Living forever has become the wellness and marketing trend of the 2020s. But cheating death – or at least delaying it – will come at a price.
What was once the domain of scientists and the uber rich is increasingly becoming a consumer product. Those pushing the idea, spearheaded by tech billionaire Bryan Johnson’s “Don’t Die” movement, believe death isn’t inevitable, but is a solvable problem.
The global longevity market – spanning gene therapies, anti-ageing drugs, diagnostics and wellness plans – is projected to hit US$610 billion this year. At its core, the marketing of these products feeds off the age-old fear of mortality and the desire to stay young.
