Is it better to be a ‘shaper’ or a ‘staller’?

In this episode of HBW Insight’s Over the Counter podcast, our personalisation and consumer expert continues the conversation on what truly drives consumer connection. This time, exploring how health and wellness brands can balance commercial priorities with long-term sustainability goals.

Sustainability has shifted from a nice-to-have to a non-negotiable. Our Brand Impact Index finds that consumers now expect the brands they buy from to act responsibly and invest in a better future. Our expert shares why progress, even if imperfect, matters more than perfection, and how authenticity, transparency, and a clear sense of purpose help build trust over time.

If you missed the first episode, where we unpacked what it means for consumers to “vibe” with brands and how emotional connection drives loyalty, you can listen to it here.