Loyalty in the Age of

There was a time, all of three years ago, that ‘wellness’ as a concept invoked images of sun-soaked influencers in yoga pants, sipping kale smoothies after a 4am bootcamp that was totes #inspo.

But in no time at all, the term has become an all-consuming, catch-all label for anything that achieves the opposite of immediately killing you, or that improves your spiritual, emotional or social wellbeing. It’s about taking care of the human being as a whole, which makes for one giant sector incorporating everything from supplements to chakra realignment and walking holidays in Devon.

Sport is probably the best example of a sector upended…

To read why, head over to Advertising Week  for the full article.

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