BioPharma Dive November 21, 2022
Wellness is profoundly changing consumer behavior. This shift is being driven by younger Millennials and the Gen Z population, for whom wellness is a dominant lifestyle value. Wellness is therefore fast becoming the business of companies that have never operated in this sector at all. A new Ogilvy Health and Ogilvy PR study, “Wellness Influencers Got Real — But Where Are Brands?”, identifies ways in which brands can learn from wellness influencers to bridge the gap between consumers’ expectations of brands and delivery.
Back in 2020, Ogilvy first quantified the gap between wellness expectations and how brands deliver against them in the award-winning Ogilvy Wellness Gap Study. The findings: 75% of those surveyed felt brands could do more for...
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