Wellness is not an absolute.

Legacy brands need to understand that, as do the emerging purist brands.

For decades, legacy brands have served a customer base who frankly don’t care about circadian rhythms, caffeine management, alcohol reduction, or optimising sleep. This audience is hardened to their own way of living. They’re stitched together with sticking plasters of stimulants and sedatives, coffee and wine. That culture is normal to them. They don’t want wellness to make life easier, they like the grind of what they know. They’re the “healthcare generation.” They treat the problems once they arrive. And they’re still the backbone consumer of many legacy wellness, spa, and gym brands.

Their version of “wellness” is limited. Sweat for 30 minutes on a treadmill. Sit in a sauna. Dip in the pool. Leave without speaking a word to anyone. Transactional. Solitary. Clinical.

But here’s the challenge: those same legacy consumers are introducing their children to these same brands. And the next generation, the true wellness generation, is walking into an environment that offers them nothing.

They don’t want stuffy gyms.

They don’t want outdated cafés with no functional drinks.

They don’t want spaces built around alcohol culture.

They want daily touchpoints of self-care.

They want connection, collective energy, a community.

They want an ecosystem that supports who they are becoming, not who their parents have been.

They want brands that give them environments and tools to modulate mood, support sleep, manage dopamine, and create sustainable energy.

And here’s where the purist brands miss the mark. In rejecting the old model entirely, many position themselves as too rigid, too elitist, too absolute. Zero alcohol, caffeine and compromise. These approaches speak to a niche, but risk alienating the majority. Because wellness is not binary. Most people don’t live at the extremes. They want better, not perfect. They want balance, not absolutes.

This isn’t about kicking the legacy consumer out, nor is it about demanding the purist consumer take over. Both exist. Both will always exist. The shift is about creating an offering that moves with the demographic curve. One that develops in real time and signals a brand’s commitment to inclusivity, serving those hardened to the grind, those reaching for purity, and everyone in between.

Legacy brands that don’t evolve will find themselves in empty rooms. Purist brands that don’t soften will find themselves in echo chambers. Because wellness has shifted from an occasional intervention to a daily cultural practice.

The brands who win are the ones that design for that: layered offerings, new rituals, collective spaces, functional consumables, and authentic ecosystems.

It’s not about abandoning tradition or demanding purity. It’s about proving you can grow alongside culture, flexible, adaptive, and human.

That’s the difference between a brand that survives the next decade and one that gets left behind.