Mindfulness forms part of the trillion-dollar wellness industry, representing 1.5–6% of yearly spending around the world (estimated to be more than US$200 million) on wellness products and services.

Smartphone apps, in particular, have skyrocketed in popularity offering incredible promise for mental health with wide reach, and scalability at low cost. Mental ill-health was on the rise before the pandemic but reached new heights during it. Correspondingly, COVID created previously unseen demand for mindfulness apps and online courses.