Pg. 34 | J-Wellness Global Wellness Summit Trend 4

Mental Wellness and Technology: Rethinking the Relationship

By Rina Raphael

Mental health is moving far beyond Mental tech health, via the psychiatrist's couch. Technological virtual care, wearables, advancement has pushed digital therapeutics to the forefront of chatbots and other futuristic convenience—in people’s pockets, on innovations, is moving their laptops and even within Facebook messenger. And with that, the category mainstream to support the expands to include a suite of wellness 450 million individuals products and services. It’s a new ecosystem that sees individuals currently struggling. relying on a wide range of tools—chatbots, apps and digital support groups—to combat modern-day issues such as burnout, Pg. loneliness and anxiety. Combined with traditional medical models, it encompasses a holistic approach to psychological 3 7 wellbeing. Pg. 36 | Mental Wellness and Technology: Rethinking the Relationship Global Wellness Summit Trend 4

The World Health Organization1 estimates inspiration from the 2019 that 25 percent of all people will be affected The (virtual) by mental or neurological disorders at global wellness summit some point in their lives, with roughly 450 doctor will million individuals currently struggling with a condition. Unfortunately, care is far from see you now Mental Wellness, from Public Health to Private

the norm: Nearly two-thirds of those living Lives; Thriving in Life and Work, Panel Discussion with a mental disorder never seek help from Tech is first and foremost redesigning Moderated by Prof. Gerry Bodeker, PhD, a health professional. traditional care by improving access Public Health Academic & Clinical Psychologist, and customizing the experience. Virtual Green Templeton College, University of Oxford, The biggest barriers remain stigma, time, therapy apps such as TalkSpace, BetterHelp UK & Malaysia cost and availability. Many people wait and Amwell give patients the ability to Mental Wellness Panel discussion, GWS 2019 weeks for a doctor’s appointment, provided call, text and video teleconference with they can even afford it. Others fear parking professional counselors on their schedule outside a therapist’s office, lest their and in the comfort of their own home. Counseling serves LGBTQ individuals, while Mindful Warriors: Conquering the Future neighbors see them. To that end, Silicon These frictionless options, often a fraction Henry Health targets black men. The newly with Lessons from the Past Valley boasts an impressive array of digital of the price of clinic appointments, serve launched Ayana connects marginalized Nash Siamwalla, PhD, Founder & Managing solutions to ensure more individuals receive individuals with time-constraints or those in communities with therapists from their Director, The Zen Solution, Thailand discreet and flexible care. Nearly 10,000 rural areas who lack access to care. culture, background and race. mental health apps currently crowd the market, with meditation tools such as Calm Online platforms such as Rethink My evolving into billion-dollar companies. Therapy, which offers unlimited therapy Tech is also rounding out care, filling in for $60 a month, particularly appeal Brave new the gaps left by traditional models. These And it’s not slowing down: The behavioral to millennials who want their medical wellness solutions are not replacements health software market is projected to reach appointments as easy as ordering in dinner. innovation for medical professionals but often act as $2.31 billion by 2022, growing 14.8 percent Millennials are far more likely to address supplemental or preventative care. annually, according to a MarketsandMarkets their mental health than generations prior, Mental wellness wearables such as headsets 2 Mindfulness and meditation apps such research report. with seven out of 103 saying they feel and bracelets slowly see traction, though as Headspace, Calm and female-focused comfortable seeking help. many are still in the early stages of clinical Sanity & Self offer audio tracks to relax trials. Sentio Solutions recently announced “They don’t want to see anybody, they listeners and strengthen mental resilience. Feel, an emotion-sensing wristband with prefer talking to people, and they need Oftentimes, they’re paired with breathing integrated biosensors that monitors a user’s it to be very convenient,” says Richard exercises, visual aids and journaling physiological signals throughout the day. Rosenblum, CEO of Rethink My Therapy. guides. Israeli social network Wisdo Paired with an accompanying cognitive “This is the wave of the future.” connects individuals struggling with mental behavioral therapy (CBT) app, it aims to Sentio Solutions conditions, as well as those overcoming help those suffering from anxiety and wristband with Other virtual therapy apps center on difficult emotional situations. integrated biosensors counselor matchmaking and addressing depression. monitors its user’s specific patient needs. Regain specializes Some apps take their cues from entirely “We envision a world where technology physiological signals to in professional couples therapy, Pride different genres, as evidenced by the ever- understands when someone is going understand his or her growing anti-anxiety gaming space. Nearly through a depressive phase or panic attack emotional state. a million people have played SuperBetter, and provides support in their time of need,” an app that gamifies mental health upkeep. says Sentio Solutions Founder and CEO Players accrue points by persevering Pg. George Eleftheriou, noting the Feel might through stressful situations, completing prevent visits to the emergency room. breathing exercises and breaking bad 3 8 habits. Pg. 38 | Mental Wellness and Technology: Rethinking the Relationship Global Wellness Summit Trend 4

Chatbots are also on the rise. Woebot is an state’s public mental health system. healthcare provider. One such available “[Digital mental health] is a $500 billion AI-enabled “robot friend” who looks like service is Oxford VR, which takes just two category over the next decade,” predicts Meanwhile, virtual reality is used as an Wall-E and engages users through uplifting hours per treatment, versus six to eight Acharya. While the industry might look exposure therapy tool for PTSD survivors. or sympathetic conversations. The adorable hours generally required of traditional crowded of late, Acharya simply sees it as This allows an army veteran to visually digital therapist is now available in 120 face-to-face treatment. With such tools, evidence of growing opportunity. “We've revisit the battlefield through a headset. countries, serving more than half a million therapists can treat five times the amount of seen a huge spike in patient demand… A recent study in Frontiers in Psychology5 people. patients. and employers are demanding that their found that individuals who participated in insurance companies cover this category “We've been able to show that people virtual reality therapy were more likely to “We're using technology to do the better.” develop an alliance with robots,” explains continue and complete treatment than those repetitive, tedious parts of therapy and Athena Robinson, CCO of Woebot Labs, who participated in traditional programs. enable the therapist to focus on the really noting its success in conjunction with important parts—triage diagnosis and care Virtual reality therapy is gaining traction ongoing therapy. management,” explains Oxford VR CEO in the US and specifically in China, where The norm to Barnaby Perks. The company is pursuing Other therapies employ more futuristic an estimated 90 percent of citizens6 with a clinical study exploring the treatment technology. Mindstrong is an app that mental health disorders do not receive come of psychosis and plans more programs as analyzes how users interact with their treatment and the number of psychiatrists is consumers more widely adopt virtual reality Mental health tech will move into the phones—how they type or scroll—to four times lower7 than the global average. headsets such as HTC Vive and Oculus Rift. mainstream as cultural norms continue to identify mood states. Its machine learning UK patients with an extreme, debilitating “The long-term goal is to be able to put this shift. Millennials’ embrace of convenient can reportedly detect a range of potential fear of heights (acrophobia) can access in people's homes.” treatment, as well as interest in self-care, will mental health patterns. It is now being immersive virtual therapy through a public transform how employers, universities and tested on California patients4 through the Granted, tech isn’t completely replacing the local governments offer subsidized care. human model. A slew of new companies The ongoing public conversation on toxic reimagine the doctor’s visit by way of workplaces and burnout is already pushing technology-aided services. big companies to take action and realize Octave Health takes a hybrid approach by that prevention is more affordable than combining in-person therapy with virtual treatment. coaching services. Patients come in for therapy but are also paired with interactive digital programs to learn CBT skills. The digital services, says Founder Sandeep Acharya, help patients progress more quickly and ease practitioner workload. “The behavioral health Octave recently became one of the first behavioral health practices to ink a major software market is pro- insurance deal by becoming an in-network provider for Anthem Blue Cross of California. jected to reach $2.31 bil- lion by 2022, growing 14.8 percent annually.”

— MarketsandMarkets research report Frontiers in Psychology study: Those involved Pg. in virtual reality therapy were more likely to continue and complete treatment than those in traditional programs. 4 1 Pg. 40 | Mental Wellness and Technology: Rethinking the Relationship Global Wellness Summit Trend 4

On-demand app Ginger.io enables users to well, as primary care,” says Russ. “In this therapist, then relying on a meditation app chat with a behavioral health coach within healthcare system, we just don't have a during moments of stress. Or maybe they’ll 60 seconds of engaging with the platform. choice. We have to be looking at ways to wear a bracelet that will warn them when a Should patients need more care, they change the supply-demand curve.” panic attack is forthcoming. The future will are seamlessly escalated to professional be full of both intrusive and feel-better tech therapy or a psychiatrist. The company Celebrities are doing their part as well: readily available at an individual’s fingertips. now works with nearly 100 enterprises, A-listers ranging from Selena Gomez including Sephora, Pinterest and Buzzfeed, to Catherine Zeta-Jones have publicly supporting more than 400,000 individuals discussed their mental health struggles. and their dependents. Olympian Michael Phelps starred in an Thought ad campaign for online therapy provider Most consumers don’t rely on virtual care, Talkspace. starter but that’s changing rapidly, says Ginger.io CEO Russ Glass. “The next year This shift might impact the entertainment Is big tech ready to take responsibility for will see a big spike in adoption of telehealth, industry. Meditation app Calm, which its part in contributing to society’s mental both in the mental healthcare space as already works with celebrities such as health woes? Social media giants are taking The SuperBetter app gamifies mental health upkeep. Matthew McConaughey, is branching out notice and doing their part—or at the very into Hollywood. The California-based least, benefiting from the perception they’re company plans on producing a number of working toward solutions. shows and movies that soothe anxiety and References: boost morale. Pinterest launched a search tool that leads users who look for terms such 1. Mental Disorders Affect One in Four People, There’s far more innovation on the horizon: as “work anxiety” or “stress” to mood- World Health Organization, 2001. Scientists are researching how AI can boosting interactive activities. Facebook impact psychiatry and other areas of mental 2. Behavioral/Mental Health Software Market by released time-management tools to help MarketsandMarkets, 2019. health, including patient diagnosis. Big tech users limit excessive social media use, is expanding voice tech’s role in healthcare, which has been linked to depression and 3. Survey: Stress, Stigma and Access Loom Large which means Alexa might one day offer a lot for Millennials by Marissa Lorusso and Sophia feelings of worthlessness. Instagram is Barnes, Matters of the Mind. more than just the news and weather. removing the “like” feature in part due to “Approximately 80 percent of care can the psychological damage caused by the 4. California Tests a Digital ‘Fire Alarm’ for Mental Distress, the New York Times, 17 June 2019. happen via remote means,” stresses Glass, competitiveness of social media influencers. 5. Virtual Reality for Anxiety Reduction “and that just reduces all kinds of costs in “I struggle with anxiety,” Instagram CEO Demonstrated by Quantitative EEG: A Pilot Study, the system.” 8 Adam Mosseri told journalist Laurie Siegel. Frontiers in Psychology, 24 July 2018. In the coming years, expect more wellbeing “There’s a question about where and how Instagram can play a role. Are we 6. The Economic Burden of Mental Disorders in tools that work in conjunction with medical China, 2005–2013: Implications for Health Policy exacerbating it? If so, then how can we care. The new consumer might find by Junfang Xu, Jian Wang, Anders Wimo and themselves weekly teleconferencing with a make sure that we don’t do that. But can Chengxuan Qiu, 11 May 2016. we go further than that? Can we reduce someone’s anxiety?” 7. In China, Mental Healthcare Goes Virtual by Christopher Magoon, Scientific American, 19 July 2019.

8. Instagram’s CEO Opens Up about His Own From a meditation app to the movies: Calm Pg. Relationship with Anxiety by Laurie Siegel, Dot intends to expand its product line to shows/films Dot Dot Media, 16 December 2019. that soothe anxiety and boost morale. 4 2 Pg. 42 | Mental Wellness and Technology: Rethinking the Relationship Global Wellness Summit Trend 5

Energy Medicine Gets Serious

By B e t h M c G r o a r t y with Joanne De Luca & Janine Lopiano, Co-Founders, Sputnik Futures

