The global quality-of-life (QoL) market is expanding beyond its traditional roots in health and life sciences to become a strategic priority for all sectors, including real estate, technology, and consumer-facing industries. Executives prioritizing QoL estimate that related offerings could represent 9 to 15 percent of annual sector revenues over the next decade, potentially amounting to $6.7 trillion to $11.2 trillion in market growth by 2034.¹Estimate derived from surveyed executives who anticipate revenue from QoL-focused offerings to constitute 9 to 15 percent of their sector’s total revenue by 2034. Revenues are projected based on a linear extrapolation of Fortune 2000 revenue growth, using a CAGR of 3.48 percent observed from 2014 to 2023. Estimates are in nominal terms and do not account for inflation. Revenue data sources are from the Forbes Fortune 2000 for 2014 and 2023; see Liyan Chen, “The world’s largest companies 2014,” Forbes, May 7, 2014, and Andrea Murphy and Matt Schifrin, “The Global 2000 2024,” Forbes, June 6, 2024.

What’s more, investment in QoL-related industries has surged in recent years. Venture capital funding for digital health in the United States has grown fivefold between 2013 and 2023,²Madelyn Knowles and Mihir Somaiya, “2023 year-end digital health funding: Break on through to the other side,” Rock Health, January 8, 2024. and funds are channeling significant resources into longevity-focused research and development.³“About,” Hevolution Foundation, accessed April 29, 2025. These trends position QoL as a critical focus for investors, consumers, and businesses alike.

To better understand this evolution, McKinsey conducted a global survey of C-suite executives that explored sentiments across sectors and geographies about this emerging market, its potential impact, and the opportunities it presents. This piece presents the survey’s findings and explores how companies and investors across sectors can enter the QoL market and make the most of it.

Quality of life: An emerging market and cross-sectoral imperative

Understanding the QoL market begins with distinguishing two pivotal concepts: lifespan and health span (Exhibit 1). Lifespan focuses solely on the total number of years a person lives, while health span emphasizes the quality of those years—the time spent in good health, free from chronic illnesses or debilitating conditions.

The QoL market aspires to extend both lifespan and health span, enabling individuals to live additional years with vitality and well-being. This dual focus has allowed the market to expand beyond its traditional association with healthcare and extend into sectors such as information technology, finance, and consumer staples.

Nearly half of surveyed executives see QoL as a powerful opportunity to align with evolving consumer expectations while enhancing brand reputation (see sidebar “About the survey”). In today’s landscape, in which brand loyalty increasingly hinges on shared values, this alignment goes beyond generating revenue—it establishes relevance and builds trust in a highly competitive market.

Our research reveals that nearly four in five executives are optimistic about the QoL market’s growth prospects, anticipating accelerated expansion in the years ahead. This optimism extends to sectoral impacts, with three in four executives viewing the QoL market as a driver of accelerated growth within their sectors (Exhibit 2).

The strategic importance of QoL is also clear, with 90 percent of executives identifying the QoL market as a priority within the next three years. Many companies are taking a proactive approach, with 84 percent planning to launch QoL-related offerings within the next year. Even among companies not currently prioritizing QoL opportunities, half expect to do so within the next decade, suggesting a broad recognition of the market’s potential.

Consumer sectors are leading this charge—nearly one in four executives in the consumer discretionary and staples industry plan to introduce new offerings in the next year. Technology-driven sectors follow behind, while infrastructure sectors are adopting a longer time horizon for rolling out solutions.

These trends point to a rapid evolution as the QoL market shifts from a niche focus to a central pillar of business strategy across sectors (see sidebar “Five factors propelling the QoL market”). This alignment is
further validated by consumer behavior: Approximately
60 percent of buyers are willing to pay a premium for products that promote healthy living, highlighting both demand and profit potential.⁴Benoit de Fleurian and Marion McDonald, The wellness gap, Ogilvy Health, October 2020.

Companies that delay action may find themselves at a disadvantage, facing intensified competition and risking irrelevance in a market that is quickly becoming a strategic priority.

