Wellness brands have a trust problem. Here’s how to fix it

How we define and approach wellness and the products that assist us is evolving. The rise of GLP-1s and brands that deliver testing and personalized interventions —think Zoe’s individualized nutrition advice or Hims & Hers consultation services —means consumers are becoming accustomed to solutions that drive real, root-cause change. Consumers are becoming less tolerant of vague promises. Wellness brands are now competing with medical-level expectations. From collagen powders promising...