Exploring a new force When people think “energy medicine,” they think “the wellness world”: all those in health and healing, practices, whether acupuncture, chakra both doctors and balancing, reiki, qigong or sound baths, that focus on healing the human “energy body.” wellness practitioners are It’s a striking fact that Western medicine uncovering the potential of and ancient medicines, such as Traditional electromagnetic, light and Chinese Medicine (TCM), Ayurveda and shamanic traditions, have revolved around sound interventions to heal a radically different model of the human your ‘energy body.’ body and healing. Western medicine has embraced the anatomical and biochemical model: innovating for that material body of flesh and blood. The major indigenous Pg. medical systems—even though they were, quite fascinatingly, separated by thousands of years and miles—independently devised 4 5 healing approaches squarely based on the body as an energy field. They posit that Pg. 44 | Energy Medicine Gets Serious Global Wellness Summit Trend 5 Anna Bjurstam, a vital energy (whether “qi” in TCM or the De Luca and Janine Lopiano, co-founders GWS 2019 inspiration from the 2019 doshas in Ayurveda) controls the processes of future-forecasting consultancy Sputnik, of our bodies and brains, and that health who’ve researched the many new directions global wellness summit and healing come from manipulating in energy medicine for years, note: “The the flow of energy that courses through future of medicine is understanding the our bodies at specific energy points and crucial relationship between the material Energy Medicine…Woo Woo or What?? balances the body’s electromagnetic field and ‘field’ aspects of the body, and Anna Bjurstam, VP, Spas & Wellness, Six Senses (which extends beyond the skin). adjusting human frequencies—and light, Hotels Resorts Spas; Partner, Raison d-Etre, Sweden sound and electromagnetic interventions In modern Wellness Land, of course, are crucial here—to prevent illness and nothing has been trending more furiously boost health.” than ancient energy medicines, whether The Future is Catching Us: Rejuvenation Ayurveda or shamanism. The desperation Or, as Anna Bjurstam, wellness pioneer, Six Medicine with which people seem to be trying to Senses, and a keynote speaker at the 2019 Dr. Chris Renna, Founder, Lifespan Medicine, US “fix” their energy is only matched by the Global Wellness Summit (GWS) on how skepticism of critics, decrying all this New- energy medicine is now moving far beyond Agey, out-there wellness. Better to think like “woo woo,” puts it: “Indigenous people have our hyper-networked world (Hello, 5G)— will keep coming around bioelectricity, or an anthropologist, and ask, what are people been the knowledge-keepers of energy anxiety over this potentially dangerous the “organized lightning” that our cells use seeking so fervently…and why? medicine for centuries, but the scientific energy will rise, as will new solutions to grow and communicate. Biologist Michael community is now taking it seriously, so the designed to shield us from the biophotonic Levin1 at Harvard’s elite Wyss Institute And whether you’re a believer in world will listen. The invisible will become blitz. And more wellness centers and travel states: “When cells and tissues are alive, acupuncture but laugh at crystal-mania, visible, and energy medicine will become as destinations will go “high energy”: serving there’s a bioelectric potential between medicine—which ignored the “energy body” important as wellness itself.” up even more ancient energy medicines; the inside of a cell and the outside…So… for a century—is now validating that we are more high-tech, biohacking technologies bioelectricity is the spark of life. But more very much a complex electromagnetic field, This trend takes many directions. Medicine to upgrade our energy field; and more importantly, the bioelectric potential is not immersed in other complex environmental, will be disrupted by discoveries about blending the best of both ancient and just a byproduct of living; it is a medium electromagnetic fields. A real paradigm shift the bioelectric “language” that cells use modern solutions. In sum, energy medicine that cells exploit to communicate with each is underway, with more scientific researchers to coordinate so many of our biophysical is about to get far more serious. other and to form networks that are much (whether from Harvard or NASA) rapidly processes and will invent new technologies more than the sum of their parts.” The discovering that the body is indeed a to positively impact/regulate the body’s future of medicine is scientists like Levin complex biofield of electromagnetic “command central” electromagnetic fields. uncovering the bioelectric “language” that frequencies and light waves that serve as Frequency therapies (using sound, light Discoveries cells use to coordinate everything from their “control central” for our physical and mental and electromagnetic interventions) will rise own regeneration to cancer suppression. functioning. It’s shaking up entrenched in the wellness world. (Note: This year’s about the thinking in biology. Scientists are also “Wellness Music” trend, exploring how There’s a flurry of new directions in energy uncovering the ways that the entire world music is being reinvented as a precision “Energy Body” medicine coming from the scientific world. is electrodynamic: We’re surrounded by energy medicine, is very much a chapter of Just a few examples… both natural—and increasingly man-made— this trend.) Will Disrupt frequencies that constantly change human Biophotonics: Light Technologies to cells. We’re at an interesting moment: where As humans get increasingly bombarded by Transform Human Health man-made electromagnetic frequencies in Medicine the medical world and “ancient wellness” Decades ago, German physicist Fritz- are finding some common (at least in Tapping into our electromagnetic fields has Albert Popp identified biophotons, which principle) theoretical ground. are particles of light that radiate from the Pg. been critical in medicine for years, whether The future: the medical, technology and electrocardiograms/EKGs for the heart or cells of all living things and, with laser-like 2 wellness worlds all innovating new tools to MRI scanning. But electrifying new insights coherence, transmit cell-to-cell information. optimize the human energy body. Joanne 4 6 Scientists theorize that this biophotonic Pg. 46 | Energy Medicine Gets Serious Global Wellness Summit Trend 5

“web of light” may be responsible for the treatments and medication can be switched When you dive into the science of to block exposure to electromagnetic fields. overall regulation of our biological systems. on/off remotely. Imagine radio waves that cellphones’ impact on human health, it’s They also have the Wi-Fi system plugged into The future: using coherent light (lasers or activate insulin production, the immune a contradictory mess. The World Health Power over Ethernet (PoE) switches, so when lighted crystals) to positively impact tissues system or gene therapy—or even next-gen Organization classifies wireless radiations you flip off the lights at night, you also turn off and organs, but also to modulate the body's drugs that get activated by smartphone apps. as a class 2B carcinogen,7 while the Centers all Wi-Fi signals. energetic system, the bedrock of healing. for Disease Control and Prevention states

European physicians, such as Dr. Bodo there’s no definitive scientific evidence. Kohler, are putting biophotonic findings Managing The studies on electromagnetic pollution’s into clinical practice with bioresonance impact on human health overall shrilly More “High therapy, whose goal is to harmonize the Negative disagree, and it could be because they have biophysical fields of the body. The NES relied on observational data. But public Energy” miHealth platform’s mission: use bio-electro Energy health experts and watchdogs (Europe is stimulation and magnetic fields to transmit out in front) will increasingly demand careful Wellness Electromagnetic Pollution Anxiety & info to the body at frequencies that match testing of how all these artificial frequencies Solutions Will Grow specific parts of the body to activate self- impact human cells, and whether electro- Destinations healing. Humans buzz naturally at a 40-hertz pollution is triggering stress and disease. frequency but never have our bodies More Ancient Energy Approaches, More Pulse Electromagnetic Field Therapy The future: Experts (such as stress doctor, been so bombarded by man-made Futuristic Energy Biohacking And More (PEMF) Wendy Hurwitz) argue that all of our — electromagnetic frequencies—whether NASA scientist Dr. Thomas Goodwin found devices will and must become compatible Combining Both from cell phones, base stations, appliances, that tissues exposed to the correct pulse to the human energy field. Architects will power lines, Wi-Fi routers or security In the wellness world, programming around electromagnetic field (PEMF) see a 300 build homes, schools, workplaces and smart systems. As Sputnik’s researchers note: “We ancient energy medicines has risen so percent increase in mitochondria, the cities designed to maintain a healthy human now live in an intensely wireless, networked powerfully that it sometimes feels there are energy plants in cells responsible for aerobic energy field, just as they now build for world and are immersed in an invisible sea now as many sound baths and shamans as capacity and restoring tissues to wellbeing.3 sustainability. Engineers will devise solutions of signals, with our bodies just another spas. The hunger and the willingness to travel PEMF frequency healing is now being used that help shield us from dangerous EMFs. conduit. As the Internet of Things (IoT) for that energy upgrade will only intensify. in more hospitals and wellness destinations, Geo-location-based apps will identify areas peaks in the next five years, electromagnetic and an explosion of use-at-home technology of high geopathic and energy stress. We’ll see even more ancient energy medicines pollution will become the new public health devices—whether Oska Wellness or Nevro— at the buzziest new wellness destinations. New issue. Both anxiety and solutions will rise.”6 Wellness resorts and real estate developers are using PEMF neurostimulation to try to York City's newest wellness mecca, The Well, are already making moves to shield people. tackle pain and inflammation. Electromagnetic pollution will only surge. with its East-meets-West team of doctors and At Germany’s Villa Stephanie, a flick of The next-gen cell network 5G being healers, not only offers TCM and Ayurvedic Optogenetics a button copper-lines your room, so all rolled out (where basically everything programs but also a “vibrational energy Neurobiologists are creating new electricity and Wi-Fi signals are blocked;8 all becomes an IP address) requires far more “optogenetic” tools, which excite neurons rooms at Germany’s Lanserhof Tegernsee cell towers bunched together, and it will using light, to allow them to map the brain’s also block Wi-Fi and electro-smog with a unleash an unprecedented storm of higher- connections and activate and silence brain single switch. San Francisco-based wellness energy photons streaming through our circuits. These tools look to one day be real estate developer Troon Pacific’s luxury “In every medical dwellings and bodies. Climate change used to treat pain, blindness, epilepsy and homes have shielded cables in all bedroom and extreme weather are disrupting the depression.4 walls (close to where beds will be placed) tradition before ours, Earth’s electromagnetic field. And experts Electroceuticals argue that proliferating technology healing was accomplished Big Pharma will take big notice of the is overburdening our aging electrical big implications of an emerging branch infrastructure, exposing us to high- Pg. by moving energy.” of medicine called electromagnetic frequency electromagnetic frequencies pharmacology,5 where wirelessly activated (EMFs) called “dirty” electricity. — Albert Szent-Gyorgyi, biochemist and 4 9 Nobel Prize winner Pg. 48 | Energy Medicine Gets Serious Global Wellness Summit Trend 5

Six Senses Resorts has been making uncover the mechanics of human energy eye-opening ancient + modern energy Energy fields—how they mesh with other people’s medicine moves. The brand's recent “Grow energy fields, and how we all mesh with a New Body” program—dubbed “neo- Futures the energy fields of the universe—the new shamanism”—brings together the latest energy medicine may solve a pesky little thinking/technologies on the energy body Science is now validating some crucial mystery that’s been preoccupying humans from biology and neuroscience with ancient ancient energy medicine principles. For for millennia…consciousness, itself. shamanic energy upgrading practices.9 instance, scientists at Seoul National “Energy futures” in health and wellness? A Design features in Troon Pacific luxury Designed by leading doctors and Dr. University have confirmed the existence of very strong “buy.” homes include Wi-Fi systems plugged Alberto Villoldo, a medical anthropologist the body’s meridians, which they call the into PoE switches, meaning all Wi-Fi who has studied shamanic healing practices “primo-vascular system” and see as a critical signals turn off with lights at night. for 25+ years, the program deploys many part of the cardiovascular system, as well approaches to fix your energy body: on the as the physical basis of the Acupuncture modern side, energy-medicine evaluations Meridian System (these acupoints are, of References: healing” track. New-to-us ancient energy with doctors, light therapies, IV infusions, course, the key to the energetic effects of shiatsu massage, qigong, tai chi, yoga medicines will define new destinations, such altitude training and ozone and oxygen 1. Mike Levin on Electrifying Insights Into How 10 as Malabar Lu Jong Retreats (in Africa and therapies. Shamanic approaches include a postures, etc.). Bodies Form by Lindsay Brownwell, Wyss mitochondria-boosting, phytonutrients-rich Institute Harvard, 26 July 2019. Spain), grounded in the Tibetan Buddhist We’re at a pivotal, powerful moment with diet; fasting; plant medicine; and intensive energy practice of Lu Jong. energy medicine. In the coming years, there 2. A Tribute to Fritz-Albert Popp on the Occasion of spiritual work to clear negative energy, will be a rush by medical and technology His 70th Birthday by Marco Bischof, International More wellness centers will go all in on the entities and emotions. companies to further crack the code Institute of Biophysics, Indian Journal of highest-tech energy medicine, such as Experimental Biology, Vol 46, May 2008. Los Angeles' biohacking centers, Upgrade Six Senses NYC (coming early 2020)—part on how energy networks organize our Labs, where you can experience the latest wellness resort, part wellness residences, bodies and brains, and they will use that 3. An Optimization of Pulsed ElectroMagnetic Fields light, vibrational and electromagnetic part membership club concept—will rewrite knowledge to design interventions into our Study by Thomas J. Goodwin, NASA, 1 January 2016. interventions, including PEMF therapy, what an urban wellness community could electromagnetic and biophotonic fields to vibrational plates, red and infrared light be. And while it’s hard to grasp all its prevent disease and boost physical and 4. Introduction to Optogenetics reviewed by treatments and electric brain stimulation. planned wellness offerings, their energy mental health. It will create entirely new Afsaneh Khetrapal, BSc, News-Medical.net, 24 bio-hacking + ancient energy medicine medical approaches, new products and new May 2019. Ahead-of-the-now wellness destinations, business models. mix is pretty head-spinning: from PEMF 5. Electroceuticals in Medicine – The Brave New which function more like experimental labs therapy, light therapies, chakra balancing, Both “wheat” and “chaff” will appear in Future by Sundeep Mishra, Indian Heart Journal, than mere “properties,” will increasingly transcranial direct brain stimulation, Volume 69, Issue 5, September–October 2017. consumer markets, as energy healing is blend ancient energy medicines with vibrational plates and pulse massage, etc. particularly susceptible to exploitation and 6. Beautiful Drawings Reveal Millions of Wi-Fi cutting-edge energy technologies. 1440 All seamlessly delivered as you hang out: quackery. Hard science will validate some Signals All Around Us by Katharine Schwab, Multiversity, a new, fascinating, part wellness How about a little ITENs electric therapy ancient energy approaches and invalidate FastCompany, 28 August 2019. resort, part “wellness university” in the on your shoulders over dinner, while your others. Ancient energy medicines will Santa Cruz redwoods near Silicon Valley grounding-sock-covered feet rest on 7. Electromagnetic Fields and Public Health: Mobile (think: a neo-Esalen-meets-Stanford for teach Western medicine a few things, and Phones, World Health Organization, 8 October negative ion plates? 2014. tech professionals seeking a little more scientific breakthroughs will point the way meaning in life), has a faculty of 400 to new directions in wellness. New common 8. Hospitality’s Digital Detox by Jade Perry, J. experts and a packed lineup of workshops ground leads to new conversations. Walter Thompson Intelligence, 12 August 2015. heavy on energy medicine. And whether a The wellness world focuses more on self- 9. Press Release: Grow a New Body in a Week with shamanism or sound healing workshop, they Pg. awareness and emotional and spiritual Six Senses, Six Senses Hotels Resorts Spas, 28 typically unite doctors, PhDs, top wellness healing and connectedness, but, as May 2019. practitioners and ancient + modern energy physicists, biologists and neuroscientists 10. Science Finally Proves Meridians Exist by Azriel healing techniques. 5 0 ReShel, UPLIFT, 20 April 2016. Pg. 50 | Energy Medicine Gets Serious Global Wellness Summit Trend 6

O r g a n i z e d

jumpsR e in lt io g wellness i o n

By Rina Raphael

Millennials often refer to their gym as More religious “church,” and now that could be taken organizations and ministry literally. A growing number of religious institutions, nonprofit organizations and leaders are incorporating ministry leaders are incorporating a wide a wide range of health and range of health and fitness modalities. Current wellness offerings include Ramadan fitness modalities—from bootcamps, Jewish Sabbath service Ramadan bootcamps to hikes, Christian wellness retreats, Catholic Pilates classes and Muslim fitness YouTube Catholic Pilates classes. channels.

