At The 3rd Eye, we take care of brands that take care of people. With our 30th anniversary coming up next year, it’s the perfect time to reflect on what our mission really means in a $6-trillion wellness industry and how brand care is becoming 2025’s most underrated wellness trend.
Wellness brands live at the intersection of aspiration and vulnerability. Audiences turn to them when stakes are highest. And when they do, consumers expect empathy, expertise, and evidence. Meeting that standard takes more than spending on advertising; it takes brand care.
Health Conscious Consumers Expect More Than Just A Product
Today, health-conscious consumers expect more than just a product, so wellness brands need more than just an agency. They need a partner who understands their mission.
In an industry as sensitive as the health and wellness industry, patients expect empathy, understanding, and familiarity with their experience. It’s what makes the product or service feel approachable and worth it.
As one report frames it,
“Wellness has become a daily, personalized practice rather than a set of occasional activities or purchases”
(McKinsey Wellness Trends 2025).
These audiences don’t just “try” wellness. They live it. So brands shouldn’t market to just amplify. Instead, they should reflect back what audiences value most: consistency, credibility, and care.
That’s why it’s absolutely essential, in every industry, but especially health and wellness – to have a marketing partner deeply attuned to your customers’ needs and how your brand meets those needs. That includes understanding the ecosystem in which they engage: social media platforms, product reviews, practitioner referrals, and peer testimonials.
To explore brand promise, check out our recent blog post “Closing the Gap Between Brand Promise and Patient Experience” [INTERNAL: link to brand promise blog when live]
T3E doesn’t just execute campaigns, but actively nurtures the vision, voice, and values of our clients’ brands, ensuring they stay true to their purpose while standing out in a saturated, often performative market.
Why Alignment Matters to Brand Care
Silos and lack of communication impede strategy. That’s why, at T3E, we treat alignment as the first act of care, and academic research agrees. One widely cited definition reminds us that:
“Organizational alignment can be defined as the extent to which the strategies, processes, and capabilities of one functional unit within an organization are consistent with the strategies, processes and capabilities of one or more other functional units, in order to enable the firm to act consistently and fully utilize its available resources.”
(Operations Research Perspective)
What does this mean?
Marketing promises and operational realities must communicate and understand one another. When they don’t, customer trust erodes, and campaigns lose purpose. We uncover these gaps early in your brand audit, so brand promises hold up under the weight of real-world expectations. This is especially vital for campaigns that span across digital marketing, email marketing, content marketing, and search engine optimization.
Brand Care Is the Most Underrated Trend of 2025
Wellness starts with care. And care starts with brand integrity.
“The global health and wellness market valued at USD 5.84 trillion in 2024 is anticipated to reach USD 9.94 trillion by 2034, growing at a CAGR of 5.46 percent over the next decade.”
(Health and Wellness Market Trends)
From this projection, we can infer that: 1) demand for preventive, holistic solutions is accelerating and 2) competitive noise is deafening.
The brands that will capture disproportionate share are the ones that translate purpose into proof in a tangible way.
Your brand and the content it produces should authentically show consumers who you are, what you stand for, and how you’ll help them.
Basically, with ongoing and aligned brand care: it’s possible to cut through the noise.
The Brands That Scale Are the Ones That Align
It’s easy to scale content. Harder to scale conviction.
That’s why we anchor every partnership in alignment. At The 3rd Eye, we make sure every part of your ecosystem speaks the same language – and means it.
Because as researchers note, “alignment requirements increase with scale,” and “incongruence between marketing and operations objectives often creates brand dilution or experience gaps” (Operations Research Perspectives) .
T3E solves for that, up front and ongoing. We continuously ensure your message is varied, interesting, and authentically reflects what users or patients can expect from your brand – whether they find you through search engines, social media, or a community wellness event.
Consider that the global wellness market is projected to grow from $5.84 trillion in 2024 to $9.94 trillion by 2034 (Health and Wellness Market Trends). That means competition will only intensify, and consumer expectations will climb alongside it.
How can T3E care for your brand?
Here’s the chain of care we provide.
- Strategic Care: Alignment audits, c-suite workshops, and promise mapping to ensure your “why” is alive across every touchpoint.
- Creative Care: Copy, design, and storytelling that clarify complex benefits without losing soul.
- Operational Care: Support for team-wide brand training and frontline messaging so your inside matches your outside.
- Cultural Care: Considered practices that resonate authentically across audiences, not just in moments of crisis.
Whether you’re launching wellness services, scaling fitness apps, or exploring wellness tourism experiences like wellness retreats, brand care helps ensure every touchpoint feels like part of the same intentional journey.
Brands that gain customer’s loyalty won’t necessarily have the flashiest product — they’ll have the clearest positioning, the deepest community trust, and the operational muscle to deliver what they promise.
Take a look at our RTBs below for a fuller picture of how we offer clients consistent brand care.
The 3rd Eye’s Reasons To Believe
- We successfully assisted our client in setting up a landing page and implementing tracking pixels, overcoming challenges they faced internally due to privacy and data collection concerns from their parent company. We supported the team in conversations with parent company to alleviate concerns and allow for necessary tracking capabilities to be implemented.
- Prior to working with T3E, our client was struggling to receive social ready content from their agency, at times having to wait weeks or even months, and we were able to transition their process into delivering high-quality content within 48 hours.
- When an in-house agency team needed help with creative and production projects, we worked directly with them and provided the additional support needed to successfully complete and launch their rebrand on time and with seamless execution.
- We’ve implemented urgent requests around timely PR announcements and website updates to support our clients – even when our agency services did not formally include those deliverables – demonstrating our flexibility and commitment to client success.
- We created clear and easy-to-use market input forms that empower our clients to engage their local teams, gather aligned business priorities, and foster stronger collaboration. This ensures campaigns are rooted in shared goals across markets.
- We’ve streamlined our client’s creative and media review process by building adaptable Monday.com boards, which means less emails and also centralizes final assets, creative templates, timelines, proofing guidelines and variable information.
- As a trusted partner, we handle vendor relationships directly, removing our clients from the middleman role, allowing them to focus on their core priorities.
- We developed a turnkey production process by implementing a simple, efficient system where submitting a form results in output within 48 hours, proving that sometimes the best solution is a straightforward, seamless approach.
Conclusion – The 3rd Eye: A Strategic Partner in Care
We don’t chase trends. We partner with purpose.
For nearly 30 years, T3E has been the quiet force helping wellness brands scale with soul, market with meaning, and grow authentically. We build campaigns that aren’t just visible but valuable. We create brand ecosystems that empower your team and inspire your audience.
Most of all, we care for the brands who care for people.
Because in this industry, how you market matters just as much as what you’re marketing.
Need a marketing partner who won’t just amplify your brand, but protect its purpose?
Let’s talk. The care chain starts with us!
