That’s according to a new Edelman study, which found that 65% of consumers believe that brands could be doing more to support their well-being.

“People today are facing a modern well-being dilemma. We are isolating ourselves when it comes to achieving well-being, putting all the pressure on ourselves and not turning to others for support,” Jennifer Hauser, director of Edelman Wellness 360, stated. “Companies should take note because we heard loud and clear that companies and brands have a role in supporting consumers to reach their well-being goals.”

Edelman’s multi-generational study asked more than a thousand respondents about their views on well-being and how companies can help them achieve their well-being goals.

85% of respondents indicated they would likely buy products and services from brands that they felt supported their well-being, and 84% said they’d recommend those brands.

So how do brands show they support consumers’ well-being? The attributes identified in the study include: taking an active interest in the health and well-being of customers, encouraging customers to make a societal impact, personalizing experience, and connecting customers to others. 

Consumers say that brands are doing a good job on the first two attributes, but are falling short on the latter two.

To improve, Edelman offers a number of suggestions. For instance, brands can “create communities that provide emotional support for your consumers to feel like they are not alone” and “provide recommendations that impact the physical, emotional and mental factors of well-being.”

Brand limits

Needless to say, it will be easier for some brands to speak to consumer well-being. Companies like McDonalds and Nike have to speak to health and wellness because those things are directly related to their products.

But what about brands that don’t have a direct connection to health and wellness? Here it’s not so clear.

While it’s theoretically possible for all companies to speak to certain subjects that relate to the attributes the study identified, some brands may have a limited opportunity to do so in a way that makes sense. Specifically, some companies could struggle to craft coherent messages that align well to their brands if they try too hard.

On this note, all brands that decide to speak to the well-being issue would be wise to consider a lesson from greenwashing: if there’s no substance behind the message, consumers will know.