This Major Research Project explores the evolution of the health and wellness industry, focusing specifically on the spirit-free movement widely adopted by Generation Z.

Fueled by increasing consumer demand for health-conscious alternatives, the rapidly growing spirit-free industry has become a valuable and timely area for investigation. With projections estimating the global wellness market will reach $9 trillion by 2028 (Global Wellness Institute, 2024), the spirit-free industry is trending to amass a high volume of sales and consumer support largely driven by the attention from Generation Z.

Researchers Allison Ren and Paige Furlan analyze these changes through a systems perspective and foresight lens to understand the broader impacts and implications for consumer behaviour, product innovation, and market trends within the spirit-free industry. Through a Literature Review, Causal Loop Diagrams (CLD), Value Chain and a Strategy Map, they developed strategic future recommendations for the industry to help bolster stakeholders to navigate the evolving demand of consumers, primarily Generation Z. The recommendations include, building brand trust through organizational alignment, driving continuous innovation through consumer insights, enhance wellness experience delivery, accelerating agile innovation through AI and operational optimization.