The Third Field: Coherence, Patience, and the New Value Curve

Frequency doesn't announce itself. It hums, quietly, until everything around it starts to vibrate at the same pitch.

At the beginning of the year, when the notion of frequency and coherent alignment in brands became increasingly relevant, what was most surprising was how quickly consumers began shifting where they place their importance in their spending. Although this is still an emerging shift, the speed in which consumers are shifting means conscious and purpose led founders building their brands now need to ensure their foundation and fundamentals are strong to capture the market share they deserve.

The metrics below are an indication that there is an opening for conscious and purpose led brands built with aligned coherent resonance, strategic patience, and operational strength to take market share from lagging and extractive brands.

While most brands are moving faster. Many are not moving clearer.

In the world of beauty, wellbeing, and lifestyle, speed has become a measure of success: product launches compressed into months, investor timelines dictating strategic choices, and marketing cycles that reward attention rather than resonance. Yet beneath the metrics of growth and market share, an entirely different dimension pulses quietly. One that does not bend to velocity but to coherence. This is the dimension of coherence and frequency, the alignment of energetic architecture that governs whether a brand merely survives or thrives over the next decade.

Frequency becomes tangible in the following metrics such as: brands that consistently generate  high repeat purchase rates, investors who connect with founder alignment AND growth velocity, and consumers who engage in more intentional purchase cycles rather than reactive cycles. It's structural. It’s measured. Not abstract. 

Brands like Shiva Rose and Osea, who align with natural conditions of their hero ingredients formulates and creates a new product not from speed to capture market share, to chase a trend, or from external demands. These are the acts of steadfast clarity in an ecosystem and society obsessed with speed. This conviction of attuning to the frequency of the brands resonance rewards in customer loyalty, increase AOV, and most importantly, revenue and market share.

This imprint does not show up overnight. Aligning your business coherently is a long game. 

Consider your own brand: is coherence propelling growth, or are you just circulate in the same cycle?

The Emergent Third Field

Conscious and purpose-led brands operate in a third field, distinct from both mass and prestige categories. Here, intentionality, coherence, and disciplined patience are prerequisites. Brands that master this field are shaping the market’s next evolution.

If you're building a conscious brand, you already know this tension. The market wants speed. Your brand needs coherence. The question is: which frequency do you trust?

The global wellness economy,  the infrastructure of coherent living has reached $6.3 trillion and is projected to grow to $9 trillion by 2028 (Global Wellness Institute, 2025). This is an indication that the global wellness economy has moved beyond niche. We are living through a systemic recalibration of consumer priorities.

Conscious and purpose-led brands are growing at 11–13% year-over-year, nearly four times the growth rate of prestige beauty, which is expanding at just 3% (McKinsey, BOF, 2025). The gap will continue to widen.

In real time, we track consumer behavior corroborating this shift. Searches for "spiritual beauty" have surged 64% year-over-year. "Longevity skincare" is up 52% (Spate, 2025). Wellness real estate is the future where spaces are designed for coherent living.  This sector grew from $225 billion to $548 billion between 2019 and 2024, a compound annual growth rate of 19.5% (Global Wellness Institute, 2025).

Cross pollinating experience and consumption is becoming inseparable.

Luxury hotels and resorts integrating meditation, energy healing, Ayurveda, and sound therapy are seeing 32% year-over-year growth in the luxury segment (Luxury Wellness Report, 2025).

Spa bookings featuring holistic and spiritual modalities are up 22% (Global Wellness Institute, 2025).

Luxury agritourism with immersive and regenerative travel experiences is growing at a compound annual rate of 11–12%, with luxury and regenerative segments accelerating even faster (Grand View Research, IMARC, Straits Research, 2025).

The pace of growth demonstrates that frequency coherence across product, environment, and narrative  is a strong market signal of what the near and distant future is shaping up to be. This is no longer a niche preference. 

The growth of consumers seeking coherent products will soon parallel coherent experiences to become the norm. The acceleration of frequency-aligned lifestyles signals something deeper: coherence is becoming the new status.

When coherence becomes the baseline, the underlying strategy must be patience. Strategic patience is a discipline. It isn't passive; it actually requires active and acute awareness — knowing when to pause, when to accelerate, and making that choice from alignment, not anxiety. Rhythm, not rigidity. It's the practice of building coherent resonance, not just revenue. And it's becoming the defining competitive advantage of the brands that will endure — whether they express coherence through ritual, through science, or through the convergence of both.

The Essentials. The Breakdown. The Framework. and The Path Forward.

artist: Rob Bleckner