The democratization of QoL across sectors and industries

The rise of the QoL market presents a strategic imperative for companies to engage with evolving consumer preferences. These shifts enable businesses to redefine their relationships with consumers, meet holistic health demands, and create new sources of value and competitive advantage through three distinct opportunities:

Enhancement of core products and services through a QoL lens. Companies are integrating considerations for QoL into customer touchpoints. For example, car manufacturers are starting to include air purifiers⁵“What is the Mercedes-Benz Air Balance Package?,” Mercedes-Benz of Stevens Creek, accessed April 29, 2025. and ambient lighting in their vehicles.

Development of new QoL-specific products and services that cater to different dimensions of QoL. Companies are innovating entirely new products or services specifically focused on QoL, often expanding into health domains they previously did not occupy. For example, Dyson took its air purification offerings to the next level by creating noise-canceling, personal air-purifying headphones.

Creation of QoL ecosystems. Companies are building integrated QoL ecosystems that encompass a range of interrelated products, services, and platforms focused on health and well-being, often combining digital and physical experiences. For example, Apple offers products such as the Apple Watch, the Health app, and the Fitness+ platform, creating a holistic ecosystem for its consumers.⁶Sai Balasubramanian, “Apple’s work in healthcare is just getting started,” Forbes, April 17, 2024.

The democratization of QoL is transforming dynamics and competitive landscapes. Companies are realizing that their existing capabilities and assets can be used as powerful tools for QoL innovation and finding unique ways to meet consumers’ holistic health demands while creating new sources of value and competitive advantage.

Technology-first sectors lead innovation through digital QoL platforms

The accelerating shift toward QoL is most evident in technology-first sectors,⁷Includes information technology and communication services sectors and their relevant industries based on the Global Industry Classification Standard. in which companies are reimagining digital platforms as powerful enablers of personal health (Exhibit 3).

Technology-first sectors are optimistic about the QoL market opportunity. Its advantages include the ability to collect and analyze vast amounts of personal health data, the capability to deliver personalized interventions at scale, the infrastructure to create an integrated well-being ecosystem, and sectors’ natural experience in rapid iteration and continuous improvement.

Gaming, media, and entertainment platforms, once purely leisure-focused, are now emerging as innovative health engagement tools. Companies are developing immersive, wellness-focused games using virtual reality to enhance physical and mental health engagement. For example, some games transform traditional workouts, such as boxing and group fitness, into virtual reality experiences.⁸Ryan William, “16 best VR fitness games to lose weight: Fun and effective VR workouts!,” AR/VR Tips, January 3, 2025. Others promote mental well-being through social mechanics.

Additionally, companies are increasingly integrating well-being into social networking, enabling more communal sharing of healthy living and QoL journeys. For example, platforms such as Strava and Zwift allow consumers to share their workouts, participate in communal workouts, and engage in competitions. Offerings are also being subtly refined to better educate people about and support health through, for example, video game and television content.

Content platforms are evolving to optimize for
QoL outcomes. Content platforms are similarly evolving beyond entertainment to optimize for
well-being outcomes. Music platforms, for example, are embracing this shift by using sophisticated algorithms to create personalized playlists that adapt to reflect a user’s typical mood at specific times of the day.⁹“Get fresh music sunup to sundown with daylist, your ever-changing Spotify playlist,” Spotify, September 12, 2023.

In addition to developing algorithms to benefit QoL, streaming platforms are developing specific content associated with it, such as fitness and mental health content. For example, Netflix partnered with Headspace to launch an interactive series to help promote sleep, relaxation, and meditation.¹⁰ “Headspace Unwind Your Mind,” Headspace, accessed April 29, 2025.

Tech ecosystem players are building integrated well-being platforms to improve the QoL of their end users. Major tech ecosystem players are taking an even more comprehensive approach to QoL. Consumer-electronics manufacturer Samsung has transformed itself into a well-being platform, integrating wearables, AI capabilities, and personalized recommendations into its mobile ecosystem.¹¹“Samsung’s expanded wearables portfolio unlocks intelligent health experiences for all,” Samsung Mobile Press, July 10, 2024. These shifts coincide with generative AI’s increasing popularity, which can help unlock the full potential of these ecosystems. For example, Google and Fitbit collaborated to create the Personal Health Large Language Model,¹²The Keyword, “Our progress on generative AI in health,” blog entry by Yossi Matias, March 19, 2024. which delivers personalized coaching and dynamic, data-driven insights that adapt to individual health needs.

