If health is the new status symbol then Well+Good may be its Wall Street Journal. A curated content platform, Well+Good offers its readers an inside look at all things health, wellness and fitness, including a rundown on trends, reviews of the latest crazes and helpful life hacks.
The brand is tapping into the changing definition of healthcare, led by Millennials who see health as holistic wellbeing as opposed to the absence of illness. And it steers clear of clichéd representations of the industry as fringe or niche. We talked with Co-Founders Alexia Brue and Melisse Gelula to learn more about the brand.
How would you describe your brand in three words?
Trend-setting actionable intel.
What is your brand mission?
To power a passion for wellness.
How would you categorize the business you are in?
How would you describe a disrupter brand in 10 words or less?
Challenge status quo thinking with pioneering ideas.
What in healthcare needs disrupting?
Waiting until illness to focus on health.
What’s the feeling or experience you hope a customer has when interacting with your brand?
Inspiration to try a new healthy habit, be it a new workout or a healthy recipe.
What do you see as your biggest opportunity and/or challenge to future growth?
Finding channels and platforms to reach more women at all points on their wellness journey.
What’s the most important trait for a leader to have?
A collaborative nature.
How many hours do you sleep a night?
On any given day, your predominant state of mind is…?
Possibility. Optimism. Potential.
More from the Interbrand Breakthrough Brands 2017 report.
This interview originally appeared on brandchannel.