Wellness in a Recession: Why It Matters More Than Ever
By Stevi Gable Carr
When the economy falters, wellness isn’t a luxury—it becomes a lifeline. In today’s uncertain world, consumers, employees, and brands are doubling down on health, resilience, and sustainability. The global wellness economy hit a record $6.3 trillion in 2023 and is expected to soar past $9 trillion by 2028, even in the face of economic turbulence (Global Wellness Institute).
Why? Because we now understand that wellness drives everything: performance, innovation, retention—and ultimately, growth.
Consumers: Wellness Is the New Survival Strategy
During past recessions, wellness spending typically slowed. Not anymore.
77% of Americans say wellness is more important now than before the pandemic (McKinsey, 2023).
Consumers spent an average of 15% more on wellness-related services in 2023, prioritizing mental health, nutrition, fitness, and recovery over entertainment and retail.
58% of Gen Z and Millennials plan to increase their wellness spend in the next 12 months, even amid inflation concerns.
People are trading material goods for experiences that help them feel better, think sharper, and live longer. From meditation apps to personalized supplements, demand is surging across the wellness spectrum.
Consumers are no longer just buying products. They're investing in themselves.
Employees: Burnout is the Bigger Risk
Employees are experiencing “silent burnout,” with the American Psychological Association noting that 77% of employees have experienced work-related stress in the past year.
And during a downturn, companies face:
23% higher turnover among employees who report poor well-being (Gallup, 2023)
$322 billion in global turnover and lost productivity due to burnout every year (World Economic Forum)
Meanwhile, organizations with well-being programs:
Report 20% fewer sick days
Experience 11% higher productivity
See increased employee satisfaction and brand advocacy
Forward-thinking companies like Google, Salesforce, and Kroger are investing in holistic wellness strategies that include mental health support, flexible work models, fitness stipends, and purpose-driven leadership.
Wellness isn’t a perk—it’s a retention strategy.
Brands: Innovation is the Competitive Edge
Recession creates pressure—but also opportunity. Brands that embed wellness into their DNA win more than consumer dollars—they earn trust and loyalty.
Consider these recent examples:
Unilever’s wellness division grew 25% YoY by focusing on “positive nutrition” products, like plant-based meats and functional beverages.
Lululemon's Mirror product line bridges tech and fitness, tapping into the $45B+ connected wellness category.
PepsiCo’s “Better For You” portfolio now drives a significant portion of growth, with a sharp pivot to hydration, gut health, and nootropic beverages.
The future belongs to brands that:
Design wellness-centered products and services
Offer immersive, lifestyle-based experiences
Integrate sustainability, inclusivity, and mental wellness into their purpose
When brands innovate for well-being, they build resilience—for themselves and their customers.
The Future: Wellness Is the Growth Plan
Even in recessionary times, wellness is no longer optional. It’s the foundation for a thriving future. Across every audience:
Consumers want energy, clarity, and calm in an overwhelming world.
Employees want purpose, flexibility, and recognition in their work lives.
Brands must lead with empathy, inclusion, and impact—or risk irrelevance.
In short: Those who invest in wellness now will emerge not just intact—but ahead.
Ready to Future-Proof Your Wellness Strategy?
Whether you're a business leader, marketer, or HR professional, you don't have to navigate this alone.
Book a discovery call with Stevi Gable Carr, Founder of WISe Wellness Guild, and explore how to:
Integrate wellness into your brand or culture strategy
Reduce burnout and increase employee engagement
Create experiences that drive growth, trust, and innovation
Let’s build the future of wellness—together.
Click here to schedule your discovery call with Stevi + WISe Wellness Guild