Nevada, US – Following the rise of Automotive Accommodation, in which premium car brands enter the residential market, a new trend is about to catch on: wellness real estate. Life Time Living is 'an athletic country club' offering semi-furnished flats for fitness fanatics.

The all-inclusive wellness village is a 16.5-acre property located in Henderson, Nevada. Its biggest draw is an extensive list of wellness amenities. In addition to a gym, pool, spa, pickleball courts and concierge services, residents also have access to weekly meal plans, personal chefs and aestheticians. The facility, which was designed to foster community and social interaction, also has a private pool, a work lounge with a coffee bar, and dining room and bar spaces that can be reserved.

Although this is Life Time Living’s first residential complex, the company already has plans to expand the concept to Dallas and Miami, turning itself into a fully fledged Brandlord.

Gen Z values brands which are willing to co-create, according to a new report from advertising agency Ogilvy. From creative direction to sustainability, Gen Z are keen to get involved, which means that brands must be willing to share resources and open up to a generation that want their voices to be heard. For long-lasting bonds to be made, the report calls for a participation-led brand model, supported by the right physical and digital infrastructure.

Additional research shows that 85% of respondents under 30 are interested in contributing ideas to help brands develop solutions for social and environmental issues, a figure that drops to 75% for responders over 30. Allowing consumers to have a say on vital company policies will strengthen customer relations and build future loyalty.

In future, brands will need to speak to this activist-minded generation in a way that allows them to play an active role. As this generation look to dismantle outdated power structures and societal stereotypes, embrace co-creation partnerships to resonate and lead this cultural reformation.