Consumer-facing industries transform physical spaces and products into QoL destinations

The emerging value proposition of making QoL accessible and experiential is becoming increasingly evident across consumer-facing industries (Exhibit 4). Among consumer sector executives, 61 percent expect an acceleration in growth in the QoL market, which is a more tempered sentiment than in other industries. The consumer wellness industry has a longer history¹³“The trends defining the $1.8 trillion global wellness market in 2024,” McKinsey, January 16, 2024. with its own competitive dynamics. Still, companies across consumer-facing industries are finding ways to innovate in this market.

Retailers are reimagining physical environments to include QoL considerations and offerings. Retailers are leading this evolution through two distinct but complementary approaches. First, they’re fundamentally reimagining store environments to integrate health services directly into the consumer journey. This transformation can take many forms, ranging from clinical (such as the provision of in-store monitoring of vital signs and preventive care) to well-being enhancements (such as providing spaces for fitness and mental health activities in store layouts). CVS’s HealthHUB¹⁴HealthHUB, CVS Health, accessed April 29, 2025. concept, for example, transforms traditional pharmacy spaces into places that provide comprehensive preventive health and well-being services. Even specialty retailers are pushing boundaries—many have expanded beyond offering apparel to providing studio experiences.¹⁵“ALO Studios,” Alo, accessed April 29, 2025; “lululemon Studio,” lululemon, accessed April 29, 2025.

The second dimension of retail’s well-being transformation is the strategic expansion of product offerings. Traditional retailers are moving beyond simply stocking health products to developing their own well-being lines.

Food companies are pivoting toward preventive health and QoL to capture the growing demographic of health-conscious consumers. Many food companies are reformulating products to be more aligned with health-conscious consumer demands. For example, Kroger is repositioning healthy food as preventive medicine to make it more attractive to consumers.¹⁶“Kroger Health’s Food as Medicine Platform recognized as a leading healthy lifestyle approach by University of Cincinnati study,” Kroger, April 4, 2022.

Financial-services firms are innovating their business models by incorporating health outcomes into their financial offerings. Leading insurers are fundamentally reimagining their roles, moving from passive risk processors to active well-being partners. For example, some insurers are providing behavioral-change platforms that use dynamic rewards to encourage healthier lifestyle choices.¹⁷Vitality Global’s website, accessed April 29, 2025.

Traditional banks are also finding creative ways to integrate well-being into their core offerings. Beyond conventional health savings accounts, financial institutions are launching specialized lending products designed for well-being investments. For example, banks are increasingly offering home equity lines of credit tailored for aging-in-place remodeling projects,¹⁸“Home equity line of credit,” Citizens Financial Group, accessed April 29, 2025; “What is a home equity line of credit (HELOC)? A guide for older adults,” National Council on Aging, January 9, 2024. such as installing walk-in showers, adding grab bars, or building wheelchair ramps to help seniors maintain their independence and QoL. Credit card companies are similarly evolving, with major issuers redesigning rewards programs to include well-being benefits ranging from cash-back deals and credit points on the purchase of fitness equipment to subscriptions to mental health apps.¹⁹Paul Soucy, “Best credit cards for wellness,” NerdWallet, April 2, 2025.

Infrastructure sectors are building QoL into their physical spaces and products

Perhaps the most fundamental transformation is occurring in infrastructure sectors, in which companies are building well-being into the very fabric of the physical environment. An average of 79 percent of infrastructure executives expect accelerated growth of the QoL market, with well-being emerging as a powerful driver of long-term growth and customer loyalty in their sectors (Exhibit 5).

This optimism is clearly reflected in the growing adoption of global healthy living frameworks, such as the WELL Building Standard and Fitwel, which prioritize the health and well-being of building occupants. The WELL Building Standard has seen remarkable momentum, with certified square footage growing fivefold since 2021 to now encompass 5.0 billion square feet globally²⁰“Global market adoption of WELL surges: More than 5 billion square feet of space now uses the world’s leading standard for healthy buildings and healthy organizations,” International WELL Building Institute, February 22, 2024.—a significant leap compared with the seven years (2014 to 2021) it took to certify the first 1.2 billion square feet.²¹“Momentum behind WELL grows exponentially,” International WELL Building Institute, December 8, 2021. Similarly, Fitwel, another leading healthy living certification standard, recorded a 78 percent increase in certified square footage in 2023 alone, amounting to 2.5 billion square feet.²²“Global real estate leaders prioritize health to drive value, improve ESG performance, & mitigate risk from climate change,” Fitwel, March 21, 2024.

