Why brands should prioritize consumer health
Editor’s note: Amanda Kealey is partner at Hall & Partners. This is an edited version of an article that originally appeared under the title “Why every brand is in the business of health.”
Health equity – the principle that everyone deserves a fair and just opportunity to achieve good health – has traditionally been framed as a health care issue. However, health underpins every consumer choice, from the sneakers we lace up to the apps we scroll through. Consumers increasingly see every purchase as an investment in their well-being. They scrutinize labels, avoid stress-inducing spaces and gravitate toward brands that make them feel good. Yet, too many companies still treat health as someone else’s problem or a political minefield best avoided.
Brands that integrate health into their strategies reach broader, more loyal audiences and future-proof against cultural shifts and changing regulations. As conversations around diversity and equity take center stage, industries beyond health care have an opportunity to lead. Health equity is not a buzzword; it’s a strategy to connect with consumers on a fundamental level.
Why every business should consider consumer health
For years, health equity was considered the domain of health care providers. However, more than 80% of a person’s health is determined outside of clinical settings. The National Academy of Medicine reports that health care access accounts for just 10% to 20% of overall health outcomes, while factors like stable housing, nutritious food, financial security and social connections shape the rest.
Every industry plays a role in shaping consumer health. Brands influence daily life in ways that affect energy, resilience and self-perception. This shifts the conversation from health care to lifestyle and highlights that brands across categories significantly impact consumer well-being.
A food brand championing accessible, nutritious products contributes to healthier communities. A tech company fostering social connections enhances emotional well-being. Even real estate companies prioritizing affordable, safe housing have a direct effect on physical and mental health.
Thinking about consumers through the lens of health isn’t about virtue signaling; it’s about brand survival. Brands that ignore health risk losing more than just sales; they jeopardize trust and loyalty. Dyson expanded into air purification, Hilton integrates wellness into hospitality and even McDonald’s has pivoted toward healthier menu options.
Addressing disconnection: How brands can tackle the loneliness crisis
A loneliness crisis is taking hold in America. Recent data shows that 30% of adults experience loneliness weekly, with one in 10 feeling isolated daily. Younger generations are particularly affected. But loneliness isn’t just a mental health issue; it has serious physical consequences. According to the American Heart Association, loneliness and social isolation increase the risk of heart attack or stroke by 30%.
Addressing social connection is essential for overall well-being. In health care, initiatives like social prescribing in the U.K. and Canada connect patients with non-medical resources such as exercise classes, volunteering and art groups. Recently, Parkrun urged the U.K. government to expand its partnership with GP practices, supporting NHS reforms toward preventative, community-based care. A YouGov Sport study found that 51% of U.K. adults support GP social prescribing of Parkrun, with over a quarter believing they would personally benefit.
Brands can also tackle loneliness. Whether through nurturing online communities, creating shared experiences or designing products that foster real-world connections, brands can be powerful agents of social change. Hinge’s One More Hour initiative encourages Gen Z to spend more time in face-to-face interactions. Lululemon and Patagonia reinforce their values through yoga classes and environmental workshops. Apple strengthens loyalty through Today at Apple sessions, offering lessons in photography, coding and music. Jeep fosters organic community-building with Jeep Ducking, where owners exchange rubber ducks as a symbol of camaraderie.
Pioneering an inclusive marketplace
Fostering consumer health requires brands to shift from short-term product appeal to long-term impact. A company offering affordable eyeglasses doesn’t just improve vision; it enables children to learn better and adults to work more effectively. TOMS started by donating a pair of shoes to a child in need for every pair sold, reaching 50 million pairs across 70 countries. Later, TOMS Eyewear adopted the same model, providing prescription glasses, medical care or sight-saving surgery for each eyewear purchase.
Recognizing these intersections is key to staying relevant in a market where mental and physical health are top priorities. Health disparities hold people back from fully participating in the market. When brands address these issues, they foster a more inclusive marketplace.
Warby Parker understands this and has removed gender labels in stores, making the shopping experience more inclusive. It’s a small shift with a big impact, helping consumers feel welcomed and connected rather than boxed into rigid categories.
Placing health equity at the heart of brand strategies
Health equity is about ensuring everyone has access to the tools and resources necessary for a high quality of life. For brands, this means understanding where consumers are, not just in their buying journey but also in their health journeys.
Encouraging health can extend beyond products into tailored messaging, immersive live and digital experiences and community nurturing. Whether promoting mental health, supporting diverse wellness needs or championing sustainability, aligning with health equity allows brands to build deeper, more meaningful connections with consumers.
In a world where health-conscious living is becoming a priority, brands have an opportunity to redefine their purpose. The question isn’t whether your brand should think about health; it’s how you want to show up in that conversation.