With brand authenticity in health and wellness all about picking the “right lane”, Carat’s Linda Fagerlund outlines how the stakes are now higher for brands that want to establish a meaningful presence in the wellness space.

Why it matters

Authenticity has become the hardest currency to achieve in health and wellness, more so than any other category. Brands that are serious about staking a claim in the space need to ensure they do so in the most authentic way possible.

Takeaways

• Leverage existing customer data or invest the time to research your customers’ broader product repertoire, their lifestyles and their...