‘Health is wealth’ for a growing number of affluent Americans investing thousands on scans and supplements

This story is part of Glossy’s week-long look at the state of luxury, exploring what consumers and brands are deeming worthy of investment in 2024. To see all the stories in the series, click here.

The Covid-19 pandemic created one of the first globally shared experiences in the modern era centered on humankind’s health and long-term survival. Along with countless other economic and societal changes, it shifted many of our shared values. Popular idioms like “cash is king” and “health is wealth” took on new meaning set against a backdrop of a global recession and rapidly spreading coronavirus. All at once, our health became the one luxury we couldn’t buy. 

It also primed the American public for a rapidly growing cottage industry currently disrupting the American healthcare system: the rise of out-of-pocket preventative products and services. 

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