Many religious communities start with one-off events, such as aerobics classes Pg. that integrate sermons or prayer (though some go so far as to build entire fitness equipment rooms). Rabbi Jaymee Alpert of Congregation Beth David in Saratoga, 5 3 California, developed a practice that blends Pg. 52 | Organized Religion jumps into wellness Global Wellness Summit Trend 6

strength training into a traditional Jewish the majority of them women, are tired of inspiration from the 2019 worship service. The lunge-heavy session separating lifestyle from faith. Consider it a is now a monthly offering, along with yoga holier take on multitasking. global wellness summit sessions, drawing on themes from the liturgy and forest-bathing prayer programs. In the last year, a significant number of churches requested Faithful Workouts’ Alpert took inspiration from the growing integrated classes, signifying a shift away What Does Faith Have to Do with Wellness? popularity of running therapy, a physically from viewing bodywork as vanity. Everything! Theologian Martin Prof. Martin Palmer, Secretary General, ARC, UK demanding sport that some counselors say Palmer, GWS 2019 help patients better open up and access “There’s been a mind change within the their emotions. Christian community that we need to take care of our bodies,” says Spadafora. “The goal is to help people reconnect the Christians are the largest religious group, endorphins that accompanies movement. between wellness and faith, noting the parts of ourselves that we usually think are making up nearly a third of the Earth's body-soul connection inherent in religious so separate,” explains Alpert. “Either we’re population. Faith & Fitness Magazine Founder Brad texts and traditions. This is evidenced by at the gym being physical, or we're coming Bloom says the current church model— monastic diets, spiritual bouts of fasting, to the synagogue to be spiritual. But there's Other entrepreneurs opt for a faith-centric dressing up to sit in a pew—doesn’t connect physically demanding pilgrimages and ritual a connection there.” franchise model, as evidenced by CrossFit with a growing percentage of worshippers. F.M.S. (which stands for “For My Savior”) bathing. He quoted the apostle Paul: “Do He started a consulting firm and launched There are also gym concepts entirely in Midland, Texas, and CrossFit 27:17 (a you not know that your body is a temple a national conference due to increased devoted to spiritual exercise. SoulCore, a nod to Proverbs) in Flowood, Mississippi. of the Holy Spirit, who is in you, whom you interest from American churches looking to Catholic-based movement program that Females in Action (FIA), a free and peer- have received from God?...Therefore honor add fitness programs. pairs stretching and functional movement led, bootcamp-style workout program for God with your body.” with the prayers of the rosary, now counts women, finishes each workout with a prayer. “[Through exercise], people let their guard Roughly 84 percent of the world’s more than 100 parishes across the US. In just six years, FIA has grown to more than down, and they're much more inclined population identifies with a religious 6,000 members, encompassing 53 regional to absorb the messaging,” says Bloom. Faithful Workouts is an online Christian group, and nearly every faith in some way groups across the US. “Fitness is a very ideal way to improve one’s ministry of streaming workouts infused exalts not only the body’s capabilities but life. It's not just about exercising; it's also with mini-sermons and Christian music. A select portion of boutique fitness studios mankind’s duty to maintain good health. about examining where we are spiritually Founder Michelle Spadafora says her clients, establish a more comfortable setting for and how we can make advances and grow Of course, religious communities are not those living within religious constraints: stronger.” immune from global epidemics such as The women-only Nawal Haddad gym in obesity, poor diet and chronic conditions. Singapore offers hijab-friendly exercise A fitness ministry based on physical release Faithful Workouts combine mini-sermons and Many institutions see their health initiatives classes, while Jerusalem’s Kosher Gym might resonate more with an increasingly Christian music so participants can integrate both as a crucial part of tending to parishioners’ caters to observant Jewish men with anxious and overworked population. lifestyle and faith. wellbeing. The annual Congress on Sport evening prayers and a strictly kosher café. The lessons of fitness—getting stronger, and Christianity is one such attempt to improvement and self-care—aptly apply Religion and bodywork have long been address what the ministry sees as a pressing to one’s inner spiritual life. Not to mention associated. At the 2019 Global Wellness need to introduce more exercise into the intimate camaraderie, accountability Summit in Singapore, theologian Martin worshippers’ lives. The conference boasts and community-building effects of group Palmer stressed the strong relationship keynote speakers such as football star Tim exercise. Tebow. Nutrition is another sector witnessing Wellness can also prove inspiring in a faith religious interpretation. In 2011, American context. Some religious leaders view fitness Pg. megachurch pastor Rick Warren launched as the ultimate vehicle to deliver spiritual a diet plan that saw thousands of followers 5 4 growth, noting the flush of emotions and ditch junk food and soda. Today, more Pg. 54 | Organized Religion jumps into wellness Global Wellness Summit Trend 6

health-conscious lifestyles have inspired The Jewish Yoga Network has seen a dramatic References: organic, GMO-free kosher food labels and increase in both instructors and synagogues grass-fed, sustainably raised halal meat. looking to adopt the Hindu practice. Revelation Wellness—a popular Christian 1. What Role Do Religion and Spirituality Play In Mental Health?, American Psychological network that encompasses streaming While the bulk of this trend depends on Association, 22 March 2013. classes, events and a podcast—stresses independent churches and start-ups, clean eating and even encourages a 21-day we’ll start to see megachurches, national 2. The Age Gap in Religion Around the World, Pew sugar fast. Some coastal US synagogues religious organizations and more influential Research Center, 13 June 2018. leaders embrace health and fitness. In advocate monthly vegan or meat-free The Catholic-based SoulCore pairs addition, budding franchises such as 3. Fitness is Our Religion by A.C. Kjensmo, challenges. stretching and functional movement ScienceNordic, 4 November 2019. with the prayers of the rosary. the Lord’s Gym, which now counts over Mental health, meanwhile, slowly trickles 20 gyms worldwide, will increase their 4. Pope Francis, in New York, Will Live Like a into religious circles that see value in footprint. As technology advances, religious Diplomat by Vivian Yee, the New York Times, 22 providing psychological services to way,” says Soultime Founder and CEO groups might better customize popular September 2015. congregations. Mosques, synagogues Mark Wagner, “and how their spiritual trends, such as supplements or wellness 5. 'Radical’ Pace of Modern Life is Fuelling Disease, and churches hold communal workshops understanding affects their emotional travel, and secure larger audiences through Pope Warns by Sarah Knapton, the Telegraph, 28 and offer further training to leaders and understanding.” digital networks and apps. April 2018. volunteers. Organizations such as Urban Wellness-focused faith might better appeal Adamah organize mindful prayer services to millennials and younger audiences, a in the outdoors to reap the restorative sector that has embraced every kind of calming effects of nature. Meanwhile, the Thought spirituality and wellness practice that in National Alliance on Mental Illness launched some way “switches on belief” (whether an interfaith resource network to encourage Starter crystal healing or astrology), but at the religious leaders and clergy to better same time has seen a formal decline in Pope Francis, 82, made a name for himself address community needs. religious affiliation worldwide. A 2018 Pew with his more progressive, forward- Pope Francis advocates for preventative lifestyle This makes sense seeing as how religious Research Center study surveyed 46 countries thinking leanings. Will he soon extend the changes like physical activity, and "respect for the 1 structure and rituals have been shown and found that adults under age 40 are far courtesy to health and wellness? The leader 'health codes' practiced by the various religions." to impact psychological wellbeing. That less likely to believe organized religion is “very of the Catholic church is known for his connection is being further studied at important” in their lives than older groups.2 love of walks and nutritious meals, often research institutions such as The Muslims composed of simple whole foods such Ironically, millennials fueled the more and Mental Health Lab at Stanford School of as fish, rice and fruit.4 In 2018, the Pope spiritually fluid gym concepts like SoulCycle, Medicine, which examines the integration of addressed the uptick in chronic diseases by “Fitness is an ideal way which push a secular, experiential version faith concepts with therapy. highlighting the dangers of modern vices, of communal rituals. Self-care became such as smoking, alcohol consumption to improve one’s life. It's their gospel, sweat their communion: Their Some entrepreneurs look to refashion and environmental toxins. Speaking at the body is quite literally a temple, albeit with popular modalities, such as mindfulness, Vatican, he advocated for preventative not just about exercising; personal bodywork in lieu of God. In fact, to religious audiences. Soultime is an app lifestyle changes including physical activity, researchers from Sweden’s Linköping providing guided meditation through proper diet, and “respect for the ‘health it's also about examining University discovered that many of the a Christian lens. The Archbishop of codes’ practiced by the various religions.” 5 Canterbury not only endorsed the UK-based facets of modern fitness coincide with the where we are spiritually app but also recorded a meditation for it. basic characteristics of a religion.3 Soultime has been downloaded in more and how we can advance But as this same demographic struggles than 150 countries. Pg. for a sense of physical community, religious and grow stronger.” “One thing the secular apps miss is how institutions will attempt to draw them back people relate to the world in a spiritual with activities that speak to their interests. 5 7 — Brad Bloom, founder, Faith & Fitness magazine Pg. 56 | Organized Religion jumps into wellness Global Wellness Summit Trend 7

The Wellness Sabbatical By Susie Ellis with Judy Chapman

You may have heard of the term “wellness The need to strike a sabbatical” but are not quite sure what the balance between the fuss is about. Believe me, the concept is pursuit of wellness and groundbreaking! What is a wellness sabbatical? Think three the need to work is the weeks (or longer) of focusing on your health central concept of the and wellness—enough time to make lasting lifestyle changes. But (wait for it!), there is wellness sabbatical. one significant differentiator from the usual wellness offerings: You will take along your smartphone or laptop to stay connected with your work—in fact, devices will be welcomed! Kamalaya in Koh Samui, Thailand, appreciates that a clean break from business is not always possible: Pg. At times, people who have taken (or It's 21-day Wellbeing Sabbatical caters to guests used) their devices on vacation have been with flexible work and wellness programming. shamed, but for many, disconnecting is just 5 9 not possible—and it would contribute to Pg. 58 | the Wellness Sabbatical Global Wellness Summit Trend 7 Melisse Gelula, GWS 2019 their already high stress levels. The advice happiness are not what they should be. inspiration from the 2019 to disconnect from technology has long Life expectancy is not always within our been trumpeted by doctors, parents and control, but we need to hit the pause button global wellness summit well-meaning people in the wellness space, to rethink and make the pursuit of wellness but the reality is that for many this is no part of our lives. longer viable. Over the years, the time we have allocated Mission Accomplished: Wellness is a Global to “recharging” has gotten shorter and Force…What’s Next? Susie Ellis, Chair & CEO, Global Wellness Summit, US shorter. We have gone from the three- week-long “taking a kur” (cure) common in The Wellness Europe many decades ago, to one-week spa vacations (which are increasingly welcoming Why Successful Wellness Entrepreneurs Sabbatical: guests for much shorter stays). Many resort Need a Vacation from Wellness: A Surprising and vacations have morphed into weekend Conceptual Seriously Vulnerable Account getaways, and the day spa visit that started Melisse Gelula, Co-Founder, Well+Good, US Framework out being a full- or half-day package is now reduced to a dash in for one or two The need to strike a balance between the services—with the “express” version gaining in popularity. self-directedness. If sabbaticals are time examples. Gather, a new venture launching pursuit of wellness and the need to work away to focus on a project, then this time from Tel Aviv, is a monthlong program for is the central concept of the wellness It’s time for the pendulum to swing the the project is an immersion into our own those who want to work remotely in Israel sabbatical. other way. personal health and wellbeing. while experiencing the communal Kibbutz The statistics on ill-health are alarming, lifestyle. The “Sabbatical” Explained Fueling the Trend with preventable physical health issues What You Will Experience on a increasing, obesity rates soaring and poor The term “sabbatical” can be traced back Technology has allowed us to become Wellness Sabbatical mental health skyrocketing. There is a to the biblical term for a day of rest—the “digital nomads,” and the more comfortable general sense that people’s health and Sabbath. In years past, it was often teachers you are working away from the office, the The most successful wellness sabbaticals and academics who took a year off to spend more successful your wellness sabbatical will be those where the work and wellness time researching, writing or traveling. More will be. A study1 by Switzerland-based programming is flexible but specific to each The monthlong recently, the term has been used to describe serviced office provider IWG found that person’s unique needs. Gather program, any time away from the traditional work 70 percent of professionals already work The design of the programs will be Tel Aviv, is a prime environment that is used to recharge and to remotely at least one day a week and 53 according to the best evidence-based example of where pursue personal passions. percent work remotely for at least half of co-working meets science. Ideally, these programs will be the week. co-living. Perfect Match conducted in beautiful natural settings. The ability to work from home and the Movement and exercise options will abound. The term “sabbatical” works well with emergence of digital office rental services Healthy food will be the only option on “wellness”—it communicates enough such as WeWork are changing how we think the menu, and stress-reducing treatments, seriousness to describe the time away from about work, travel and wellness. meditation and healthy sleep will be high on the daily work environment as meaningful the priority list. and yet includes a sense of freedom and The travel world has already taken note and is offering up some unique options where Wellness education sessions will be co-working meets co-living: Roam, Outsite, interspersed with work and social interaction. Occasional outings will be on Pg. Behere, The Remote Experience, Unsettled, 6 0 The Nomad House and CoWoLi are offer and having fun will be encouraged! Pg. 60 | the Wellness Sabbatical Global Wellness Summit Trend 7

