Shetland — 12 March 2026
Glasgow — 17 November 2025 · The Story of Finn Moray
The Missing Piece in Modern Wellness, and How Finn Moray Brings It Back
Why the booming wellness economy is missing what matters most — and how a Scottish music project is quietly filling the gap
Eilidh Brown — Photograph by Rory Raitt
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 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.
"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."
The Loneliness Beneath the Surface
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?
What Finn Moray Offers
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.
Community as Wellness
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.
"Scotland has a creator class that deserves to be taken seriously. People who build audiences through craft, consistency, and character, and who often carry community on their shoulders without ever calling it that. The Finn Awards is our way of recognising that work properly, with heart, and with a structure that ensures the value flows back into Scotland through each winner's chosen charity whilst also supporting and recognising them."
To find out more about how to enter the awards or audition for AON: THE GATHERING, email: [email protected]
