BY AVA BUMGARNER

IN THE SIX YEARS SINCE THE COVID PANDEMIC shifted the concept of self-care from indulgence to imperative, consumers have prioritized their mental and physical health in new ways— spending more on treatments, retail products, memberships, self-care apps and holistic wellness experiences. Since late 2020, 93 percent of consumers view health and wellness as a priority, according to Capital One Shopping. Much of this shift is generational. Gen Z, in particular, views wellness not as a luxury, but as a necessity— and they’ re spending accordingly.

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