When brands authentically meet consumers where they are in their Live Well™ space, demographic differences become irrelevant, and huge business opportunities open up.

Here is the hard truth: Consumers are never going to approach a brand and say, “You help me live well.” But they will absolutely quiet quit a brand that doesn’t do just that.

It’s a WIIFM conundrum. The Olinger Group (TOG) runs all market research insights through a Living Well lens. Why does that matter? What’s in it for me? And what’s in it for you and your customers?