06-04-2026ASK THE EXPERTS

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

Consumers are becoming less tolerant of vague promises. Wellness brands are now competing with medical-level expectations.

[Photo: Arnell Koegelenberg/peopleimages.com/Adobe Stock]

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........

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