The pandemic didn't just expose the cracks in our healthcare system, it blew them wide open. Suddenly, the long-standing disparities in health and healthcare access, a problem simmering for decades, became impossible to ignore. In Joe Public 2030,  we call this potential future "Disparity Dystopia," and it's not a pretty picture.

The healthcare leaders we interviewed painted a grim picture of a future where instead of bridging the gap, we're widening it, creating a chasm between the "haves" and the "have-nots" when it comes to health and wellbeing.

Here's why "Disparity Dystopia" is a very real threat:

• Healthcare costs skyrocket beyond inflation: Shocker. As healthcare costs rise faster than wages and inflation, those on the lower end of the income scale are squeezed the hardest. They face impossible choices between paying for healthcare, housing, food, and other essentials. The poorest Americans already spend a third of their income on healthcare, and it's only getting worse. This is a vicious cycle where lack of access to care leads to worse health outcomes, increasing costs even more.
• The "haves" are really winning: Think: concierge medicine. Wearables. Advanced diagnostics. Longevity treatment. GLP-1s, anyone? The wealthy increasingly pay out-of-pocket for personalized care, bypassing the system altogether. This isn't just about advanced medicine; it's about a fundamental shift in the very definition of what healthcare means depending on your economic status.
• The aging population will strain the system: As Boomers and Xers age into Medicare, the strain on the already overwhelmed system will intensify. A massive increase in the number of Americans requiring expensive care will further widen the gap.
• The digital divide will create a healthcare abyss: Telehealth, personalized medicine, AI-driven care – the future of healthcare is digital. But what about the millions of Americans who lack access to reliable internet, smartphones, or even basic computer literacy? The digital divide could become a healthcare canyon, leaving behind those least equipped to navigate it.
• Climate change is a health inequity multiplier: Extreme weather, air pollution, heat waves – the health impacts of climate change are already being felt, and they disproportionately impact marginalized communities. Think about it: those living in poverty are more likely to live in areas with poor air quality, lack access to healthy food, and be exposed to environmental hazards. As the climate crisis worsens, so too will the health gap.

So. If you’re not fully depressed by that bleak picture of the future… if you or your organization is working on solutions to this challenge… we want to talk to you!

We want your take…

• Will the “health gap” between the haves and have-nots continue to grow, or will we be able to close the gap?
• How can healthcare make strides on health equity?
• What health equity solutions are you seeing play out?
• As we build more digital health solutions, like the ones we’re seeing here at HLTH — how do we make sure we don’t leave millions of people behind?
• What concrete steps can healthcare brands take toward health equity?
• What can marketers to build experiences and content that are inclusive?