At the same time, there will be totally Overwork Is Becoming Less Applauded The Japanese even have a word for death (cardiovascular disease, chronic respiratory reliable connectivity and access to the latest by overworking—karoshi.5 In many societies today, overworking is disease, cancer, diabetes and poor mental technology. Working spaces will be set health) could reach $47 trillion by 2030.9 widespread, but there are some signs that The US worker is known for receiving up to facilitate work time. Differentiators countries, companies and individuals are less vacation time than many European could include program flexibility to allow The smart attention these days is on the making an effort to rein this in. counterparts, yet a recent Nielsen poll found for working in different time zones and prevention of ill-health, which just happens that 52 percent6 of workers didn’t take all of the provision of spaces to meet with a co- The research shows that working more than to be a major goal of wellness sabbaticals! their paid vacation days. worker to hold a meeting or conference call 55 hours a week results in an increased if required. risk of stroke, coronary heart disease and Research is showing that people who take It’s Easier to Make Healthy Lifestyle Choices premature death2. Concern about longevity time off live longer and are happier in both Most importantly, attention will be given to When Unhealthy Choices Are Less Available urgently needs to be translated into action their personal and work lives. finding the ideal personal balance of work at both a societal and personal level. Credit Dan Buettner, author of the Blue and wellness pursuits. Conventional wisdom Zones books and articles, with identifying points to a minimum of 21 days to make A survey by China’s Wuhan University of The Workplace and the Wellness one of the most significant findings of lasting lifestyle changes—exactly what we Science and Technology shows that more Sabbatical achieving longevity.10, 11 After 20 years see as ideal for a wellness sabbatical. Guests than 80 percent of Chinese employees of research and study in places with the The positive news is that CEOs of need to experience and to internalize how are overworked.3 Incredibly, the billionaire highest numbers of centenarians (people workplaces are becoming more cognizant it feels to attain the level of clear thinking founder of Alibaba, Jack Ma, recently put who live healthy lives past 100), here is what of their workers’ health and wellness. and creativity that is present when one is the spotlight on overworking but not in a Dan found: relaxed. This can then be sustained beyond good way. He referred to “working 996” (9- Many companies are starting their own the three-week program. 9; 6 days a week) as a “huge blessing”!4 programs—or bringing in the professionals— “Instead of seeing a long, healthy life as a and others are committing to becoming goal that required discipline, effort and a a company with a wellbeing culture. The prescribed routine, people in the blue zones wellness sabbatical will become another found it occurred almost naturally; it flowed tool in the company toolkit. It has been from their surroundings. In these places, reported that 25 percent of Fortune’s 100 it seemed, the healthy choice wasn't the Best Companies to Work For now offer sabbaticals to their employees.7 Employers need to look after their employees who make them big bucks!

The Rising Cost of Healthcare “It has been reported Statistics show that the rising cost of healthcare is unsustainable. Globally, 69 that 25 percent of percent of all deaths each year are a result of preventable diseases.8 The global cost Fortune’s 100 Best of largely preventable chronic diseases Companies to Work For now offer sabbaticals to their employees.” Pg. Kamalaya’s Wellbeing Sabbatical includes personal mentoring sessions but provides a less-structured feel to allow guests flexibility between work and wellness. 6 3 Pg. 62 | the Wellness Sabbatical Global Wellness Summit Trend 7

perspectives that can lead them to truly Rancho La Puerta, located in Tecate, thrive. Mexico, added a trio of private casitas a few years ago.15 Each includes a wood- Another place that is already ideally set up burning fireplace and secluded garden for a wellness sabbatical is Vana in India.13 patio with a saltwater dipping pool. In- Vana, which means “forest” in Sanskrit, room treatments are possible and in-room was designed with the idea of personal Wi-Fi is assured. These accommodations transformation in mind. This relative are also customizable: You can request newcomer to the immersive wellbeing that your second room is set up as an scene was built incorporating the latest office space, an additional bedroom, or technology, making it all highly reliable. Its a fitness wall. The most popular request? well-designed guest rooms—all with forest The office setup. Rancho La Puerta reports views—offer spacious areas to accomplish that top executives find the Cielo casitas work without seeming the least bit office- an ideal way to interweave several hours of like. Its program offerings and thoughtful work each day whilst making progress in approach to an individual’s personal health achieving needed lifestyle changes. and wellness quite naturally fold in a At Rancho La Puerta, well-appointed private casitas are customizable, with person’s working life. space for an office, second bedroom After seeing a significant rise in bookings Finding Wellness Sabbatical Places in the or fitness wall—but the most popular request is an office setup. for three-12-month multi-destination trips, Future UK creative travel company, Original Travel, A sprinkling of places with 21-day programs launched an entire section dedicated already exists. While most are currently not 14 to sabbaticals. These include Family oriented to encourage and incorporate a deliberate choice; it was the unavoidable Take Kamalaya's Wellbeing Sabbatical,12 Sabbaticals, Back to Nature, Cultural few hours of work daily, that adjustment choice.” which has a minimum stay of 21 days. Immersions, Learn a New Skill, Give could easily be made—and indeed, we are Located in Koh Samui, Thailand, this Something Back—and Wellness Sabbaticals! seeing that start to happen. These are most Dan discovered that when you try to pursue program is designed to go deeper than just common at Ayurvedic retreats, various health, happiness or longevity, it almost relaxing or recharging. The staff recognizes One of its signature wellness sabbatical thermal/mineral spring experiences and never works. The secret is that longevity that, for many, a clean break from work and itineraries, for instance, is three months in some medical programs. Examples include results from being immersed in the right business is impossible. Their program is, Asia, which takes you from the Himalayas Ananda in the Himalayas in India, Danubius environment. therefore, less structured, with emphasis to Japan, with yoga, hiking, tai chi and Health Spa Resorts in Europe, Pritikin and on giving guests flexibility in scheduling meditation included. Based on its own A wellness sabbatical is a 21-day experience Canyon Ranch in the US, Grayshott Hall in treatments, healing and personal growth research into why clients take sabbaticals, (a rehearsal if you like) at this “right the UK, Kurotel in Brazil, and VivaMayr and therapies. During Kamalaya’s Wellbeing Original Travel reported the motivations environment.” Lanserhof in Austria and Germany. Sabbatical, personal mentoring sessions are as self-improvement/taking time out to Can I Do a Wellness Sabbatical Now? included. These are conducted to support reassess (43.6 percent); to see the world There are also some excellent programs while they can (46.2 percent); and to Happily, there are several places where the guests in breaking through self-imposed encouraging seven- or 14-day stays, which combat burnout/exhaustion (33 percent). wellness sabbatical has already taken hold. restrictions, thereby gaining insights and could easily be extended into 21-day Most are places where the environment was Original Travel also “walks the talk” by wellness sabbaticals. Examples include such that guests themselves began crafting awarding its own employees three-month SHA Wellness in Spain, Chiva Som in their own long-stay programs, which made sabbaticals every five years. Thailand, The Ranch at Live Oak in Malibu it easy for them to engage in wellness Pg. and Longevity Wellness Resort in Portugal. pursuits while working remotely. Currently, however, these retreats don’t 6 4 include specific programs or time to Pg. 64 | the Wellness Sabbatical Global Wellness Summit Trend 7

References: A Final Word or Three… 1. Press Release: The End of the Traditional 9-5? IWG New Study Finds 70 Per Cent of Us Skip the Office to Work Elsewhere, IWG, 30 May 2018. It is incumbent upon each of us to ensure 2. Most Chinese employees overworked: survey, we have a work and wellness balance that ChinaDaily, 2 November 2018. allows us to be well and to thrive. 3. Alibaba’s Jack Ma defends China’s 996 schedule Going forward, we see the wellness as tech workers protest against long working sabbatical being incorporated into literally hours by Zheping Huang, South China Morning hundreds of locations—from five-star Post, 12 April 2019. destination spas to yoga retreats to one-star 4. Long working hours and risk of coronary heart campsites. disease and stroke by Prof Mika Kivimäki, PhD, et al., the Lancet, Volume 386, Issue 10005, 19 The game-changing work + wellness August 2015. concept embraced during wellness sabbaticals is rewriting the future of travel, 5. Japanese Are Working Themselves to Death— Literally, USA Today, 17 October 2016. At Vana, guests have access to the latest wellness and work. technology and well-designed accommodations 6. Why Paid Sabbaticals Are Good For Employees with roomy work space—sans the office-like feel. And Employers, Inc.com, 25 December 2013.

7. State of American Vacation 2018, U.S. Travel Association, 8 May 2018.

accommodate a person’s need to continue start-up offering one-month destination 8. Center for Disease Control, 2017. to work while engaging in their life- sabbaticals tailored for skilled creative 9. The Global Economic Burden of enhancing experiences. But that also is likely professionals and conducted in national Noncommunicable Diseases. Bloom, World to change. parks across the US.16 At the cost of $1400 a Economic Forum and the Harvard School of month, the sabbatical includes lodging and Public Health, 2011. Affordable Wellness Sabbaticals some meals. Guests are required to devote 10. The Blue Zones by Dan Buettner, 2009. We are seeing increased offerings for 18 hours a week to various projects, as well affordable wellness getaways, often driven as take part in guided and unguided hikes 11. The Blue Zones of Happiness by Dan Buettner, 2017. by millennials, the digital nomads. We for personal regeneration. They describe it expect some smart wellness destinations as “taking time away with purpose.” 12. https://www.kamalaya.com/wellbeing-sabbatical.htm to use their off-seasons to make wellness We even envision the possibility of people 13. http://www.vana.co.in/the-offering/#vana- sabbaticals truly cost-effective—not everyone creating their own wellness sabbaticals—in wellness-sabbatical can afford three weeks or longer in a luxury places where they can stay for six months wellness resort. 14. https://www.originaltravel.co.uk/collections/ to a year. And with some expert coaching wellness-sabbaticals That boom in co-living previously and smart planning, staying at home on a 15. https://rancholapuerta.com/the-program/ mentioned could easily morph into wellness sabbatical is also a possibility. an extended and affordable wellness 16. Considering a Sabbatical? The National Parks sabbatical. Want You by Lauren Matison, the New York Pg. Times, 4 September 2019. Have a look at Amble, a crowd-funded 6 7 Pg. 66 | the Wellness Sabbatical Global Wellness Summit Trend 8 T h e Fertility B o o m By Rina Raphael

In the past few years, what was once As both women and hushed about in doctors’ offices is now men take ownership of openly discussed. Fertility has entered the mainstream conversation as numerous their reproductive health, celebrities—Chrissy Teigen, Kim Kardashian, reproductive assistance, even Mark Zuckerberg—publicly share their struggles. And it’s grown into a formidable once deemed a luxury, is femtech sector, empowering individuals to becoming a crucial part of take charge of their reproductive health. healthcare. It’s part of a bigger trend: Women, long underrepresented in medical research and excluded from clinical trials, are increasingly

