< PreviousTherme Group Creating inclusive wellbeing resort experiences in urban centres 50 MAKE THE WORLD BETTER MAGAZINEC rises surrounding collective wellbeing are sharply felt in urban contexts, where loneliness, isolation, and anxiety are commonly reported. Eff orts need to be made to reorient businesses and our economy around positive impact so those living in cities can feel healthy, safe, and secure, all while protecting the environment for generations to come. We spoke with Duncan Newbury, VP of Brand and Global Marketing Director at Therme Group, about how this global wellbeing pioneer is creating wellbeing experiences that foster health, connection, and community. What inspired your founders to start advocating for the Wellbeing Economy? At Th erme, we are passionate about inclu- sive and accessible wellbeing. We believe everyone should have access to the highest quality wellbeing experiences regardless of their background or abilities. Th e modern Th erme concept began in Germany as a technology-driven, per- son-centric approach to wellness. It has since been successfully introduced in Romania, with Th erme Bucharest. We are now working toward delivering the concept in cities across the world to create a positive wellbeing impact for people and planet. Globally, we are seeing a crisis of wellbe- ing and nowhere is this more obvious than in our cities. Research has shown that people living in cities disproportionately suff er from mood disorders and anxiety,1 and that prolonged loneliness (a common affl iction in modern cities) can have the same impact on mortality as smoking fi fteen cigarettes a day.2 We want to help create a future where humans can thrive in urban contexts. Th at means creating businesses and a wider econo- my that positively impact not only individual wellbeing but also communities and nature. What do you consider to be your biggest success as an advocate and professional in this space? Can you share any stories of the impact your work has had that have surprised you? Together with our strategic partner, Th ermengruppe Josef Wund, we welcome millions of guests each year to our wellbeing resorts. Building a community around these locations of people who are committed to wellbeing has been a hugely satisfying part of our work. We are now working closely with stakeholders across the globe to deliver new Th erme locations. One of the biggest successes of delivering the Th erme concept has been how com- munities have reacted to it and integrated wellbeing into their daily lives. Th ough our concept is new to many people, we have seen an openness toward and acceptance of the experiences we off er. For example, in Th erme Bucharest, our aqua fi t classes and Aufguss sauna rituals have been hugely pop- ular activities. Th ere is an appetite for new experiences, but ones which are based on the fundamental human need for connection to water, nature, and each other. Therme Manchester will have a transformative eff ect on the city as the UK’s fi rst city-based wellbeing resort, featuring a next- generation waterpark, thermal bathing, and a wellbeing spa. The Herbarium Festival, a new fl agship event dedicated to sauna and herbalism in Therme Bucharest, drew together thousands of visitors united in the ritual of the sauna and joy of wellbeing and nature. We want to help create a future where humans can thrive in urban contexts. That means creating businesses and a wider economy that positively impact not only individual wellbeing but also communities and nature. APRIL 2024 • ISSUE 07 51How do you feel that shifting to a Wellbeing Economy will help make the world better? Th e Wellbeing Economy Alliance (WEAll) describes the Wellbeing Economy as: “de- signed to serve people and planet, not the other way around.” Looking beyond GDP to delivering wellbeing represents a funda- mental shift in how we frame success. In shifting to a Wellbeing Economy, we can bring the focus of success toward connection, community, and the enhance- ment of physical and mental wellbeing. By centring these elements and placing them within the context of supporting the natural world, we can create a future where we can all thrive. Th e path we’re currently on as a global community is not sustainable. By putting wellbeing at the foundation of successful communities, we can drive sustainable economic growth. Th is means we need to reframe how we see success away from historical ideas of GDP and growth and toward more human and planetary values. For example, if we shift criteria to an emphasis on factors such as health, life sat- isfaction, social cohesion, cultural diversity, and environmental impact, we create cities that people want to live in, places where they feel healthy, happy, and secure. If we do this, communities — and by extension, economies — will thrive. What