Authenticity: The most important currency in wellness that brands can earn

Carat’s Linda Fagerlund outlines how the stakes are now higher for brands that want to establish a meaningful presence in the wellness space.

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

With a rising educated middle class in Australia, empowered with more disposable incomes than ever, the concept of good health is no longer just about being “free” of illness and ailments (that’s just literally hygiene).

It’s about the “free”-domto make conscious choices about how we optimise our modern lives. We’re optimising how we eat, how we spend our leisure time, how we sleep, how we think, how we parent,...

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