A new generation of start-ups tout taking ownership of their bodies. They wearables, apps, modernized clinics Pg. demand more information, more studies and digital platforms like the meditative and, therefore, more innovation. At its Expectful app to address fertility issues. current 8.5 percent annual growth, the Photo credit: Kelly McKnight global fertility services market is expected 6 9 to grow to $36 billion by 2023, according to a Market Research Future report. Pg. 68 | The Fertility Boom Global Wellness Summit Trend 8 Trends Panel Fertility is of utmost importance in light Discussion, inspiration from the 2019 of sobering stats. Highly industrialized Leveraging GWS 2019 countries, such as England, Japan and the global wellness summit US, continue to see record-low fertility tech rates.1 This stems from a number of reasons, including women of childbearing age Silicon Valley is at the center of this trend: Predictions & Punditry: delaying having children (or not at all), as A new generation of start-ups tout digital Trends in Health & Wellness, Panel Discussion, well as the continual deterioration of male platforms, wearables, apps and modernized Moderated by Beth McGroarty, VP, Research & sperm quality.2 clinics to address fertility issues. This spans Forecasting, Global Wellness Summit, US community support networks such as Plenty of countries also inadvertently Peanut Trying to Conceive and the Tinder- incentivize delaying motherhood; In the US, like sperm donor matching app Just A Baby. areasof their wellbeing. That means starting for example, women who reproduce before Mira is one company bringing affordable, There are even meditation platforms such as the conversation at a younger age. age 35 never see their pay recover relative Expectful to regulate women’s anxiety and laboratory-grade testing into people’s to that of their partners. As such, the stress, which studies show can affect the homes. It sells an AI-enabled device that “The way that we can make the largest majority of new moms in the US are over 30, ability to conceive. pairs with a smartphone app to measure impact is by giving women resources and inevitably increasing the need for medical levels of Luteinizing hormone in urine for a tools earlier,” stresses Modern Fertility Co- intervention. The Centers for Disease It began in 2013 when PayPal Co-Founder more accurate insight into one’s fertility. Founder and CEO Afton Vechery. Control and Prevention found that 12 Max Levchin founded Glow, a female percent of American women of reproductive fertility tracking app dubbed “Fitbit for “The consumer is looking for something It’s not just women pushed to take action; age now seek fertility treatments. your period.” The high-profile launch really easy,” says Mira CEO and Co-Founder men are also encouraged to improve their paved the way for companies such as Ava, Sylvia Kang, a former biomedical engineer. reproductive health. The last year saw an Society is rethinking reproductive OvaCue and Clue to sell ovulation trackers “No one wants to take so much time to learn influx of products that measure, track and assistance: It’s no longer considered a and ovarian reserve tests. Period trackers about a product they hopefully only use for store male sperm in an effort to curb failing luxury but a crucial part of healthcare. are now one of the most popular health a few months.” sperm health. A recent Hebrew University categories in the App Store. of Jerusalem study3 found that sperm Education, comfort and simplicity lie at counts among Western men declined by the heart of many products. Natalist is These palm-size monitors and bracelets 52 percent in the past 40 years. One-third a monthly delivery box filled with sleek measure different physiological signals to of all infertility cases are caused by male conception essentials for those just starting predict ovulation windows. (On average, reproductive issues. they can detect fertile days at 89 percent to consider pregnancy. New Hope Fertility accuracy.) Trackers will become more released an at-home IVF kit, which allows Companies such as YO, SpermCheck and popular as big wearable companies women to privately prepare for the egg- Trak sell discreet at-home sperm health offer such features. More recently, Fitbit retrieval process. tests. Trak also includes an educational introduced fertility tracking on its newest platform to give men actionable ways to Modern Fertility sells finger-prick tests device. improve their sperm quality. Other start- that gauge reproductive hormones. The ups, such as Dadi, offer a sperm storage kit female-led start-up also hosts educational for individuals who want to put off having seminars called “hormone lunches” at a a family. Their tagline reads: “Men have a number of high-profile companies such biological clock too. It’s time to freeze that as Reddit and Slack. It’s reframing fertility seed.” as a marker of general health: In the past, women often only examined their Mira’s AI-enabled fertility when trying to have a family or Pg. device, when paired dealing with a reproductive issue. Modern with a smartphone app, Fertility encourages consumers to be as provides more accurate proactiveabout reproductive health as other at-home fertility testing. 7 0 Pg. 70 | The Fertility Boom Global Wellness Summit Trend 8

pastel pink furniture, chic rugs and fuzzy Modern Fertility’s The experience white pillows. A dramatic lobby chandelier finger-prick tests provides soft ambience, a far departure gauge reproductive hormones; the market from hospitals' harsh fluorescent lighting. female-led start-up Potential clients can learn more about the also hosts “hormone An emphasis on experience sees the growth process during champagne-fueled happy lunches” at high- of new medical clinics specifically tending hours or sponsored Q&A sessions held after profile companies. to infertility. Unlike their predecessors, these free group workouts. These new formats newcomers attempt to bring a sense of feel far more approachable than traditional humanity, community and design to a highly medical seminars of the past. sensitive journey. Patients might receive a bouquet of flowers and handwritten cards Ova joins trendy bicoastal US clinic following egg retrieval. They can virtually Kindbody in rebranding egg-freezing as access nurses and “fertility coaches” 24/7, a liberating feminist act, thereby allowing texting or video-calling whenever need be. women to plan their future on their terms. To spread the word, Kindbody launched a These clinics are also highly 'grammable: roaming bus to conduct fertility tests and Chicago's egg-freezing studio Ova boasts encourage young women to take family Kindbody announced it had a total funding includes fertility testing, medical expertise a glamorous, boutique-like esthetic with planning more seriously. In December, of $32 million after an infusion led by and a concierge service to handle medical Alphabet Inc.'s GV (formerly Google appointments. It offers a monthly payment Ventures). subscription for clients, as well as a “Grandbaby Plan” that permits parents or The emphasis on experience also extends to in-laws to take out a loan on behalf of their “In a relatively short finances in an attempt to democratize and son or daughter. It is, of course, meant simplify access to care. Countries such as to appeal to baby boomers eager for a period of time, fertility Israel provide state-paid fertility treatments, grandchild. while Denmark leads the way in affordable health has become one and widely available assisted reproductive Carrot Fertility offers employers customized technology. But most, including the US, benefit plans and a first-of-its-kind flexible of the top benefits that struggle to address the financial burden. fertility debit card. It joins fertility benefits provider Progyny, which works with The average price for a round of IVF in the employers are looking companies such as Facebook and Microsoft US is approximately $12,000, but individuals and has raised more than $99 million to date. at to be competitive in often go through several rounds, hiking the total cost up to $60,000. It’s one of “In a relatively short period of time, the market with top the largest out-of-pocket health expenses fertility health has become one of the top millennials face. benefits that employers are looking at talent, but also to drive to be competitive in the market with top This pain point sparked the idea for Future talent, but also to drive down the overall Family, a flexible financing service that down the overall cost of cost of medical spend,” says Carrot Fertility medical spend.” Founder and CEO Tammy Sun. — Tammy Sun, CEO and founder, Carrot Fertility Pg. Subscribers to Natalist’s monthly delivery box receive fertility products and other essentials necessary to increase chances of conceiving. 7 3 Pg. 72 | The Fertility Boom Global Wellness Summit Trend 8

Femtech start-ups are believed to have secured over $1 billion in investment to date, and of that, co-founder and CEO of Zurich-based Ava. “We References: 60 percent focus on fertility or pregnancy. Photo need to work closely with medical providers credit: Expectful/Jessica Towery for solutions that really work for women. We have a huge potential with technology.” 1. Populations, Decreasing Fertility, and Reproductive Health by Niels E Skakkebaek, Niels Medical research proves expensive, though Jørgensen, Anna-Maria Andersson, Anders Juul, Katharina M Main, Tina Kold Jensen, et al., the Silicon Valley seems more keen to bankroll Lancet, volume 393, issue 10180, 2019. such initiatives. Modern Fertility is backed by Forerunner Ventures, the fund behind 2. Evidence for Decreasing Quality of Semen mega-successful brands such as Hims during Past 50 Years by University Department and Glossier. Prelude Fertility, a US-based of Growth and Reproduction, Rigshospitalet, Copenhagen 1992. network of fertility clinics, raised $200 million to target millennials with simplified 3. Comprehensive Study Shows a Significant egg-freezing packages. The newly funded Ongoing Decline in Sperm Counts of Western start-up Mojo plans to ensure women Men, Pointing to Impaired Male Health and Decreasing Fertility, The Hebrew University of receive more precise, less error-prone IVF Jerusalem, 25 July 2017. treatments via AI and robotics technology. 4. The Costs of Egg Freezing, FertilityIQ Lesson Plan 7. Collectively, femtech start-ups are believed5 to have secured over $1 billion in investment 5. For Developers, It's Important to Consider Social Power Imbalances When Innovating by Laura to date, and of that, 60 percent focus on for education has never been more acute Lovett, Mobi Health News, 3 April 2019. fertility or pregnancy. The next step because there's a fair amount of confusion as to what [services like] egg-freezing Modern Fertility’s Afton Vechery recalls her An entire cottage industry helps consumers actually accomplishes.” experience trying to raise money just two Left: Clue’s office setting in Berlin. navigate all the products and services years ago. She struggled to connect with Right: More than 10 million active The egg freezing market is expected to crowding the market. This influx inherently investors, many of whom doubted consumer users worldwide currently depend grow 25 percent4 annually over the next upon Clue’s period and ovulation leads to a fragmented market in which interest or first needed to “check with” their two years but not without criticism. Medical tracking app. consumers often depend on several wives. Today, it’s a far different scenario. different companies to achieve an end goal. experts stress that such procedures, which see wildly varying success rates, in no way “Now we have investors e-mailing us every FertilityIQ, hailed as the “Yelp for fertility,” guarantee results. week trying to find time to get on the bus,” serves as a community-powered resource says Vechery. “It’s really night and day.” for treatments, products and clinics. Today, Doctors and experts, as well as start-up 80 percent of all US fertility patients visit founders, attest to the need for further FertilityIQ to read and share reviews, as clinical research. Both Modern Fertility and well as watch video lessons on topics such Ava are taking the lead by pursuing studies as surrogacy basics. Site traffic has tripled to develop better predictors of fertility. year over year, with nearly a million unique “There are a lot of old claims without much visitors in 2019. scientific backing,” stresses Lea von Bidder, “It’s an indisputable fact that there is more interest for women to freeze their eggs today than there was even two years ago,” says Jake Anderson-Bialis, co-founder of Pg. FertilityIQ. “At the same time, the need 7 4 Pg. 74 | The Fertility Boom Global Wellness Summit Trend 9

Wellness Music By Beth McGroarty

From the music industry We all self-medicate through music: We’ve pivoting to “wellness” music all got our “I’m stressed” or “I need energy” playlists. But most people don’t fully grasp to new technologies that just how much they depend on music to capture our biometric data manage their emotions or just how powerful the medical evidence for music therapy is. to create personalized, Studies reveal1 that not only are humans healing soundscapes—music hardwired for music, but they also agree that no other stimulus positively activates so is undergoing a sudden many regions of the human brain (from the wellness transformation. amygdala to the hippocampus)—with unique powers to boost mood and memory. But when you think of formal “music therapy,” it conjures up dowdy, dusty greige offices Pg. in some school or medical outbuilding, with Music created (and listened to) as intentional patients wearing Soviet-era headphones. medicine will be a big trend in 2020 and beyond. 7 7 Pg. 76 | Wellness Music Global Wellness Summit Trend 9

Suddenly, something big is happening. acoustic experiences at both mainstream inspiration from the 2019 Music as an intentional therapy is being and wellness travel destinations. How about radically reinvented. Music is emerging a “deep listening” excursion in the deepest global wellness summit as one of the hottest trends in wellness, rainforest with an acoustic ecologist? and wellness concepts are shaking up the massive music industry. “Wellness music” Given music’s powerful impact on our Keynote and Gong Performance: is being born, and the trend takes so many brains and bodies, it’s extraordinary how Sound Dimension: Finding Clarity in forms. Funding for medical studies on little innovation there has been around the Midst of Chaos music’s impact on the brain is really heating intentionally designing music and sound Martha Collard, Founder, Red Doors Studio, experiences that could actively, positively Hong Kong up, with researchers using biofeedback, Martha Collard, GWS 2019 AI and machine learning to identify how change our mood, health and performance. music’s structural properties (such as Change is here. Music created (and listened beat, key, chord progression and timbre) to) as intentional medicine will be a big reveal that music is as powerful as a social media strutting—there’s a distinct specifically impact biometrics like heart rate, trend in 2020 and beyond. It’s not about sedative in reducing patients’ anxiety. shift underway: a retreat from visual/digital brain waves and sleep patterns—so they giving up your Beatles or Beyoncé fixes culture into music and sound. This flight More research is now untangling the brain can develop music as precision medicine for solely for biofeedback-based soundscapes— into music is being led by millennials/Gen mechanisms involved in listening to music everything from pain to PTSD. it’s about seeing music’s health and wellness Z: A recent global Spotify survey9 of 15- and investigating the right dosages: The potential anew, with far more “wellness to 37-year-olds found that one of the five The mainstream music industry is going British Academy of Sound Therapy just music” options: new technologies, new defining traits of this young demographic is through a wellness transformation: from found that 78 minutes daily is optimal for experiments and new experiences. that they (56 percent reporting) “use audio an explosion of healing playlists on the improving mental health. And there’s more as an escape from their screens,” and audio big streaming sites such as Spotify to new research into evidence-based acoustic sound is a “huge part of their everyday lives.” It’s artists and audiences for ambient and “New design: what frequencies (measured in hertz), FUELING THE not just the kids: A recent Sonos global New Age” music to musicians incorporating decibels, beats, tones, etc. have the most survey10 showed the many ways all people all kinds of wellness experiences into powerful impact, and for what outcomes. TREND use music to boost their wellbeing: Roughly their concerts. The newest and biggest The potential of music therapy is so 75 percent report they listen to music to meditation apps are fast morphing into Evidence that music is strong medicine— immense and untapped that the National reduce stress, and that listening to music is wellness music apps, with goliaths such as with more studies un-riddling its unique Institutes of Health (NIH) just awarded $20 key to producing their best work. Calm even planning to become a whole brain mechanisms ahead 7 to fund a Sound Health Initiative that “new kind of label” for artists to launch million You see the flight from visual to audio Stringent meta-reviews show music’s eye- will undertake studies to uncover music’s music for wellbeing. culture—from our exhausted eyes to our opening impact on depression2, anxiety mechanisms of action in the brain, as well newly open ears—in the skyrocketing One of the most provocative developments: and pain3—and everything from its power as to identify a host of new interventions, adoption of podcast-listening: Thirty- the rise of “generative,” AI-powered music to improve social skills in kids with autism4 from treating symptoms of pain, PTSD, six percent of the world’s population has apps and technology platforms that to being a stronghold against Alzheimer’s, Parkinson’s disease, stroke, autism and listened to podcasts in the last month.11 pull your biological, psychological and as memories of music don’t get lost to the dementia to music’s impact on childhood You see it in new music listening centers, situational data to create an utterly unique, disease.5 A key, recent focus has been more development. This is a huge step: serious like the rise of cool, new “listening bars” custom-made-for-you, always-changing hospitals around the world using music money for serious science to understand that mix community and cocktails with big soundscape—to improve your mental and therapy before surgery, as new studies6 like music’s serious potential for improving vinyl listening libraries, so huge in Toyko physical health any time you want to tune in. one from the University of Pennsylvania human wellbeing. at places such as Baobob or Paper Moon, And while the megatrend of ancient sound Culture shift: Exhausted by screens, we’re and spreading around the world to places therapies (from gong baths to Tibetan taking sanctuary in sound such as Bar Shiru in Oakland, California, or singing bowls) will only rise at wellness Tokyo Record Bar in New York City. You Pg. With the average person now spending studios and travel destinations, we’ll see see it in hot real estate trends, including 6.5 hours+ a day in front of screens8 — more experimentation with music and the rise in “listening rooms,” a home space 7 8 bombarded by bad news, endless work, and Pg. 78 | Wellness Music Global Wellness Summit Trend 9

