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 healthcare issue. The reality is that health is the undercurrent of 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. We scrutinize labels, avoid stress-inducing spaces, and gravitate toward brands that make us feel good. Yet too many companies still treat health as someone else’s problem or a political minefield best avoided.

But this isn’t just about politics. Brands that think about their role in the context of human health reach broader, more loyal audiences. They future-proof themselves against cultural shifts and changing regulations.

As conversations around diversity and equity take center stage, industries beyond healthcare have a chance to lead. This isn’t health equity as a buzzword. It’s a strategy to meet consumers where they are by embracing the one thing that connects us all.

So, what does ensuring consumers achieve good health mean for brands, and why is it critical in today’s market?

Why health is every brand’s business

For years, “health equity” has been filed under healthcare – a job for hospitals, clinicians and policymakers. But the truth is that more than 80% of a person’s health isn’t determined in the doctor’s office or clinic. According to a report by the National Academy of Medicine, access to healthcare accounts for just 10-20% of overall health outcomes. The rest is shaped by factors like stable housing, access to nutritious food, reliable work, financial security, and social connections.

Every industry, not just pharma or biotech, plays a role in shaping consumer health. From CPG to finance, real estate to tech, brands don’t just sell products or services. They shape the rhythms of daily life that determine our energy, resilience and sense of self. This shifts the conversation from healthcare to how we live. And, more importantly, it highlights the reality that brands across categories play an outsized role in our health journeys.

A food brand that champions accessible, nutritious products isn’t just selling groceries; it’s contributing to better diets and healthier communities. A tech company designing tools that encourages social connections or promote mental health isn’t just creating gadgets; it’s supporting emotional well-being. Even real estate and development companies that prioritize affordable, safe housing are making a direct impact on our physical and mental health.

Thinking about consumers through the lens of health isn’t about virtue signalling; it’s about brand survival. Brands that ignore health are at risk of losing more than just sales; they jeopardize trust and loyalty.

Savvy brands already see this. Dyson expanded beyond home appliances into air purification. Hilton has integrated fitness and wellness directly into their hotel experiences for years. Even McDonald’s – the poster child for indulgence – has pivoted toward transparency and healthier menu options.

Building health equity starts with everyday connections

A silent health crisis of disconnection is inhabiting America. Recent data reveals that 30% of adults experience loneliness at least once a week, while 1 in 10 feel the burden of isolation every single day. Younger generations are feeling this even more acutely, highlighting a societal issue that is affecting people across all walks of life.

But loneliness doesn’t just affect mental health; it can have serious physical consequences. According to the American Heart Association, loneliness and social isolation are linked to a 30% increased risk of heart attack or stroke.

It’s a sobering statistic that reminds us that addressing social connection is a key part of overall well-being. In healthcare, initiatives like ‘social prescribing’ in the UK and Canada are leading the way by connecting patients with non-medical resources in their communities. These might include exercise classes, volunteering, art groups and a range of different social activities as part of, or instead of, their traditional treatment plans, and works well for people with a range of needs including those that are lonely or isolated.

Recently, the UK-based charity Parkrun urged the government to expand the parkrun practice program to all GP practices nationwide, supporting NHS reforms toward preventative, community-based care. Parkrun already partners with nearly 2,000 GP practices socially prescribing it for physical and mental health support. This could help reduce NHS pressure, cut waiting times, and tackle major health issues like cancer, cardiovascular disease, and suicide. A YouGov Sport study found that 51% of UK adults support GP social prescribing of parkrun, and over a quarter believe they would personally benefit.

However, the opportunity to tackle loneliness isn’t limited to healthcare providers. Brands across all industries have a unique chance to make a meaningful impact. Whether through nurturing online communities, creating shared experiences, or designing products and services that encourage real-world connections, brands can be powerful agents of social change. As technology continues to be a catalyst for connection, brands that leverage it thoughtfully can help bridge the gap between isolation and community, offering not just products, but platforms for people to connect authentically.

Take Hinge’s One More Hour initiative, which aims to combat the loneliness epidemic by encouraging Gen Z towards real-world connections, addressing the 1,000 fewer face-to-face hours they spend compared to previous generations.

