Organisations that are overly focused on their core business are missing out on the greatest positive change to brands in a generation: they need to consider a broader definition of wellness and a broader definition of consumer, argue Moensie Rossier of branding agency Principals and Hamish Cargill of Principals’ brand voice arm XXVI.

Why it matters

The COVID-19 pandemic has been an enabler of agreement around the benefits and necessity of a wellness mindset. If you’re not factoring wellness into your brand’s strategy, then you’re ignoring the most important asset your brand has – people.

Takeaways

• Going beyond “eating well...