The Missing Piece in Modern Wellness, and How Finn Moray Brings It Back

Photography by Rory Raitt

Written by Eilidh Brown (17/ 11/ 2025), Marketing Coordinator at Finn Moray.

Today, the wellness economy is booming. By 2028, it’s projected to reach a staggering $9 trillion in worth (Global Wellness Institute, 2024).  

Looking at that, you’d think, ‘we must be thriving physically, mentally and emotionally.’  

As you may already know, that isn’t the case. Now more than ever people are struggling with both physical and mental health. While issues such as the pandemic, the cost-of-living crisis, soaring house prices, social media and beauty standards (the list goes on) are certainly to blame. And while the wellness industry offers us tools to help us cope, it also reinforces a particular mindset:   

Wellbeing is an individual pursuit.  

The wellness economy is built on viewing our health as an individualistic journey, where wellness can be bought with a gym membership, a trip to the spa, or one of those vile (in my humble opinion) kale smoothies. And while matcha lattes, branded athletic clothing, organic food and speaking to your therapist do have positive effects for your mind and body, our view on wellness often forgets a crucial aspect:

Humans are social creatures.  

As someone in their 20s who has just moved to a new city, I have been abruptly confronted with the fact that trying to meet new people is about as difficult as heaving a boulder up a hill. While the wellness economy is growing and Generation Z is more focused on health than any generation before, our society is becoming increasingly fragmented. It’s harder to meet people, communal spaces are struggling to keep open, and social circles are shrinking. Connection, belonging and community are becoming rarer.  

While these things can’t be bought, aren’t they crucial to our own wellbeing?  

Starting at Finn Moray has shown me that there is a way to rebuild what we’re losing. Finn Moray exists to strengthen communities, spark connection, and bring people together in ways the traditional wellness industry simply can’t. 

Through music, Finn Moray is building a community with communities, honouring people, places and stories across Scotland. This movement doesn’t just celebrate local identity; it links communities across the country, creating a sense of shared pride and belonging on a national scale. 

Finn Moray doesn’t directly benefit your step count, improve your gut microbiome or make you feel more zen, but it is bringing the spotlight back to community. With 50% of profits going directly back to the communities being celebrated, Finn Moray is making a tangible difference to these places and people. The money raised can support local charities, initiatives and even communal spaces like village halls.  

While this isn’t classed as ‘wellness’ or the solution to fix systemic societal issues, Finn Moray is creating a chance for people across Scotland to come together, feel connected, and belong.