Lululemon and Patagonia reinforce their values through yoga classes, fitness events, and environmental workshops, becoming part of their customers' lifestyles. Apple strengthens loyalty through ‘Today at Apple’ sessions, offering lessons in photography, coding, and music. Meanwhile, Jeep Wrangler embraces organic community-building with "Jeep Ducking," where owners exchange rubber ducks as a symbol of camaraderie. The most successful brands don’t just sell. They create experiences that build trust, loyalty, and belonging.

Brand love thrives on inclusion

Fostering the health of consumers requires brands to shift their focus from short-term product appeal to long-term impact. Brands must move beyond simply satisfying buying preferences and instead focus on the real effects their products have on people's lives. This shift calls on companies to look past immediate profits and prioritize creating meaningful, lasting change in the communities they serve.

A company offering affordable eyeglasses doesn’t just improve vision; it enables kids to learn better in school, adults to perform better at work and improve local employment opportunities. TOMS, founded in 2006, started by donating a pair of shoes to a child in need for every pair sold, reaching 50 million pairs across 70 countries. In 2011, TOMS Eyewear adopted the same model, providing prescription glasses, medical care, or sight-saving surgery for each eyewear purchase.

Canon’s The World Unseen exhibit sheds light on sight loss through photography, offering a powerful perspective on how visually impaired individuals experience the world. By using innovative techniques to replicate different visual impairments, the exhibit challenges audiences to rethink their understanding of vision and accessibility.

Recognizing these intersections is key to staying relevant in a market where mental and physical health are top priorities.

It’s all about breaking down barriers. Health disparities can hold people back from fully taking part in the market. When brands tackle these issues, they open doors, helping more people get involved and creating a stronger, more inclusive marketplace for everyone.

Warby Parker gets this right by ditching gender labels in their stores, making the shopping experience more inclusive. It’s a small shift with a big impact for helping consumers feel welcomed and connected rather than boxed into categories that don’t fit.

This creates a ripple effect of empowerment, where customers not only gain access to essential resources but also feel valued and supported.

The market for inclusive and equitable products and experiences is still relatively open, presenting something of a blank canvas for brands to lead the way. However, as more companies prioritize accessibility and representation, consumer expectations will inevitably rise. What may be considered innovative today could soon become the industry standard. Brands that take the initiative now will not only set themselves apart but also build deeper trust and loyalty with their audiences.

Being at the forefront of this shift ensures long-term relevance, while those who lag risk appearing out of touch, reactive or, worse yet, opportunistic.

Brands that truly know their consumers, know their health mindset – and champion it

For brands, success is no longer just about what they sell, it’s about the impact they make on people’s lives. Tech products now face the same scrutiny as CPG, with growing expectations around their role in supporting mental health amid tech overload and screen fatigue. Likewise, in retail, offering inclusive, self-care-driven products is no longer optional – it’s the new standard.

This is where smart segmentation and personalization make all the difference. Brands that truly know their audience can craft targeted messages that speak directly to their consumers' unique health goals and challenges. For instance, a fitness app might spotlight affordability and accessibility for one group, while highlighting advanced performance tracking and customization for more experienced users. Similarly, a food brand could promote nutritious, convenient options for busy professionals, while focusing on sustainable, organic ingredients for eco-conscious shoppers.

Why health equity should be at the heart of your brand strategy

Health equity is about ensuring everyone has access to the tools and resources necessary for a high quality of life. And that will never go out of style. For brands, this means understanding where your consumers are, not just in their buying journey, but also in their health journeys.

Encouraging health can span beyond products into tailored messaging, immersive live and digital experiences, and community nurturing. Whether it’s through promoting mental health, supporting diverse wellness needs, or championing sustainable practices, aligning with health and finding ways to improve equity offers brands a unique chance to build deeper, more meaningful connections with their consumers.

In a world where health-conscious living is becoming a top priority, your brand has a chance to redefine its purpose, going beyond products and services to make a genuine difference in people’s lives. The question isn’t whether your brand should think about health. The question is how you want to show up in that conversation.