What is 'brand well-being?' And can it give you a competitive advantage?

"People know when a brand genuinely cares about well-being-for employees, customers, and humanity at large. In many cases, it's an intangible truth they can simply feel -in how they're treated, how decisions get made, and whether a company's stated values actually show up in practice. Plenty of brands talk about purpose and people. Fewer live it. And the difference is increasingly obvious."

"At its core, brand well-being recognizes that a brand isn't a logo or a campaign. It's a living ecosystem made up of people, culture, purpose, and consumer relationships. When one part breaks down, the entire system weakens. When all three are healthy, the brand becomes more resilient, trusted, and relevant over time. Importantly, this isn't abstract. It's a leadership choice-and one companies can control."

Brand well-being is a holistic leadership framework that asks companies to prioritize wellness across three dimensions: employee, culture, and consumer. Employee well-being assesses whether work design supports physical, mental, and emotional health or drains employees. Culture well-being examines whether organizations operate with meaning and humanity and whether employees feel genuinely connected to each other and the work. Consumer well-being evaluates whether brands improve people's lives tangibly rather than merely competing for attention. Healthy alignment across these dimensions makes brands more resilient, trusted, and relevant. Brand well-being is actionable and within leaders' control, enabling durable growth beyond short-term performance.

Read at Fast Company