What longevity actually means - and how to achieve it
The wellness world has seen a shift in mindset in recent years, with the call for living longer - and healthier - being the ultimate ‘trend’ that people want to invest in. Fast-track diets and quick fixes are being replaced with a more sustainable approach, one that really does look into the future with longer-term goals. But what exactly does longevity mean in 2025 and how can you achieve it?
“Longevity isn’t just about time - it’s about thriving in it”, says our VP of Nutrition and Education, Jo Woodhurst. “Too often, the world of ‘wellness’ reduces longevity to a checklist of biohacks, supplements and strict protocols, but a brave life is one that’s well-lived, not just prolonged. It’s easy to get caught up in the pursuit of optimal health, tracking every metric and micro-adjusting every habit, but what’s the point of longevity if we forget to live?”
In our modern world, we’ve become so consumed by future-proofing, that we’ve forgotten how to truly live in the now and enjoy the simple pleasure of being. Think: pausing to share meals with loved ones, staying up late once in a while to dance, or resting without feeling like we need to earn it. Ironically, our ancestors were ahead of the game – with deep-rooted knowledge that a long and vibrant life requires balance. Longevity isn’t just about what we take (i.e. supplements, celery juices, and the rest), but how we enrich our days with connection, meaning and living vibrantly.
“Many of the compounds that our ancestors (and we, at A+B) revered are now being validated by science – like EGCG in matcha, adaptogens such as ashwagandha and lion’s mane, and the power of rituals, routines, and living in harmony with nature’s cycles,” continues Jo. “In other words, it’s the art of living well. The discipline of caring for your body should never outweigh the delight of soul-nourishing conversations, slow mornings in the sun or belly laughs that leave you breathless. This is all just as vital as the right nutrients”.
Just last year, the Global Wellness Index projected that the global longevity market would reach around $610 billion by 2025 – and with a promise of living longer and better, it’s easy to see why. But we have to remind ourselves that unlike most trends, the clue and key to achieving longevity lies in the word itself; this isn’t about quick fixes or cleanses, it’s about pursuing prevention with a holistic approach.
A mindset of prevention over cure is also key with a focus on getting to the root cause of health conditions and using early intervention – rather than relying on medicine to step in when disease has already manifested in the body. Essentially, it all comes down to how we live and show up day-to-day, rather than trying to rewind the clock when it might be too late. As Martin Luther King Jr. famously said, “The quality, not the longevity, of one’s life is what is important.”
Dr. Robin Berzin MD, the Founder and CEO of Parsley Health is a true advocate for this mindset, basing her entire business model and personal lifestyle on optimizing health holistically. “At 43, I feel better than I did at 23”, claimed Dr Robin. “[I have] more muscle, clearer skin, better digestion, stronger biomarkers, and a calmer mind. The truth is, you won’t thrive at 100 if you’re inflamed, metabolically unhealthy or mentally fogged today. But you can turn it around – starting now”.
So how do we do it? Here are six tips from our expert team - and key A+B products - to support you in your quality longevity journey, starting from today.
1. Nourish with Polyphenol-Rich Plant Compounds
Take your cue from Blue Zone communities and follow a plant-heavy diet. Essentially, think about what your ancestors would have eaten, which includes high-quality animal foods if that suits your lifestyle (hello collagen!). The key here is getting a variety of plants and colours into your everyday meals with antioxidant-rich foods like cacao, matcha, functional mushrooms, berries, and olive oil to combat oxidative stress and support mitochondrial function and cellular health. Some compounds found in nootropics and adaptogens lend themselves to longevity benefits too, such as Lion’s Mane > BDNF for brain resilience.
Key product: Noble Collagen
2. Prioritize Fiber, Protein and Healthy Fats
Let’s break this down a little further. To maintain a varied and balanced diet that supports gut health, muscle maintenance and brain function, be sure to incorporate fiber-rich foods (nuts, legumes and grains), quality protein (collagen, good quality meats, legumes) and healthy fats (omega-3s from algae or fish, nuts, seeds) into your weekly shopping list.
Key product: True Collagen
3. Challenge Your Brave Self
This is all about harnessing hormetic stress – this means intentional, short bursts of stress that, in the right dose and context, can activate the body’s innate resilience mechanisms. Practices like strength training, intermittent fasting, sauna use, and cold exposure can trigger powerful adaptive responses, such as improved metabolic flexibility, cardiovascular function, and detoxification pathways.
However, it’s important to recognize that these stressors are not universally beneficial – especially for women navigating chronic stress, hormonal shifts, or burnout. In these cases, different approaches or adjusted timing may be more appropriate. As always, the magic lies in personalization and tuning into what your body truly needs.
Key product: True Creatine+
4. Embrace Daily Movement and Mindful Practices
The key here is balance. While it’s important for your body to experience daily movement with strength training and mobility exercises, it also needs more restorative rituals, such as meditation and yoga, or a mindful walk. Once you find a type of movement that you love, it won’t feel like a task so you will be more likely to stay consistent and give your body and mind something that it naturally craves.
Jaycee Gossett, Founding Teacher and Chief Experience Officer of The Class believes that the secret to maintaining this comes back to the Four Universal Questions” rooted in shamanic and holistic traditions. When did you stop dancing? When did you stop singing? When did you stop sharing your story? When did you stop connecting with nature? I try to hold these questions close, using them as gentle reminders to reconnect with what truly nourishes me, moving, connecting, walking on the beach, taking in the sunrise or sunset.
4. Live in Sync with Natural Rhythms
Align your habits with nature. There is plenty of research that attests to getting sunlight first thing in the morning to increase early-day cortisol, which in turn prepares the body for better sleep later. A study by the Huberman Lab also states that it can positively influence your immune system, metabolism and ability to focus during the day.
Eating seasonally and creating a consistent rest ritual for sleep also supports circadian health and longevity.
Key products: True Ashwagandha and True Nightcap
5. Cultivate Joy and Connection
True longevity is about more than just health. Remember the last time you laughed so hard it made you completely in the present? Make space for this kind of play and laughter, have the deep conversations and get out into nature to prioritize moments that give you purpose. The secret is to discover what truly nourishes your soul and do more of it, daily.
Key product: True Collagen (Bovine), Wild Collagen (Pescetarian), Noble Collagen
What is the ultimate takeaway to all of this? According to Jenna Macciochi, our VP of Innovation and Science, longevity isn’t just about adding years to your life, it’s about adding life to your years. “At Ancient + Brave, we see longevity as the result of nurturing your biology with intention: from daily rituals to living a brave lifestyle,” she says. “Our approach is grounded in science and storytelling.”
If you’re ready to start your longevity journey with us, click the link below to discover more products that will support you in pursuing a holistic lifestyle – abundant with daily rituals that help you to truly thrive.
Discover your perfect ritual here
References
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https://www.globalwellnesssummit.com/blog/longevity-momentum-in-wellness-real-estate-communities/
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https://pmc.ncbi.nlm.nih.gov/articles/PMC6125071/#:~:text=Abstract,old%2C%20dubbed%20the%20Blue%20Zones.
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https://www.hubermanlab.com/newsletter/using-light-for-health