The industrial sector is actively redefining the travel experience by integrating QoL into every stage of transportation, converting transit time to well-being time. In aviation, the transformation starts the moment passengers step into terminals, which are increasingly being reshaped to promote well-being and reduce travel stress through techniques such as biophilic design. This theme persists in the air, with programs that cater to the physical and mental well-being of passengers—for example, by providing eye serums, face sprays, hand creams, and other products.²³Matthew Klint, “United Airlines unveils ‘Polaris 2.0’ with focus on sleep amenities,” Live and Let’s Fly, October 4, 2023.

Real estate developers are integrating QoL principles within building design and community planning. Modern residential developments are moving beyond simple fitness centers and are integrating sophisticated air and water quality enhancement systems, creating environments that actively contribute to residents’ health. Commercial properties are undergoing a similar evolution, with office designs that scientifically optimize for natural light exposure and movement patterns.

The most ambitious changes are appearing in mixed-use developments, where developers are creating entire communities centered on healthy living. These projects go beyond just combining healthcare services and fitness facilities—they’re implementing comprehensive strategies to enhance community well-being. From the integration of green spaces that promote active lifestyles²⁴Anu Devi and Federica Alberti, “Urban planners are promoting active lifestyles. Here’s how,” World Economic Forum, April 16, 2025. to the development of ultralow emission zones to shift air pollution,²⁵“Britain’s first zero emission zone begins in Oxford,” Oxfordshire County Council, February 27, 2022. these projects demonstrate how infrastructure can systematically address multiple dimensions of well-being.

Materials companies are at the forefront of the QoL revolution, redefining the role of building materials and textiles in promoting human health. In the realm of building materials, companies are developing products that actively contribute to healthier environments. This transformation is particularly evident in environmental health solutions, in which companies are developing materials that don’t just passively exist in spaces but actively improve them. For example, companies are using innovative glass that actively cancels noise rather than just blocking it and wall materials that actively absorb volatile organic compounds to purify air.²⁶DeNoize’s website, accessed April 29, 2025; “Create healthier indoor spaces with ACTIVair Technology,” British Gypsum, accessed April 29, 2025.

Innovation extends to the textile industry, where materials are designed to interact beneficially with the human body, whether through self-cleaning or antimicrobial textiles or through protection against radiation.

The future of QoL as a strategic priority for investors and their portfolios

These sector-specific approaches to QoL reveal a profound shift in how companies think about value creation and how to create a sustainable competitive advantage. While each industry is charting its own course based on its unique capabilities and assets—whether through digital platforms, physical spaces, or infrastructure innovations—common factors are emerging as necessary enablers.

Enablers for cross-sector expansions into QoL

Five key enablers will help executives successfully navigate this evolving landscape and position themselves as leaders in a market that values authenticity, expertise, and impact.

Company boards see QoL offerings as a strategic priority for products and services. Seventy-five percent of executives stressed the need for clear direction to adapt existing products and services to enter the QoL market. In a market where boundaries between sectors are blurring, strategic clarity serves as both a compass and an anchor. Achieving this clarity transcends traditional strategic planning, requiring companies to balance immediate results with long-term impact, innovation with proven benefits, and scalability with personalization. For example, Walmart developed a health and well-being strategy that included rapid expansion into in-store clinics, telehealth services, and well-being products for their consumers.²⁷Sai Balasubramanian, “Walmart is rapidly expanding its presence in healthcare,” Forbes, July 23, 2021.

Form strategic partnerships and joint ventures for entry, especially between existing portfolio companies. Half of the surveyed executives recognize that collaborations and partnerships are essential for driving growth and innovation, and four in five executives plan to launch offerings through strategic collaborations or joint ventures. These networks offer a scalable and practical approach to navigating the complexities of the QoL market. For example, Uber partnered with WeWork to improve the QoL of urban professionals by offering discounts for rides to WeWork offices.²⁸“WeWork India partners with Uber to enhance member experience with exclusive benefits,” CXOtoday, August 27, 2024.

