According to BofA's latest research newsletter, adults now spend nearly seven hours a day online — about five times as much time on social media as socializing in person. That's a striking number, and Bank of America puts an even more striking dollar figure on its consequences: the social, mental, and physical costs of tech overuse now total more than $7 trillion a year, roughly 6% of global GDP.

The toll shows up as loneliness, anxiety, depression, obesity, and myopia. Loneliness alone is now as prevalent as obesity, smoking, and diabetes — all of which carry serious implications for heart health and mental well-being.

What's fascinating from a consumer insights perspective is the market response. The backlash against tech overuse has fueled a wellness economy currently worth approximately $7 trillion, projected to reach $10 trillion by 2029 — larger than both IT and pharma. Investment opportunities span social connection, wellness tech, and what BofA's Lauren-Nicole Kung calls "me activities": nutrition, fitness, beauty, travel, and eye care.

And here's the irony that should matter to every marketer and researcher: Gen Z is both the most digitally exposed generation and the one most likely to drive the next wave of wellness spending. They're living the problem and buying the solution — though I do wonder if those two forces cancel each other out.

For those of us in consumer research, this is a signal worth watching. The brands that understand the tension between digital engagement and genuine well-being will be the ones that earn long-term loyalty. A good place to start? Stop making customers download an app just to access basic services. The 800 number still works.