TREND #5: Ready Is the New Well
Preparing for climate disaster is the new preventative wellness
By Cecelia Girr & Skyler Hubler
Overview
Wellness has always promised protection—from disease, from burnout, from the slow erosion of mental health. But the next wave of wellness will promise something different: survival itself. Just as preventive medicine once transformed healthcare, disaster readiness is becoming the next evolution of everyday resilience, where having a disaster plan is as essential as having a fitness plan. This shift connects mental health, physical readiness and community interdependence into one continuum of care. The implications for the global wellness economy are vast. Gyms and fitness studios will double as emergency shelters; wellness retreats will teach readiness; and demand for disaster-proof architecture will surge. But perhaps the greatest opportunity lies in the industry’s ability to hold both sides of the psychological spectrum at once—supporting people who live in chronic fear of what might happen, while also caring for those navigating the emotional fallout of what already has. As disasters become inescapable, the most forward-thinking companies will prioritize practical, proven solutions that put people’s minds at ease.
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Meet the Authors
Cecelia Girr
LinkedIn | GWS writer page
Journalist & Cultural Strategy Director, Backslash, United States
Cecelia is both journalist and strategy director for Backslash, the cultural intelligence unit of Omnicom Advertising Group. She leads strategy for Backslash’s annual report of global cultural shifts, and is the co-founder of Backslash’s zine, ED\GE. During her time in brand strategy, she has worked across categories ranging from food and entertainment to telecommunications and technology. She has also led branding work and integrated campaigns for the Golden Globes, Postmates and UNICEF.
Skyler Hubler
LinkedIn | GWS writer page
Journalist & Senior Cultural Strategist, Backslash, United States
Skyler Hubler is a journalist and senior cultural strategist at Backslash, the cultural intelligence unit of Omnicom Advertising Group. In her role, she works across categories to help today’s biggest brands stay one step ahead of cultural change. She was also a staff writer on Backslash’s debut zine, ED\GE: Age of Wellness and has proudly contributed to the Global Wellness Summit’s annual trend report for five years.
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From the 2026 New York Media Event
Discover the top 10 trends shaping the future of the global wellness economy.
Backed by more than a decade of trusted forecasting from the Global Wellness Summit, this annual report goes beyond trend spotting to deliver expert analysis, real-world implications, and strategic insight for leaders, innovators, and investors. Used worldwide to anticipate what’s next in wellness, this is the definitive guide to the forces that will shape the industry in 2026 and beyond.
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