The next consumer market most prone to disruption, as measured by rapid cost increases, is consumer healing, which includes healthcare and well-being products and services. The real cost of healing Americans has increased by 100 percent in real terms, on average, and is expected to rise even faster in developed countries grappling with aging populations.22 Thousands of new startups have cropped up in this space. Collectively, they will reshape how much we pay for healthcare in the years to come, and they will also lead to a new emphasis on preventing diseases, not merely treating them.