where meditation can be taken with music, Both ambient and New Age music are and rhythm exactly impact the brain biometric and psychometric data (from and with predictions12 that these wellness finding big new audiences, as more people and body. Purchased by Bose in 2018, your heart rate to step data, etc.) from rooms loaded with state-of-the-art audio/ seek immersion in blissed-out sonic spaces a company then making moves in the your smartwatch to create an endless AV equipment are “the new home theaters.” and sound healing rather than power acoustic healthcare space, it’s unclear for sonic wellness composition. The Endel anthems or raps. NPR recently explored13 now what Project Sync’s future is. But it’s algorithm is based on pentatonic scales (to how '60s/70s New Age music (once also clear that companies will step in and riff off simple sounds), people’s biological cringe-inducing for many, with its sounds solve personalized musical interventions for clocks and sound masking (to blanket ASPECTS OF THE of birdsong and ethereal synthesizers) traditional healthcare. distracting sounds)—and is informed by the is seeing a cool new wave of artists psychological theory of “Flow”15 (that state Your biological & psychological data and approaches, such as Los Angeles' of optimal “being in the zone”) developed TREND generates an adaptive wellness soundscape Matthewdavid and Kaitlyn Aurelia Smith. by psychologist Mihaly Csikszentmihalyi to improve your wellbeing…all day (with whom Endel collaborated). So whether Stream your wellbeing: The music industry More artists are incorporating experiences “Generative music” is music that largely you’re deadlocked in traffic after an awful pivots to wellness that you would find at a wellness resort into nixes the composer and “song” from workday or heading out to run, Endel kicks their performances: artists such as Erykah From an explosion of healing wellbeing the process, to create compositions that off an ambient soundscape that just keeps Badu and bands such as Sigur Rós are playlists on the big streaming sites to new, endlessly evolve according to a pre- blossoming as your bio and environmental having mass sound baths at their concerts, big audiences for ambient and “New New programmed set of rules—a concept input provides more data, evolving to help while Jhene Aiko’s recent concerts included Age” music to musical artists incorporating pioneered by John Cage in the '50s and enhance your body and mind. It’s an endless guided meditations, sound baths, mantra- all kinds of wellness into their concerts, the Brian Eno in the '60s/70s (whose music wellness tune that’s never the same twice. chanting and aromatherapy. The music + mainstream music industry is experiencing a calmed David Bowie). It’s taking on new wellness festival just continues to surge. serious wellness transformation. “Wellness” meaning and applications in our digital age. In 2019, Warner Music famously signed is becoming a new mode of listening— The behemoth music fests such as Latitude Endel-algorithm-generated songs to beyond the artist or genre. or Glastonbury keep adding more wellness One of the most fascinating examples of the first nonhuman record deal. Singer/ areas/experiences, the latter recently the new “wellness music” is the rising wave producer Chaz Bear, known as Toro Y Moi, Spotify, Apple Music, YouTube and other featuring everything from indigenous of generative music apps and streaming collaborated with Endel and Smartwater streaming sites are increasingly serving spiritual elders to workshops on ayahuasca. services that create tailor-made, always- to create music with Endel’s algorithm and up playlists that focus on mood-changing, In the future, we will see more live music adapting soundscapes, using algorithms noted: “This is going to be an interesting stress-reducing, help-people-sleep, focus- meditation and full-blown “audio-wellness” and your own biofeedback, to improve platform to bring artists into the realm of enhancing, meditative, improve-your- festivals, such as Soft Landings planned by your wellbeing. Their thesis: You’ve got the wellness and bring wellness to the public.”16 workout music and soundscapes—making Morning Gloryville Founder, Samantha Moyo. healing music in you, and when combined The company (who has attracted big wellness music a core homepage channel. with smart algorithms and AI, these custom investors such as Amazon’s Alexa Fund There are now endless loops of trance-y and WellMusicTech: A new era of personalized sound frequencies can function like an tranquilizing music or channels for specific music as precision medicine always-there playlist you can turn to if you wellbeing intentions, and they boast millions New technologies and apps are radically need to de-stress, focus or sleep. of subscribers. Spotify is spawning “chill reimagining how music can become a playlists” such as “Deep Focus,” “Peaceful deeply personalized precision medicine. Berlin-based Endel is the headline- Piano” and “Ambient Chill.” A pioneer, geared toward the healthcare grabbing leader. The app pulls data space, has been Project Sync,14 which from your phone (such as weather, time Brand-new apps such as myndstream (from of day and your location) while pulling the founders of the entertainment group worked with top neuroscientists and that made emotional music for shows musicians to develop personalized musical such as Game of Thrones and House of therapeutics for everything from pain Cards) create music to specifically drive management (given the deadly opioid daily wellbeing goals, with tracks for focus, crisis) to improving sleep. A spinoff from Pg. The new "wellness music": Generative music meditation, movement, relaxation and sleep, MIT’s Media Lab, Project Sync performed trials on how things such as tone, beat apps like Endel and streaming services that that can be accessed on Spotify and Apple create forever-adapting soundscapes using Music. 8 1 algorithms and your own biofeedback. Pg. 80 | Wellness Music Global Wellness Summit Trend 9 Mega-meditation app Calm’s wellness music tracks have already been streamed 200 million times. audio playing through your headphones features exclusive compositions by alt-rock device transforms the electrical conductivity and converts it into vibrations that stimulate stars such as Moby, Icelandic band Sigur of plants (whether your beloved the nerve receptors in your feet. These are, Rós, Sam Smith and Sabrina Carpenter houseplants or those you find in nature) into essentially, “wellness remix” technologies, designed to work as adult lullabies and music, so you can hear them “sing.” Little as moving in sync with music/beats is musical sedatives. In 2020, Calm's working sensors sit on the plant’s leaf and connect associated with boosted endorphins and with artists such as country music star to your phone/laptop via Bluetooth. And decreased fatigue and pain. Keith Urban—and with artists across while no research supports the idea that musical genres, from pop to hip-hop—to plants compose songs, the idea is to deepen Meditation apps? They’re morphing into create creative, long-form “Calm” music the connection—to listen anew—to nature wellness music apps of all kinds. It's wellness music tracks have (more on that trend below). There are thousands of meditation apps, already been streamed 200 million times. and the market is growing like mad: The More all-wellness-music centers In an eye-opening piece18 in the Los Angeles top-10 apps saw 40 percent growth year- Sound baths and all kinds of aural healing 17 Times, Global Wellness Summit trend- and Japan’s Avex Ventures) has ambitious over-year, and millions more new users ceremonies—using ancient instruments/ spotter Rina Raphael, explains how intensely plans to bring Endel soundscapes to all tuned in for some mindfulness, stress-relief practices such as gongs, Tibetan singing Calm is focused on music and the music the everyday spaces: your home, hotels and help sleeping within the last year. A bowls, drums, bells, chimes, harps, industry. It plans to go beyond meditative (certainly perfect for wellness destinations), clear trend: The newest and most successful Aboriginal didgeridoos—have, of course, versions of pre-existing music to become retail spaces, galleries, workplaces, etc.—and meditation apps are fast becoming wellness been an ongoing wellness über-trend, with a whole “new kind of label” for artists are already in talks with automakers and music apps. these vibrating, meditative sonic journeys to launch creative, long-form music for airlines. taking place at so many more spas, fitness/ One of the new apps, Wave, foregoes the wellbeing—and it's investing in a music-as- yoga studios, wellness resorts and even There’s so much interesting activity on the old whispery, guided meditations for an brain enhancement audio library that meets mainstream hotels. Wellness destinations adaptive, generative “wellness music” front. all-wellness-music platform. The Wave people’s everyday needs: music to de-stress have become one blissful “gong show,” and Generative musician Holly Herndon’s album kit combines headphones and a pulse- from work or music to boost productivity the trend isn't going anywhere. And we’ll Platform created songs designed to trigger vibrating foam bolster for a multifrequency and focus. And it’s not just music: Calm is continue to see more wellness destinations (that hot wellness trend) autonomous meditative experience. Users tune into the “coming for Hollywood,” planning wellness- use more modern acoustic therapies such as sensory meridian response—while her new music library and, because it’s Bluetooth- focused and relaxation-inducing original binaural beats, where listening to different album PROTO involved creating duets with enabled, they breathe to the beat of each TV programming (and even films), and frequency tones in the left and right ears a generative AI neural network that she track. It was specifically targeted at younger is already in talks with production and leads to a meditative brain state. More will taught to sing named SPAWN. Mubert, demos, and they surveyed consumers on streaming companies. The music industry. offer biosonic repatterning, using tuning the first generative streaming service, lets what activities they most turned to for The film and TV industry. Hollywood. forks at the sonic ratios inherent in nature listeners choose from intentions such as empowerment. Music ranked #1. Wellness. You knew it was coming… with the goal of realigning your nervous “Study,” “Dream,” “Relax” or “High” to system’s frequencies. And more wellness unleash an always-unique sequence of Mega-meditation app Calm (60 million So many start-ups are engineering such centers/practitioners such as Michelle Cade electronic healing sounds. downloads!), which hit $1 billion unicorn wildly different things in the “wellness status in part because it expanded its music” space. of London’s Mind Like Water will put so Music start-up Weav retains the artist/song focus from meditation to sleep (with its many sound healing approaches under one but seamlessly adapts the tempo (between famed celebrity-read “sleep stories”), is Paris-based Mila (a 2019 star in Techstars’ roof, whether Ayurvedic sound therapy 100–240 beats-per-minute) to sync the evolving into a “wellness music” platform. Music Accelerator program) is gamifying massage, soma board sound therapy, or music to anything, as it says, “from running Calm's incredibly popular “Sleep” channel and digitizing music therapy for children CBD sound journeys… to skiing and—yes—sex!” Its first app, Weav with neurodevelopmental disorders to More wellness music centers will take Run, reengineers songs so when your foot make it far more engaging. Doctor-created dramatically new approaches. Wavepaths, hits the ground, the beat matches up: speed Neuvana is launching Xen, earbuds that now in beta and at London popup Sound up, so does the song. DropLabs recently Pg. gently tone the vagus nerve (that activates Space, brings an Endel-like experience to a released EP 01, a sneaker that takes the the body’s resting and digestive functions) 8 2 while listening to music. The new Plantwave physical place of community and sanctuary. Pg. 82 | Wellness Music Global Wellness Summit Trend 9

You expect music from Hard Rock Hotels, piles of McDonald’s wrappers, just thrown but now they’re putting a musical spin on out the window as we go driving down the their wellness offerings: At their Rock Spas, road.” you can now experience everything from a “Face the Music” sound vibration facial or a As awareness about the disastrous impact pulsating “Synchronicity” massage, where of noise pollution on human health and the the soundtrack syncs up with the pressure environment grows, we expect that the and rhythms of the therapist’s hands. protection of natural spaces from noise will need to be put on any sustainability Sanctuaries from noise pollution & forest checklist—and that noise-pollution-free “listening” will rise in wellness travel natural sanctuaries will become a new Modern people, most living in loud, concrete integer in wellness travel. Gordon Hempton, aka, The Sound Tracker, leads travelers on cities, may not grasp the profound impact “interactive sound journeys” in the Ecuadorean rainforest. “Deep listening” in noise-protected nature that noise pollution has on their health, and looks to be a fascinating trend percolating how noise from human encroachment on in wellness travel. A striking example: nature decimates wildlife and ecological Amazon Awakenings’ “Let it Happen” trip systems. A powerful article19 in the New Neuroscientist Dr. Mendel Kaelen, formerly Way out in front in understanding the from Explorer X led by Gordon Hempton, Yorker explained why noise pollution is an acoustic ecologist known as The Sound a lead researcher in the role of music in connection between music and wellness poised to be the next public health issue, psilocybin therapy at Imperial College, has is famed, century-old Schloss Elmau, a Tracker, who has spent 35 years seeking out citing the studies showing that living in loud the Earth’s rarest nature sounds. Hempton, created AI-driven, adapted-to-you sound wellness resort in a castle in the Bavarian environments lead to more heart disease; experiences: You nest in a padded egg Alps that merges so many wellness high blood pressure; obesity; low birth chair, sensors gauge your biological and experiences with almost-nightly concerts weight, sleep, mood and focus issues; and emotional states, and AI translates that data from top musicians (whether classical or cognitive impairment in children. Bruitparif, into a healing composition that courses jazz) in its 300-seat concert hall. And the which monitors noise levels in Paris (in through you by way of 21 surrounding musicians “play to stay,” performing so they combination with World Health Organization “What we’re doing to our speakers. Over time, it creates a profile of and their families can take a wellness break. data), published a report20 that the average what you best respond to, and the company (A model more wellness resorts should resident of Paris loses “more than three soundscape is littering it. has hired a team of neuroscientists who formally adopt.) How about a hot springs healthy life-years” from ailments caused by will deploy fMRI brain scanning to measure concert? At Australia’s redesigned Peninsula noise pollution. Western Europe loses at It’s…acoustical litter— the precise changes in the brain to boost Hot Springs’ Bath House Amphitheatre, least “one million healthy years of life.” their impact. The company has a vision to you can take in musical acts while floating build big, communal spaces for its high-tech in healing waters (and even when you dip And man-made noise, as we invade ever and, if you could see what sound journeys all over the world. under you don’t miss a sound: There are more natural spaces, is a wildlife and you hear, it would look underwater speakers). ecosystem killer. As Les Blomberg, founder New sound experiences will hit travel— of the Noise Pollution Clearinghouse, put like piles of McDonald’s from music-synched massage to “deep Mainstream hotel brands chasing music-mad it: “What we’re doing to our soundscape is nature listening” with acoustic ecologists millennials are going more in on music and littering it. It’s…acoustical litter—and, if you wellness + music. Hip boutique brand Aloft wrappers, just thrown We will see more experimentation with could see what you hear, it would look like is strengthening its relation to music and the music and acoustic experiences at music industry: All hotels have equipment out the window as we go both mainstream and wellness travel for spur-of-the-moment concerts; they destinations. If travel is all about “sights,” offer touring musicians discounts, and they driving down the road...” it will increasingly also be about music and recently hosted “Homecoming” concerts, Pg. “listening” experiences. where musicians such as BANKS and Troye — Les Blomberg, founder, Noise Pollution Sivan played the Aloft in their hometowns. 8 5 Clearinghouse Pg. 84 | Wellness Music Global Wellness Summit Trend 9

