What is ‘brand well-being?’ And can it give you a competitive advantage?

People know when a brand genuinely cares about well-being—for employees, customers, and humanity at large. In many cases, it’s an intangible truth they can simply feel—in how they’re treated, how decisions get made, and whether a company’s stated values actually show up in practice. Plenty of brands talk about purpose and people. Fewer live it. And the difference is increasingly obvious.

That gap is why “brand well-being” is emerging as a meaningful framework for companies that want...