The brands capitalizing on the wellness opportunity are entering a category that is seeing rising affinity among shoppers, even if regulation is lacking. But as the wellness economy matures, the trends businesses latch onto today may shift, thereby diminishing their relevance. Just as likely, new regulation may impugn the very premise these brands are founded upon, poking holes in the mission and health benefits they advertise to consumers.

This Playbook provides actionable questions and directives for consumer brands in the wellness category to flourish in the long-term. It accompanies our Report, Wild, Wild Wellness: The risks and opportunities of operating in lawless territory, which advocates cultivating trust and transparency, establishing durable marketing techniques and using mission to ground manufacturing and scale.

This Playbook is accompanied by the following sections:

Visit the Wellness Report homepage to explore how wellness-oriented brands can achieve a clean bill of health by employing transparency, as well as mission-guided growth and scale to build trust with consumers and survive in the long term.

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