In recent decades, the wellness industry has evolved from a fringe market into a comprehensive lifestyle machine, intertwining elements of health, fitness, nutrition, and mental well-being. A recent merger suggests that the industry is still early in its growth stage.
FedEx is working to capitalize on the trust that they’ve earned. The 10th most trustworthy brand in America wants to better compete with the Amazon and UPS. But the strategy, motivations, and end goals are not clear to me. A mid-January 2024 announcement of its new FDX platform included words like “data-driven”, “end-to-end”, and “digitally-led.”
