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How wellness can help retailers build trust and stickiness

Wellness has become an increasingly important factor in brand and business strategy in the wake of Covid-19, but beyond safety and hygiene, brands have struggled to define their role. Contributing to customers’ wellbeing by preventing conflict and compromise may be the key to unlocking this opportunity. Research has indicated that when people perceive conflicting goals, such as buying nice things versus the impact of consumption, they feel more stressed. In contrast, when people’s values are