are some of the challenges you typically face in advocating for the Wellbeing Economy? Our facilities include multiple saunas, adult-only and family areas, indoor and outdoor thermal and mineral pools, evidence-based nutrition, aqua fi t classes, waterslides and wave pools, spa treat- ments, sports events, and art and cultural programming. All these elements are set amongst thousands of biodiverse plants and managed by seamlessly integrated state-of-the-art technology. Herein lies a challenge: as a multi-sen- sory experience, you can only fully understand it by going and experiencing a Th erme. It isn’t easy for us to explain the wealth of what Th erme has to off er to those who aren’t familiar with it without bringing people to one of our facilities. On the fl ip side of this, we have found that once people come and experience Th erme, they are incredibly positive and want to return, alongside wanting to bring a Th erme to their own city. After visiting, they can see that by combining scale and sustainable technology, we can deliver exceptional quality at an aff ordable price point. Are there any upcoming initiatives or projects related to your work/ the Wellbeing Economy you'd like to share? We are moving into a very exciting new phase for our company. As well as continu- ing to innovate at our existing locations in Germany and Romania, we are developing the Th erme concept in cities across the globe. In the UK, planning permission for the updated design of our new facility in Manchester has been approved, and we are working closely with our strategic partner Th ermengruppe Josef Wund to deliver a new location in Bad Vilbel close to Frankfurt, Germany. We are planning to deliver our fi rst North American location in Toronto, Canada, and we are working closely with the local government in Washington, DC, to explore site options for a project in the city. We also have a project in development in Incheon, South Korea, and are exploring options for further locations in Asia Pacifi c and the US. Additionally, we have partnered with a number of thought leaders and academic institutions. Most recently, we partnered with the University of Surrey, one of the world's leading universities for tourism studies and research, on a project that The Herbarium Festival in 2023 was created as a celebration of the active sauna community at Therme Bucharest. Pictured with Dr. Robert C. Hanea, Chairman and CEO of Therme Group, is Professor Max Lu, President and Vice- Chancellor of the University of Surrey. Sauna Fest 2023 welcomed over 60 sauna masters from around the globe to Therme Bucharest to deliver over 300 multi-sensory shows designed to stimulate and entertain sauna enthusiasts. 52 MAKE THE WORLD BETTER MAGAZINE1. DeRubeis, R, Miao, L., Turner, D., & Xu, C. (2023). "Urbanicity and depression: A global meta-analysis." Journal of Aff ective Disorders, 340, 299-311. 2. Johnson, S. (November 2023), “WHO declares loneliness a ‘global public health concern’,” The Guardian, theguardian.com. seeks to transform the tourism industry's emissions measurement and carbon trad- ing with crypto-based systems. With the aim of forming a more sustainable future, the initiative will produce new digital platforms that signifi cantly increase the tourism industry's ability to measure and reduce its carbon footprint. Th e partnership represents Th erme’s goal of contributing toward the green economy of the future. A signifi cant proportion of our carbon footprint is gen- erated by guest travel. Th erefore, gaining an understanding of our footprint and how to reduce it is crucial. By investing in research, we can also make the fi ndings available to the wider industry so that, collectively, we can make steps toward a more sustainable and healthier future. What can people do to help spread the word about or take action toward transitioning to the Wellbeing Economy? How can they support your mission? At Th erme, we function a little diff erently. We are a connected, interdisciplinary eco- system of companies, ventures, and part- nerships. Th is approach allows us to chal- lenge accepted norms, be more fl uid in our actions, and work together to deliver our vision. Developing partnerships with like-minded individuals and companies that are committed to advancing wellbe- ing at an urban level and throughout the world is something we actively seek. We’re eager to hear from everybody and create forums of discussion that are not only about us but that explore our industry as a whole. We encourage anyone curious about new wellbeing environ- ments to come and visit one of our desti- nations. Th erme is really something that has to be experienced to be truly under- stood, and we’d love to welcome you! thermegroup.com twitter.com/ThermeGroup (@ThermeGroup) linkedin.com/company/therme-group instagram.com/thermegroup (@thermegroup) youtube.com/@thermegroup (@thermegroup) Top: Therme Canada | Toronto is designed to be a family-friendly experience, focused on boosting the physical and mental wellbeing of all who visit by creating a natural urban oasis where people of all ages can have fun and unwind from their busy lifestyles. Bottom: Guests at Therme Bucharest enjoy an aqua fi t class. Designed for all ages and abilities, this is one of the most popular activities in the health and fi tness programming in the resort. In shifting to a Wellbeing Economy, we can bring the focus of success toward connection, community, and the enhancement of physical and mental wellbeing. By centring these elements and placing them within the context of supporting the natural world, we can create a future where we can all thrive. APRIL 2024 • ISSUE 07 53Inspired Villages Improving the wellbeing of the UK’s aging population 54 MAKE THE WORLD BETTER MAGAZINEI f we want to make the world better and ensure long-term wellbeing for all, everyone needs access to a high quality of life that inspires them to live with purpose while protecting the planet. Retirement communities are often seen as antithetical to these goals and aging is widely misunderstood. Thankfully, there are purpose- driven retirement villages that provide this demographic with everything they need to enjoy the later phase of life. We spoke with Jamie Bunce, CEO of Inspired Villages, a retirement village brand operating in the United Kingdom, about how this company is creating sustainable retirement communities that empower residents to live their purpose. What inspired you to start advocating for the Wellbeing Economy? I got into the property sector relatively early when I went to work for a small building contractor on a Youth Training Scheme (YTS) after leaving school at 15. Over time, I moved from construction to development, where I spent many years expanding my horizons and covering all manner of projects, including town regen- eration. In 2008, I started a development and project management business, and it was during this time that my fi rst living business was created with a focus on retirement communities. Th is sparked a passion that drives my career to this day. Inspired Villages was born in 2017 when my fellow founders and I secured funding through a joint venture with Legal & General and NatWest Group Pension Fund to develop and operate a growing portfolio of communities. I took the role of CEO and have over- seen the rapid growth of the business from 25 to 350 colleagues today, supporting over 1,200 residents with a secured pipeline of 2,800 later-living properties across the UK. Purpose is a core part of life, and my key career decisions have been driven by purpose. I like to see a direct physical result from what I do, and at Inspired Villages we make a tangible, positive impact on people's lives and wider communities. Running this business allows me to match my purpose with the business outcome. What do you consider to be your biggest success as an advocate and professional in this space? Can you share any stories of the impact your work has had that have surprised you? I’m not always surprised but I am inspired on a daily basis. On average, our gym-going residents see a nearly nine-year reduction in their biological age. One partic- ular resident has actually improved hers by almost 20 years, which I was not just surprised but amazed by! Another resident had a tour of our village in a mobility scooter and within three months of moving in started a walking club thanks to her improved mobility. A gentleman who moved into a village to be closer to his family following a life-changing accident now visits the gym three times a week. We also just opened the UK’s fi rst net-zero (regu- lated energy) retirement community with our Millfi eld Green village, which is a hugely proud moment for Inspired as an organization and me personally as CEO. It will become the blueprint for all our future communities as we explore better ways to reduce our environmental impact as well as drive and promote positive benefi ts to the residents and wider communi- ties from a wellbeing point of view. How do you feel that shifting to a Wellbeing Economy will help make the world better? I recently attended the fantastic event, Anthropy23. Th e objective is for business leaders to come together and consider how their purpose can drive positive change for the sake of people, planet, and places. Nowhere is Aerial shot of Inspired Villages' net-zero village, Millfi eld Green, where you can see all the PV Panels. Purpose is a core part of life, and my key career decisions have been driven by purpose. I like to see a direct physical result from what I do, and at Inspired Villages we make a tangible, positive impact on people's lives and wider