Saturday, 8 June 2019 will mark the eighth annual Global Wellness Day (GWD), and thousands of locations across the world – including hotel/spa chains, fitness centres, yoga studios, associations, foundations, hospitals, schools and senior living centres, along with governments, businesses and celebrities – will be celebrating GWD with free, non- commercial, health and wellness activities for the public.

Predicting consumer behaviour based on demographic norms such as age, gender and income, as a means to shape a business has become obsolete, according to global agency trendwatching.com, which says it’s time for businesses to tear up the playbook.

Fitness operators must be heretical towards their brand heritage, asking challenging questions about what they do – and, crucially, who for – says Kate Cracknell

Is your business ready for post-demographic consumerism? Trendwatching.com explains why the old consumer models must go