along with the indigenous Cofab tribe, performance. Change is here. Music created and vibrational experiences—whether in 10. The Science of Listening: How Brilliant Sound lead travelers on an “interactive sound (and listened to) as intentional medicine will our homes or at wellness destinations. At Makes for Better Living, Sonos, Inc., https://blog. journey” in the sonically beautiful, pristine be a big trend in 2020 and beyond. the same time, 5G’s unprecedented ability sonos.com/en/brilliant-sound-survey/. Ecuadorean rainforest Zabalo River. It’s to suck people into multidimensional 11. Digital News Report, Reuters Institute, 2019. the first place on Earth designated as a People will, of course, pit artist-created multimedia environments will lead to even 12. The New Wellness Amenities the Luxury Buyer Is “Wilderness Quiet Park” and completely off- and song-focused music against new worse screen addiction and exhaustion. concepts such as biofeedback-based Searching for by Sotheby's International Realty, limits to noise pollution. Travelers are led in More will flee into sound and music… Inman, 23 September 2019. “deep listening exercises” in the rainforest, and neuroscientist-designed functional and they will have so many more healing learn how to recover their lost animal-alert, soundscapes. But this trend is not about experiences to flee to. 13. The State of New Age Music in the Always-On 'Wellness' Era by Harley Brown, NPR, 2 October 360-degree hearing and listen intently to giving up your Bob Dylan, Beatles or 2019. the natural “drumbeats, violins, raindrops Beyoncé—and long live the power and and choruses” that fill the air around them. profits of true artists and composers 14. The Sync Project’s Ambitious Quest to Use Music increasingly threatened in the current music as Medicine, Fast Company, 11 March 2015. You just hear more “hearing” in wellness industry. This trend is about seeing music’s travel programming. The new Azura health and wellness potential anew, with References: 15. Flow: The Psychology of Optimal Experience by Mihaly Csikszentmihalyi, 2008. Benguerra Island21 and Azura Quilalea far more “wellness music” options: new Private Island22 in Mozambique revolve technologies, new experiments and new 1. Human Brains Naturally Tuned to Hear Music by 16. How Endel and Toro y Moi are Shaping the Future around a “Sounds of Africa wellness experiences. Sara Rigby, Science Focus, 20 July 2019. of Music and Digital Wellness by Corey Gaskin, program” to help guests cultivate an Digital Trends, 6 October 2019. We need more high-quality research 2. Music Therapy for Depression by Aalbers S, acoustic hyper-consciousness of the place, Fusar-Poli L, Freeman RE, Spreen M, Ket JCF, 17. Mobile analyst, App Annie, data, 2019. into the impact of specific music/sound with tribal drumming sessions, walking Vink AC, Maratos A, Crawford M, Chen X, and 18. Calm’s Michael Acton Smith has Come to meditation to birdsong and silent beach experiences on specific issues/goals to Gold C, Cochrane, 16 November 2017. Hollywood to Put Audiences to Sleep by Rina breakfasts meditating to crashing waves. make sure all these new wellness music applications actually work—and with grants 3. The Effects of Music on Pain: A Meta-Analysis Raphael, Los Angeles Times, 9 October 2019. by Jin Hyung Lee, PhD, MT-BC, Journal of Music such as the NIH’s, important research Therapy, Volume 53, Issue 4, 1 December 2016. 19. Is Noise Pollution the Next Big Public-Health is ahead. And with so many new mental Crisis? by David Owen, the New Yorker, 6 May The Future wellbeing tracking apps and solutions 4. Music Therapy for People with Autism Spectrum 2019. powered by emotion-tracking technology Disorder by Geretsegger M, Elefant C, Mössler KA, and Gold C, Cochrane, 17 June 2014. 20. Impacts Sanitaires Du Bruit Des Transports Dans If with some wellness approaches we can exploding the wellness world, we need to La Zone Dense De La Région Île-De-France, wonder if it’s just our desperate belief regulate who has access to this sensitive data. 5. Study: Memories of Music Cannot Be Lost to Bruitparif, February 2019. that’s the magic ingredient, with music, we Alzheimer's and Dementia by Ned Dymoke, Big With 5G hitting the tipping point in Think, 29 April 2018. 21. Azura Benguerra Island by Katie Monk, the personally experience the evidence: the Telegraph, https://www.telegraph.co.uk/travel/ deep impact it has on our mood. Music’s 2020, with its insanely fast wireless speeds and network power, it will make 6. Music Versus Midazolam during Preoperative destinations/africa/mozambique/hotels/azura- impact seems mysterious; it seems to go Nerve Block Placements: A Prospective benguerra-island-hotel/. possible the rise of what you could call straight to our soul: In Sonos’ recent survey, Randomized Controlled Study by Graff V, Cai 22. Azura Benguerra Island by Pippa de Bruyn, the 40 percent of people report that music “wellness sensoriums”: intensely immersive L, Badiola I, et al, Regional Anesthesia & Pain Telegraph, https://www.telegraph.co.uk/travel/ makes them cry unexpectedly. environments (some using 3D and virtual Medicine, 2019; 44:796-79. reality) that will mash up evidence- and destinations/africa/mozambique/hotels/azura- 7. New Grants Explore Benefits of Music on Health quilalea-private-island-hotel/. Given music’s incredible potential as a biofeedback-based music, sound, light by Dr. Francis Collins, National Institutes of Health health intervention, and especially as a way Director’s Blog, 19 September 2019. to shift our emotions, it’s extraordinary how little innovation there has been 8. GlobalWebIndex data, 2018. around intentionally designing music and Pg. 9. Spotify’s first Culture Next Trends Report, 6/2019. sound experiences that could actively and positively change our brains, bodies and 8 6 Pg. 86 | Wellness Music Global Wellness Summit Trend 10

In Wellness We Trust: The Science Behind the Industry

By Richard Panek

1 2 3 People increasingly want “Nonsense.” “A false antidote.” “Snake oil.” Google “wellness” and these pejoratives to separate the wellness might be among the first adjectives you’ll wheat from the chaff, find. And not without reason. Years of baseless claims about pseudo-scientific and more resources and products have blurred the distinctions platforms will help between legitimate wellness practitioners and the charlatans who threaten to give them do it. wellness a bad name. Semantics, in fact, is part of the problem. Anybody can package a vaginal egg and call it “wellness,” just as anybody could peddle a miracle elixir as part of a “medicine Pg. show.” And in many ways, wellness is in The wellness industry, in a current Wild West phase, is its own Wild West phase. The industry seeing a new sheriff in town: the wellness watchdog. 8 9 has been ripe for a reckoning—a rigorous Pg. 88 | In Wellness We Trust: The Science Behind the Industry Global Wellness Summit Trend 10

accounting, whether through intense a columnist at the New York Times, to inspiration from the 2019 media criticism, internal vetting, or outside encompass what she calls Big Natural (as regulation, all based on empirical supporting opposed to Big Pharma).7 global wellness summit evidence. And now it’s come. The leap is somewhat understandable. With There’s a new sheriff in town: the wellness its high prices, its sometimes questionable watchdog. (and in at least one case, actionable) claims, and its cult of personality, goop gives the Why Healthcare Is Ripe for Disruption Naveen Jain, Founder & CEO, Viome, US People increasingly want to separate the Jen Gunters of the world plenty of valid wellness wheat from the chaff, and more ammunition. resources and platforms will help them do it. Naveen Jain, GWS 2019 But what are they at war with?

Exercise? Healthy food? A good night’s are not afraid to stand up to brands and involve screens: evidence-free apps and sleep? A sense of community? Stress MEDIA AS vocalize their concerns.” websites, dark-money “likes” and “five-star” reduction? ratings, YouTube and Instagram “wellness That kind of proactive fandom is what WELLNESS Presumably not. These five cornerstones influencers”-for-hire. rocketed The Dream to the top spot on of wellness have plenty of proof as Apple Podcasts charts; in its first season, Many unscrupulous wellness providers WATCHDOG contributing to a healthy lifestyle. Studies where it took on multilevel marketing don’t even pretend to offer scientific Nothing says "Wellness" Like Goop, Literally abound for the wide-ranging health schemes, it recorded 10 million downloads10. support for their claims. A 2019 paper in the benefits of each of these bedrock principles Goop—Gwyneth Paltrow’s lifestyle website The target of the podcast, in its second peer-reviewed Current Addiction Reports of wellness, from studies agreeing that and product line that reportedly is worth season, is wellness: What is it? Who surveyed 700 smoking-cessation apps sleep deprivation affects productivity, $250 million—has become “the epicenter sells it? What’s actually based on truth? and found only 30 that provided some concentration and mood to those proving of the wellness industry,” according Episodes explore its more “bombastic” and form of evidence—and of those 30, only 4 a healthy diet leads to greater longevity. to Bloomberg News. By attracting a “unfathomable” promises. four provided evidence that was actually Nothing—no pill or Big Pharma solution—has disproportionate share of media coverage scientifically useful11. (Finding the one study more evidence for its impact on health than (due in part to the celebrity of its founder), So, it’s not wellness itself that today’s call- that relies on a small sample size to reach these five pillars. goop has become nearly synonymous with out culture is calling out. Instead, it’s the a conclusion favorable to your product’s sense that, whatever the merits of wellness the market identity it’s appropriated: a Call-out websites have begun to add nuance promises is a minor art.) Other studies have in principle or in fact, the industry hasn’t “wellness” brand. to the criticisms. Estée Laundry, which found that out of 20,000 mental health been policing itself. apps, only three or four percent cite actual “The beauty of the term ‘wellness’ is that Refinery29 named the 2019 “Influencer 8 medical evidence. Researchers at the it encompasses almost everything and of the Year,” is an anonymous Instagram Who’s minding the ($4.5 trillion) store? University of Glasgow examined the UK’s can cost almost anything,” writes Eva collective that regularly takes on the top nine weight-management influencers— Wiseman, life and style columnist for the misleading or outright false claims of those who had at least 80,000 followers on Guardian, in an article highly critical of influencers, brands and publications in at least one social media site—and found goop in particular and—as if the leap were the beauty industry. “Our goal is to inform INDUSTRY AS that just one provided credible information.12 natural—the wellness industry in general.5 and empower our followers,” someone(s) from the website told Glamour in a rare Jennifer Gunter, the OB-GYN who has made WELLNESS Such fly-by-nightness, of course, is hardly interview.9 “Our fans have shown that they a second career out of wellness skepticism, peculiar to the wellness industry. The history first came to prominence in 2017 as a goop WATCHDOG of commerce has shown that the free critic (“Dr. Jen Gunter Wants to Protect market lacks the financial incentive for self- Your Vagina from Gwyneth Paltrow,” read We know what the free market can do accountability. But that same history also Pg. the headline on a profile of her in Mother if left to its own devices—and as the offers a corollary: The free market lacks the Jones6). But Gunter, too, has broadened wellness market has boomed in the last financial incentive for self-accountability... her attacks, in best-selling books and as 9 1 few years, those devices have tended to until it doesn’t. Pg. 90 | In Wellness We Trust: The Science Behind the Industry Global Wellness Summit Trend 10

