Civano Advisors and Yesawich Holding recently released WELLSurvey 2.0, a probability survey of 2,648 adults aged 25–74 in the United States, United Kingdom, and Germany. The findings document a fundamental shift in how consumers define, pursue, and evaluate their health: wellness is no longer the goal—wellbeing is. "The survey reinforced the shift from wellness to wellbeing discovered in WELLSurvey 1.0 and revealed the continuity of attitudes among WELLZoomers in three countries and a surprising leadership opportunity in the wellness travel sector," says Kevin Kelly, CEO of Civano Advisors.
Key Takeaways from WELLSurvey 2.0
- Wellness ≠ wellbeing. Wellness is the input (exercise, nutrition, recovery); wellbeing is the integrated outcome. 50% are more interested in enhancing wellbeing than wellness.
- Emotional state is the new scorecard. 74% measure wellbeing by how "hopeful, joyful, and energized" they feel; 80% link wellbeing directly to longevity.
- Ecosystems, not stacks. Consumers are coordinating health inputs into integrated systems evaluated against emotional outcomes—not assembling isolated activities.
- Science is the only trust signal. "Clinically proven" (71%), "scientist/medical professional recommended" (67%), and "evidence-based" (66%) are the only credible claims; trendy language fails.
- Social media: huge reach, weak trust. 83% get health info from social platforms, but fewer than half find it reliable; only YouTube and podcasts clear 50%.
- WELLZoomers (25–44) are the first global wellbeing cohort. More similar across borders than to older cohorts at home; ~$540B in annual spending, projected to reach $610B in five years.
- Wellness hospitality has no brand leader. 53% had no preference among 36 major brands; Six Senses and Canyon Ranch tied at just 10% (Six Senses rises to 17% with WELLZoomers).
- Ecosystem participation is the strategic mandate. Winners will integrate offerings into customers' broader wellbeing systems — including pre- and post-visit continuity for hospitality (the emerging "WELLTravel" category).
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