communities. APRIL 2024 • ISSUE 07 55this shift more present than at Anthropy, and I was delighted to represent Inspired Villages and the integrated retirement communities (IRC) sector there. Th e talks and panels focused on things we have to be optimistic about and how impactful change we make now can be integral to making the world a better place. I joined a panel on how we change the narra- tive on aging as we phase into a 100-year life span, and there was so much enthusiasm for the work Inspired and many others on the panel do to help improve the narrative on aging as well support the wellbeing of our aging population. At its core, this demographic has so much to off er society: they are experienced, proud, passionate, and curious about trying new things. When we recognize that and empower them to remain active, connected cor- porate citizens long past retirement, the world will certainly be a better place to be and, integral to our purpose at Inspired, a better place to grow old. What are some of the challenges you typically face in advocating for the Wellbeing Economy? Th ere’s a huge misconception around retirement communities. We create vibrant, connected places that can have a hugely positive impact on the lives of residents while also benefi tting the wider community. It's proven that residents visit the GP less and stay active for longer. We create intergenerational spaces with cafés that are open for lunch and dinner to nearby families, alongside gyms where locals can keep fi t. Our villages can bring so much life and activity to wider communities, so shifting perception of what living in a village is like and that it isn’t an old people’s home or care facility is a key challenge. Are there any upcoming initiatives or projects related to your work/the Wellbeing Economy you'd like to share? We have just opened our ninth village, Millfi eld Green, and we are already looking ahead to our At its core, this demographic has so much to offer society: they are experienced, proud, passionate, and curious about trying new things. When we recognize that and empower them to remain active, connected corporate citizens long past retirement, the world will certainly be a better place to be. Inspired resident Jan Grayson on her balcony at Elderswell Village, Bedfordshire. 56 MAKE THE WORLD BETTER MAGAZINEWe need to change the narrative on aging, and I would encourage everyone to really throw away the stereotype of what later life is like. It’s a time to learn new things, visit new places, and expand your horizons, so you too can live your life with purpose, whatever your age. Left: Jamie Bunce. Bottom: Inspired resident from Ledian Gardens, Kent, Linda Green, 76, with Inspired Wellbeing Navigator, Duncan Vitorian. next openings in 2024 for our Ampfi eld Meadows and Blendworth Hills villages. Although we’ve achieved the fi rst net-zero village for regulated energy, we’re not stopping there and are always looking at ways we can further reduce our impact on the planet. Th ere’s lots of work being done on how we can fulfi ll our climate-positive and nature-positive business commitments. Guided by our purpose, we are creating commu- nities rather than building homes, going far beyond bricks and mortar. We have something very exciting that we’ve been working with residents on over the last few months. We recognize that less than 5% of the UK will end up living in an Integrated Retirement Community like an Inspired Village. But we know the positive impact this can have on their life, so we are working on how we can use technology to extend the reach of this benefi t to those in society who need it the most. Watch this space. What can people do to help spread the word about or take action toward transitioning to the Wellbeing Economy? How can they support your mission? Our purpose is to create communities where people can live the best years of their life. To do this, we need to change the narrative on aging, and I would encour- age everyone to really throw away the stereotype of what later life is like. It’s a time to learn new things, visit new places, and expand your horizons, so you too can live your life with purpose, whatever your age. inspiredvillages.co.uk facebook.com/inspiredlifeuk twitter.com/inspiredlifeuk (@InspiredLifeUK) linkedin.com/company/inspiredlifeuk instagram.com/inspiredlifeuk (@inspiredlifeuk) youtube.com/@marketinginspiredvillages9351 (@marketinginspiredvillages9351) APRIL 2024 • ISSUE 07 57Wellbeing Economy, Purpose-Driven Organizations, and Meaningful Work: A Practical Revolution By: Dr. Victoria Hurth and Professor Lorenzo Fioramonti 58 MAKE THE WORLD BETTER MAGAZINE“You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.” — Buckminster Fuller I n our opening editorial, we outlined how a Wellbeing Economy is aligned with a sustainable future and