Most brands are trying to be connect with younger generations by using for lack of a better term corny and/or outdated trends that younger people tend to push against. Depending on what the brand has already established some of them are lacking transparent authenticity about their product and self-awareness that people are looking for in a world where everything is superficial. You can separate your brand from others by either providing a unique product or having a unique advertising strategy like Old Spice, Manscaped, Dos Equis, Nike, etc.

Wellness is about being sound in the mind and the body. The body cannot be healthy if the mind isn't and vice versa. It has to do with doing things to take care of yourself while also challenging yourself so you can become the best version of yourself.