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Act III of V

The Verticals

Six frontlines where the Belonging Economy meets specific industries. Healthcare prescribing fitness - doctors now refer patients to gyms and group activities as a treatment for loneliness and mental health. Gen Z reinventing social life. Gyms becoming offices. AI reshaping operations. The silver economy booming. Corporations outsourcing belonging.

6 articles
From the author

Sarah lost her job in Act I. This is the act where she walks through somebody's door — and I want to be specific about whose, and when, and who is paying.

Belonging as a philosophy is worth very little to an operator on a Tuesday afternoon. What is worth something is knowing that a GP has a referral budget and no idea you exist, that an HR director has a wellbeing budget and a shortlist of meditation apps she does not believe in, and that the office two streets away is half empty. These six pieces are where the demand actually lands.

Shrab Singh
Step 3 of 4

Next: The Vision