an effi cient, eff ective economy and how purpose-driven organizations operationalize this economy. In turn, purpose-driven organizations unleash and are dependent on the energy of meaningful work and lives of individuals, households, and communities. As well as being the power behind a Wellbeing Economy, the ability to contribute to and engage with purpose-driven organizations directly increases wellbeing by bringing a sense of usefulness, joy, and community through our daily activities. This is in contrast to the conventional wisdom that by increasing our fi nancial income, we can purchase more consuming goods as a way to achieve a good life. This is why we advocate a three- level shift in the macro (Wellbeing Economy), meso (Purpose-Driven Organizations), and micro (Meaningful Work and Lives) realms of the market economy, thus turning a vicious circle (the current consumption- based economy) into a virtuous one, based on long-term wellbeing for all (sustainability). Some may feel that we are outlining some unattainable utopia. We are optimists but please don’t mistake our optimism for naivety — we recognize that there is still a long way to go, and the ultimate path is not certain. However, we also know that there are no fundamental barriers in the way of achieving this shift if we collectively wanted to. It merely rests on collective imagination and faith that positive change is in our hands. The various insights revealed in this issue of Make The World Better Magazine were compiled to feed this faith and imagination. While they are just a partial window on the change that is possible, they represent a revolution that has been underway for some time. Once you tune in, you can witness everywhere, at all levels, and all around the world. The Macro Level At a macro level, the Wellbeing Economy revolution is about a tangible shift away from governing as if GDP is the core objective — as if this is a good way of understanding if the economy is achiev- ing long-term wellbeing for all — toward directly measuring and governing wellbe- ing outcomes. Th is macro-level governance needs setting at national as well as local levels of government. Th e insights in this magazine from the people working on the Wellbeing Economy Alliance Canada, the Network of Wellbeing, and the Canadian Purpose Economy Project all detail the wide- spread and expanding action to make the Wellbeing Economy a reality. Th e articles help bring to life the motivations for the Wellbeing Economy at the macro level and key ways people can keep up to date and get involved, from signing up for newslet- ters to engaging with key resources. Beyond Scotland and Canada, coun- tries that are spotlighted in this magazine, the Wellbeing Economy Governments (WEGo) also include Wales, Iceland, New Zealand, and Finland. In addition, a num- ber of countries outside of this group have been pushing to develop the foundations of a Wellbeing Economy. For example, the EU has been pushing this agenda concert- edly since its 2009 Beyond GDP project and the UK developed Quality of Life in- dicators as part of its Measures of National Wellbeing program in 2010. Th e work happening through the Wellbeing Economy Alliance and beyond builds on practical work that began in the 1990s with the UN’s Human Development Index, and in Asia, where Bhutan’s Gross National Happiness (GNH) framework has long been a beacon of change toward a Wellbeing Economy. What is hugely im- portant is that once you start properly mea- suring what matters, you realize how much real value is being lost through blindly growing fi nancial income as if this will automatically result in wellbeing outcomes. Work has been expanding over the years at national and local administrative levels to expose “social return on investment.” Th ese and other multi-capital accounting experiments have been gaining sophistica- tion over the years, and we are starting to get consensus at the international level on the best approaches1 that put wellbeing as the central currency. Action is also being taken by the world-renowned Club of Rome, which has spearheaded the global debate on economic transformation since the 1970s and openly advocates for a Wellbeing Economy to replace the contemporary growth-focused market economy in its latest book, Earth for All. The Meso Level While the shift in ambition at the level of the macro market economy is vital, this needs to be made real through purpose-driven organizations, including governments as organizations. Purpose- driven organizations by defi nition routinize decisions that support the Wellbeing Economy. As we outlined in our previous editorial, it is governance that routinizes action toward an objective (within clear parameters), oversees whether or not this has been achieved, and is accountable APRIL 2024 • ISSUE 07 59Next >