Price, service and wellness: Why wellbeing is the new battleground for brands

Moensie Rossier of branding agency Principals and Hamish Cargill of Principals’ brand voice arm XXVI argue that organisations that are overly focused on the core business are missing out on the greatest positive change to brands in a generation.

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

Consciousness of wellness as a rich and multi-dimensional concept has been on the rise for the past few decades. It’s a term with a meaning that has grown well beyond the common understanding, which is ultimately narrow and characterised by filtered cliches of yoga, meditation and Instagram-friendly platitudes.

Today, we need to consider a broader definition of wellness and a broader definition of consumer. Going beyond “eating well and exercising”, wellness is...

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