Attract and retain technical talent. The right talent and expertise are critical for delivering effective QoL offerings. Most executives report talent shortages as a significant challenge, although more than half acknowledge the importance of industry-specific expertise, particularly because QoL products often require capabilities beyond traditional sector strengths, such as expertise in sustainability and longevity science. Recognizing this, nearly two-thirds of executives indicated that they are investing in developing internal expertise. Some companies have even expanded the types of roles they hire for. More companies outside of healthcare have begun hiring chief medical officers, for example.²⁹Shaun Callaghan, Subhen Jeyaindran, Anna Pione, and Michael Rix, “The rise of the chief medical officer in consumer-facing companies,” McKinsey, July 18, 2022.

Prioritize trust building with end users. Engaging with consumers and building trust have become indispensable in achieving sustained success in the QoL market. Three in five executives believe consumers increasingly favor companies that prioritize sustainable and responsible practices tied to long-term well-being. Furthermore, two in five executives expect consumer preferences to shift toward brands that actively contribute to overall well-being. Evidence-based benefits are also gaining prominence, with half of the executives observing rising demand for verifiable results. At the same time, consumer skepticism about “wellness washing” is growing; 53 percent of consumers report difficulty distinguishing between authentic and superficial wellness claims.³⁰Benoit de Fleurian and Marion McDonald, The wellness gap, Ogilvy Health, October 2020. Navigating this landscape requires companies to lean into transparency and authenticity, focusing on scientific validation and trusted partnerships.

Pathways to capture value in the QoL market

The QoL market offers an opportunity for investors seeking growth, innovation, and meaningful impact. With the market poised to reach $6.7 trillion to $11.2 trillion over the next decade, exploring this space could provide immense value.

Identify opportunities within existing portfolios. With QoL-related products and services projected to contribute up to 15 percent of annual revenues across sectors, investors can evaluate their current portfolios to identify companies positioned to capture this growth. Many businesses are already integrating healthy-living dimensions into core offerings through health-centric consumer products, technology-driven platforms, or infrastructure developments. Investors can play a pivotal role in enabling these companies to scale their QoL innovations, supporting them with capital and strategic guidance to unlock new revenue streams.

Capitalize on cross-sector convergence. The lines between sectors are blurring as businesses look to partnerships, acquisitions, and ecosystem strategies to innovate and enter the QoL space. This convergence creates opportunities for investors to uncover synergies across industries. Technology players, for instance, are integrating well-being ecosystems into their platforms, while real estate and infrastructure developers are embedding QoL principles into physical environments. Companies moving decisively to bridge sectors—whether through strategic alliances or acquisitions—stand to gain first-mover advantages and sustained competitive positioning. For investors, this trend signals a variety of opportunities:

• support cross-sector partnerships that combine complementary capabilities (for example, tech and healthcare services or real estate and well-being services)
• explore M&A opportunities where companies are leveraging acquisitions to accelerate entry into QoL markets (such as tech giants investing in wearable health devices or retailers partnering with well-being providers)
• identify underused assets within existing sectors that could be repositioned or expanded into QoL-aligned offerings

Evaluating macrotrends through a demographic lens. Long-term structural shifts—such as the aging global population, increasing life expectancy, and heightened healthy-living awareness among younger generations—are fueling demand for QoL solutions. These trends create a sustained, resilient growth trajectory, particularly for sectors that align with evolving consumer needs. For investors, demographic shifts provide a strategic lens to evaluate opportunities. For example, aging populations are driving demand for healthy-aging solutions across healthcare, consumer products, and infrastructure; and younger, health-conscious consumers are prioritizing preventive well-being, sparking growth in personalized nutrition, fitness, and digital well-being platforms.

Aligning investments with these macrotrends could provide both stability and long-term upside in a rapidly changing economic landscape.

The QoL market is not a passing trend—it’s a structural shift in how businesses define success and how investors uncover value. For companies, QoL represents an opportunity to innovate, redefine their offerings, and build deeper connections with consumers. For investors, it opens doors to growth across sectors, driven by demographic shifts, technology advancements, and new revenue models.

As QoL becomes central to consumer behavior and business strategy, the leaders in this space will be those that move beyond incremental change and embrace QoL as a transformative priority. Both executives and investors have pivotal roles to play in shaping the future of this market—and in doing so, capturing its full potential.