Consumers are expecting more and more from health and wellness brands, PA Consulting’s latest Brand Impact Index shows. Consumer health brands that link wellness to the sanctuary of the home do particularly well, explains PA consumer product expert Rhea Patten, on the latest episode of HBW Insight’s Over the Counter podcast. But do consumers expect too much? Do consumer heath companies really have a responsibility to help save the world? Patten says yes, and stresses that doing so will ultimately provide greater opportunities for brand impact and ultimately business growth.

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