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...