Are you well? Lessons for brands looking to join the wellness movement

M&C Saatchi FABRIC’s Luke Haynes outlines some key considerations for brands looking to put wellness at the centre of strategic plans.

This article is part of a Spotlight series on how brands in Australia can tap into the growing opportunity in health and wellness. Read more

As marketers, we spend a sizable portion of our days talking about the health of the brands we are responsible for.

We talk about awareness, reputation, trust, consideration and net promoter score (NPS), and for the majority of the 20th century those measures were perfectly adequate.

But the cultural landscape has changed significantly since then, becoming much more nuanced. Our expectations of brands have also changed, requiring brand health to be...

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