An issue to watch in 2018 is whether more wellness-associated brands will have to enter politics and thus risk becoming embroiled in tricky partisan issues. Recent example: Patagonia, the iconic outdoor U.S. retail brand (embodying many qualities associated with well-being) recently filed a lawsuit against the current U.S. Presidential administration after it removed federal protection on two million acres of national parks land – and other companies have also taken sides on the issue.
These are challenging times for wellness brands. “Staying outside of politics” may be their favoured option, but it’s likely that they’ll increasingly be forced to take a stance and manage it from a reputational perspective…