In May 2019, CVS Pharmacy, the retail division of continue to argue that it's committed to have usually taken a hands-off approach CVS Health, announced that it had completed “physicians who are interested in both GOVERNMENT to dietary supplements—the category to third-party testing of all vitamins and Western and Eastern modalities” with “an which detox teas belong. The FDA doesn’t supplements it sells online and in stores—more open mind.” But the goop watchdogs (and AS WELLNESS require that manufacturers prove that they than 1,400 products from 152 manufacturers there is a not-so-mini-industry now that work—or even that they’re safe.18 Yet here across 11 categories.13 The purpose of the analyzes every company move and claim) WATCHDOG was a US senator not only identifying a new have led to some company self-policing “Tested to Be Trusted” initiative is to let subcategory of wellness but exercising a and more attention to the evidence behind customers know that what they see on the In June 2019, US Senator Richard new urgency in monitoring its claims. its claims and endorsements. Wellness labels is what they get, and what they get is free Blumenthal of Connecticut sent a letter watchdogs have a loud microphone now, Even so, government oversight of wellness of certain additives and ingredients. to the Federal Trade Commission (FTC).16 and it works. products is not always welcome by the Will the “Tested to Be Trusted” program The subject was a new fad in the wellness public. For some consumers, a lack of prove to be a harbinger of greater “The moment you step into the health and marketplace, one that had grown into a verifiable information might even be a accountability or an anomaly in an era of wellness arena,” says Sarah Greenidge, $62 million industry in virtually no time at benefit; they can fill in the blanks on the little accountability? Hard to say. But if the founder of WellSpoken, a UK-based all: teatox. The product—teas loaded with label with the cure for whatever ails them. nothing else, it shows that of all the product website, “you become a health information caffeine and laxatives—would supposedly In the early 2000s, more than a million categories in the pharmacy at this particular provider, whether you like it or not.” As the help customers achieve the goals implicit Europeans signed a petition opposing the historical juncture, the bottom line of one name WellSpoken suggests, Greenidge’s in the names of some of the products that EU’s effort to impose uniform standards category in particular—wellness—now site addresses accuracy in communicating Blumenthal cited in his letter: “Flat Tummy on food supplements.19 Such products are depends on earning the public’s “trust.” wellness to the public. A former health Co.,” “Boo Tea,” “MateFit.” “a salesman’s dream,” wrote Amanda Mull consultant herself, she says she was “pretty 20 “These teas,” Blumenthal’s letter said, on the Atlantic website in January 2020. Even goop, in an attempt to shore up shocked” when she went freelance and “do not have any clinically demonstrated “When little is known, virtually anything can trust, has made some moves to align first entered the wellness arena. What benefit, and some components of the tea itself with more medical professionals she discovered was “the absolute chasm” can be downright dangerous.”17 and evidence: Integrative physicians such between the strict quality standards in as Dr. Steven Gundry (who heads up the medicine and pharmaceuticals and the lax What was remarkable about Senator International Heart and Lung Institute) and or nonexistent restraints in wellness. Blumenthal’s response wasn’t that a “The challenge today for Dr. Aviva Romm (an integrative women’s government official was exercising the In an attempt to (in its words) “counter the and children’s physician) are contributing right to oversight. It was that the oversight advocates of legitimate pseudoscience that has become commonplace doctors; goop's installed a director of emerged so quickly and with such precision. science and research who is a former in the wellness industry,” WellSpoken offers wellness is to distinguish Stanford professor and hired a lawyer to certification for brands, as well as training and Teatox is symptomatic of a couple of the vet all claims on the site and a full-time accreditation for communicators. major challenges that wellness regulators between wellness fact-checker. Its website now features more face. One is that new subcategories keep Questionable claims about wellness also evidence-backed, thoughtful discussions popping up—subcategories in which a motivated the founders of WellSet, a new that is legitimate and about health topics, conditions and disease lack of “clinically demonstrated” benefits company that is attempting to create a treatment: For example, “Understanding is almost to be expected. Prescribed marketplace where potential clients can find wellness that is highly Multiple Sclerosis”14 or “The Power of the medicines, of course, are subject to strict reputable specialists in their communities. Mind and Other Cutting-Edge Research on government oversight. But US authorities suspect. And one way to “That is literally why we started this the Placebo Effect.”15 goop notes that in its company,” says Tegan Bukowski, co-founder new Netflix show The Goop Lab (launched do that is to make sure and CEO, to counteract “a conflation of the 1/24/20), “Many of the experts interviewed… spiritual and health, where you feel like you are doctors and research scientists from scientific evidence is not can’t address your nutrition without being leading medical institutions.” Critics will Pg. this person who also believes in the power continue to attack the philosophies of just available but part of of healing crystals.” goop’s medical advisors, while goop will 9 3 the conversation.” Pg. 92 | In Wellness We Trust: The Science Behind the Industry Global Wellness Summit Trend 10

The response of these oversight agencies (and practices) were useful, and what if providing context. As Dr. Daniel Friedland, might reflect a turning point in the the science behind them was solid? The another co-founder of wellnessevidence.com, regulation of the wellness industry toward challenge today for advocates of legitimate as well as the author of the 1998 seminal a more formalized—and, therefore, a more wellness is to distinguish between wellness textbook Evidence-Based Medicine, says, consistent and reliable and empirical— that is legitimate and wellness that is highly “It clarifies the degree of certainty or model. One possible portent: In October suspect. And one way to do that is to make uncertainty that supports decision-making 2019, the US Department of Agriculture sure scientific evidence is not just available moving forward”—for instance, where published “interim final rules”23 for domestic but part of the conversation. to devote wellness’ limited resources for production of hemp, including the hemp research. by-product cannabidiol, or CBD—the In anticipation of that demand, and to explosively popular ingredient in gummies facilitate that process, the Wellness In terms of establishing its empirical, Wellness industry regulations may move to a more Evidence website, wellnessevidence.com, scientific credentials, wellness has always formalized model; case in point: the US Department and juices in marijuana-friendly states... a part of the Global Wellness Institute operated at a disadvantage. The wellness of Agriculture’s recent “interim final rules” for and in oils that might help you sleep and in domestic production of hemp and CBD. wipes that might calm your nerves. platform, has undergone an upgrade. industry, at least for now, lacks the kinds of resources that allow Big Pharma to conduct “How big a deal could this be?” wrote “The wellness world was developed out clinical trials both among large populations be passed off as possible.” The directive, Forbes columnist Louis Biscotti. “Think of hotels and spas and resorts,” says and over long periods of time. nonetheless, went into effect. about the end of Prohibition. The federal Dr. Marc Cohen, one of the founders of government is finally creating standards that the Wellness Evidence website. “I came Which is not to suggest that mainstream The second way that the teatox out of the medical and the research medical research is impeccable or phenomenon has been symptomatic of the could help create a national marketplace. That could help move CBD from the margins world.” He has spent his career trying to comprehensive. “Many people have challenges that wellness regulators face is reconcile traditional modes of research assumed that the practice of medicine is the promotion of wellness products. The to the mainstream, adding security, safety and consistency to manufacturing.”24 with mindfulness. One result was Herbs always evidence-based,” says Dr. Friedland. concept of “influencers” in a pre-Internet and Natural Supplements: An Evidence- But a study in Medical Care Research and age would have been meaningless. Yet Based Guide, a standard textbook now in Review in 2012, for instance, concluded watchdogs are now getting paid to think its fourth edition. Another was a website. that out of the three thousand medical about what the Kardashians are getting “Wellnessevidence.com,” Dr. Cohen says, treatments it investigated, only about a paid to think about—or at least what the EMPIRICAL “was to bridge those two worlds.” third indicated a net benefit, while the Kardashians are getting paid to promote. effectiveness of 50 percent—half the The site dates to the more innocent era But which watchdogs? Government EVIDENCE AS standard treatments in medicine—was of 2011. Back then, says Dr. Kenneth R. unknown.25 regulators, yes: In 2017, the FTC, for the first WELLNESS Pelletier, a clinical professor of medicine and time, sent Reminder Letters to prominent psychiatry at the University of California Nor is it to suggest that wellness research social media influencers and marketers WATCHDOG School of Medicine in San Francisco and needs to rely on only gold-standard studies. about the legal requirement of adhering another founder of wellnessevidence.com, Researchers, in general, rank reliable 21 to the facts. But the responsibility for In one of her New York Times columns, Jen “the spa world was beginning to realize that information on a scale from the exhaustive— monitoring influencers also extends to trade Gunter characterized the wellness industry people demand evidence. It’s their health, meta-analyses of randomized clinical trials— organizations. The Advertising Standards as being awash in “useless products and it’s their wellbeing that’s at stake, and they to the anecdotal. Authority of Ireland, for instance, reminds scientifically unsupported tests.”2 want to know, ‘Am I paying all this money, Nor is it to suggest that researchers within opinionators that their online advocacy taking all of this time and really deriving Fair enough. But what if the products the wellness industry itself haven’t used must match the language requirements benefit for my health, my happiness, my clinical trials, longitudinal studies and other on the EU register of nutrition and health heart, my cancer?’—whatever it is.” claims.22 The website for the US consumer standard methods of evaluating medicine advocacy group Truth in Advertising Now the website’s mission has expanded on an empirical basis. lists three thousand examples of dubious Pg. beyond spas to involve every facet of the But contrary to Jen Gunter’s skepticism, marketing of supplements and other wellness industry, and its mandate has useful products and practices do exist, and wellness products. broadened from providing information to 9 4 so does the science to support them. Pg. 94 | In Wellness We Trust: The Science Behind the Industry Global Wellness Summit Trend 10

References 12. Many Wellness Brands Are Failing to Train the Influencers They Hire by Flora Tsapovsky, Healthyish, 2 October 2019. 1. We've Reached Peak Wellness. Most of It Is Nonsense. by Brad Stulberg, Outside, 8 August 13. Press Release: CVS Pharmacy Launches 'Tested 2019. to Be Trusted' Program for Vitamins and Supplements, Launches Self-Care Campaign to 2. Worshiping the False Idols of Wellness by Jen Highlight Purpose-Led Initiatives and Expanded Gunter, the New York Times, 1 August 2018. Product Assortment, CVS Pharmacy, 15 May 2019.

3. The Mind, the Body and the Puzzle of Alternative 14. Understanding Multiple Sclerosis, Goop, Caption Medicine by Lucinda Robb, the Washington Post, December 2019. 25 January 2019. 15. The Power of the Mind and Other Cutting-Edge 4. Goop Is Making a Killing Off Women Who Want Research on the Placebo Effect, Goop. More Than a Doctor's Advice by Riley Griffin, Bloomberg, 18 March 2019. 16. Senator Calls for FTC Investigation into Researchers generally rank reliable information ‘Dangerous Detox Teas’ on Social Media by on a scale from the exhaustive—meta-analyses 5. Is This the End of Wellness? by Eva Wiseman, the Makena Kelly, The Verge, 4 June 2019. of randomized clinical trials—to the anecdotal. Guardian, 14 July 2019. 17. How Instagram and Government Officials Are 6. Dr. Jen Gunter Wants to Protect Your Vagina from Fighting the Aggressive Marketing of Weight Loss Gwyneth Paltrow by Maddie Oatman, Mother Products to Young Consumers, The Fashion Law, Jones, 23 August 2019. 11 October 2019. Wellnessevidence.com now offers 28 abstracts on life sciences and biomedical modalities—“alternative, integrative topics; 7. For So Long, Women Have Been Marginalized 18. Dietary Supplements, US Food & Drug interventions,” says Dr. Pelletier—ranging by Medicine by Lizzie O'Leary, the Atlantic, 27 Administration, 16 August 2019. a metasearch engine from foundational topics such as exercise • The Trip Database, August 2019. that allows users to simultaneously 19. Controversial EU Vitamins Ban to Go Ahead by and weight loss through traditional 8. The Secret Instagram Group Airing the Beauty Sam Knight, Times Online, 12 July 2005. search thousands of medical databases, alternative approaches such as acupuncture Industry’s Dirty Laundry by Rachel Lubitz, medical publications and resources. 20. America Loves Its Unregulated Wellness and meditation to more cutting-edge Refinery29, 13 November 2019. Chemicals by Amanda Mull, the Atlantic, 1 methods such as forest bathing and manual The fourth resource is Natural Standard, 9. The Instagram Call-Out Revolution: A New Wave January 2020. lymph drainage. Visitors to the website an international research collaboration that of Activist Accounts Are Coming for Brands and 21. Press Release: FTC Staff Reminds Influencers and choose a topic from the modality menu and systematically reviews (and limits its focus Influencers But Are They Trailblazers or Trolls? Brands to Clearly Disclose Relationship, Federal then explore it through four impeccable to) scientific evidence on complementary by Marie-Claire Chappet, Glamour, 24 December 2019. Trade Commission, 19 April 2017. resources. and alternative medicine. 22. Irish Influencers 'Must Have Evidence' to Back Up Three of those resources are ones that 10. Jane Marie and Dann Gallucci’s ‘The Dream’ In effect, wellnessevidence.com offers Podcast Investigates the Promises of a Booming Their Instagram Claims about Wellness Products, doctors often consult: direct access to the many thousands of Wellness Industry by Eric Ducker, the Los Angeles TheJournal.ie, 7 May 2019. studies (whether pro or con) for wellness Times, 10 January 2020. • The Cochrane Library, a collection of 23. USDA Releases Highly Anticipated Interim Final approaches at the top databases, without medical databases that contain, at its 11. So Many Health and Wellness Apps Haven't Done Rule for Hemp Production, JD Supra, 8 November filtering or editorializing. This portal is a 2019. core, the Cochrane Reviews, which are Research to Back Up Their Claims by Rachel way to enter the current wilderness of Kraus, Mashable, 18 June 2019. extremely stringent systematic reviews 24. Feds Finally Crafting National CBD Rules by Louis uncertainty and even scorn, stake a claim in and meta-analyses summarizing and Biscotti, Forbes, 15 November 2019. the name of science and tame the frontier. interpreting the results of controlled Settlers welcome: wellness consumers, 25. Half of Medical Treatments of Unknown trials; wellness manufacturers, wellness Effectiveness by Austin Frakt, the Incidental Economist, 16 January 2013. • PubMed, a service of the US National practitioners. Pg. Library of Medicine that offers a And, now more than ever, wellness free digital archive of references and watchdogs. 9 7 Pg. 96 | In Wellness We Trust: The Science Behind the Industry thanks to our 2020 Global Wellness Trends Report sponsor

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