The Worldwide Independent Network of MR (WIN), the leading global association of independent market research and polling firms, has released new findings from its Worldviews Survey. This year’s survey captures the perspective and beliefs of 35,515 individuals across 40 countries.
As we mark International Yoga Day, WIN highlights the vital role of mindfulness – the heart of yoga practice – in supporting mental and emotional well-being. More than just physical exercise, yoga is a holistic discipline rooted in mindfulness, inner stillness, and conscious breathing. Our global findings on meditation reveal how more people globally are turning to this ancient practice in today’s increasingly fast-paced world.
More than just a tool
While meditation is often viewed in Western contexts as a tool for self-care and emotional well-being, especially amidst the pressures of modern life, its significance extends far beyond therapeutic or mental health benefits. It’s important to recognise that motivations for meditation are not always emotional or psychological – its roots lie deeply in religious, spiritual, and philosophical traditions, particularly across the East.
From dhikr (a devotional repetition in Sufi Islam) to silent contemplation and contemplative prayer (such as the “prayer of the heart”), to Kabbalistic meditation and japa (the repetition of mantras in Hinduism), meditation remains deeply woven into the fabric of spiritual life. In these contexts, it is not a wellness trend, but a sacred ritual – a means of connecting with the divine.
Meditation on the rise with global youth leading shift to mindfulness
Since 2018, there has been significant increase in people who meditate, from only 29% globally to 35% in 2025, with trends in most countries. Local researchers in countries like Finland, Argentina, and Greece, where the practice has increased significantly (from 50% to 90% of increase), support the observation that the increase can be attributed to many people turning to healthier lifestyles and practices aimed at achieving inner balance. Interestingly, there is a negative correlation between age and mindfulness practice, with 40% of 18 to 24-year olds reporting practicing at least sometimes while only 26% of those over 65 do.
However, it is consistent in all regions where most people never, or only occasionally, practice mindfulness, the APAC and MENA region lead in people reporting they practice at 24% and 20%, respectively. Globally, there are significant difference between countries. Over half of people from India (79%), Pakistan (56%), Morocco (57%), Malaysia (55%), Mexico (55%), US (54%) and Philippines (51%) report meditating at least sometimes, while in contrast, less than 20% do in Indonesia (14%), Brazil (17%), Norway (18%), Poland (19%), Turkey (19%), and Chile (20%).
Meditation as an emotional anchor in modern life
As mindfulness practices continue to gain global traction, meditation has evolved into a flexible tool that serves a range of personal needs – from emotional regulation to physical well-being and coping with the pressures of modern life. It no longer exists solely within the realm of an idealised healthy lifestyle. In fact, 22% of both frequent smokers and drinkers report meditating often, challenging the stereotype of the ‘perfectly healthy’ meditator.
Emotional factors further reinforce this shift. Among those who meditate frequently, 21% report often experiencing stress or 20% report excessive worry, and 22% say they feel depressed, irritable, or lonely. Likewise, 20% of individuals who frequently feel tired or struggle with sleep say they meditate regularly.
These findings suggest that meditation is not only practiced by those who “feel good,” but perhaps even more so by those seeking relief from emotional strain. In a world increasingly marked by fatigue, anxiety, loneliness, and disconnection, the simple act of mindful breathing offers both a coping mechanism and a path to greater emotional resilience.
In essence, meditation has evolved into a global, multifaceted practice that reflects the full spectrum of human experience – emotional, physical, spiritual, and cultural. Whether to relieve stress, process difficult emotions, care for the body, or nurture the soul, meditation continues to serve as both a refuge and a resource in an increasingly complex world.
Richard Colwell, President of WIN International Association, said:
“This year’s findings reveal the growing importance of mindfulness and meditation in people’s lives across the globe. Whether as a tool for managing emotional stress or as part of deeply rooted spiritual traditions, meditation is clearly resonating with modern needs. As we celebrate the International Day of Yoga, WIN hopes this research highlights how an ancient practice continues to evolve – offering clarity, connection, and calm in an increasingly complex world.”