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Beyond the Vertical: (Re)defining Health as a Value

Beyond the Vertical: (Re)defining Health as a Value

2019 has been a monumental year for Gene: we unveiled our new brand identity and reaffirmed our commitment to designing health and wellness experiences for our clients and their audiences in the modern world. As Joe Dee, Gene’s Managing Partner, stated then, it’s becoming clear that these experiences are at the core of thriving — for people, companies, and society.

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Health and wellness represent a massive trend, key growth and innovation opportunity and priority areas both globally and locally. This trend is not only redefining how we rethink our daily choices both on individual (“self-care” is no longer simply a term du jour, but a philosophy and movement) and collective levels — it’s also reshaping the ways in which organizations look at value creation and delivery. AmazonWalmartBest BuyGoogle, and even Facebook are few examples of many companies that are actively incorporating health-oriented initiatives in their culture and business growth strategies — even though as we all know, these particular businesses were launched with quite different ideas in mind. (How they pursue their healthcare ambitions is an entirely different topic.)

In fact, we argue that any organization can be considered a health entity today, with a direct health impact on not only customers, but also employees and community.

This thesis is supported by major shifts in the business world, including the Statement on the Purpose of a Corporation from the Business Roundtable issued earlier this year. The new statement signalled a major change in the “principal objective of a business enterprise” to emphasize the fundamental commitment to customers, employees, suppliers, communities, and shareholders — regardless of the company’s corporate purpose and mission. This new shift is aiming to embrace value, transparency, sustainability and innovation — in contrast with the previous (1997) statement that focused on the principal objective of a business enterprise to “generate economic returns to its owners.”

For any organization to be sustainable long-term — today and in the future — health and wellbeing have to be critical considerations for how it creates and captures value. This means, understanding the attitudes and behaviours of its customers, stakeholders, employees and affected communities — again, both at the local and global levels. These same values show up in various ways across several of the 17 sustainable development goals (SDGs) announced by the United Nations in the 2030 Agenda for Sustainable Development serving as guiding principles to solve the world’s most significant problems. Sustainability will also be a key theme at the 2020 World Economic Forum in Davos.

As we look to create our own health impact, our approach at Gene has evolved to build in our clients’ values and their quadruple bottom-line parameters (Purpose, Profit, People, and Planet). For long-term success, we always start with the organization’s purpose and look to demonstrate how transformative solutions impact the health of the business, its customers, employees and society in which the organization operates in — for a full 360º health impact.

These principles are also incorporated in our strategic frameworks, powered by industry knowledge, insights and capabilities to transform organizations — via the best-in-class design practice, insightful planning, powerful digital and product capabilities, and effective marketing communications led by big vision and transformative creative.

As Gene continues to pursue its mission towards a future where health is everywhere, we will continue to work with our partners and clients to position their organizations for long-term success — to reinvent, innovate, and most importantly, create impact and deliver value in meaningful ways.

If this is something you are interested in, we would love to connect.

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