Well-being beyond the trends
A reflection on positioning, excessive promises and what people expect from brands.
At Naturaltech 2026, Natalia Fialho, Rafael Cazes and Breno Pineschi discussed the tensions surrounding the expansion of wellness. The growth of products and messages can also cause fatigue, requiring companies to make clearer choices.
Some consumers are interested in technology and performance, while others seek simplicity and less pressure. Recognising these differences helps create propositions that make sense in everyday life.
The reflection invites the industry to understand cultural needs before introducing another new product. Consult the original coverage for the study and examples presented at the event.
Read the complete original publication in the Naturaltech archive ↗