The Next Trillion-Dollar Wellness Economy

Plus, let's connect at SXSW next month!

It’s official: Social health is one of the top global trends shaping industries and culture in 2026.

That’s according to VML’s The Future 100 report, an influential annual forecast grounded in insights from a survey of 15,600+ people worldwide and interviews with 60+ experts across sectors.

I was honored to be featured as one of those experts. After years of pushing this conversation forward, it’s gratifying to see social health formally recognized as a defining force in the next era of health and well-being.

How did we get here?

For decades, we’ve understood that physical and mental health matter. Now, the evidence is undeniable: the strength of our relationships and sense of community shape everything from immune function and longevity to business performance and economic outcomes.

Investors and founders are taking note. In a Fortune article adapted from my book in 2024, I described tangible examples: from gyms for social fitness to personal trainers for human connection. As I wrote, “Following the rise of the mental health industry, social health is the next frontier for entrepreneurs and innovators.”

What we’re seeing is the early architecture of a new market category, one that will influence hospitality, workplace strategy, consumer technology, healthcare delivery, urban design, and beyond.

According to the new VML report, “The next trillion-dollar wellness economy is built on connection.” And, “The question isn’t whether social health will reshape industries, it’s who will be leading the charge.”

But I would add: it’s also how we lead this transformation thoughtfully.

From the margins to the mainstream

Having helped catalyze this momentum for years, I’m celebrating this milestone as proof that our vision—recognizing social health as on par with physical and mental health—is becoming reality.

At the same time, my enthusiasm is tempered by caution and a little discomfort. Why? Because the opportunity for impact is enormous, but so is the responsibility.

👉 Now that social health is officially going mainstream, how do we ensure that this movement is grounded in evidence, compassion, and integrity? How do we support existing solutions and build new ones that truly strengthen human connection, rather than simply capitalize on the idea of it? How do we turn an emerging trend into an enduring foundation?

I’d love to know your thoughts.

During my opening keynote at SXSW in 2025, I predicted, “Social health is today where mental health was 10-15 years ago, but not for much longer.” “Ten years from now, social health will be completely woven into the fabric of our culture.” And, “Every sector will be disrupted by social health innovation.”

Bold claims. And I stand by them. But it’s up to us to do it right.

Where do we go from here?

I’m thrilled to return to SXSW next month to dive deeper into this topic and pressure-test it in real-time with some of the leaders building what comes next.

Join my featured session, Social Health Trends & Predictions: Connection is the New Frontier, to explore the latest breakthroughs and promising opportunities, but also the principles that must accompany this growth. If you’re innovating in this space, you won’t want to miss it. (Don’t worry, I’ll share a recap and the recording in this newsletter once available.)

We can’t ignore that the future of social health is being shaped by artificial intelligence. So I’m also looking forward to sharing the stage with leaders from OpenAI and the United Nations to discuss The Great Recalibration: Centering Humanity in the Age of AI. Will I share some hot takes? Probably!

Come say hello

Let me know if you’ll be in Austin too; I’d love to connect in person. Here’s where you can find me and join the conversation:

• March 12 @ 4:00-5:00 — SXSW Featured Session on Social Health Trends & Predictions (open to both SXSW and EDU badge-holders).

• March 12 @ 5:15-5:35 — Book signing. Last year the book sold out right away, so make sure to get there early!

• March 13 @ 9:00-11:00 — Panel at Meta / WhatsApp.

• March 14 @ 1:45-2:15 — Panel with Frontiers of Innovation at Canada House 🇨🇦

• March 15 @ 3:00-4:00 — Panel at São Paulo House 🇧🇷

• March 16 @ 2:30-3:30 — SXSW Panel on Centering Humanity in the Age of AI (with leaders from OpenAI and the United Nations).

Follow along on Instagram for real-time updates. I look forward to seeing some of you there!